The Google Mobile team gave a great presentation on mobile search marketing at our annual 2011 seminar!

1. mobile search: the new
search marketing frontier
November 1, 2011
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2. Savita Nagaraja Matt Dorfman Jeanne Burgman
Mobile Account Mobile Account Mobile Account
Specialist Executive Executive
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3. agenda:
1 Mobile Market Trends
2 Consumer Behavior
3 Mobile Best Practices
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4. Market Trends
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5. June 2007
Today
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6. By end of 2011
over half
of Americans will have a
smart phone
Source: Nielsen March 2010, Morgan Stanley 2010
Google Confidential and Proprietary
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7. demographics of mobile web users, US 13+
13+ by Gender US Mobile Web Users, 13+ by
Platform
25,567
30,000
25,000 18,574
20,000 17,045
15,000
Female 10,000 3,735
Male 1,599
48% 5,000 1,113
52%
0
Microsoft Symbian Palm RIM Apple Google
[Platform] [Platform] [Platform] [Platform] [Platform] [Platform]
13+ by HHI 13+ by Age Bucket
27,864
40,000 33,275 30,000
19,403 21,175
30,000 21,975 19,304 16,671 20,000 15,854
20,000 14,489
9,022 8,022
10,000 10,000 4,374
0
<$25k $25k to < $50k to < $75k to < $100k+ 0
$50k $75k $100k 13-17 18-24 25-34 35-44 45-54 55-64 65+
source: comScore MobiLens Audience Profile, April 2011
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8. mobile is the new “black”
Global Mobile vs. Desktop Internet Population, 2007-2015
Global
Internet
Users
(MM)
Source: Morgan Stanley Research, April 2010
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9. Why is smartphone
adoption so rapid?
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10. OEMs supply the booming “Free” bundled deals from providers
market demand
Faster networks = Better mobile experience Information empowers people & people
crave it
Source: Morgan Stanley Research February 2011; Internal Google Data 2011
Google Confidential and Proprietary

11. tablets replacing notebooks
2Q11 global notebook share including iPad
“[a Deutsche Bank]
analyst reviewed
notebook sales in
recent years, up to
the second quarter
of 2011, and found
that, when
included, the iPad
has boosted Apple
beyond all laptop
makers.”
-Gigaom, 8/9/11
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12. Tablet Competition Fuels Price Wars
September 2011
MSI HP Touchpad Galaxy
WindPad Tab 10.1
Lenovo Lepad Gigabyte 7-inch tablet
Toshiba Dell 10” Viewsonic
Thrive Android Tablet ViewPad 7X
Archos
Gen 9 Tab
Kindle Fire Sony Tablet S
EVO View 4g (Pre-Orders) (end of Sept)
Source: Androidcentral.com, Apple.com
http://www.tabletpcreview.com/default.asp?newsID=2154&news=2011+tablet+release+schedule+android+honeycomb+webos+blackberry
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13. up next, more ways to shop
2014
source: Google internal data (UL, UR). Mary Meeker, mobile trends, 2009 (UR). Forrester Research, 2009 (LL).
PhoCusWright, january 2010 (LR).
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14. Consumer Behavior
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15. what people are willing to give up to keep
our smartphones
willing to exchange for internet usage on smartphone
beer chocolate superbowl tickets high heels cable
43% 36% 34% 26% 20%
Source: The Mobile Movement Study, Google Ipsos OTX MediaCT, April 2011
Base: Smartphone Users (5013)
Q: Which of the following things would you be willing to give up for an entire month, in exchange for continuing to use the internet on your smartphone?
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16. today’s hyper-connected consumer
television game system
phone
tablet
computer
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17. consumers are matching devices to situation
PC Tablet Mobile
Admin Workhorse Couch Companion Constant Companion
• At home or office • Web surfing & shopping • Always with you
• Task-oriented • Entertainment • Location-specific
• Solitary experience • Shared experience • In store
• Personal
34% 68%
spend more time use their tablet at
on their tablet than least 1 hour
watching TV per day
Source: Google Mobile Display Tablet Usage Survey, US, March 2011. n= 1,430, all members of the Google Mobile Display Network.
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18. 9 out of 10 searches take action as a result of
a smartphone search
Actions Taken As a Result of a Smartphone Search
59% Discuss
Continue
67%
Research
Visit a
68%
Business
53% Purchase
Base: Smartphone Users Who Use Search (4902).
