getting the most from mobile search (seo + ppc)

h t t p : / / E v e n t s . P l a n T o E n g a g e . c o m

How to reach and activate customerswith mobile search

Rob Thurner, Burner Mobile

@burner_mobile@burner_mobile

Welcome!

• IDMS is a free online conference for digital marketers, hosted by Plan to Engage

• http://Events.PlanToEngage.com

• Sponsored by

@burner_mobile 3@burner_mobile

Kath Pay Rob Thurner

On this call today are:


Rob Thurner - Mobile consultant, author, trainer

10 years in mobileConsultant, Burner MobileMobile clients

- American Express, Barclaycard, Betfair, Heineken, Ladbrokes, M&S, Specsavers, Richemont, Virgin Media

Author, Mobile Guides (co-authored w/ Dave Chaffey)- 10 key decisions for mCommerce success- Winning with Mobile: Creating a strategy for Mobile Marketing,

Mobile Commerce and Mobile CRM (Amazon)Digital Tutor and Trainer

- Clients direct, IDM, IAB, Econsultancy, Emarketeers


Agenda

1. Start by reviewing search behaviour 2. Optimise your mobile site for SEO3. Bid aggressively on mobile PPC4. Optimise your mobile site for tablet users


#1 Review search behaviour

• “Truly great search is all about turning intentions into actions, lightning fast. In the early days of Google, users would type in a query, we’d return ten blue links, and they’d move on happy …

• … When searching for great local restaurants, they want places to eat right there on the results page, not another click or two away”

Google AdWords blog



Source: Google Think Mobile



• 50% of mobile sessions start with search

• + 223% Y.o.Y. growth for top 1000 commercial enquiries via mobile

• Biggest growth categories: retail, ents, media, travel, FMCG

• 85% of searches have location intent

Source: Google


0

200

400

600

800

1,000

1,200

1,400

2011 2012 2013 2014 2015 2016

£ millions

FirstPartner UK Mobile Ad Spend 2012 to 2016

Messaging

Mobile Content

Search

Display£449m

£727m

£962m

£1088£1185m

copyright FirstPartner 2012www.firstpartner.net

£203m

Mobile advertising & search


Mobile activation : Google Goggles


Q&A 1

What proportion of your web traffic is mobile?

A) < 10%B) 10 – 15%C) 15 – 25%D) > 25%


#2 Optimise your SEO!


#2 Optimise your SEO


Natural SearchGoogle likes responsive sites


Natural Search1st choice

Source: 90 Digital


Natural Search2nd choice

Source: 90 Digital


Natural Search3rd choice

Source: 90 Digital


How Search Engines work


Google needs ‘voting signals’


Many Links


Few Links


Mobile search returns


Link to your main site


#3 PPC – bid aggressively!

• Google Adwords enables specific targeting • More limited inventory and specific targeting options –

bid higher on mobile• Be prepared to bid 2x higher to get on the first page of

search results• Compete to have your ad served on 5 ad spots vs 10 for

desktop


#3 AdWords extensions


Mobile search “hyperlocal”case study : Roy’s Restaurants


#4 Optimise for tablet users

• Tablet owners are 50% more likely to use their tablet to dual screen than their mobile (35%) or their PC (33%)*

• Tablet users spend > 4 hours shopping on their devices each week*

• 43% prefer search on tablet compared with PC or mobile*

• Tablet browsers spend more. Based on its analysis of 16.3 billion visits to websites of > 150 retailers, tablet visitors: • spend over 50% more per purchase than smartphone visitors• Spend over 20% more than ‘traditional’ visitors using desktop PCs

Adobe Digital Marketing Insights

Source: IAB UK


Q&A 2

What proportion of your web traffic is tablet based?

A) < 10%B) 10 – 15%C) 15 – 25%D) > 25%

@burner_mobile


Preferred functionality

Fastest at giving me what I need37%

No other devices were available at the time6%

Offers greatest privacy 7%

Has apps/programmes I prefer27%

Habit18%

Cheaper for accessing the Internet5%

Always prefer to use this device31%

Screen/interface is easier to use 37%

What I need in format I prefer32%

Easiest for me to pick-up49%

Why did you choose to use this device as opposed to another device?



Source: Google


Tablets – Adwords targeting

• Point ads / ad extensions to tablet focused landing pages

• State a clear value proposition for tablet customers in your ad creative

• Day-part campaigns to match when consumers are using tablets (evenings, weekends)

• Review Google Analytics; allocate bids and budgets based on peak times

• Leverage large, touch friendly screens! Utilize new tablet rich media ad units in your campaigns


Resources


Resources / Smartinsights


Mobile resource – Amazon ebook

Search: Winning with Mobile


Thanks for your timeAny questions?

[email protected]

burner_mobile+44 7793 804419

mailto:[email protected]

Thank you for attending!

http://events.plantoengage.com

getting the most from mobile search (seo + ppc)

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