How to Measure the True Impact of Mobile
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Transcript of How to Measure the True Impact of Mobile
Changing Behavior • Customers are shopping in store and online using a variety of
devices throughout the buying process • 90% of consumers use more than one device before they
make a purchase1
• 40% of people who started shopping on their mobile device end up converting on a desktop computer2
• Mobile traffic and ad spend are increasing dramatically • Within the next two years, mobile devices will account for
50% of Internet traffic3
• Retailers must keep up and deliver a consistent ad experience across devices
Sources: 1. IPSOS/Google study 2. ComScore/eBay study 3. Millenia Media #SMX @Adlucent
Attribution Problem • Mobile will account for over 40% of shopping traffic this
holiday season, yet only 20% of sales are expected to happen on mobile devices1
Retailers must be able to correctly attribute sales to mobile ads to optimize them more effectively
Sources: 1. IBM
“You can’t hit what you can’t see”
#SMX @Adlucent
Measuring Mobile 1. Use geo-targeting to test mobile lift across devices
• Split your market into geographic areas of roughly equivalent population and demographics
• Compare performance to determine mobile effect: • Test group targeting Mobile, Computer, and Tablet devices • Control group targeting only Computer and Tablet
#SMX @Adlucent
Measuring Mobile 2. Use Google’s Estimated Cross Device Conversions metric
• This data is derived from the behavior of customers logged in to Google on multiple devices and extrapolated across all traffic
Sources: 1. Adlucent study
Incremental Mobile Conversions Brand Keywords +36.5% Non-Brand Keywords +23.7% Product Ads +30.2%
• An analysis of sixteen retail partners yielded the following lift in orders influenced by mobile1
#SMX @Adlucent
Measuring Mobile 3. Expand the definition of success when calculating the
overall impact of mobile advertising • In-store visits: RadioShack found that 40 – 60% of people
who used the store locator function on a mobile device visited a brick-and-mortar location1
• Micro-conversions: assign a value to events that are likely to influence sales in the future, such as user registration, email subscriptions, or catalog signups
Sources: 1. RadioShack/Google
#SMX @Adlucent
Measuring Mobile 3. Expand the definition of success when calculating the
overall impact of mobile advertising • Link offline sales: use a data onboarding partner to assess
the impact of mobile advertising on offline sales
#SMX @Adlucent
Optimizing Mobile Ads • Use mobile-preferred ads with content tailored for mobile
• For example, highlight an easy mobile checkout process in Description Line 2
One leading Sporting Goods retailer saw a 443% increase in CTR with mobile-preferred ad text highlighting mobile-friendly purchasing
#SMX @Adlucent
Optimizing Mobile Ads • Description Line 1 should be written as a standalone
sentence with proper punctuation, which may prompt Google to add it to the headline
#SMX @Adlucent
Optimizing Mobile Ads • Use mobile-friendly ad extensions to drive traffic to other
conversion channels (call center and offline) • Call extensions can increase ad CTR by 6-8%1
• Ads with location extensions average 10% higher CTR1
Sources: 1. Google
Call Extension Location Extension
#SMX @Adlucent
Optimizing Mobile Ads • Starting October 15, ad extensions may show instead of
the Description Line 2 ad copy • This change makes extensions all the more important • Ensure that critical info is in Description Line 1
Current Future
#SMX @Adlucent
Optimizing Mobile Ads • Rotate ad extensions and formats to determine the best-
performing variations • Some ad types may perform
better on different keyword portfolios, so test constantly:
• Sitelinks • Location extensions • Call extensions • Callout extensions • Seller rating extensions
#SMX @Adlucent
Optimizing Mobile Ads • Use Local Inventory Ads (LIAs) to advertise products in-
stock at a brick-and-mortar location near the customer
An Adlucent client participating in the Google Store Visits beta saw a 6.8% visit rate from LIAs, resulting in thousands of in-store customer visits in a recent month
#SMX @Adlucent
Optimizing Mobile Ads • Test different mobile landing pages to optimize RPC
Mobile-specific landing page test produced 5.1% increase in RPC when users were shown links to multiple product categories
Control Test
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Shop Top Rated Categories
#SMX @Adlucent
Visit the link below to download the new Adlucent whitepaper on how to make more money on mobile! www.adlucent.com/mobile
#SMX @Adlucent