LSA Bootcamp San Francisco: Mobile Marketing: What You Need to Know

Speaker Name, @socialmediahandle

Mobile SearchBe There.

2Mobile Search - LSA Bootcamp

The growth of mobile

Sources: Kleiner Perkins Caufield & Byers's annual Internet Trends reporteMarketer, September 2014; confirmed and republished, December 2014.Custora, E-Commerce Pulse Report, May 2015.

$18B3B 150

x 2x 50%

150 times a day people check their phones

3B smartphone users in 2015

$18B mobile Search Ad spending in 2016

50% of searches are mobile

2x purchases made through mobile phones versus last year


Versus 7 days for desktop search

70% of conversions* happen within 5 hours of mobile search

Sources: Microsoft Research & Ipsos OTX: “Mobile in The Consumer Journey” *Conversions include: calls, store visits, and purchases across screens

VS

5hrsmobile

7 daysdesktop


Paid Search isn’t discriminating between Desktop and Mobile


Anticipate how they’re going to find youConnect with them when they’re looking for youSpeak to them in the context of their searchGive them the chance to convert

‘Being there’ for your customers means a few things…

Source: Bing Internal Data, January – February 2015.


Movie to see

Places to eat

Store to visit

Phone number

50% of the people in the United States check their smartphones 150 times/day.

Why Mobile Search?

What are they searching for?


Mobile Search Drives Conversions

Why Mobile Search?

Almost 40% of search queries

currently originate from mobile

devices3

70% of mobile conversions happen within 5 hours of the

initial mobile search2

Mobile accounts for 51% of total time online – eclipsing

desktop1

Mobile is cheaper: Average click on

mobile costs $0.47 compared to $0.53

on PCs5 Show me the data…

Kelly King

Please break out animations on this slide into 2 or 3 slides- as it is self-paced we dont want them to have to go into preso mode

Mobile Search - LSA Bootcamp

Mobile search drives multiple types of conversions

8

App installsStore visitsPhone

calls Purchase


Food Delivery Company Case StudyLocally based Food Delivery startupAn app-focused company, with extremely geo-specific services

Very Straight-Forward Goal: Scale efficiently by attracting more of the quality customers they’re getting through Search

Solution: Pulled away from more generic, product-related keywords (Campaigns like Meal Delivery, and Ad Groups like Location>Berkeley, Gourmet, and Online

Added new keywords based on how people were actually finding them (Campaigns around Competitors, Ad Groups more around ‘Food Near Me’ and ‘Restaurants Nearby’)

Setting up the right campaign

9

Clicks

Impressions

September - Added new campaigns based on more natural search

behavior

December –Increased mobile bids for visibility

Top Keywords last month: “meal delivery” and “restaurant menu” and a competitor

brand term – all with very city-specific actual search terms


A modular campaign structure is the foundation of a scalable search program

Start from the customer POV

Ad copy is key, so build ad groups that are tightly themed

Think through the customer journey

Create a modular, replicable structure (like your website)


Building Those Mobile Campaigns – Tools to Use

Keyword Planner Your Own Website


It pays to be first

Click share VS. Rank

Source: Bing Internal Data, January – February 2015.

60%

15%9% 6%

58%

18%11% 7%

70%

24%

4% 0%1 2 3 4

PC Tablet Smartphones


Location targeting: Pinpoint mobile searchers


of mobile ads in Bing Ads are mobile optimized

Mobile optimization matters

increase in CTR when ads are mobile optimized

11%

97%Source: Bing Internal Data, January – February 2015.


Consulting Firm Case Study, from YPWise Consulting and Training is an environmental consulting business based in Reno, NV. They teamed with YP Marketing Solutions to grab relevant traffic when people didn’t know his business by name.

“When you’ve got mold, you’ve got asbestos — how do you find somebody that does that? We have to make our small business ads look attractive, and communicate the message of what we did quickly for people who are in emergency mode.”

Solution: Leverage your locality in your ad copy and make it clear that you can provide a solution from just a visit or a phone call away.

More calls lead to more clients, which lead to better business results. Wise Consulting has grown from two people, now up to the range of 7-9 people working there.

Mobile Ad Copy

15



Ad Preview Tool Live Searches


Call ExtensionsCall forwarding/Call metering

Of Mobile Callers Ready To Convert

Mobile searchers use phones to…call!

Local numbers are preferred to toll free numbers

61%

3:1Source: Ipsos/Google Research Study, September 2013.


of smartphone users consider location most important factor when looking for information

purchases resulting from a mobile search actually take a place in a physical store

Drive foot traffic, not just web traffic with location extensions

Mobile searchers are local

of mobile searches in Bing Ads are local

25%

40%3 of

4Nielsen, the Digital Consumer Report, 2014 Bing Ads Internal DataBing Internal Data, January – February, 2015.comScore, 15Miles, and Neustar: 7th annual Local Search Study, 2014.

One tap to maps & directions


Combining extensions on mobile leads to better CTR

Sources: Microsoft Eye-Tracking Study, Bing Ads Internal Data

Ad with Multiple Extensions

Ads without Extensions

Location + SiteLink

Call + SiteLink

Location + Call +

SiteLink

SiteLink Call Location Text Ads0%

2%

4%

6%

8%

10%

12%

14%

Average CTR


Conversion rates for smartphone shoppers on mobile-optimized sites is 160% higher than on non-optimized sites1

Driving to a mobile-friendly experience

Average order value on smartphones on mobile-optimized sites is 102% of the average order value for shoppers on PCs of those same retailers’ desktop sites; that number drops to 70% on non-mobile-optimized sites1

160%

102%

Source: Marketer, Proof that Mobile Optimized Sites Are Necessary, October 2014.

Not mobile-optimized Mobile-optimized


Important information/action is above the fold

Make people scroll down, instead of side-to-side

Not using any Flash

Make sure conversions are easy and clickable

Keep things concise (and short, so that they fit)

If possible, make an m.site or a responsive design and keep things modular

What does Mobile-Optimized Mean?


https://www.bing.com/webmaster/tools/mobile-friendliness

https://developers.google.com/speed/pagespeed/insights

http://advertise.bingads.microsoft.com/en-us/mobile-advertising

Useful Links


If you’re doing Search, you’re probably already visible in MobileThere are tons of tools to make it work better• Keyword Planners, Ad Copy Previews,

Site Grades

The ultimate goal is to ‘Be There and get that conversion’• Ad Extensions, High Placement and

Visibility

Major Takeaways

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.

LSA Bootcamp San Francisco: Mobile Marketing: What You Need to Know

Small Business & Entrepreneurship

Transcript of LSA Bootcamp San Francisco: Mobile Marketing: What You Need to Know