LSA Bootcamp Charlotte: Mobile Marketing - What You Need to Know (Yahoo)
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This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive, in Charlotte 7/26/15. For more about the event and for a look at future events visit www.LSABootcamp.com.
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LSA Bootcamp Charlotte: Mobile Marketing - What You Need to Know (Yahoo)
- 1. Mobile Marketing: What You Need to Know
- 2. 2 Yahoo Confidential & Proprietary Mark Haner Yahoo Sales Manager
- 3. Why Mobile Matters Mobile Ad Best Practices Q&A 1 2 Agenda 3
- 5. (Anecdote)
- 6. Mobile search has overtaken desktop search 0 20 40 60 80 100 120 2011 2012 2013 2014 2015 2016 Mobile Desktop Billions
- 7. Small businesses plan to spend more on digital marketing 16% 37% 47% Yes Maybe No
- 8. Yahoo 2014 Confidential & Proprietary. 8 Mobile search is key to online marketing 50% of digital search ad spending will occur on mobile in 2015 of mobile searches trigger follow-up actions, such as further research, a store visit, or a purchase** 73%
- 9. Mobile brings utility, convenience, and locality to search Of mobile internet users use search from their mobile device 9 Billion Minutes Spent a month, or more than an hour each, on search. 86% Mobile search activity peaks at the weekend and early evening
- 10. Mobile search is a daily habit 87%of smartphone owners access the Internet daily 45%conduct 2+ mobile searches per day 96% use a search engine at lease once per day
- 11. Mobile search has become an integral part of shopping for many consumers Research products on their device weekly 83% Research products daily 49% Make a purchase on their mobile device weekly 24%
- 12. Mobile shopping searchers took several follow- up actions after searching CONTINUED RESEARCH66% CONDUCTED RELATED SEARCHES59% SHARED INFORMATION50% VISITED A RETAILER WEBSITE79% CHECKED PRICES ONLINE69% FOUND DIRECTIONS TO A STORE28% CALLED A BUSINESS18% DISCUSSED INFO RELATED TO SEARCH WITH SOMEONE ELSE 65%
- 13. Mobile search ads = Increased brand awareness & consideration 40%of people exposed to both search ads & organic were more likely to mention a brand top of mind than those exposed to organic only. 46%say search ads can persuade them to consider new brands, even when they had other brands in mind.
- 14. Mobile Ad Best Practices 2
- 15. 15 Yahoo Confidential & Proprietary Mobile Ad Best Practices 2 Objective Targeting Costs Ad Creative Landing Page
- 16. Objective: The Search Sales Funnel Awareness Consideration and Engagement Buying Engagers Shoppers
- 17. Targeting Be strategic – don’t over do it and limit your reach. People located in… People searching for… Targeting
- 18. 1. Try campaigns without location targeting alongside campaigns with location targeting. 2. Test ad copy to reflect the location target. 3. Optimize top performing locations People located in…Location
- 19. 1. Add more keywords to appear more often. 2. Carefully review top performing keywords and consider their intent to help inform your targeting. 3. Optimize top performing keywords 4. Don’t limit your reach by being too specific. Go big and broad with your keywords. People searching for…Keywords
- 20. 1. Analyze your bidding strategy so that it’s set to hit your goal. 2. Set a competitive bid by monitoring your performance and using bid tools. 3. Use conversion tracking to know what happens after your ad gets clicked. Budget StrategyBudget Strategy
- 21. There are only three main components that people see in an ad: Title Description Ad Creative URL
- 22. 1. Ask a question 2. Solve a problem 1. Use Title Case 2. Make use of character max 3. Leverage targeting Ad Text Guidelines Title
- 23. Description 1. Make sure it reads naturally 2. Directly relate to your product or service 1. Use sentence case 2. Make use of character max 3. Don’t look cheap (SAVE$!) Ad Text Guidelines Description
- 24. 1. Reflect your product or service 2. Be mobile friendly 3. Be user friendly 1. Have a page title and a product description 2. Make your call to action easy 3. Show signs of trust Tips Guidelines Landing Page
- 25. Ad Testing 1. Test various components and monitor the performance. 2. Refresh your ads on a weekly basis. 3. Create separate campaigns for seasonal of limited-time offers.
- 26. SEO & SEM Tips for the Small Business • Leverage Professionals • Do Your Homework • Stay True to your Business
- 27. Q&A 4
- 28. Thank you!