Trends and Strategy for Mobile Search in 2014

Jeremy Evans

Vice President, Product Consulting

• Traffic Trending 2014

• 10 Mobile Strategy Refinement Tips

• RLSA & Mobile

• Tracking

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Agenda

Remember 2012 – AH the good old days of Marketing

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THE DATA

1. Ad position: Across all devices, click-through rates drop by 50% after position 2, from roughly 5% to 2.4%. 2. Mobile experience: Many websites still lack a robust mobile-optimized experience. 3. Mobile conversions: Difficulties recording Non-standard pathway, such as a call or in-store visit that are mobile influenced.

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Mobile Benchmarking Around the Globe 2014: Key Findings

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US – Mobile Search Trends

21.8% 21.9% 23.2% 23.5% 25.0% 26.7% 27.4% 29.2% 29.4% 29.6% 32.1%

34.2%

12.1% 12.0% 12.8% 12.9% 14.1% 15.5% 16.0% 17.4% 17.9% 18.4% 19.4% 20.3%

9.6% 9.9% 10.4% 10.7% 10.9% 11.3% 11.4% 11.8% 11.5% 11.2% 12.8% 13.9%

Share of Clicks from Mobile Devices - 2013

Mobile Smartphones Tablet

19.3% 19.6% 20.1% 19.3% 20.7% 22.2% 22.9% 23.7% 24.4% 24.2%

26.6% 27.9%

9.5% 9.7% 10.3% 9.4% 10.2% 11.3% 11.8% 12.5% 13.2% 13.3% 13.9% 14.4%

9.8% 9.9% 9.8% 9.9% 10.5% 11.0% 11.0% 11.3% 11.2% 10.9% 12.7% 13.6%

Share of Spend from Mobile Devices - 2013

Mobile Smartphone Tablet

10.7%

20.8% 22.6%

Computers Smartphones Tablets

CPC Change (2012 vs 2013)

MOBILE STRATEGY REFINEMENT

1. Leverage Ad Extensions

Test Click to call only vs. allowing the user to click through to the website:

• Call volume

• Cost per Call

• More calls, same click cost

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2. Test Click to Call Only vs. Click to Website

20%

30%

• Accurately report revenue

– Device

– Phone Number

• Optimize mobile bids

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3. Track Mobile vs. Desktop Call Extensions Separately

Append indicators for mobile

• m.att.com vs. att.com/TV

Pre-append By Service:

• call.att.com

• internet.att.com

• phone.att.com

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4. Display URL – Test the Sub domain

• Shorten descriptions line 1 & 2

• Call to action always showing

• Sitelinks mobile vs. desktop

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5. Test how ad copy appears on devices

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6. WAP text ad campaigns - Yes, people still use flip phones

• Different ad groups for WAP campaigns

– Tracking and bid management

• Head terms: High conversion rate, low cost per call

• International audience

Testing the impact of granular geo targets to click and conversion volume.

• Zip Code vs. Metro Level

• Pull back on granularity

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7. How low can should you target?

8. Pay Attention to the User Experience

9. Local phone numbers vs. 800, 866, 855 numbers.

Why?

• Psychological?

• Build better credibility?

• User more comfortable calling a local business

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Conspiracy Theory

MOBILE & RLSA

Audiences are the New Keywords

Normal RLSA Practices:

• Exclude Audiences

• Cross Sell / Up Sell to Existing Customers

• Nurture Leads and Engage Current Customers

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Mobile Benefits from RLSA

Option 1: Selectively firing RLSA Pixels

• Screen Resolution(<640px)

• User Agent

Option 2: Google Analytics

• Create a Custom Audience Based on Traffic

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RLSA Device Level Targeting

Campaign Exclude

Normal Search Campaign N/A

RLSA Desktop Only Tablet and Mobile Lists

RLSA Mobile Only Desktop and Tablet

RLSA Tablet Only Desktop and Mobile

• Different Ad copy for Different Devices

• Bid more aggressively

• Set Different Goals & Budgets

• Remove Brand Campaigns = $$$$avings

• Cast a wide net – Broad match

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RLSA Device level targeting Best Practices

Adjust Messaging based on Audience Data

Non-member Member

MOBILE TRACKING

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Cross Device Attribution

THREATS TO MOBILE ADVERTISING

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Threats to Mobile Tracking

Thank you!

Jeremy Evans

Vice President, Product Consulting