Mobile Marketing Micro-Moments
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This document summarizes key points about optimizing pay-per-click advertising campaigns for mobile devices. It provides tips on setting competitive mobile bids, focusing on quality score, basing bids on daily mobile search volume patterns, creating engaging mobile-optimized ad extensions and landing pages, and utilizing call-only mobile campaigns to drive high-converting phone calls.
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Mobile Marketing Micro-Moments
- 2. Meet Your Presenters PPC Evangelist WordStream Erin Sagin Strategic Partnerships Manager, Google Cindy Laning
- 3. The State of Mobile
- 4. 1987…
- 5. 1989…
- 6. 1998…
- 7. 2005…
- 8. 2005…
- 9. We don’t go online. We live online.
- 10. Mobile: A Way of Life for Consumers Source: http://www.securenvoy.com/blog/2012/02/16/66-of-the-population-suffer-from-nomophobia-the-fear-of-being-without-their-phone/
- 11. Bottom Line: Mobile is Kind of a Big Deal
- 12. How Are We Using Our Mobile Devices?
- 13. 7:00am Alarm Goes off 7:05am Text My Family 7:45am Check time 8:12am Picture of Freedom Tower 9:03am Read text from Marc 1:23pm Text Oliver 1:29pm Read text from Oliver 5:38pm Take picture of traffic 5:40pm Send picture of traffic Moments
- 14. 7:15am Find Cafe Near me 7:53am Watch how-to fix bathroom video 7:59am Directions to Home Depot 9:15am Compare prices and brands 9:31am Search for Coupons 10:07am Read about running shoes 1:23pm “Running tips” on YouTube 1:45pm Search for running stores near me 5:38pm Read articles on Paris 6:01pm Research Hotel Prices Micro Moments
- 15. CONNECT THE DOTS Know your moments Win your moments Know what success looks like 1 2 3
- 20. Google Confidential and Proprietary
- 22. of smartphone users turn to their phones to learn more about something seen in a TV commercial of online users are looking up more information online now compared to a few years ago Consumers in the Micro-Moment, Wave 2, Google/Ipsos, US, May 2015, n=1,005, based on internet users Google Consumer Surveys, US, May 2015, n=1243 I-WANT-TO-KNOW MOMENTS 65% 66%
- 23. Consumers in the Micro-Moment, Wave 2, Google/Ipsos, US, May 2015, n=1,005, based on internet users Google Consumer Surveys, US, May 2015, n=1243 I-WANT-TO-KNOW MOMENTS
- 24. of smartphone users turn to a search engine when looking for a local business increase in “near-me” search interest The Consumer Barometer Survey 2014/2015, US, n=1,000, based on internet users Google Trends March 2015 vs Mar 2014 82% 2x I-WANT-TO-GO MOMENTS
- 25. Google Data, United States, Q1 2015, Q1 2014 Consumers in the Micro-Moment, Google/Ipsos, US, March 2015, n=5,398, based on internet users increase in searches related to “how-to” on YouTube of smartphone users turn to their phone for ideas while doing a task 70% 91% I-WANT-TO-DO MOMENTS
- 26. 70% Increase in searches related to “how- to” on YouTube
- 27. I-WANT-TO-BUY MOMENTS of smartphone users consult their phone while in a store of consumers report having made a purchase in their kitchen Consumers in the Micro-Moment, Google/Ipsos, US, March 2015, n=5,398, based on internet users Google Consumer Surveys, US, April 2015, n=1509 82% 39% Drive traffic to your stores Make it easy for shoppers to find you Draw attention to all your offerings
- 28. Micro-Moments Have Changed the Consumer Journey Acting on any stimulus, whenever we’re motivated to High expectations For relevance and for frictionless experiences Unscripted decisions More loyalty to the need in the moment vs. a brand
- 29. Are You Prepared to Tap Into These Micro-Moments?
- 30. Don’t Be Ashamed, You’re In Good Company
- 31. Set Competitive Bids Mobile Tip #1
- 33. Search Impression Share by Device You’re 2x less likely to show for mobile vs. desktop searches.
- 34. Search Impression Share Lost to Rank, By Device Mobile impression share penalty is 2x more dramatic than it’s desktop counterparts.
- 35. Ad Rank Bonus! Ad Extensions!
- 36. Mobile Bids Should Be Top of Mind
- 38. Hone In On Your Quality Scores Every +/- 1 point in Quality Score results in +/- 18% change in Mobile Impression Share (!!)
