Reinventing Your Search Strategy for a Mobile World
Eric HolmenPresident, Invoca
Tad MillerVP Accounts, Marketing Mojo
Hands on tactics to rethink your paid search strategy and win at mobile
Panelists:
Jessica SnavelyDigital Marketing Manager, Sungard AS
Today’s Agenda
Call with basic information request
1. Speaker Introductions
2. The State of Mobile Search Marketing
3. Panelist Q&Aa) Mobile Search 101b) Paid Search 3.0c) The Challenge of Attribution & Analytics
4. Where to go from here?Tweet your questions and comments to @Invoca #mobileSEM
Meet the Panelists
• 20+ years experience in SaaS Digital Marketing
• Former SVP of Marketing & Sales at Silverpop, President & CMO at SmartReply
• Multiple patent holder for marketing processes and innovations
Eric HolmenPresident, Invoca
@Invoca #mobileSEM
Meet the Panelists
• Vice President of Accounts of Marketing Mojo. A Digital Marketing Agency – Headquartered in Charlottesville, VA
• Managed PPC/SEO for Mazda USA, Toyota Certified Used Vehicles, Taco Bell, Wildfire Interactive, Activision-Call of Duty, LexisNexis
• Managed about $50 Million of online advertising
Tad MillerVP Accounts, Marketing
Mojo
@Invoca #mobileSEM
Meet the Panelists
Jessica SnavelyDigital Marketing
Manager, Sungard AS
• 10+ years in digital marketing
• Former Digital Marketing Manager: SEO and PPC at Red Ventures, managed dozens of accounts with high-value SEO domains and multi-million dollar PPC budgets
• Started career in digital marketing by founding and managing online book store, driving 6 figure revenues
@Invoca #mobileSEM
The State of Mobile Search Marketing
Mobile Search is growing. Fast.
Mobile search ad spend grew over 120% in 2013.
It’s estimated to grow another 82% in 2014,
and outpace desktop search by
20152011 2012 2013 2014 2015 2016
0
20
40
60
80
100
120
Mobile Search Leads to Inbound Call Growth.
Billi
ons
of c
alls
(US
only
)
@Invoca #mobileSEM
70% of mobile searchers have used the call button to connect with businesses from the search results page.
Google // Nielson // Microsoft // Forrester // BIA/Kelsey // US Contact Center
It’s changing how users interact with search results.
67% of consumers start shopping on one device and continue on another.
61% of mobile searchers say the call is the most important step in the purchase process.
@Invoca #mobileSEM
Search campaigns drive online conversions (clicks) and offline conversions (calls).
@Invoca #mobileSEM
73 billion calls will be driven by mobile search in 2018.
Source: BIA Kelsey, “Phone Calls: The New Currency of the Smartphone Era”@Invoca #mobileSEM
But Conversion Techniques Built for Desktops Don’t Work on Mobile
Source: Monetate eCommerce Quarterly Report
Smartphones convert at just
of the rate of traditional desktop
or tablet devices.
25 - 33%
Mobile Search Today:
The Essentials
How is mobile search different from desktop, from a tactical
point of view?
Mobile Search Today: The Essentials
@Invoca #mobileSEM
What are key considerations for mobile strategy?
Mobile Search Today: The Essentials
@Invoca #mobileSEM
What are some of the most disruptive factors affecting mobile search today?
Mobile Search Today: The Essentials
@Invoca #mobileSEM
Paid Search 3.0
What are the biggest opportunities for growth with
mobile search?
Paid Search 3.0
@Invoca #mobileSEM
Remarketing – where and how much should you be investing?
Paid Search 3.0
@Invoca #mobileSEM
The Challenge of Attribution &
Analytics
What are the most important KPIs for mobile search?
The Challenge of Attribution & Analytics
@Invoca #mobileSEM
What are the biggest attribution and analytics challenges for
search marketers today?
The Challenge of Attribution & Analytics
@Invoca #mobileSEM
How do you track of offline conversions?
The Challenge of Attribution & Analytics
@Invoca #mobileSEM
Call with basic information request
Get a demo:http://go.invoca.com/demo
