Mobile Volume and Value By Andy Taylor
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Transcript of Mobile Volume and Value By Andy Taylor
![Page 1: Mobile Volume and Value By Andy Taylor](https://reader031.fdocuments.net/reader031/viewer/2022030206/58ab190a1a28abb5278b45ab/html5/thumbnails/1.jpg)
#SMX #31D @PronouncedAhndy
Mobile Paid Search by the Numbers
Mobile Volume and Value
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MOBILE’S CHANGING - GET EXCITED
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VOLUME
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Mobile Traffic Share
Phone Click Share Headed Up
Source: Merkle|RKG Digital Marketing Report, Q2 2015
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Google Showing 3 Text Ads on Phones
60%
80%
100%
120%
140%
160%
180%
Google Non-‐Brand Text Ad Impressions
Phone Tablet Desktop
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#SMX #31D @PronouncedAhndy
Google Showing 3 Text Ads on Phones
90%
95%
100%
105%
110%
115%
Google Non-‐Brand Text Ad Average PosiFon
Phone Tablet Desktop
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Very Different Story from Desktop
Source: Merkle|RKG Digital Marketing Report, Q1 & Q2 2015
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Clicks Increasing Faster than Impressions
60%
80%
100%
120%
140%
160%
180%
200%
220%
Google Non-‐Brand Text Ad Clicks
Phone Tablet Desktop
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Brand Text Ad Impressions on Phones Up Too…
80%
90%
100%
110%
120%
130%
140%
Google Brand Text Ad Impressions
Phone Tablet Desktop
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No Movement in Brand Average Position
80%
85%
90%
95%
100%
105%
110%
115%
120%
Google Brand Text Ad Average PosiFon
Phone Tablet Desktop
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More Text Ads Not Hurting Phone PLAs…
60%
80%
100%
120%
140%
160%
180%
Google Product LisFng Ad Impressions
Phone Tablet Desktop
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Mobile PLAs Getting Bigger (Literally) Before Now
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PLA Share of Paid Search by Device
Non-Brand PLA Click Share
75% on Mobile
49% on Desktop
49% on Tablet
Source: Merkle|RKG Digital Marketing Report, Q2 2015
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VALUE
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Chill Slide
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VALUE
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Phone RPC Relative to Desktop Headed Up
• Better websites from advertisers
• Mobile-friendly update forced upgrades
• Consumers becoming more comfortable with mobile devices
Source: Merkle|RKG Digital Marketing Report, Q2 2015
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Multi-Device Ownership Growing
Source: “Digital Democracy Survey” 2014 Deloitte Development LLC
Directly measured revenue per click no longer sufficient for measuring paid search value…
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Cross-Device Impact Growing
Source: Merkle|RKG Digital Marketing Report, Q2 2015
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Measuring Offline Impact
Estimated Store Visits • Users tracked by GPS to store locations • Tracked visits extrapolated by Google to estimate total number of store visitors with a paid
search click
In-Store Conversion Tracking • Users tracked from online click to in-store purchase with the help of third party partners • Tracked purchases are not extrapolated, with reps providing match rates for each advertiser
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Offline Conversion Tracking
16%
19%
12%
10%
11%
12%
13%
14%
15%
16%
17%
18%
19%
20%
Overall Brand Non-Brand
Lift in Google PPC Orders from Including Tracked Offline Conversions* 2014 Holiday Season - Brick and Mortar Retailers
* Offline transactions not extrapolated to account for untracked purchases
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Offline Impact Greater on Phones
19%
32%
9%
0%
5%
10%
15%
20%
25%
30%
35%
Desktop Phone Tablet
Overall Lift in Google PPC Orders from Including Tracked Offline Conversions* 2014 Holiday Shopping Season - Apparel Retailer
* Offline transactions not extrapolated to account for untracked purchases
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Offline Conversion Tracking
Lift from Offline Orders Lower During Holiday
Shopping Season
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Overall Lift in Paid Search Orders from Tracked Offline Conversions* Apparel Retailer
* Offline transactions not extrapolated to account for untracked purchases
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#SMX #31D @PronouncedAhndy
Offline Conversion Tracking
Lift from Offline Orders Lower During Holiday
Shopping Season
![Page 25: Mobile Volume and Value By Andy Taylor](https://reader031.fdocuments.net/reader031/viewer/2022030206/58ab190a1a28abb5278b45ab/html5/thumbnails/25.jpg)
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Offline Conversion Tracking
Lift Gets Bigger in Days Just Before Christmas as a
Result of Shipping Deadlines
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Overall Lift in Paid Search Orders from Tracked Offline Conversions* Apparel Retailer
* Offline transactions not extrapolated to account for untracked purchases
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OTHER MOBILE HAPPENINGS
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Google Buy Button, er…Purchases on Google
Potential to Provide Mobile Shoppers
with a Streamlined Purchasing Method
Across Retailers
Scale is Vital to Making it
Valuable
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Google Local Pack Update
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Google Local Pack Update
34%
116%
50%
0%
20%
40%
60%
80%
100%
120%
140%
Desktop Phone Tablet
Q2 Y/Y Google Brand Text Ad CPC Increases
Brand Ads Give Advertisers Control of Messaging for Phone Searches on Their Brand Names
BUT
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MOBILE OUTLOOK
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Mobile Outlook
Mobile Paid Search Volume
Mobile Paid Search Value
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Mobile Outlook Mobile Organic Visit Growth Likely to Slow
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THANK YOU!
SEE YOU @SMX WEST SAN JOSE, CA
MARCH 1-3, 2016