2015 mobile strategies - seo, search, display, hyperlocal display, geofencing, and showrooming

2015 Mobile Digital Strategies

CF Search

2015 Mobile Digital Strategies

CONTENTS

– Mobile Path-To-Conversion – Mobile Traffic Trends (our FCA sites) – Mobile User Behavior (our FCA sites)

• Time on Site, Bounce Rate, VDP’s, Conversion Rates

– Mobile Digital Strategies • SEO • Search

– Traffic Trends – User Behavior – Bidding Strategies

• Display – Mobile Web Coverage

• HyperLocal Mobile Targeting – ShowRooming – GeoFencing

• Social

– Emerging Trends

Mobile Path to Conversion

CF Search

Path to Conversion - Automotive

• Automotive shoppers are spending more and more time researching on mobile – Automotive shoppers are researching on their smartphone and visiting

mobile websites

• Mobile research starts with search (e.g., Google, Bing)

– Must have significant coverage via SEO, Search, Display, Social

• Location proximity matters to automotive shoppers – When shoppers make a conversion decision, they want to be close to their

location

• Cross-Channel research – Shoppers will utilize multiple channels before making a conversion

decision – Search, Mobile Website, Display, etc.

*Source – Google.com, ComScore.com, other web sources

Traffic Trends (FCA sites)

CF Search

2014 Traffic Trends (Overall)

54% 34%

12%

2014 Desktop vs. Mobile vs. Tablet All Traffic

Desktop

Mobile

Tablet

2015 Traffic Trends (Overall)

46%

43%

11%

2015 Desktop vs. Mobile vs. Tablet All Traffic

Desktop

Mobile

Tablet

User Behavior: Desktop vs. Mobile

We saw a very visible trend with mobile traffic having less time on page, when

compared to desktop.

With Bounce Rate % we also saw a trend with Mobile having a higher

Bounce Rate %

User Behavior: Desktop vs. Mobile

User Behavior: Desktop vs Mobile

• The most significant difference in terms of user behavior on Desktop vs Mobile, is returning visitors.

• On average nearly 50% of Mobile traffic is from return visits. This is great news, as each return visit the chance of converting is increased.

User Behavior: VDP’s 2014 vs. 2015

49%

38%

13%

New Car VDP's 2015 (FCA Sites)

Desktop

Mobile

Tablet

59% 26%

15%

New Car VDP's 2014 (FCA Sites)

Desktop

Mobile

Tablet

• VDP’s on Mobile Devices have increased nearly 50% in one year.

User Behavior: Conversion Rates SEO

Desktop About the same as Mobile (FCA Sites)

Mobile More calls than forms

Tablet Similar to Desktop

Search

Desktop About the same as Mobile + Tablet (FCA Sites)

Mobile More calls than forms

Tablet Similar to Desktop

Display

Desktop Higher than mobile right now

Mobile More calls than forms – Mobile Apps less

Tablet Slightly higher than mobile

Mobile vs. Desktop Summary

• Considerable growth in total mobile traffic for every dealer page in just 1 year.

• Both Paid Search & Organic Search Grew in terms of mobile traffic in 2014-2015. – Mobile VDP’s have grown (on average) of 50%

• Returning Visitors for mobile are higher in proportion to desktop

• Mobile Traffic tends to have…

– Lower time on site – Higher Bounce Rate – More calls than forms

Take Away..

• Need more + more conversion points • Need aggressive offers, incentives

Strategies for Mobile - SEO

CF Search

Present Mobile SEO Strategy • Responsive Content Page design

– Better user experience – Simple user navigation – Insert “<tel: …\> tag” HTML for easy phone call from mobile

• MORE CONVERSION POINTS!!!

• Content optimized for long-tail phrases, as well as for

“conversational SEO” – Preparing for Google’s Hummingbird Update – Understand user search behavior on Mobile Devices

• Monitor & update Business Listings such as Google My Business

– Optimize map listings – Make sure NAP is consistent (Yext Partner) – E.g., OPTIMIZE FOR MAP SEARCHES

Future Mobile SEO Trends

• Google SEO – Website structured data & schema

markup – Breadcrumb trails (see image to right) – Sitelinks and improved copy for SERP

results

• Facebook SEO – On the horizon… – Most users are mobile – Better social integration & brand

involvement with multiple social networks and apps

– Facebook’s Hello App is going to give users the ability to search for Business Pages & People with the use of a search engine algorithm that is in some ways similar to Google

Strategies for Mobile - Search

CF Search

Over the course of several months, mobile searches continue to climb and nearly surpass desktop searches in paid search.

Device

Clicks

Traffic Trends Mobile - Search

Traffic Trends Mobile - Search

With such a drastic change in the paid search climate within the past six months, it is essential to capitalize on this

growth and implement strategies that are specific to targeting mobile devices.

Device

Percentage of Clicks

Search – User Behavior

In addition to the increased volume of mobile paid searches, mobile paid search also has a much higher Click Through Rate compared to computer paid searches.

Device

CTR

Strategies for Mobile - Search

There are a variety of strategies that can be utilized to capitalize on the growth of mobile paid search.

Call Only Ads • Call Only Ads are mobile specific,

designed to generate phone calls simply by clicking the user clicking ads

Mobile Bid Adjustments • Raise mobile and location bids to

increase position and capture more relevant mobile traffic

Dealer Listing Ads (DLA) • Push inventory to Google, and

they will serve ads

Strategies for Mobile Paid Search

In addition to the previous strategies that offer a more direct approach to capitalizing on mobile paid search can be applied with utilizing Showrooming Campaigns. These

campaigns are mobile optimized which are designed to target active, in-market users.

