4. Mobile SEM Trends
U.S.A Share of Computer & Non-computer Traffic
Source: comScore Device Essentials, U.S., August 2011
6.8% of All Traffic in August 2011
5. Mobile SEM Trends
Breakdown of Non-Computer Device Traffic (U.S.A.)
Source: comScore Device Essentials, U.S., August 2011
End June 2011, 6.2% -> End August 2011, 6.8%
6. Mobile SEM Trends
U.S.A Share of Non-Computer Traffic
Source: comScore Device Essentials, U.S., November 2011
Mobile – 63.3% Tablets – 30.4%
7. Mobile SEM Trends
Mobile Search Advertising Spending in USA
Source: Efficient Frontier data, Macquarie Capital (USA), November 2011
2012 Projection
-Mobile SEM to contribute 16% - 22%!
-14.2% in October 2011!
8. Mobile SEM Trends
Breakdown of Mobile Search Advertising Spend by Property
Source: Efficient Frontier data, Macquarie Capital (USA), November 2011
Google controls 96% of Mobile SEM
searches!
9. Mobile SEM Trends
Household Devices Ownership
Source: The Next Web, November 2011
- Singapore among the top in Non-computer
devices ownership.
10. Mobile SEM Trends
Share of Traffic from Non-Computer Devices
Source: comScore Device Essentials, August 2011
- Singapore Leads in Non-PC Traffic (7.2%)
11. Mobile SEM Trends
Mobile Share of Non-Computer Traffic
Source: comScore Device Essentials, August 2011
- Singapore among the top in Mobile Traffic
(4.4%)
12. Desktop SEM vs Mobile SEM
Key Differences
Desktop SEM Mobile SEM
Number of Ads 11 5
Length of Search Query Longer Shorter
Localized Results No Yes
Average Cost Per Click (CPC)* Lower Higher
Click Thru Rate (CTR)* Lower Higher
Conversion Rates* Higher Lesser
13. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
14. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.
15. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.
3. Create a “Mobile”
Only Campaign*.
16. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.
3. Create a “Mobile”
Only Campaign*.
4. Choose only “Mobile
Devices” and/or
“Tablets”.
17. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.
3. Create a “Mobile”
Only Campaign*.
4. Choose only “Mobile
Devices” and/or
“Tablets”.
5. Turn on Call
Extensions.
18. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.
3. Create a “Mobile”
Only Campaign*.
4. Choose only “Mobile
Devices” and/or
“Tablets”.
5. Turn on Call
Extensions.
19. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.
3. Create a “Mobile”
Only Campaign*.
4. Choose only “Mobile
Devices” and/or
“Tablets”.
5. Turn on “Call
Extensions”.
6. Create a Mobile
Landing Page.
20. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.
3. Create a “Mobile”
Only Campaign*.
4. Choose only “Mobile
Devices” and/or
“Tablets”.
5. Turn on “Call
Extensions”.
6. Create a Mobile
Landing Page.
21. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.
3. Create a “Mobile”
Only Campaign*.
4. Choose only “Mobile
Devices” and/or
“Tablets”.
5. Turn on “Call
Extensions”.
6. Create a Mobile
Landing Page.
22. Mobile SEM Basics & Optimization
1. Keyword Generation Always
2. Ad Text*.
Ongoing
3. Mobile Landing Page.
Effort
23. Mobile Campaign Optimization
Tips
1. Keyword Generation
for Mobile Devices.
- Search Term Report
Always
- GA Reports
- Conversions, Clicks, Ongoing
CTR etc.
2. Ad Text.
Effort
- Always Test, Test and
Test
- Ad Report
3. Mobile Landing Page.
