comscore - mobile search
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Mobile Search: Techniques and Tactics for Marketers
Eli Goodman & Mike Solomon *Note: A copy of this presentation will be sent to all attendees within 2-3 business days
Follow along using #mobileppc
2 © comScore, Inc. Proprietary.
Our Presenters
Eli Goodman
Search Evangelist
comScore, Inc.
Mike Solomon
VP Marketing Strategy
The Search Agency
3 © comScore, Inc. Proprietary.
comScore Customer Knowledge Platform: A granular 360° view of the
multitude of online activities for 2 million global users
Designed to be representative of the total online population.
TRUSTe certified for information privacy & security.
4 © comScore, Inc. Proprietary.
5 © comScore, Inc. Proprietary.
Agenda
• State of Mobile
• Carrier, OEM, Platform Share
• iPad & Tablet Loyalty
• Mobile Search
• Size
• Frequency
• Demographics
• Mobile Strategy
• Campaign Setup
• Optimization
• What can I do Monday morning?
6 © comScore, Inc. Proprietary.
43.9% of US Mobile Phone Owners Browse the Mobile Internet, Use
Applications or Download Content (Mobile Media Users)
The number of people who are just using voice has declined 16% year on year.
Mobile Media usage has grown 20% year on year with February 2011 seeing 16.8 million additional
mobile media users
Product: MobiLens
Mobile Media 36.7%
Voice & SMS Only
63.3%
Mobile Market Segments February 2010
85.7 million
Mobile Media 43.9%
Voice & SMS Only
56.1%
Mobile Market Segments – February 2011
102.5 million
7 © comScore, Inc. Proprietary.
Carrier Market Share: United States – February 2011
In the US, Verizon and AT&T control over half of the mobile phone carrier market.
Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011
Verizon 31%
AT&T (Cingular)
27%
Sprint 12%
T-Mobile 10%
Tracfone 6%
Sprint Prepaid 4%
MetroPCS 3%
Other 2%
US Cellular 2%
Cricket 2%
Operator Share (US)
8 © comScore, Inc. Proprietary.
Devices Market Share: United States – February 2011
Samsung 25%
LG 21%
Motorola 16%
Other 9%
RIM 9%
Apple 7%
Nokia 6%
Kyocera 2%
Sanyo 2%
Sony Ericsson 1%
Palm 1%
OEM Share (US)
In the US, Samsung and LG maintain nearly equal shares of the device
market, accounting for nearly half of the total as a group
Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011
9 © comScore, Inc. Proprietary.
Smartphone 30%
Non-Smartphone
70%
Smartphones make up 30% of
the US Mobile Phone Market
Smartphone Platform Market Share: US
In the US, Google is the leading Smartphone Platform in the three months
ending February 2011, followed by RIM and Apple.
Smartphones: 69.5 MM
Non-Smartphones: 164.5 MM
Mobile Subscribers: 234.0 MM
Subscribers (MM)
Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011.
Google 33%
RIM 29%
Apple 25%
Microsoft 8%
Palm 3%
Symbian 2%
Smartphone Market Share
Google: 22.9 MM
RIM: 20.1 MM
Apple : 17.5 MM
Microsoft: 5.4 MM
Palm: 1.9 MM
Symbian: 1.6 MM
Subscribers (MM)
10 © comScore, Inc. Proprietary.
Tablet Ownership 27% of iPad owners are brand loyal Apple iPhone owners and 14% of iPad owners use an
Android Phone
Data: Three Month ending Feb 2011
Source: comScore Mobilens US
Total Installed
Base (000)
Share (%) of
Mobile
Subscribers
Total Subscribers
234,000 100.0%
Apple iOS 37,868 16.2%
Android OS 23,763 10.2% 36%
47%
27% 4%
14%
26%
17% 16%
3% 6%
1% 2%
0%
20%
40%
60%
80%
100%
Apple iPad Android Tablet (Archos Internet Tablet & Samsung Galaxy Tab)
% o
f M
ob
ile
Au
die
nc
e
Not Smartphone Apple Google RIM Microsoft Palm
7.8MM 1.1MM
Tablet Ownership
Apple iOS vs. Android OS Across Media Devices
11 © comScore, Inc. Proprietary.
