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From the SMX East 2014 Conference in New York City, NY. SESSION: What SEMs Should Be Doing With Mobile . PRESENTATION: How Yahoo! Advertising Does Mobile - Given by Leo Polanowski, @YahooAdBuzzer, Head of Client Services - Yahoo. #SMX #22C
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Yahoo 2014 Confidential & Proprietary. 1 Yahoo 2014 Confidential & Proprietary.
PRESENTED BY Leo Polanowski, Head of Client Services, Yahoo
How Yahoo! Advertising Does Mobile
Yahoo 2014 Confidential & Proprietary. 2 Yahoo 2014 Confidential & Proprietary.
How do consumers use mobile search to make purchase decisions?
Yahoo visitors that owned a smartphone or tablet logged their daily mobile searches.
We followed…
544 Yahoo visitors
14 days
6,369 searches
Yahoo 2014 Confidential & Proprietary. 3 3 Yahoo 2014 Confidential & Proprietary. 3
Hi, Jane.
Yahoo 2014 Confidential & Proprietary. 4
“Best gifts for dad”
S H O P P I N G W E A T H E R
MOBILE SEARCHES HAPPEN IN THE
HOME
55%
RESEARCH PRODUCTS ON MOBILE WEEKLY
83%
Yahoo 2014 Confidential & Proprietary. 5
“Best smartphone”
“Financial advisor”
S H O P P I N G N E W S F I N A N C E
Tablets
MORE PREVALENT FOR FINANCE AND
SHOPPING RELATED SEARCHES
LOOKED AT NEWS ON MOBILE AFTER
SEARCHING
54%
Yahoo 2014 Confidential & Proprietary. 6
“Fidelity” &
“Vanguard”
“Newest iPhone”
F I N A N C E E M A I L S H O P P I N G
FOLLOW UP ACTIONS FOR SHOPPING
SEARCHES
4.5
FINANCE SEARCHERS TOOK FOLLOW UP ACTION IN PERSON
72% SAID MOBILE SEARCH HELPS MAKE BETTER
BUYING DECISIONS
68%
Yahoo 2014 Confidential & Proprietary. 7
“AT&T store” “Thai takeout”
S H O P P I N G P U R C H A S E F O O D
PURCHASES OCCURRED WITHIN 5 HOURS OF
SEARCH
69%
FOOD
SEARCHES ARE MORE LIKELY TO HAPPEN ON
THE GO
Yahoo 2014 Confidential & Proprietary. 8 Yahoo 2014 Confidential & Proprietary. 8 Yahoo 2014 Confidential & Proprietary. 8
Yahoo has the tools advertisers need to reach mobile consumers
Y A H O O B I N G N E T W O R K
Y A H O O G E M I N I
Yahoo 2014 Confidential & Proprietary. 9 Yahoo 2014 Confidential & Proprietary. 9
Be where(ever) Jane is
B E D I S C O V E R A B L E A L O N G H E R P U R C H A S E J O U R N E Y
Yahoo 2014 Confidential & Proprietary. 10 Yahoo 2014 Confidential & Proprietary. 10
Ensure keyword coverage throughout the purchase path
WoW CLICK INCREASE WHEN TELCO CLIENT
MADE BASIC KEYWORD COVERAGE CHANGES
103% BROAD MATCH
SEARCH QUERIES
COVERAGE GAPS
Yahoo 2014 Confidential & Proprietary. 11
Combine ad extensions, dominate the small screen
Aver
age
CTR
*The data points are for guidance only and not a guarantee or prediction of an advertisers actual CTR within the Yahoo! Bing Network (various dynamic factors can influence these numbers). It represents averages for the included data set (it is not a measurement of lift). *Date Range: Jan 1 - Mar 31, 2014 *Data: Smartphones & Tablets, Main Line Only, O&O Only
18.9%
13.6%
9.2% 8.4% 6.4%
2.4% 1.8% 1.7%
95% S M A R T P H O N E
C L I C K S H A P P E N I N M L
3x H I G H E R C T R I N
M O B I L E M L 1
Yahoo 2014 Confidential & Proprietary. 12 Yahoo 2014 Confidential & Proprietary.
For greater impact, use native ads
Yahoo 2014 Confidential & Proprietary.
28% 3x 4-6x
Source: Yahoo Gemini Ad Effectiveness Study, April 2014;
P U R C H A S E I N T E N T
B R A N D E D S E A R C H E S
B R A N D A W A R E N E S S
Yahoo 2014 Confidential & Proprietary. 13 Yahoo 2014 Confidential & Proprietary.
Land the message with copy, emotionally engage with imagery
Yahoo 2014 Confidential & Proprietary. Source: Yahoo Gemini Ad Effectiveness Study, April 2014;
Grab users with a short and informative title
✓✖
Use compelling, click-driving images
✖ ✓
Yahoo 2014 Confidential & Proprietary. 14 Yahoo 2014 Confidential & Proprietary. 14 Yahoo 2014 Confidential & Proprietary. 14
Be there