Mobile Search Trends & Best Practices - Online Marketing Institute
Presented by:Prashant PuriCEO, AdLift.com@puriprashant
Introduction
2ADLIFT CONFIDENTIAL
• Welcome to the OMI session on Mobile Search Trends & Best Practices
• Prashant Puri, CEO & Co-Founder – AdLift.com
@puriprashant
About Me
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• 10 Years of online marketing experience
• Managed eBay’s comparison shopping arm (Now eBay Adverting)
• Display advertising at Yahoo!
• Spearheaded AT&T Interactive’s foray in to the search marketing world
@puriprashant
Agenda
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• State of Mobile
• Smartphone & Tablets User Behaivior
• Mobile Search Best Practices – SEO & SEM
@puriprashant
Mobile Phone Subscriptions = Human Population
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Source: http://www.geohive.com/earth/population_now.aspx ; http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a ; http://thenextweb.com/mobile/2012/10/17/global-smartphone-users-pass-1-billion-for-the-first-time-report/
7.1B people on the
planet
7.0B global mobile
phone subscription
@puriprashant
Still – Huge Growth Opportunity in Smartphone Market
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Source: Mary Meeker, Kleiner Perkins, Morgan Stanley Research
5.9B
1.03 B
Smartphone Users Feature Phone Users
Global Users(Billions)
@puriprashant
In the US – Greater than 50% own a Smartphone
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Source: http://www.pcmag.com/article2/0,2817,2417442,00.asp
57%
49%
Nov, 2012 Apr, 2013
133M people in US own a smartphone of those 68% have household income greater
$75,000
@puriprashant
In 2015, mobile search volume to surpass desktop local search volume
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Source:http://www.biakelsey.com/Company/Press-Releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp
@puriprashant
By 2017, Mobile Search Ad Spending will be 50% of Total Search Ad Spending
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Source: eMarketer State of Mobile Search 2013
$0.65
$1.99
$3.59
$5.57
$7.85
$10.30
$12.88
4.3%11.3%
18.2%25.6%
33.7%42.1%
50.8%
Mobile search ad spending (Billion)
% of digital search ad spending
@puriprashant
2011 2012 2013 2014 2015 2016 2017
User Search Trends
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@puriprashant
Tablet Users Search & Buy
1. Sent text message to another phone
2. Took photos
3. Used email
4. Accessed weather
5. Accessed social network
6. Accessed search
7. Played games
8. Accessed maps
9. Accessed news
10. Listened to music
90.5%
Smartphone Users Tablet Users
83.4%
77.8%
67.1%
65.3%
58.7%
52.9%
51.2%
49.2%
48.0%
1. Accessed search
2. Used email
3. Accessed social network
4. Played games
5. Accessed weather
6. Accessed news
7. Accessed photo/video site
8. Read books
9. Watched video
10. Accessed retail
73.9%
73.6%
67.5%
66.3%
64.6%
58.8%
51.5%
51.2%
50.9%
49.8%
@puriprashantSource: comScore “2013 Mobile Future in Focus”
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Source: Google & Nielsen “Mobile Search Moments: Understanding How Mobile Drives Conversion Mar 2013. eMarketer Mobile Search Trends. Data: Q4 2012
Smartphone Usage peaks in the Evening
12am-3am
3am-6am
6am-9am
9am-12pm
12pm-3pm
3pm-6pm
6pm-8pm
8pm-12am
3%
2%
7%
13%
17%
19%
18%
22%
@puriprashant
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Source: xAd and Telmetrics “Mobile path-to-purchase – Restaurants” Oct 2012
Smartphone User likely to Act fasterImmediately
Within hour
Within day
Within month
Wasn’t looking to book
30%
15%
34%
29%
25%
40%
7%
15%
3%
1% Smartphone Tablet
@puriprashant
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with
34% making a purchase
71% Visit a retail website
Source: Google & Nielsen “Mobile Search Moments: Understanding How Mobile Drives Conversion”
@puriprashant
Mobile SEO Trends
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@puriprashant
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Search Marketing Tactics Used
Paid search
SEO
Mobile paid search
Mobile SEO
Social media PPC
Other
78%
58%
58%
31%
28%
9%
Source: Forester Research, Q3 2012 Global Search Marketing Customer Reference Survey
Mobile SEO Adoption is growing
@puriprashant
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3 Options in Developing a Mobile Optimized Site
1. Dedicated mobile site – m.abc.com
2. Responsive Web Design (RWD) – URL doesn't’t change
3. Responsive Web Design with Server Side Components (RESS) – URL doesn't’t change + customized HTML
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Dedicated Mobile Site
Advantages
1. Mobile and Desktop content can be different. Easier to make separate changes2. Faster load times3. Easier to navigate (due to point number 1)
Disadvantages
4. Tagging both Desktop and Mobile Sites Differently
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Dedicated Mobile Site (Cont..)