REACH - Facebook and Google Search Lead US Market on Both Mobile and PC
Facebook is the leader in brand market share on mobile with 52% reach
Google Search is largest desktop brand and second on mobile 37% reach
Product: MobiLens / Media Metrix
Data: February 2011
Country: US
74% 73%
50% 44%
37% 36%
27% 24%
22% 21% 19%
10%
37%
52%
12%
30%
11% 10%
25% 29%
14%
21% 17% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
% G
rou
p
Brand Market Share - Desktop vs. Mobile
PC Browsers Mobile Browsers Desktop Browsers
12 © comScore, Inc. Proprietary.
Search is Consistently Top Activity Among Mobile Browsing
Audience
48% of Mobile Browsers search *
In comparison, 89% of Desktop Internet browsers search.
Product: MobiLens
Data: Three month average ending Feb 2011
47.8%
46.5%
42.0%
37.1%
36.1%
30.0%
29.5%
28.2%
24.1%
23.1%
21.6%
21.0%
20.4%
20.1%
17.2%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Search
Personal Email
Social Networking
Weather
News
IM
Sports Information
Entertainment News
Work Email
Photo or Video Sharing
Maps
Tech News
Stock Quotes or Financial News
Movie Information
General Reference
Top Genres for Mobile Browsing
* Not taking App only users into account
13 © comScore, Inc. Proprietary.
Number of Mobile Search Users Continues to Grow Steadily
30000
35000
40000
45000
50000
55000
60000
Feb '1
0
Mar
'10
Apr
'10
May '1
0
Jun '1
0
Ju
l '1
0
Aug '1
0
Sep '1
0
Oct '1
0
No
v '1
0
De
c '1
0
Jan '1
1
Fe
b '1
1
Used Search
Up 37% Year over Year (000)
~ 53MM
Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011
14 © comScore, Inc. Proprietary.
Mobile Search Users Continues to Grow Steadily – Frequency
0
5,000
10,000
15,000
20,000
25,000
Mo
bil
e A
ud
ien
ce
Almost every day
At least once each week
Once to three times throughout the month
(000)
Both Daily and Weekly users outdistancing overall growth
Weekly up 40%
Daily up 56%
Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011
15 © comScore, Inc. Proprietary.
Mobile Searcher Demographics Skews
0
50
100
150
200
250
300 Index against Total Mobile Search Population
Average
Likelihood
Source: comScore M:Metrics February 2011 MobiLens Data; 3 month average ending February 2011
16 © comScore, Inc. Proprietary.
The Time is Now for Mobile
Mobile CPCs are 30% less than desktop Mobile CTR is roughly 5x higher than desktop
Source: TSA data on file; 13 accounts from Nov. 2010–Feb. 2011.
17 © comScore, Inc. Proprietary.
Agenda
• State of Mobile
• Carrier, OEM, Platform Share
• iPad & Tablet Loyalty
• Mobile Search
• Size
• Frequency
• Demographics
• Mobile Strategy
• Campaign Setup
• Optimization
• What can I do Monday morning?
18 © comScore, Inc. Proprietary.
Mobile Strategy
Start with your end goal
– Sales
– Leads
– Site visits
– YouTube views
– App downloads
– Foot traffic
Identify your mobile assets
– Mobile website
– Mobile landing pages
– Call center (yes, this is a mobile asset)
19 © comScore, Inc. Proprietary.
Mobile Strategy: Assess Your Mobile Footprint
How much do I already spend on mobile?
– By default, Google and Bing run new campaigns on mobile devices.
– AdWords interface shows what portion of clicks and conversions come from
mobile devices.
If 10% or more of a campaign’s clicks come from mobile devices, consider
targeting separately.
20 © comScore, Inc. Proprietary.
Campaign Setup: Mobile Targeting
Google allows targeting by specific devices, operating systems, and
carriers.
