What mobile strategy? Everything You Should be Doing With Mobile Marketing, But Probably Aren't

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

EVERYTHING YOU SHOULD BE DOING WITH MOBILE MARKETING…BUT PROBABLY AREN’T

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

Speaker:

Tad Miller, Vice President of Accounts, Search Mojo

Moderator:

Janet Driscoll Miller, President/CEO, Search Mojo

SEARCH-MOJO.COM@searchmojo #mojowebinar

ABOUT SEARCH MOJO

• Search engine marketing firm founded in 2005

– Search engine optimization (SEO)

– Pay-per-click advertising management (PPC)

– Social media advertising

• Headquartered in Charlottesville, Virginia

• Featured in the Washington Post, B2B Magazine, MarketingSherpa,

Visibility Magazine, Media Post and many blogs including Search

Insider

• Speakers at SMX, SES, PubCon, Internet Retailer and

MarketingProfs B2B

OUR CLIENTS

YOU AREN’T READY…

• A recent 2012 Mongoose Metrics study of the top 1 Million Websites found that:

– Smartphone market share is now at 44% and it is expected to increase to over 52% by 2014

– mobile search currently represents approximately 9% of all searches

– Of the 1 million websites examined in this study, only 9% were deemed mobile ready

WHAT IS MOBILE READY?

• A specific mobile version of a website– Not a one size fits all

Seo-alien.com

Herbertkikoy.info

ARE VIEWERS READING OR SQUINTING?

Informing-arts.biz

Gorutechnologies.com

CAN THEY NAVIGATE?

• Mobile Navigation can have a significant positive impact on use and can alleviate frustration and abandonment – Make it “Thumb Friendly”

SignalInc.com

ARE THEY WILLING TO WAIT?

• A 2011 Compuware Survey found:

– 71% of global mobile web users expect websites to load as quickly, almost as quickly or faster on their mobile phone compared to the computer they use at home

– Nearly 60% of web users say they expect a website to load on their mobile phone in three seconds or less

– 74% are only willing to wait five seconds or less for a single mobile web page to load before leaving the site.

APPROACHES TO MOBILE WEB SITES

• Separate Mobile Sub-Domain from main website – usually with device detect redirects to mobile pages

RESPONSIVE WEB DESIGN

Responsive web design: A website that responds to the device (or window size) that accesses it and delivers the appropriate output for it uses responsive design. Rather than designing multiple sites for different-sized devices, this approach designs one site but specifies how it should appear on varied devices.

GOOGLE PREFERS RESPONSIVE DESIGN

BING PREFERS RESPONSIVE DESIGN

IF YOU CAN’T DO RESPONSIVE DESIGN YET

• If you have equivalent mobile and desktop pages you need to give search engines a way to know they are connected

• Annotations in HTML code (sometimes called switchboard tags) can accomplish this

• On the desktop page, add a special link rel="alternate" tag pointing to the corresponding mobile URL. This helps Googlebot discover the location of your site's mobile pages.

– <link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.example.com/page-1" >

• On the mobile page, the required annotation should be:– <link rel="canonical" href="http://www.example.com/page-1" >

• You can also accomplish the same thing in your site’s XML sitemaps:

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

MOBILE PAY PER CLICK

SEARCH-MOJO.COM@searchmojo #Mojowebinar

MOBILE PAID SEARCH

Paid Mobile Search is different…

Playing in mobile paid search is imperative to be successful in mobile marketing

MOBILE SEARCH IS ABOUT GOOGLE

• Google Mobile Search Market Share in US is 96.9%

--Forbes

MOBILE PAID SEARCH IS EXPLODING!

• A recent study from IgnitionOne showed that:– Mobile Paid Search Spend is up 269% Year over

Year– Mobile Paid Search Impressions are up 317%

Year over Year

• Marin Software Study says that 14% of all Q1 2012 Paid Search Clicks were on mobile devices

• Marin predicts that 25% of all Google Paid Search Clicks will by from mobile by December 2012

SERP PAGE LAYOUT MAKES A DIFFERENCE

• PPC Ads have much higher CTR on Smartphones and Tablets

RimmKaufman.com

ADS GET ALL THE PAGE REAL ESTATE

SEObook.com

• Visibility of Natural Results can require a lot of scrolling

THE GOOD NEWS! - IT’S RELATIVELY CHEAP

• Low competition & High CTR = Low CPC

Marin Software – The State of Mobile Search Advertising in the US

BREAK OUT CAMPAIGNS BY DEVICE

• Use separate campaigns for PCs – Tablets and Smartphones

• Significant Performance Differences by Device

PERFORMANCE DIFFERENCES

• Online conversion performance differences are significant

Not as bad as it seems – more on this in a little bit

MOBILE GRANULARITY

• Different Bids• Different Budgets• Different Ads (click to call)