Q. Which, if any, of the following actions have you taken as a result of conducting a search on your smartphone?
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19. apps and sites are visited
mobile applications
Number of US Smartphone users 13+ who
have used Mobile Browsers / Apps (millions)
58.9
57.1
63%+ • Search is the most popular usage
of mobile browsers
• 82% of US smartphone users have
35.0 35.0
used a browser
Mobile Apps
Mobile Browsers
Feb 2010 Feb 2011
source: comScore MobiLens Audience Profile, and MobileLens Trend, # of US Smartphone Users 13+
who have used non-native Mobile Apps / Mobile Browsers (MM), February 2010 vs February 2011
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21. best in class: offline to mobile
Shazamable Commercials
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22. Mobile Best Practices
ten tips in 10 mins for driving conversions
from mobile search
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23. understand your mobile traffic
use web analytics to find out what people want while on the go
Percentage of mobile visits to
your site
• Which devices and carriers
are visiting your site
• Mobile consumer behavior
• Which keywords consumers
are using to find your site
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24. manage your customer mobile experience
with optimized mobile sites
mobile users hold grudges
• 61% of users are unlikely
to return to a mobile site
they had trouble with.
• 40% said they’d visit a
competitor’s mobile site
instead.
• 51% of consumers are
more likely to purchase
from mobile-specific sites
Source: Gomez, “Why the Mobile Web is Disappointing End-users.” March 2011
Source: PRWeb, “51% of Counsumers are more likely to shop at retailers who have websites designed for devices like the iPhone.” November 16 2010. Research by Brand Anywhere
and Luth Research, “Supply and Demand of the Mobile Web” November 2010
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25. best practices for building your mobile site:
1
Prioritize
Content
2
White
Space
3 Big
Buttons
4
Easy to
Convert
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26. think separate mobile campaigns
average mobile click through rate increase is 11.5%
OPTIMIZE
BIDS
KEYWORD
LISTS
CREATIVES
Exercise more Budget & bid Customize your
control separately for mobile ad creative for
Gain better visibility and 5 ad slots available on mobile
have more control mobile vs. 10 for desktop Create mobile specific ad
copy and call to action.
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27. use mobile specific creative
improve CTR by incorporating a mobile call to action in ad copy
“By using text specifically
aimed at mobile users, we
saw revenue from our mobile
search activity increased by
91% YOY.”
Marco De Rosa, Interactive Marketing
Manager EMEA
Include phrases like
“Shop today from your
phone” or “Call today
for a free quote”
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28. think local
40% of searches have local intent
Roy’s hyperlocal mobile-only campaign
drove a 40% increase in calls with a
CPC 67% less than desktop ads.
Source: M Search Groove 2010
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29. think immediate
70% of
smartphone
users use their
phone while
shopping in-store
82% booked
within a day of
arrival, vs. 45% 58% were within
on desktop 20 miles of their
hotel
Source: Google/OTX Consumer Pulse Check, Q4 2010
Source: Priceline Sept. 2010
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30. manage to position 1-2, defend your brand
territory
click through rate drops 90% between 1st and 4th position
First focus on the ABOVE THE FOLD
search bar and the
first AdWords ad 4.0%
3.5%
3.0%
2.5%
Second focus on 2.0% CTR drops 90% between the
the first organic 1.5% 1st and 4th position on a
result mobile SERP
1.0%
0.5%
0.0%
1 2 3 4
Source: iCrossing, 2010 study
Source: Eye Square Eye Tracking Study, 2011
Base: Respondents with contact to the mobile advertising on Google (n=50 mobile)
Info: Aggregation over three brands
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31. drive leads with click to call
6-8% average increase in click-through-rate
Ø Improved CPA:
20%-30% less cost than
other marketing
channels
Ø Boosted conversion
rates: Calls coming from
click-to-call mobile ads
more likely to result in
sales
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32. qualify your customer
30% increase in CTR with mobile sitelinks
Extend the value of mobile ads
with sitelinks:
ü Present more landing
page options
ü Drive new customers
deeper down the
conversion funnel
ü Qualify traffic & direct
existing customers to
member login
Two & Three links
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33. don’t forget about tablets!
A Large Retailer Separated Out
iPad Campaigns, Driving Traffic
To Their Desktop Site
✓ $1.7M in e-commerce
revenue over six months
✓ Average order values 26%
greater than desktop
✓ Conversion rates 31%
greater than desktop
41%
cited shopping as a reason
for buying an iPad
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34. in summary, your mobile strategy should…
Be Clear
Define your Mobile campaign goals
Engagement, Downloads, Purchases, Test drive, Brochure order
Be Ready Be Found Be Smarter
Create a mobile-optimized Build mobile-specific Consistently track & report,
site and user experience campaigns and optimize accordingly
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35. Questions?
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36. Merci!
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