Menu located within campaign settings tab.
Further tablet targeting expected later this year.
21 © comScore, Inc. Proprietary.
Campaign Setup: Targeting Mobile Users
Targeting Smartphones
• Generally, target all devices together unless:
• Pointing click-to-download ads to an app store
• Website or app tailored to a device
• Landing page uses Flash
Targeting Tablets
• Tablet devices display full search-engine results pages; pairing these with desktop PCs is a good place to start.
• AdWords can target iPads; other tablets to come in June.
• As tablet adoption broadens, it will make sense to create tablet-only campaigns in your account.
22 © comScore, Inc. Proprietary.
Campaign Setup: Selecting Keywords
Mobile searches differ from desktop searches
– Real-time and task driven
– Local and geo-modified
– Shorter keyword strings
• Hyperlocal results.
• Phone numbers and targeted map listings spur searcher to action.
• Combination of broad and local targeting.
• Wide number of map listings encourages further research.
23 © comScore, Inc. Proprietary.
Campaign Setup: Selecting Keywords
Best resources for mobile-search keyword selection
– Existing account: High-performing keywords
– Mobile modifiers: Test geomodifiers, as appropriate
– Google mobile keyword selection tool
Open advanced settings and filter for mobile traffic
24 © comScore, Inc. Proprietary.
Optimization: Ad Copy
Target your call to action to mobile searchers
– Shorter attention span—get to the point!
– Time-sensitive question—provide the answer!
Test various ad extensions
Ad Sitelinks
provide links to
more specific
pages on your
site.
Location extensions
promote your
business location
on a map.
If you don’t have a
mobile website,
use click-to-call-
only ads, where
only phone
number is
clickable.
Opt your
AdWords
campaign into
phone extensions
to display a
clickable phone
number
25 © comScore, Inc. Proprietary.
Optimization: Landing Pages
Choose landing page based on your conversion goal
15-second rule: Can the user complete the action in 15 seconds?
Conversion-Path Options
• Click to call
• Click to mobile landing page
• Click to download (iTunes or Android app stores)
• Click to video (e.g., YouTube)
• Click to map
• Click to interstitial (custom experience)
• Click to lead form
26 © comScore, Inc. Proprietary.
Optimization: Collecting and Measuring Data
Know your end goal
Track data across all channels
Optimize to conversions
Online Conversions
Offline Conversions
Mobile Conversions
Mobile
Marketing is
Integrated
Marketing
27 © comScore, Inc. Proprietary.
Optimization: Collecting and Measuring Data
Data types
Online Data Offline Data
Clicks resulting in calls Phone calls
Clicks resulting in online conversions In-store sales
Online coupons Mobile-specific coupons
Page views and site interaction Consumers visiting store
App downloads
Map views
28 © comScore, Inc. Proprietary.
Optimization: Bid Management
Compare CPC on mobile vs. desktop
– If you’re managing mobile and desktop ads in the same campaign,
you’re likely under- or over-bidding for both.
• Launch new mobile keywords with aggressive bids
– Establish strong quality score
– Secure top two positions
–Mobile screens are small. Top 2 ads show above organic results
Bid aggressively on general keywords
– Mobile searches still tend to be short (although they’re lengthening
with voice search)
29 © comScore, Inc. Proprietary.
What Can I Do Monday Morning?
Monday Morning Checklist
Mobile opportunity analysis • What percentage of my search traffic is mobile?
Account structure • Create mobile-specific campaigns.
Campaign settings • Target by mobile device.
• Separate iPad traffic, if warranted.
Keyword selection • Start with existing desktop-targeted keyword
list.
Ad copy • Create a call to action that resonates with
mobile users.
Landing pages • Start with click-to-call-only ads if you don’t have
mobile assets.
Bid management • Define conversion metrics and CPA goal.
Improve your ROI from mobile search
30 © comScore, Inc. Proprietary.
Thank you!
Eli Goodman
egoodman@comscore.com
@LosBuenos
Mike Solomon
msolomon@thesearchagency.com
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