Instructed by Prashant Puri.

1. Mobile Search Trends & Best Practices -
Online Marketing Institute
Presented by:
Prashant Puri
CEO, AdLift.com
@puriprashant

2. Introduction
2ADLIFT CONFIDENTIAL
• Welcome to the OMI session on Mobile Search Trends
& Best Practices
• Prashant Puri, CEO & Co-Founder – AdLift.com
@puriprashant

3. About Me
3ADLIFT CONFIDENTIAL
• 10 Years of online marketing experience
• Managed eBay’s comparison shopping arm (Now eBay
Adverting)
• Display advertising at Yahoo!
• Spearheaded AT&T Interactive’s foray in to the search
marketing world
@puriprashant

4. Agenda
4ADLIFT CONFIDENTIAL
• State of Mobile
• Smartphone & Tablets User Behaivior
• Mobile Search Best Practices – SEO & SEM
@puriprashant

5. Mobile Phone Subscriptions = Human Population
5ADLIFT CONFIDENTIAL
Source: http://www.geohive.com/earth/population_now.aspx ;
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a ;
http://thenextweb.com/mobile/2012/10/17/global-smartphone-users-pass-1-billion-for-
the-first-time-report/
7.1B people on the
planet
7.0B global mobile
phone subscription
@puriprashant

6. Still – Huge Growth Opportunity in Smartphone Market
6ADLIFT CONFIDENTIAL
Source: Mary Meeker, Kleiner Perkins, Morgan Stanley Research
5.9B
1.03 B
Smartphone Users Feature Phone Users
Global
Users
(Billions)
@puriprashant

7. In the US – Greater than 50% own a Smartphone
7ADLIFT CONFIDENTIAL
Source: http://www.pcmag.com/article2/0,2817,2417442,00.asp
57%
49%
Nov, 2012 Apr, 2013
133M people in US
own a smartphone of
those 68% have
household income greater
$75,000
@puriprashant

8. In 2015, mobile search volume to surpass desktop local search
volume
8ADLIFT CONFIDENTIAL
Source:http://www.biakelsey.com/Company/Press-Releases/120418-Mobile-Local-Search-
Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp
@puriprashant

9. By 2017, Mobile Search Ad Spending will be 50% of Total
Search Ad Spending
9ADLIFT CONFIDENTIAL
Source: eMarketer State of Mobile Search 2013
$0.65
$1.99
$3.59
$5.57
$7.85
$10.30
$12.88
4.3%
11.3%
18.2%
25.6%
33.7%
42.1%
50.8%
Mobile search ad spending
(Billion)
% of digital search ad spending
@puriprashant
2011 2012 2013 2014 2015 2016 2017

10. User Search Trends
10ADLIFT CONFIDENTIAL
@puriprashant

11. Tablet Users Search & Buy
1. Sent text message to another phone
2. Took photos
1. Used email
1. Accessed weather
1. Accessed social network
1. Accessed search
2. Played games
1. Accessed maps
1. Accessed news
2. Listened to music
90.5%
Smartphone Users Tablet Users
83.4%
77.8%
67.1%
65.3%
58.7%
52.9%
51.2%
49.2%
48.0%
1. Accessed search
1. Used email
1. Accessed social network
1. Played games
1. Accessed weather
1. Accessed news
2. Accessed photo/video site
1. Read books
1. Watched video
2. Accessed retail
73.9%
73.6%
67.5%
66.3%
64.6%
58.8%
51.5%
51.2%
50.9%
49.8%
@puriprashantSource: comScore “2013 Mobile Future in Focus”

12. 12ADLIFT CONFIDENTIAL
Source: Google & Nielsen “Mobile Search Moments: Understanding How Mobile Drives
Conversion Mar 2013. eMarketer Mobile Search Trends. Data: Q4 2012
Smartphone Usage peaks in the Evening
12am-3am
3am-6am
6am-9am
9am-12pm
12pm-3pm
3pm-6pm
6pm-8pm
8pm-12am
3%
2%
7%
13%
17%
19%
18%
22%
@puriprashant

13. 13ADLIFT CONFIDENTIAL
Source: xAd and Telmetrics “Mobile path-to-purchase – Restaurants” Oct 2012
Smartphone User likely to Act faster
Immediately
Within hour
Within day
Within month
Wasn’t looking to book
30%
15%
34%
29%
25%
40%
7%
15%
3%
1% Smartphone Tablet
@puriprashant

14. 14ADLIFT CONFIDENTIAL
with
34%
making a purchase
71%
Visit a retail
website
Source: Google & Nielsen “Mobile Search Moments: Understanding How Mobile Drives
Conversion”
@puriprashant

