Driving Mobile Search Revenues

Phone: 0800 019 6813www.accuracast.com

Driving Mobile Search RevenuesWith Innovative Advertising Initiatives

ByFarhad Divecha

AccuraCast

© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing


Introduction

Name: Farhad DivechaAge: 31Position: DirectorCompany: AccuraCastSkills: SEO, PPC, Mobile, Social MediaHobbies: Snowboarding, Music, Movies



About AccuraCast

London’s leading search engine marketing agency

First & foremost mobile search marketing agency in UK

One of the first Google Qualified Companies in UK

Registered 100% Ethical SEO®

Offices in the UK and India

Over 100 clients worldwide

Founded in February 2004



AccuraCast Services

Search engine optimisation (SEO)

Paid search advertising (PPC)

Mobile search marketing

Web 2.0 / social media marketing

Multilingual marketing



AccuraCast’s Clients



Contents

1. Mobile search user behaviour2. Mobile search results pages3. Optimising the results page4. Creating effective ads5. Local search advertising6. Innovation



Mobile Search User Behaviour

Search characteristics on Google Mobile(Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja)

Data from 1 Million+ page view requests from mobile phones randomly sampled during 1 month in 2007 from a single US carrier


Words / query on mobile 2.7

Words / query on PC 2.4

% queries with at least 1 click >50.0

% of queries that went to 2nd page 10.4

Queries per session 2.0

% query pairs in the same category 66.3

% of times 2nd query was a refinement 58.6


Mobile Search Results Page



Mobile Search Results Pages

Yahoo! Ask Live



Why Bother Getting It Right?

Search Engine– Build customer base– Earn money through ad clicks

Content Owners– Get traffic– Build visibility– Provide service to clients

More mobile searches



Advertising On Mobile


Ads shown on Search & Content network

Pay per click & pay per call2 ads per pageAd format:

– Headline (18 characters)– Description (18 characters)– Display URL (20 characters)– Phone number (Call [phone number])


Tracking Results

AdWords reporting– Keywords– Placement– Cost– Conversions– Calls– Detailed visitor stats from Analytics



Local Search Advertising

4-5% of mobile searches on Google are classified as local

Mobile PPC not geo-targeted on GoogleMobile PPC not available on Yahoo!Mobile PPC not available on Microsoft



So Where’s The Innovation?



Any Questions?

Farhad DivechaDirector, AccuraCast

[email protected]

Phone: 0800 019 6813



Appendix A

Search characteristics on Google Mobile(Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja)

Data from 1 Million+ page view requests from mobile phones randomly sampled during 1 month in 2007 from a single US carrier

2005 2007Words per query 2.3 2.7Word per query on computer 2.4Characters per query 15.5 16.8% of queries that had at least 1 click <10.0 >50.0% of queries that went to 2nd page 8.5 10.4Queries per session 2.0% query pairs that are in the same category 66.3% of times 2nd query was a refinement of 1st query 58.6% Unrelated queries per session 22.0 38.1% Identical consecutive queries 31.7 4.5Top query as a % of total queries 1.2 0.8Time to enter a query (seconds) 56.3 39.8Time between receiving results and clicking on a search result 29.1 30.0Time between receiving results and clicking on a spelling correction 15.6 15.1



Appendix B

Top 5 Google Mobile Search Categories(Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja)


Business

Driving Mobile Search Revenues