mobile search trends by john busby

MOBILE

SEARCH

TRENDS

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John Busby

Marchex

@JohnMBusby

#SMX #11C

October 1, 2013

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Mobile Search Trends

October 1st, 2013

John Busby, SVP Marchex Institute

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You May Have Heard Of These Guys

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Can You Believe This?!

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3 Million Americans Work in Call Centers

Workers at

Starbucks

Workers at

Call Centers

149K

3M

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In 2016, Mobile Search Will Produce 70 Billion

Consumer to Business Phone Calls

Source: BIA/Kelsey (2012)

0

10000

20000

30000

40000

50000

60000

70000

2010 2011 2012 2013 2014 2015 2016

Calls generated fromdesktop search

Calls from mobile search

Internet Call Volumes by Channel

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55%

“Online to Offline” is Massive, & Way Bigger Than

E-Commerce

Source: Forrester Research

2011 2012 2013 2014 2015 2016

Online-to-Offline

Pure Offline

Pure Online

of shoppers use

smartphones to

find stores 40%of retail sales are

‘research online,

buy offline’ ($1T)

50% Growth

<10% Growth

327

1,812

1,660

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6 Things You Need

To Know About

Phone Calls

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1. Why Consumers Call Travel Companies

Source: Marchex Data 2013

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2. There are Four Types of Calls From Search Ads

Source: Marchex Data 2013

26%

2%

30%

42%Sales Calls

Robocalls & Spam

Misdials

Customer Service

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3. Mobile: Calls vs. Forms

Source: Marchex Data 2013

Calls: 10 Forms: 1

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4. Enhanced Campaigns: What You Need to Know

About Balancing Mobile & Desktop

Challenges

One keyword list across both

mobile and desktop means ONE

budget for both

Advertisers will need to locate the

trigger points for budget allocation

if device targeting is a strong

requirement for success

Google Enhancements

Google decides budget allocation

One account for all device types

Day-parting, proximity and device type

messaging promises to help

advertisers target the right consumer

at the right time

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5. How to Measure Phone Calls From Search

Source: Marchex Data 2013

Step 1: Order Tracking Numbers

We supply local and toll free

tracking numbers that ring

seamlessly into your or your

client’s business.

Step 2: Embed Tracking Numbers Campaign Assets

Any ad/creative/channel

Phone numbers are

dynamically presented on sites

or landing pages based on the

source of the traffic

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5. How to Measure Phone Calls From Search

Track Calls Across Ad

Campaigns, devices and

Media

Measure Results to improve

performance

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Dynamic Tracking: How It works

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6. How to Measure (Advanced)

Source: Marchex Data 2013

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Marchex is a Mobile Advertising &

Technology Company

=

Patents Granted and

Pending

21Customer

scale

+100K +$130MAnnual Call

Revenue

100MsAnnual Call

ScaleTotal People /

Engineering

400 / 50%

CALLS

http://www.slideshare.net/SearchMarketingExpo

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