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
3Mobile Search - LSA Bootcamp
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
4Mobile Search - LSA Bootcamp
Paid Search isn’t discriminating between Desktop and Mobile
5Mobile Search - LSA Bootcamp
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.
6Mobile Search - LSA Bootcamp
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?
7Mobile Search - LSA Bootcamp
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…
Mobile Search - LSA Bootcamp
Mobile search drives multiple types of conversions
8
App installsStore visitsPhone
calls Purchase
Mobile Search - LSA Bootcamp
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
10Mobile Search - LSA Bootcamp
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)
11Mobile Search - LSA Bootcamp
Building Those Mobile Campaigns – Tools to Use
Keyword Planner Your Own Website
12Mobile Search - LSA Bootcamp
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
13Mobile Search - LSA Bootcamp
Location targeting: Pinpoint mobile searchers
14Mobile Search - LSA Bootcamp
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.
Mobile Search - LSA Bootcamp
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
16Mobile Search - LSA Bootcamp
Building Those Mobile Campaigns – Tools to Use
Ad Preview Tool Live Searches
17Mobile Search - LSA Bootcamp
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.
18Mobile Search - LSA Bootcamp
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
19Mobile Search - LSA Bootcamp
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
20Mobile Search - LSA Bootcamp
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
21Mobile Search - LSA Bootcamp
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?
22Mobile Search - LSA Bootcamp
Building Those Mobile Campaigns – Tools to Use
23Mobile Search - LSA Bootcamp
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
24Mobile Search - LSA Bootcamp
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.
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