reinventing your search marketing strategy for a mobile world
DESCRIPTION
Think your search strategy is performing well? It may be time for a reality check. Mobile ad spending is growing at 3x the rate of desktop digital ad spending. Next year mobile search queries are expected to overtake desktop search queries. So do marketers continue trying to convert mobile users with conversion techniques built for desktop? Our panel of SEM experts explore: - Hands on tactics to rethink your paid search strategy to win at mobile - How to optimize for all conversion paths - and boost your performance results as a result - Paid Search 3.0 - the newest tools and technologies on the market to give you the growth you wantTRANSCRIPT
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
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Get a demo:http://go.invoca.com/demo