@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
EVERYTHING YOU SHOULD BE DOING WITH MOBILE MARKETING… BUT PROBABLY AREN’T
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
Speakers:
Tad Miller, Vice President of Accounts, Search Mojo
Moderator:
Janet Driscoll-Miller, President/CEO, Search Mojo
ABOUT SEARCH MOJO
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
• Headquartered in Charlottesville, Virginia
• Featured in the Washington Post, B2B Magazine, MarketingSherpa,
Visibility Magazine, Media Post and many blogs, including
Marketing Pilgrim and Search Engine Journal
• Speakers at SMX, SES, PubCon, Internet Retailer and
MarketingProfs B2B
OUR CLIENTS
YOU AREN’T READY…
• A recent 2012 Mongoose Metrics study of the top 1 Million Websites found that:
– Smartphone market share is now at 44% and it is expected to increase to over 52% by 2014
– mobile search currently represents approximately 9% of all searches
– Of the 1 million websites examined in this study, only 9% were deemed mobile ready
WHAT IS MOBILE READY?
• A specific mobile version of a website– Not a one size fits all
Seo-alien.com
Herbertkikoy.info
ARE VIEWERS READING OR SQUINTING?
Informing-arts.biz
Gorutechnologies.com
CAN THEY NAVIGATE?
• Mobile Navigation can have a significant positive impact on use and can alleviate frustration and abandonment – Make it “Thumb Friendly”
SignalInc.com
ARE THEY WILLING TO WAIT?
• A 2011 Compuware Survey found:
– 71% of global mobile web users expect websites to load as quickly, almost as quickly or faster on their mobile phone compared to the computer they use at home
– Nearly 60% of web users say they expect a website to load on their mobile phone in three seconds or less
– 74% are only willing to wait five seconds or less for a single mobile web page to load before leaving the site.
APPROACHES TO MOBILE WEB SITES
• Separate Mobile Sub-Domain from main website – usually with device detect redirects to mobile pages
RESPONSIVE WEB DESIGN
Responsive web design: A website that responds to the device (or window size) that accesses it and delivers the appropriate output for it uses responsive design. Rather than designing multiple sites for different-sized devices, this approach designs one site but specifies how it should appear on varied devices.
GOOGLE PREFERS RESPONSIVE DESIGN
BING PREFERS RESPONSIVE DESIGN
IF YOU CAN’T DO RESPONSIVE DESIGN YET
• If you have equivalent mobile and desktop pages you need to give search engines a way to know they are connected
• Annotations in HTML code (sometimes called switchboard tags) can accomplish this
• On the desktop page, add a special link rel="alternate" tag pointing to the corresponding mobile URL. This helps Googlebot discover the location of your site's mobile pages.
– <link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.example.com/page-1" >
• On the mobile page, the required annotation should be:– <link rel="canonical" href="http://www.example.com/page-1" >
• You can also accomplish the same thing in your site’s XML sitemaps:
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MOBILE PAY PER CLICK
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MOBILE PAID SEARCH
Paid Mobile Search is different…
Playing in mobile paid search is imperative to be successful in mobile marketing
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MOBILE SEARCH IS ABOUT GOOGLE
• Google Mobile Search Market Share in US is 96.9%
--Forbes
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MOBILE PAID SEARCH IS EXPLODING!
• A recent study from IgnitionOne showed that:– Mobile Paid Search Spend is up 269% Year over
Year– Mobile Paid Search Impressions are up 317%
Year over Year
• Marin Software Study says that 14% of all Q1 2012 Paid Search Clicks were on mobile devices
• Marin predicts that 25% of all Google Paid Search Clicks will by from mobile by December 2012
SEARCH-MOJO.COM@searchmojo #Mojowebinar
SERP PAGE LAYOUT MAKES A DIFFERENCE
• PPC Ads have much higher CTR on Smartphones and Tablets
RimmKaufman.com
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ADS GET ALL THE PAGE REAL ESTATE
SEObook.com
• Visibility of Natural Results can require a lot of scrolling
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THE GOOD NEWS! - IT’S RELATIVELY CHEAP
• Low competition & High CTR = Low CPC
Marin Software – The State of Mobile Search Advertising in the US
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BREAK OUT CAMPAIGNS BY DEVICE
• Use separate campaigns for PCs – Tablets and Smartphones
• Significant Performance Differences by Device
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PERFORMANCE DIFFERENCES
• Online conversion performance differences are significant
Not as bad as it seems – more on this in a little bit
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MOBILE GRANULARITY
• Different Bids• Different Budgets• Different Ads (click to call)
• Different Day-parting• Can also have device specific
Campaigns– iPad and iPhones can sometimes have dramatic
performance differences than Android Devices
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GO BIG OR GO HOME
• No Sidebar ads on Tablets or Smartphones
• Smartphones typically 2 ads on top and 2 to 3 on the bottom
• Tablets typically have 3 ads on top
• You need to bid aggressively to get top of page positions
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MOBILE AD SITE LINKS ARE BIG DEAL
• Site Links can push down competitor results
• Tablet Site Links are just like PC site links
