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1© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
How to Win with Advertising in the Mobile-First Era
June 9, 2015
2© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Your Speakers
Nate Young Director of Business Development
Kelly WratherSr Manager, Content
3© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
• Mobile Landscape & Trends
• Challenges & Opportunities of Mobile-First
• Importance of Mobile Calls
• Mobile Advertising Best Practices
4© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Mobile Landscape & Trends
5© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
By 2019, Mobile will account for 72% of digital ad spend
6© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Mobile Search Spend & Clicks on the Rise
Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 20140%
5%
10%
15%
20%
25%
30%
35%
40%
26% 26%
29%
32%34%
28%29%
32%
35%
37%
Spend Clicks
7© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Mobile Search Investments Paid Off this Holiday
8© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Mobile is Playing a Larger Part for Consumers
“The customers who use all of our digital properties—not just
the apps—tend to be our better customers in general. They’re on digital media, they’re in the stores often and they’re using
[mobile] as a tool to make shopping easier. ”- Heidi Reale | Director of Shopper & Digital Marketing
3XUS location-targeted mobile advertising revenues will more than triple over the next 5 years
9© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Your phone or…?
Increasingly Mobile First
21% 20% 33%30%
Sources: The Huffington Post, Atlantic, SiliconFilter..com
10© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Challenges & Opportunities
11© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
The Opportunity
Capture the hearts and minds.
Connect your brand on an emotional level(emotions are what make people buy)
DID YOU KNOW?
77% of smartphone owners indicated that their phone made them feel “happy”.
- PewInternet.org
12© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
The Challenge
When things get personal,people also feel protective.
So how do you break through?
DID YOU KNOW?
80-90% of apps are eventually deleted.
- USA Today
13© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
The RealityConsumers have high expectations…
and are disappointed when you don’t deliver
of marketers who feel consumers are disappointed when they reach a non-mobile friendly site
of marketers who think consumers would be unlikely to return to a non-optimized site after the first visit.
82% 62%
Source: Advertiser Perceptions of the Three-Screen World, Kenshoo
14© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Marketers Have an Opportunity to Grow
42% marketers feel that the majority of advertisers are lagging behind cross-device consumer trends
We asked…
how sophisticated do you feel most advertisers are with regards to cross-device marketing strategy?
15© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Importance of Mobile Calls
16© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Evolving Landscape Brings New Challenges
Multiple Screens Multiple LocationsMultiple Channels
17© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Mobile-Local Are Intrinsically Connected“Near Me" Searches
doubled in the past year, with mobile accounting for
80% of those
18© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Nearby Searches Drive Local-Oriented Actions
19© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
of mobile searchers have used the “call” button
increase in average click through rate recorded when phone number added to mobile search ads
of local businesses say calls are the best leads they receives
19
Source: Bia/Kelsey 2013, Google, 2013
64%
70%
8%
20© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
What is your mobile goal?
33%
4%33%
2%
9%
19%Online Traffic
In-store Traffic
Direct Sales
App installs
Phone Calls
Other conversion activity
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
What is your mobile paid search goal?
21© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Calls Are a Natural Conversion Type on Mobile
Callers are 10x more likely to turn into customers than form fills.
21
73 billion inbound sales calls expected in 2018
Source: : BIA Kelsey, 2013; Convirza, 2014
22© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Answering the Call with Powerful Data…
• What ad, campaign, keyword, or landing page drove the call?
• Where did the call come from?
• What day and time was the call made?
• What phone number was the caller calling from?
• Where was the call routed?
• Was the call answered?
• Was the caller put on hold and if so, for how long?
• How long did the call last?
22
23© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Closing the Loop with Call Conversion Optimization
Optimize based on the tactics that generate the most profitable phone calls
24© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Challenges
• Drive leads for more than 1,800 dealerships
• Increase call volume and quality
• Track offline leads
• Optimize cost-per-lead
• Integrate Kenshoo call tracking to report on phone leads
• Leverage Call Conversion Optimization to optimize campaigns based on high performing keywords
• Use insights to drive more converting calls
Solutions
Call Optimization in Action for National Auto Manufacturer
28%
Conversion Rate
Results
35%
Cost Per Lead
25© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Mobile Best Practices
26© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
1. Leverage Native Ad Formats
Provide comfortable and seamless brand experiences.
• Prime inventory across key channels including Google, Facebook and Twitter
72% of all mobile ad spend
27© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
2. Align Messaging & Targeting Across Channels
28© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
3. Enhance Ads with Mobile Add-Ons
Click to call Location extensions Mobile PLAs None of the above
52%47%
21%
31%
Which of the following additional mobile functionality do you currently use in con-
junction with your ads?Nearly 50% of marketers utilize click-to-call and location extensions and just over 20% use mobile PLAs.
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
29© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
4. Optimize the Mobile Experience
Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later
9%
34%
11%
46%
Mobile-specific ad copy
Mobile bid adjustment
Mobile ad extensions
Mobile-optimized land-ing pages
Aspects of mobile paid search that impact performance
Difficultly of manually optimizing MBAs
18%
22%
42%
7%11%
No change in difficulty
Not difficult at all
Somewhat difficult
Very difficult
I use an algorithm to calculate mobile bid ad-justments
30© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Beat the crowd and prove your relevance.
5. Capitalize on the New Channels and Formats
• Drive installs and monetize your apps without sacrificing user experience through native advertising via Yahoo! Gemini and Facebook Audience Network
31© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
6. Keep it in Context Your mobile-first strategy should be a consumer-first strategy, tailored to their journey
retain growdiscover engage convert
32© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Making the Most of Mobile
• Optimize your mobile bid adjustments and understand impact of your portfolio policy on desktop and mobile performance
• Gain insights into device-level performance so you can better reach customers wherever they are
• Improve your app marketing with a scalable way to manage app extensions
33© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Winning at Mobile Means…
And make it last.
CONNECT
RESONATE
MEASURE
OPTIMIZE
Control the experience.