How Proper Measurement Can Help Increase Your Mobile Investment

March 5, 2015

How Proper Measurement Can Help Increase Your Mobile Investment

Andy Taylor

Senior Research Analyst

@PronouncedAhndy

searchmarketingexpo.com@PronouncedAhndy

#SMX #31B


#SMX #31B


#SMX #31B


#SMX #31B


#SMX #31Bsearchmarketingexpo.com@PronouncedAhndy

#SMX #31B


#SMX #31B

March 5, 2015

How Proper Measurement Can Help Increase Your Mobile Investment

Andy Taylor

Senior Research Analyst


#SMX #31B

Source: Merkle|RKG Digital Marketing Report


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Phones account for 21% of paid search traffic, but just 10% of spend.


Mobile Share of Paid Search


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Phone CPC vs DesktopPhone CPC running significantly below desktop CPC according to most reports.

• Merkle|RKG

Digital Marketing Report


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Phone CPC vs Desktop

• Merkle|RKG


• Kenshoo

2014 Global OnlineSeasonal Shopping Report

Phone CPC running significantly below desktop CPC according to most reports.


#SMX #31B

Phone CPC vs Desktop

• Merkle|RKG


• Kenshoo

2014 Global OnlineSeasonal Shopping Report

• iProspect

Paid Search Trends2013/2014 Year-over-Year

Phone CPC running significantly below desktop CPC according to most reports.


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Google CPC Down 3% from Q3-Q4 and Y/Y


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Segments of users with above average mobile value:

Identify Mobile Sweet Spots

Remarketing lists

Demographic segments, such as age or gender

Geographic regions


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Multi-Device Ownership Rising

Source: “Digital Democracy Survey.” Deloitte Development LLC


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1Customer shops on the mobile site and adds an item to

their cart.

2 After adding said item, customers are given the option to

email their cart.

3 This creates the opportunity to:

• collect new customer contact information

• capture as a conversion event that can be tied

back to the eventual order, regardless of device.

E-Mail my Cart


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Phone Calls

Both in ad copy and on the landing page, advertisers can promote phone calls to their businesses through paid search.

Key Mobile Micro-conversions


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13%

Online Orders Phone Orders Online Orders Phone Orders

Average Order Value

Phone Orders Driven By Paid Search

+70%


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App Downloads

Advertisers can push app downloads in place of on-site conversions both in ad copy and on the page.



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Store Locators

Track users looking up store locations to measure offline value driven by online ads.



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45%

36%

40%

Store Locator Email Text

Desktop Tablet Mobile

Share of Micro-conversions by Device


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Quantify Offline Sales Driven by

Online Marketing


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+33%

Paid Search ROAS Paid Search ROAS +Offline Sales

Online Advertising ROAS

Google In-Store Visits Beta: Non-Brand


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+90%

+278%

Desktop Phone

Google In-Store Transactions Beta

Lift in Paid Search Conversionsfrom Measuring Offline Transactions


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Google In-Store Transactions Beta: Non-Brand

Lift in Non-Brand Paid Search Conversionsfrom Measuring Offline Transactions

+29%

+73%

Desktop Phone


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Acknowledge the Branding Impact


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Google Brand Awareness Study


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Google Brand Awareness Study


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Desktop Phone


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