• Google claims site links can improve CTR 30%
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MOBILE PAGE ONE
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MOBILE DISPLAY NETWORK
• The Google Display Network exists on mobile devices also
• Contextual targeting is poor in comparison to PCs
– Google expands mobile Display to mobile Apps
• Adsenseformobileapps.com
• AdMob• Little to No Context on
Apps
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DOING MOBILE DISPLAY RIGHT
• Opportunities to use Location Specific Banners to drive store visits
• Great for local businesses
• Great for pushing promotions
@SEARCHMOJO
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OPTIMIZE FOR LOCAL
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UNDERSTANDING LOCAL INTENT
• Google says that 1 in 3 mobile searches is to look up LOCAL information– 95% Use mobile weekly to look up
local information• 61% look up local business phone numbers to call• 59% to visit a business• 44% to make a local purchase• 54% find a retailer
– 87% have taken action after Looking up Local Content
Source: Google: The constantly connected consumer
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LOCAL INFO SEEKERS TAKE ACTION
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SMARTPHONE CONVERSIONS ARE IN THE STORE
• Smartphones have lower online conversion rates – But high in-store conversion
Source: AT&T Interactive Local Insights Report Q1 2012
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SMARTPHONE USAGE ON-THE-GO
• 68% of smartphone users search “On-The-Go”– Most popular search location: The car– Want to find and locate businesses
Source: xAd/Telmetrics Mobile Path to Purchase Study 2012
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OPTIMIZE FOR LOCAL INTENT
• Google gives mobile searchers the option to “Search With My Location”
• Search for “Sushi” and Google provides local restaurant listings
• Google needs local context from websites to figure this out
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GET STORE LOCATIONS FOUND
• Create individual pages for each store location– Don’t hide them behind a “zip code wall”– Build a Directory Structure that search
engines can crawl if you have multiple locations
Add redundancy for search engines
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GIVE SEARCH ENGINES A CLUE
• Use structured markup to give search engines some local context• Schema.org• RDF• Micro-formats• Rich Snippets
• “Mark-up” Addresses
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DO A GOOGLE+ LOCAL PAGE FOR GOOGLE MAPS
Formerly Known as a Google Places Page
@SEARCHMOJO
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800.939.5938
MOBILE USAGE PATTERNS
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WHEN PEOPLE USE MOBILE DEVICES
• Waiting• Watching TV• When they get
up• Mobile usage
spikes in the evenings
• At Home (Tablets)
SEARCH-MOJO.COM@searchmojo #Mojowebinar
MOBILE PICKS UP ON THE WEEKENDS
• Google says mobile search spikes on the weekends
• Smartphones are stronger than tablets in terms of weekend search volume.
SEARCH-MOJO.COM@searchmojo #Mojowebinar
TABLETS ARE DIFFERENT THAN SMARTPHONES
• A recent AdMob/Google Study said that Tablet users:– 82% primarily use their Tablet at
Home
– 69% use their tablets mostly on the weekdays
– 62% primarily use their tablets at night
– 68% spend at least an hour a day on there tablet
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MULTI-TASKING WITH MOBILE
“Media Stacking” is using 2 or more forms of media simultaneously
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ADVERTISE ON TV – CONVERT WITH MOBILE
• TV commercials push the brand or product
• Many mobile searchers (especially Tablet users) immediately go to search
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CASE STUDY: MAZDA USA
• Mazda didn’t have a Super Bowl TV Commercial, but did have a new vehicle (the CX-5) that was directly competing with Honda’s CR-V
• Mazda advertised in Search Engines on the CR-V’s Ferris Bueller Commercial keywords
• Over 2 million mobile searchers saw Mazda Ads instead of Honda Search Ads during the Super Bowl and many thousands clicked and did KPI actions
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QR CODES AND BARCODES
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OPTIMIZING FOR IN-STORE SEARCH
• Shoppers are scanning bar codes to check prices and check for product availability more than ever
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START TAKING ADVANTAGE OF QR CODES
Follow us on Facebook Write a Review on Google+ Watch a Video About Us
Connect with your customers and get them to do these key actions with their bar code readers on there phones
• Put them:• In-Store• Customer Lobby• On a trade show booth• On a product• On a window• On a magazine or newspaper ad
Q2 2012 had over 16 Million code scans and averaged 120 scans per minute – ScanLife Trend Report
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OPTIMIZE FOR BARCODE SEARCH
• You must utilize UPC product codes on your product pages– Use them in Page Title Tags
• Selling Books? Must use ISBN numbers on page
• You should also buy UPC and/or ISBN numbers as PPC keywords– Really cheap Cost Per Click & great
conversion rates
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CONTACT
800-939-5938 x102
LinkedIn:www.linkedin.com/in/tadmiller
Twitter:@jstatad
Google+:https://plus.google.com/u/0/102572648610590564638/posts
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QUESTIONS