An overview presentation regarding mobile trends, mobile advertising, the TopSpot approach to mobile analytics, and the future of responsive usability & design.
2. Mobile Analytics
2
Agenda for Today
• Mobile Trends
• Mobile Advertising
• Our Mobile Analytics Approach
• Responsive Usability & Design
Web Analytics Wednesday
7. Mobile Ads
7
Benefits of Mobile PPC
•Different Messaging - Mobile-specific ads may have different messaging than
desktop ads. In some cases it makes sense to deliver a certain messaging and
calls to action based on what device a person is using.
•Mobile Bid Adjustments - Can increase or decrease bids for users on mobile
devices
•Mobile Ad Extensions - Includes specific calls to action, location extensions or
click to call extensions
8. Mobile Ads
8
When using our Mobile Pay Per Click Strategies clients have experienced:
•Increased Impression Share During Targeted Times
•Increased Click Through Rates (on relevant phrases)
•Increased Lead/Conversion
16. Responsive Usability
16
Mobile experiences need to be
planned in a league of their own.
• Action directives
• Navigation – counts for 80-
85% mobile success
• Search placement matters
• Pops, drops, rollouts & sliders
29. Responsive Web Design
…isn’t going to be “responsive
web design in the future.”
• Server level browser detection
• Forms – employ server calls if
you can
• Use social logins when
possible
• Work for the transfer – device
to desktop
29
30. Responsive Website Case Study
30
Metal Coatings
Traffic trends indicated a
need for the website to
provide a mobile-friendly
experience for their growing
smartphone and tablet
audience.
When analyzing the pages
mobile users were accessing,
it was apparent that all of
Metal Coatings’ content
needed to be available in a
mobile-friendly format.
31. Responsive Website Case Study
31
Results:
• 247% increase in
Smartphone conversions
• 76% increase in overall
smartphone visits
• 72% increase in overall
tablet visits
32. Thank you!
Contact TopSpot Internet Marketing:
www.topspotims.com/contact
@JoshTTU
@TopSpotIMS
Presentation available via Slideshare
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Notes de l'éditeur
As of last year, mobile has overtaken desktop for local search query volume. The market research firm found that 66.5 million local search queries were made via mobile devices to desktop's 65.6. By the end of this year, those numbers will be significantly more disparate: desktop will decline to 64.6 million, while mobile will swell 23 percent to 81.8 million.
As mobile search increases, mobile search spend is following suit, albeit less dramatically. In 2014, desktop accounted for $14.30 billion of U.S. search ad spending, while mobile made up $8.72 of the total. By the end of this year, the numbers will be much closer together: $12.82 billion for desktop and $12.85 for mobile, according to March research from eMarketer.
eMarketer predicts that in two more years, desktop will be $9.12 billion of the ad spend share and mobile will be more than double that, with $21.73 billion. Getting more specific on ad spend, BIA/Kelsey estimated last month that mobile would increase 56 percent to make up $6.7 billion of local ad spend. That's 37 percent of the total; by 2019, mobile is expected to nearly triple to $18.2 billion.
The new normal: a striking image – Pope Benedict’s inauguration in 2005 vs Pope Francis’ inauguration in 2013
Source: Mobility Report from Ericsson
Source: Google internal data
TopSpot’s Approach
TopSpot’s Approach
If Google Analytics is installed on your website, you can go to Audience > Mobile > Overview. There you can see a breakdown of desktop, mobile and tablet traffic for the time period you’ve selected. Look at different time periods to understand if and how your mobile traffic has grown over time and where it is now.
If Google Analytics is installed on your website, you can go to Audience > Mobile > Overview. There you can see a breakdown of desktop, mobile and tablet traffic for the time period you’ve selected. Look at different time periods to understand if and how your mobile traffic has grown over time and where it is now.