Mobile Optimized Call Extensions • Call Extensions can be set to

“mobile only”, easily targeting mobile users.

Mobile Site Links • Mobile Site Links can target

down to the mobile device type (Andriod, iOS, etc) while increasing the Ad’s real-estate and CTR.

Mobile Optimized Keywords • Keywords consisting of shorter

phrases and terms that in-market users would search while looking for deals on dealership lots.

Bidding Strategies Mobile - Search

• Strategy: Important to be in position 1 or 2 for mobile – Position 3 has low impr. &

click share

• Problem: CPC can get real

high…

• Solution: Bid minimum to get maximum position – Takes optimization time

and effort

Mobile Display

CF Search

Display - Mobile

• Mobile Display

– A bit more complicated…

– Apps dominate mobile inventory • About 85%-to-15% • But PLENTY of desktop

inventory so OK

– Conversion Rates

• Highest on desktop • Mobile web next highest • Apps lowest

Display - Mobile

• Things to Consider…

– Mobile Coverage • Mobile Web vs. Apps?

• Need to have high conversion rates

– Mobile Creative Strategy • Much more involved than Search

(e.g., text ads)

– Mobile Targeting Options

– Mobile Campaign Organization

– Mobile Optimization

Display – Mobile Coverage

• Should have coverage on desktop vs. mobile web vs. Apps – Exact %’s depend on dynamic

optimization

• For mobile web display, we

make sure we serve ads on “Premium Sites”

• For mobile apps, we are working on “Premium App” package

Premium Mobile Web Coverage

Display – Mobile Creative Strategy

• Mobile Creative Strategy

– HTML5 compliant ads (mobile web)

– Dynamic Inventory Ads

– Rich media ads (Apps)

Display – Mobile Campaign Organization

• Proper Campaign Organization

– Contextual: Matches ads to relevant sites in the Display Network using your keywords or topics, among other factors.

– Behavioral: Target and identify a group of users that share similar interests

– Retargeting: Serve ads to users who have

shown interest in your inventory – Campaigns organized so that ads serve

on Facebook Exchange (FBX)

Display – Mobile Targeting Options

• Targeting Options

– Device Location: Target users device location

• Technology still evolving in this area

– IP: Target users by IP address at the employer, neighborhood, cable provider, or household level.

– Geo Targeting: Serving ads within a defined location. Target by state, zip code, DMA.

– (NEW) CRM Targeting: Target audiences using the advertiser’s 1st party CRM data

Display Best Practices - Mobile

Mobile Optimization Strategies

– Eliminate poor performing networks, ad exchanges and apps

– Create block lists (Mobile Web + Apps)

– Bid optimization strategies enables us to dominate impression shares for mobile

– Dynamically (and quickly) reallocate funds depending on performance of Contextual, Behavioral, and Retargeting performance

– Utilize aggressive retargeting strategies based on client’s need

HyperLocal Targeting ShowRooming

CF Search

Mobile – Dealer Showrooming

• Majority of car shoppers use smartphones while at automotive dealerships to do further research on factors that influence their final purchase.

Mobile – Dealer Showrooming Mobile Specific Search PPC Ads

Custom Ad Copy Per Dealer Competitor

Mobile Ad Copy Examples Deploy Custom Ads To Go After The Competition

We have a developed a unique strategy to capitalize on this in market segment.

Steal Them Right Off The Lot

HyperLocal Targeting GeoFencing

CF Search

Geofencing - What is it?

• Location based mobile advertising on Apps

• This is done using GeoFencing technology and mobile banner advertising media buying and creative placement

• CF Search has partnered with a global mobile buying platform designed specifically for car dealers

• CF’s platform leverages the GPS capabilities of today´s smartphones and tablets enabling access to millions of local users around the world

Geo-Fencing - What Makes Our Product Unique?

Accuracy of location data has a significant impact on user experience and campaign performance

Off by more than

10,000+ meters Can cause significant impression waste

with an inability to accurately target

Accurate between 100-

10,000 meters (6 miles) Creates difficulties in accurately reaching a

specified audience

Accurate within

100 meters (car dealer) Enables a variety of advanced location

targeting strategies

Stated User Locations

Our Competitors…

GeoFencing - How Does it Work?

• GeoFence any area

• Choose the date & time for delivery (i.e., day-parting)

• We deliver ads based on Advanced Location Targeting

• Put a 1 mile radius around competitor’s showroom

• Serve aggressive ads on mobile devices in that radius

GeoFencing - How Does it Work?

GeoFencing – Aggressive Ad Copy

Social (Facebook)

CF Search

Mobile – Facebook Advertising

91%

9%

Advertising Spend

80%

20%

Advertising Reach

Mobile Desktop

77%

23%

Advertising Impressions

85%

15%

How Users Access Facebook Smartphone

Desktop/Other

Mobile – Facebook Advertising

• Over 85% of Traffic from Facebook was on a Mobile Device

• Make sure Ads are optimized for Mobile Devices

• Use FBX, Webclicks, Custom Audiences, etc.

• Conversion rates comparable to traditional display (if done right)

Emerging Trends

CF Search

Emerging Trends…

• The PC/Laptop, Smartphone, and Tablet remain the most popular devices to search the Internet – TODAY

• Emerging devices include Smart TV’s, Smart Watches, etc.

• Search & Display platforms will need to meet the challenges serving ads these customers on these devices

• App display advertising will become more important as time goes on – Still in infancy

*Source – GlobalWebIndex.com