Disadvantages
1. Tagging both Desktop and Mobile Sites Differently
2. Submitting separate sitemaps for Mobile and Desktop
3. Link equity gets diluted since users have the option of linking to either m.abc.com or www.abc.com
Exampleshttp://mobile.walmart.com/http://www.amazon.com/gp/aw/h.htmlhttp://www.bbc.co.uk/mobile
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Responsive Web Design (RWD)
Advantages
1. Single URL for all webpages2. Content parity – Both the mobile as well as the
desktop site contains the same content providing users with similar experience
3. Mobile tagging is not required4. Separate XML sitemaps are not required
Disadvantages
5. Content might not not fully optimized for mobile devices
6. Users might find it tougher to navigate7. Slower load times on mobile devices
Examples of RWDhttp://www.starbucks.comhttp://www.bostonglobe.com
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Responsive Web Design with Server Side Components (RESS)
Advantages
1. Single URL for all webpages2. Customized content. Content and navigation for
desktop and mobile can be customized3. Faster load times4. Mobile tagging is not required5. Separate XML sitemaps are not required
Disadvantages
• Requires device detection (similar to dedicated mobile site)
Examples of RWDhttp://edition.cnn.com/http://www.ehow.com/
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Google/Bing Recommendation
• Google/Bing both prefer the RWD option (https://developers.google.com/webmasters/smartphone-sites/details)
• However, this is contradictory to Google’s overall SEO recommendations where• Page load times is an important ranking factor (RWD loads slower than
dedicated mobile sites)• Mobile ranking factors are a little different from Desktop ranking factors
• AdLift’s recommendations:1. Evaluate page speed times for RWD
2. Evaluate the importance from a business perspective on whether your website requires a different mobile experience
3. If page speed times for RWD are slow and requires a different mobile experience, our recommendation would be to build a mobile site on RESS
27%
28%
30%
32%
60%
42%
48%
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Source: eMarketer Mobile Search Marketing 2013
Good to Know - Direct vs. Search Traffic to US Websites from iOS
51% 49%
52%
58%
60%
68%
70%
72%
Aug 26
Sep 16
Sep 23
Oct 14
Nov 4
Nov 1
Nov 25
Dec 2
73%
iOS masks search traffic
@puriprashant
Mobile PPC Trends
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@puriprashant
Mobile Paid Search Clicks grow 65% YoY
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Source: eMarketer State of Mobile Search 2013
14.2%
Share of Paid Search Clicks from US Mobile Devices Jan-Dec 2012
14.3%15.9%
16.6%17.1%
18.4% 19.1%19.2% 19.5% 19.7% 21.1%
23.4%
Jan 2012 Dec 2012
@puriprashant
Smartphones/Tablets Lower CPCs Comparable Conversion Rates
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Source: Marin “Mobile Search Advertising Around the Globe,” Feb 2013
Conversion Rates
CPCs
COMPUTERS SMARTPHONES TABLETS
$0.75
$0.48
$0.62
3.9%
2.8%
3.3%
COMPUTERS SMARTPHONES TABLETS
CPC ChangeJan – Dec 2012
9%13%
25%
COMPUTERS SMARTPHONES TABLETS
@puriprashant
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Google Adwords Enhanced Campaigns
• Powerful bid adjustments in one single campaign• Increase/Decrease bids on different devices• Increase/Decrease bids based on location• Increase/Decrease based on time of day
• Ad extensions based on device
@puriprashant
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To Summarize
• Mobile search volume to surpass desktop searches by 2015
• 50% US population own a smartphone
• Mobile ad spending is currently 20% of search spending – to grow to 50% by 2017
• Evaluate your Mobile website needs and based on that make a decision on what site you need – Dedicated URL vs. RESS or RWD
• Mobile paid search clicks growing at 65% YoY
• Mobile CPCs are lower than Desktop – Get in now !
Who We Are
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@puriprashant
75 Million Search Visits
Every Month, We Manage
About us & Our Achievements
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Founded in 2009, AdLift provides customized digital media strategy and search marketing solutions for online businesses in the North American and Asian markets
AdLift has assembled a world-class technical team of search marketing experts from firms such as Yahoo, eBay, and IAC
AdLift’s unique value proposition has been recognized by fortune 500 companies including PayPal, eBay, Barnes & Noble & AT&T
15+ person team – business development and account management located in Palo Alto, CA.
• Running campaigns across 50+ sites
• Optimizing 10K keywords
• Managing $2M in SEO spend
• Delivered results & gained trust
AcquireAmplify
AdvancePrashant PuriCEO & [email protected]@puriprashant
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@puriprashant
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