• Different Day-parting• Can also have device specific

Campaigns– iPad and iPhones can sometimes have dramatic

performance differences than Android Devices

GO BIG OR GO HOME

• No Sidebar ads on Tablets or Smartphones

• Smartphones typically 2 ads on top and 2 to 3 on the bottom

• Tablets typically have 3 ads on top

• You need to bid aggressively to get top of page positions

MOBILE AD SITE LINKS ARE BIG DEAL

• Site Links can push down competitor results

• Tablet Site Links are just like PC site links

• Google claims site links can improve CTR 30%

MOBILE PAGE ONE

MOBILE DISPLAY NETWORK

• The Google Display Network exists on mobile devices also

• Contextual targeting is poor in comparison to PCs

– Google expands mobile Display to mobile Apps

• Adsenseformobileapps.com

• AdMob• Little to No Context on

DOING MOBILE DISPLAY RIGHT

• Opportunities to use Location Specific Banners to drive store visits

• Great for local businesses

• Great for pushing promotions

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

OPTIMIZE FOR LOCAL

UNDERSTANDING LOCAL INTENT

• Google says that 1 in 3 mobile searches is to look up LOCAL information– 95% Use mobile weekly to look up

local information• 61% look up local business phone numbers to call• 59% to visit a business• 44% to make a local purchase• 54% find a retailer

– 87% have taken action after Looking up Local Content

Source: Google: The constantly connected consumer

LOCAL INFO SEEKERS TAKE ACTION

SMARTPHONE CONVERSIONS ARE IN THE STORE

• Smartphones have lower online conversion rates – But high in-store conversion

Source: AT&T Interactive Local Insights Report Q1 2012

SMARTPHONE USAGE ON-THE-GO

• 68% of smartphone users search “On-The-Go”– Most popular search location: The car– Want to find and locate businesses

Source: xAd/Telmetrics Mobile Path to Purchase Study 2012

OPTIMIZE FOR LOCAL INTENT

• Google gives mobile searchers the option to “Search With My Location”

• Search for “Sushi” and Google provides local restaurant listings

• Google needs local context from websites to figure this out

GET STORE LOCATIONS FOUND

• Create individual pages for each store location– Don’t hide them behind a “zip code wall”– Build a Directory Structure that search

engines can crawl if you have multiple locations

Add redundancy for search engines

GIVE SEARCH ENGINES A CLUE

• Use structured markup to give search engines some local context• Schema.org• RDF• Micro-formats• Rich Snippets

• “Mark-up” Addresses

DO A GOOGLE+ LOCAL PAGE FOR GOOGLE MAPS

Formerly Known as a Google Places Page

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

MOBILE USAGE PATTERNS

WHEN PEOPLE USE MOBILE DEVICES

• Waiting• Watching TV• When they get

up• Mobile usage

spikes in the evenings

• At Home (Tablets)

MOBILE PICKS UP ON THE WEEKENDS

• Google says mobile search spikes on the weekends

• Smartphones are stronger than tablets in terms of weekend search volume.

TABLETS ARE DIFFERENT THAN SMARTPHONES

• A recent AdMob/Google Study said that Tablet users:– 82% primarily use their Tablet at

– 69% use their tablets mostly on the weekdays

– 62% primarily use their tablets at night

– 68% spend at least an hour a day on there tablet

MULTI-TASKING WITH MOBILE

“Media Stacking” is using 2 or more forms of media simultaneously

ADVERTISE ON TV – CONVERT WITH MOBILE

• TV commercials push the brand or product

• Many mobile searchers (especially Tablet users) immediately go to search

CASE STUDY: MAZDA USA

• Mazda didn’t have a Super Bowl TV Commercial, but did have a new vehicle (the CX-5) that was directly competing with Honda’s CR-V

• Mazda advertised in Search Engines on the CR-V’s Ferris Bueller Commercial keywords

• Over 2 million mobile searchers saw Mazda Ads instead of Honda Search Ads during the Super Bowl and many thousands clicked and did KPI actions

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

QR CODES AND BARCODES

OPTIMIZING FOR IN-STORE SEARCH

• Shoppers are scanning bar codes to check prices and check for product availability more than ever

START TAKING ADVANTAGE OF QR CODES

Follow us on Facebook Write a Review on Google+ Watch a Video About Us

Connect with your customers and get them to do these key actions with their bar code readers on there phones

• Put them:• In-Store• Customer Lobby• On a trade show booth• On a product• On a window• On a magazine or newspaper ad

Q2 2012 had over 16 Million code scans and averaged 120 scans per minute – ScanLife Trend Report

OPTIMIZE FOR BARCODE SEARCH

• You must utilize UPC product codes on your product pages– Use them in Page Title Tags

• Selling Books? Must use ISBN numbers on page

• You should also buy UPC and/or ISBN numbers as PPC keywords– Really cheap Cost Per Click & great

conversion rates

CONTACT

Tad Millertmiller@search-mojo.com

800-939-5938 x102

LinkedIn:www.linkedin.com/in/tadmiller

Twitter:@jstatad

Google+:https://plus.google.com/u/0/102572648610590564638/posts

QUESTIONS

What mobile strategy? Everything You Should be Doing With Mobile Marketing, But Probably Aren't

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