Harness the full potential of mobile search

© 2012 Net Media Planet 1

Harnessing the full potential of mobile searchSri Sharma, Managing DirectorJune 2012

© 2012 Net Media Planet 2

Introducing Net Media Planet

Run campaigns across over 70 markets and 30 languagesOver €100 million in client revenue annuallyPassionate about Search and Display

We drive sales from search and display for our clients on a paid on performance basis

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© 2012 Net Media Planet 3

Source: Gartner 2012

Mobile advertising in Western Europe will be 25% of global market by 2015

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Source: Marin 2011 (full year)

Growth potential in mobile search

Chart to show share of search clicks by device and region

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Mobile search performance varies by device

Source: Marin 2011 (full year)

Average cost per conversion by device (indexed)

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The customer and the new dimension called Location

On the move At home On the high street

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Simplicity Immediacy Context

Source: Forrester Research 2011

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Approach to harnessing mobile search

Technical optimisatio

n

Creative Ideas

Continuous Testing

Customer

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Improve ROI through targeting

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55% of tablet sales take place in the home

Indexed

Hours

Sales on Tablet devices - by time of day

Source: Net Media Planet - Retail clients

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Targeting specific networks only

Results:

ROI +15% higher

Mobile customer

specific ads increased

CTR +35%

Mobile click to sales x3

shorter than on

desktop

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Device model targeting - too specific?

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Consider...

Test splitting out your campaigns to be more targetedTarget only non Apple devices if the website is flash heavyThe higher the retail price of the device the higher the AOV generated tends to beTargeting only at peak times of day can drive up ROI

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Encourage high-street shoppers to see your brand

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Proximity bidding - key features

Specifically target mobile consumers close to storesPositional increase based on proximityAgree a percentage increase in bidRun multiple radius targets from one campaignStill in beta - not in Adwords interface yet

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Results for a UK retailer across 250 stores

Results:

Mobile traffic

increased +76%

Mobile revenue

increased +17%Drove footfall instore

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Consider…

Proximity bidding can be used protectively and competitivelyTo generate volume you need lots of locationsPeak times of year eg Christmas can provide volume opportunity

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© 2011 Net Media Planet

Drive in-store sales

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© 2011 Net Media Planet

Google Offers - key features

It’s an extension formatOffer extension replaces sitelinks currently (CTR risk)Can be set to redeem in-store or onlineCan choose barcode/discount code

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Consider...

Offer affiliates trackable voucher to drive in-store salesGeo-target urban areas using Google Offers to encourage footfall in-storeTarget local search keywords (40% of searches are local)NFC payments eg Google Wallet will close the loop

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© 2011 Net Media Planet

Improve CTR and Conversion rate through the message

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Key questions

What does the customer really want?What device is the customer using?Where is the customer likely to be?What time is it?

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Consider...

Tapping into the true customer mindset is the key (do they want more than a deal?)Use time of day to test different messagingConsumers are more likely to click if they know they are being taken to a mobile siteBe inventive!

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People on the go prefer to talk

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© 2012 Net Media Planet 32

Google Click to Call and Call Extensions - Key features

Call ExtensionsWorks for desktop, mobile and tablet campaignsGoogle can provide Call forwarding number to track calls from PPC adsMobile ads may link to a website and phone number or only a phone number

Click to Call Works on mobile phones onlyLocation extensions are used to serve the phone number of the closest storeWhen a consumer clicks on the phone number in the ad it places a call to the store

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© 2012 Net Media Planet 33

UK retailer results

Results:

Leads increase 26x

Conversion rate up 220%

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© 2012 Net Media Planet 34

Consider...

Provide more click to call affiliate opportunitiesTest Call extensions and not sending customers to the mobile siteSplit test Call extensions vs sitelink extensionsTest click to call for certain times of day when customers will be out and about

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IP TV and mobile will meet

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Higher quality insightsSEO

Social

PPCTV

Affiliate

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© 2011 Net Media Planet

Technical optimisation is vital on all devices

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© 2011 Net Media Planet

Structuring mobile campaigns

Split out campaigns by deviceTest splitting out campaigns to target people at home different to out and about (mobile network vs Wifi)Enable Extensions to maximise ‘real estate’Split keywords into more granular campaigns to maximise 2 mobile sitelinksTry Google Adgroup generator tool to build keywords and adgroups specific to mobile

39@srisharma | @netmediaplanet

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http://adwords.google.co.uk/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS(must be logged in to use)

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© 2011 Net Media Planet

Keyword research and refinement

Datamine and exclude ‘store location’ keywords (40% searches are are local)Test new campaign level near exact keyword featureTest tools including:

Google keyword tool for mobiletools.seobook.com/spelling/keywords - typos generatorRapidkeyword.com - permutations and combinationsUbersuggest.com - taps into Google Suggests and other sourcesSocialmention.com - social monitoring for current keyword researchYoutube.com/keyword_tool - tap into video search keywords

41@srisharma | @netmediaplanet

© 2011 Net Media Planet

Adcopy refinement

Use Extensions to cover more ‘real estate’Refer to ‘visit our mobile site’ and m.yoursite.com to increase CTR Provide Immediacy on smart phones - Use Sitelinks to reduce user journey and Call to actions eg Buy Now, Call NowPreview ads on a phone/tablet as preview tool doesn’t show format

42@srisharma | @netmediaplanet

© 2011 Net Media Planet

Bid Management

43

Google Automated Rules

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Positional strategy needs to be different by device

CTR CTR

Average position Average position

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Top 3 Takeaways

Put the customer at the centre

Put in place great technical optimisation

The winners will be those who invest in being creative and test

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© 2011 Net Media Planet

Thank youDo you have any questions?Twitter: @netmediaplanet @srisharma

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