Getting the most from Mobile Search (SEO + PPC)

h t t p : / / E v e n t s . P l a n To E n g a g e . c o m
How to reach and
activate customers
with 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@burner_mobile 3
On this call today are:

Rob Thurner - Mobile consultant,
author, trainer
10 years in mobile
Consultant, Burner Mobile
Mobile 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 SEO
3. Bid aggressively on mobile PPC
4. Optimise your mobile site for tablet users

#1 Review search behaviour
6
• “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 2012
www.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 Search
Google likes responsive sites

Natural Search
1st choice
Source: 90 Digital

Natural Search
2nd choice
Source: 90 Digital

Natural Search
3rd 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

Mobilesearch“hyperlocal”casestudy:Roy’sRestaurants

#4 Optimise for tablet users
29
• 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
time
6%
Offers greatest privacy7%
Has apps/programmes I prefer27%
Habit18%
Cheaper for accessing the Internet5%
Always prefer to use this device31%
Screen/interface is easier to use37%
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
34
• 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 time
Any questions?
rob@burnermobile.com
www.burnermobile.com
burner_mobile
+44 7793 804419

Thank you for attending!
http://events.plantoengage.com

Getting the most from Mobile Search (SEO + PPC)

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