What mobile strategy? Everything You Should be Doing With Mobile Marketing, But Probably Aren't

EVERYTHING YOU SHOULD BE DOING
WITH MOBILE MARKETING
…BUT PROBABLY AREN’T

Speaker:
Tad Miller, Vice President of Accounts, Search Mojo

Moderator:
Janet Driscoll Miller, President/CEO, Search Mojo @SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938

• 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 Search Insider
• Speakers at SMX, SES, PubCon, Internet Retailer and MarketingProfs B2B

@searchmojo #mojowebinar SEARCH-MOJO.COM

’ …

• 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

• A specific mobile version of a website
– Not a one size fits all

Herbertkikoy.info

Seo-alien.com

Informing-arts.biz
Gorutechnologies.com

• Mobile Navigation can have a significant positive
impact on use and can alleviate frustration and
abandonment – Make it “Thumb Friendly”

@searchmojo #mojowebinar SignalInc.com SEARCH-MOJO.COM

• 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.

• Separate Mobile Sub-Domain from main website – usually with device detect
redirects to mobile pages


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.


’

• 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:


@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938

MOBILE PAID SEARCH

Paid Mobile Search is different…

Playing in mobile paid search is imperative to be successful in mobile marketing

@searchmojo #Mojowebinar SEARCH-MOJO.COM

MOBILE SEARCH IS ABOUT GOOGLE

• Google Mobile Search Market Share in US
is 96.9%

--Forbes


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

SERP PAGE LAYOUT MAKES A DIFFERENCE

• PPC Ads have much higher CTR on
Smartphones and Tablets

RimmKaufman.com

ADS GET ALL THE PAGE REAL ESTATE

• Visibility of Natural Results can require a lot of scrolling

SEObook.com


THE GOOD NEWS! - IT’S RELATIVELY CHEAP

• Low competition & High CTR = Low CPC

Marin Software – The State of Mobile Search Advertising in the US


BREAK OUT CAMPAIGNS BY DEVICE

• Use separate campaigns for PCs – Tablets
and Smartphones
• Significant Performance Differences by
Device


PERFORMANCE DIFFERENCES

• Online conversion performance differences
are significant

Not as bad as it seems – more on this in a
little bit


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


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


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%

MOBILE PAGE ONE


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

DOING MOBILE DISPLAY RIGHT

• Opportunities to use
Location Specific
Banners to drive store
visits

• Great for local
businesses

• Great for pushing
promotions


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

LOCAL INFO SEEKERS TAKE ACTION


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

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


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

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


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


DO A GOOGLE+ LOCAL PAGE FOR GOOGLE
MAPS

Formerly Known as a
Google Places Page


WHEN PEOPLE USE MOBILE DEVICES

• Waiting
• Watching TV
• When they get up
• Mobile usage spikes
in the evenings
• At Home (Tablets)


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.

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

MULTI-TASKING WITH MOBILE

“Media Stacking” is using 2 or more forms of media simultaneously


ADVERTISE ON TV – CONVERT WITH
MOBILE
• TV commercials push the brand or product
• Many mobile searchers (especially Tablet
users) immediately go to search


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

OPTIMIZING FOR IN-STORE SEARCH

• Shoppers are scanning bar codes to check prices and
check for product availability more than ever


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
Q2 2012 had over 16 Million code scans
• Customer Lobby
and averaged 120 scans per minute –
• On a trade show booth ScanLife Trend Report
• On a product
• On a window
• On a magazine or newspaper ad

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


CONTACT

Tad Miller
tmiller@search-mojo.com
800-939-5938 x102

LinkedIn:
www.linkedin.com/in/tadmiller

Twitter:
@jstatad

Google+:
https://plus.google.com/u/0/1
02572648610590564638/posts


QUESTIONS


What mobile strategy? Everything You Should be Doing With Mobile Marketing, But Probably Aren't

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What mobile strategy? Everything You Should be Doing With Mobile Marketing, But Probably Aren't