- 39. Base Bids on Daily Behavior Mobile Tip #2
- 41. Search Volume By Device (Average Week Day)
- 42. Search Volume By Device (Average Weekend Day)
- 43. Understand YOUR Audience’s Behavior
- 44. Ensure Your Business Is Prepared
- 45. Schedule Your Extensions Accordingly
- 46. Create Engaging Content for the SERP Mobile Tip #3
- 50. This Goldfish Has A Longer Attention Span Than You Do
- 51. Our Phones Are Minefields
- 52. Layer In External Factors
- 53. How the heck does anyone actually COMPLETE a purchase via smartphones?!
- 55. Mobile Preferred Ad Copy– A Solid Start
- 56. We’ve Got You Covered!
- 58. App Extensions
- 59. Call Extensions
- 60. Make Your Phone Ring Mobile Tip #4
- 62. Phone Calls = Hot Leads Calls worth 3x more than clicks to your landing page!
- 64. BONUS! Call-Only Campaigns *Pro-tip: Bypass your mobile landing pages altogether!
- 65. Track Your Phone Calls
- 66. Keyword Level Call Tracking
- 67. Keyword Level Call Tracking
- 68. Step-Up Your Mobile Landing Pages Mobile Tip #5
- 69. What Happens AFTER the Click?
- 71. If You DON’T Have a Mobile Landing Page, Shame On You
- 72. Have A Mobile Landing Page?
- 73. Sorry Guys, Most Mobile Landing Pages Suck
- 74. Because Mobile Is Slow…
- 75. Because Mobile Screens Are Small…
- 76. Because People are Dumb…
- 77. Conversion Rates: Mobile Site vs. Full Site on Mobile
- 78. And Those Are the People Who Stuck Around! Only 9% of users will stay on a mobile site or app if it doesn’t satisfy their needs. -Google
- 81. We’ve got you covered!
- 82. Clean, Streamlined Mobile Landing Pages
- 83. We’ll Even Store Your Leads For You!
- 84. Special offers, would you like? a) FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week b) 1-1 AdWords Assessment with AdWords Certified Consultant c) I don’t need help with my PPC
- 85. Questions? Email: support@wordstream.com Phone: (617) 963-0555 x2
Hinweis der Redaktion
- 8 out of 10 of the American consumers are online at least once a day In the speaking notes - mention check our phones 150x/day - we might be checking email, texting or checking our facebook feed. But in some moments, we have an intent or a need that we’re acting upon - when we’re trying to find inspiration or make a decision. It’s these intent-rich moments, that are most interesting and valuable for marketers. Transition: we call these moments, micro-moments.
- 5- there are many moments … 150x a day. Some of these moments are when you are checking the time, texting with a partner, or catching up with friends on social media. While these may be useful to you the user, it’s not really important for businesses to be there. Because consumers are in control it’s easy for them to ignore brands that try to interrupt their experience.
- 6- but then there are moments that really matter But then there are those moments that really matter. We call these micro-moments, when people are looking for answers, discovering new things, or making a decision. These are the I want-to-know, I want-to-go, I want-to-do, and I want-to-buy moments - and they’re the new battleground for customers hearts, minds and dollars. This morning, I’m going to talk a little bit about these micro-moments--what they are, how they’re changing the rules, and why they matter.
