As 50% of mobile interactions start with a search, and 85% have location intent, this session gives you tips on optimising your search strategy for mobile and tablet using SEO and Google Adwords ad extensions
4. @burner_mobile@burner_mobile
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
5. @burner_mobile@burner_mobile
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
6. @burner_mobile@burner_mobile
#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
9. @burner_mobile@burner_mobile
#1 Review search behaviour
• 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
25. @burner_mobile@burner_mobile
#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
29. @burner_mobile@burner_mobile
#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
31. @burner_mobile
#4 Optimise for tablet users
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?
34. @burner_mobile@burner_mobile
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
40. Thank you for attending!
http://events.plantoengage.com
Hinweis der Redaktion
CRM – oppo / challengesCase studies / channels Next steps
50% m i/actions start w search85% location intent Google m first companyMake sure m search links to m optimised site
85 per cent of mobile search has a local intent, says Google, and 81% of searchers act upon the patient based information they find.
We don't have any case studies on the luxury goods market but take a look at the deck from CEO (http://www.slideshare.net/FlurryMobile/mobile-outlook-2013). He does talk about how shopping apps are disrupting the retail industry. To add context to the deck you can see a video of the presentation (http://www.youtube.com/watch?v=b3tkIVSE_yk).