- The good news is, as marketers, we already have all of the tools we need to win. Within your own organizations, you are the best positioned to not only understand these new customer behaviors but to act. And to do this you need to focus on three things. Identifying your micro-moments, delivering on consumer needs in the moment, and measuring all of the moments that matter. I’ll talk about each for just a moment, starting with identifying the micro-moments to win. You know better than anyone what your customers needs are. If I asked you to write down all of the micro-moments that are important to your business right now, you would be able to rattle off a great list. But its worth re-evaluating that list in the context of mobile. Ask your customers and your service reps how they use mobile. Occasionally the answers will surprise you. When it comes to understanding intent and context, Google is one of your best sources of insight. Ask your Search teams for queries that people use to reach you today on mobile. Try and understand how those queries vary based on whether someone is at home, on the go, or even standing in your store. Finally, talk to your analytics teams to understand what content customers are already trying to find on your website or app today. These are all great starting points for understanding the moments you need to win. When it comes to delivering on your customer needs in the moment, mobile presents a new set of challenges. Building great experiences that surprise and delight requires alignment across teams and technologies. You have to consider your content strategy, your digital media, your app and website design, and even integration of a variety of contextual signals and data in order to make great experiences a reality. The complexity here is staggering, but as a leader you can cut through that complexity by building cross-functional teams and focusing them on defined consumer needs. For each of your key micro-moments, map out people’s intent and context, then walk through the experience just as they would. Try navigating to your site using search or visiting your content on YouTube, see how the interaction flow does or doesn’t meet user needs on a mobile device Then try it while standing in one of your stores to see how the experience differs. By identifying gaps and focusing on customer needs, your teams will have the true north that they need to deliver great experiences. And finally, you need to measure every moment that matters Mobile has fragmented the path to purchase into hundreds of micro-moments. As digital marketers, often times we get wrapped up in the search for perfect measurement. In a world of complex journeys and moments-based behavior, however, we don’t need measurement perfection, we need to think holistically about connecting the dots and understanding mobile’s contribution broadly. To do this, begin with company wide KPIs. Is your goal to drive volume or profit? Then ask, who needs to buy in. Do you need to align ecommerce and store divisions around a common goal for digital? Once you set the right KPI, try to estimate the impact of of digital across outcomes. The online conversion is no longer enough. With digital, outcomes can vary from increased brand awareness, to conversions that span devices and apps, to sales that happen over a call or even in a store. Accounting for all of these new outcomes is critical. And while the tools to measure are still imperfect, it’s important to put the measures in place and begin iterating on them. Over time, the tools and methods will become more precise, but only if you begin to build them now. Finally, we are here to help. Today is as much about providing you insight into what we see in the industry as it is about engaging in a dialogue about your business and how these insights can be applied. We are committed to your success, and look forward to the discussion.
- use go/teacup! Mobile has really been the catalyst for this behavioral change which can be characterized by three behaviors: 1) immediately acting on any stimulus, 2) higher expectations for fast and frictionless experiences and answers 3) unscripted decisions which make us less loyal to brands and more loyal to our needs in the moment.
- 11 - I-want-to-know moments “I want to know” - First, we are satisfying our curiosity. We used to have to wait and go look information up, now we can pull it up at our fingertips anytime. [New] Stat - 65% of online users say they are looking up information online more now compared to a few years ago [New] Stat: 60% of smartphone users have picked up their phones in the middle of a conversation to find more information about something that was said. How many of you have done this? [New] Stat: And brands should pay attention to this: 66% of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial
- 11 - I-want-to-know moments “I want to know” - First, we are satisfying our curiosity. We used to have to wait and go look information up, now we can pull it up at our fingertips anytime. [New] Stat - 65% of online users say they are looking up information online more now compared to a few years ago [New] Stat: 60% of smartphone users have picked up their phones in the middle of a conversation to find more information about something that was said. How many of you have done this? [New] Stat: And brands should pay attention to this: 66% of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial
- 12 - I-want-to-go moments “I want to go” - . Second, we’re going places. Mobile is helping blur the lines between the digital and physical worlds. location is an incredibly important signal both to advertisers and to consumers, who want to know what’s relevant to them locally. [New] Stat - 82% of smartphone users turn to a search engine when looking for a local business 2x increase in “near me” search interest in past year 34x Increase in “near me” since 2011
- 13 - I-want-to-do moments “I want to do” - Third - we’re doing what we want to do! Consumers no longer have to wait to find out how to do something...we can look it up instantly whether it’s re-caulking bathroom tile (which I had to look up this weekend) or how to recreate a celebrity hairstyle (Mabel example, later) Searches related to “how to” on YouTube are growing 70% year over year, and more than 100M hours of how-to content have been watched in North America already this year. 65% of this content was on a smartphone or tablet 91% of smartphone users turn to their smartphone for ideas while doing a task
- 13 - I-want-to-do moments “I want to do” - Third - we’re doing what we want to do! Consumers no longer have to wait to find out how to do something...we can look it up instantly whether it’s re-caulking bathroom tile (which I had to look up this weekend) or how to recreate a celebrity hairstyle (Mabel example, later) Searches related to “how to” on YouTube are growing 70% year over year, and more than 100M hours of how-to content have been watched in North America already this year. 65% of this content was on a smartphone or tablet 91% of smartphone users turn to their smartphone for ideas while doing a task
- 14 - I-want-to-buy moments “I want to buy” - Finally, people are making purchase decisions at all stages of that journey. they might be looking to quickly replace something they just broke...or looking for information on the car they’re thinking about buying. across the board, what we’re seeing is that these moments are happening more frequently. 82% of smartphone users turn to their phone to influence their purchase decision while in a store [New] Stat -These decisions are happening in unusual places - 39% of consumers report having made a purchase in their kitchen, another 28% in their car