15. Mobile SEO Trends
15ADLIFT CONFIDENTIAL
@puriprashant

16. 16ADLIFT CONFIDENTIAL
Search Marketing Tactics Used
Paid search
SEO
Mobile paid search
Mobile SEO
Social media PPC
Other
78%
58%
58%
31%
28%
9%
Source: Forester Research, Q3 2012 Global Search Marketing Customer Reference Survey
Mobile SEO Adoption
is growing
@puriprashant

17. 17ADLIFT CONFIDENTIAL
3 Options in Developing a Mobile Optimized Site
1. Dedicated mobile site – m.abc.com
2. Responsive Web Design (RWD) – URL doesn't’t change
3. Responsive Web Design with Server Side Components (RESS) – URL doesn't’t
change + customized HTML

18. 18ADLIFT CONFIDENTIAL
Dedicated Mobile Site
Advantages
1. Mobile and Desktop content can be different. Easier to make separate changes
2. Faster load times
3. Easier to navigate (due to point number 1)
Disadvantages
1. Tagging both Desktop and Mobile Sites Differently

19. 19ADLIFT CONFIDENTIAL
Dedicated Mobile Site (Cont..)
Disadvantages
1. Tagging both Desktop and Mobile Sites Differently
2. Submitting separate sitemaps for Mobile and Desktop
3. Link equity gets diluted since users have the option of linking to either m.abc.com
or www.abc.com
Examples
http://mobile.walmart.com/
http://www.amazon.com/gp/aw/h.html
http://www.bbc.co.uk/mobile

20. 20ADLIFT CONFIDENTIAL
Responsive Web Design (RWD)
Advantages
1. Single URL for all webpages
2. Content parity – Both the mobile as well as the
desktop site contains the same content providing
users with similar experience
3. Mobile tagging is not required
4. Separate XML sitemaps are not required
Disadvantages
1. Content might not not fully optimized for mobile
devices
2. Users might find it tougher to navigate
3. Slower load times on mobile devices
Examples of RWD
http://www.starbucks.com
http://www.bostonglobe.com

21. 21ADLIFT CONFIDENTIAL
Responsive Web Design with Server Side Components (RESS)
Advantages
1. Single URL for all webpages
2. Customized content. Content and navigation for
desktop and mobile can be customized
3. Faster load times
4. Mobile tagging is not required
5. Separate XML sitemaps are not required
Disadvantages
• Requires device detection (similar to dedicated
mobile site)
Examples of RWD
http://edition.cnn.com/
http://www.ehow.com/

22. 22ADLIFT CONFIDENTIAL
Google/Bing Recommendation
• Google/Bing both prefer the RWD option
(https://developers.google.com/webmasters/smartphone-sites/details)
• However, this is contradictory to Google’s overall SEO recommendations where
• Page load times is an important ranking factor (RWD loads slower than
dedicated mobile sites)
• Mobile ranking factors are a little different from Desktop ranking factors
• AdLift’s recommendations:
1. Evaluate page speed times for RWD
2. Evaluate the importance from a business perspective on whether your
website requires a different mobile experience
3. If page speed times for RWD are slow and requires a different mobile
experience, our recommendation would be to build a mobile site on RESS

23. 27%
28%
30%
32%
60%
42%
48%
23ADLIFT CONFIDENTIAL
Source: eMarketer Mobile Search Marketing 2013
Good to Know - Direct vs. Search Traffic to US Websites from
iOS
51% 49%
52%
58%
60%
68%
70%
72%
Aug 26
Sep 16
Sep 23
Oct 14
Nov 4
Nov 1
Nov 25
Dec 2
73%
iOS masks search
traffic
@puriprashant

24. Mobile PPC Trends
24ADLIFT CONFIDENTIAL
@puriprashant

25. Mobile Paid Search Clicks grow 65% YoY
25ADLIFT CONFIDENTIAL
Source: eMarketer State of Mobile Search 2013
14.2%
Share of Paid Search Clicks from US Mobile Devices Jan-Dec 2012
14.3%
15.9%
16.6%
17.1%
18.4% 19.1%
19.2%
19.5% 19.7%
21.1%
23.4%
Jan 2012 Dec 2012
@puriprashant

26. Smartphones/Tablets Lower CPCs Comparable Conversion
Rates
26ADLIFT CONFIDENTIAL
Source: Marin “Mobile Search Advertising Around the Globe,” Feb 2013
Conversion
Rates
CPCs
COMPUTERS SMARTPHONES TABLETS
$0.75
$0.48
$0.62
3.9%
2.8%
3.3%
COMPUTERS SMARTPHONES TABLETS
CPC Change
Jan – Dec
2012
9%
13%
25%
COMPUTERS SMARTPHONES TABLETS
@puriprashant

27. 27ADLIFT CONFIDENTIAL
Google Adwords Enhanced Campaigns
• Powerful bid adjustments in one single campaign
• Increase/Decrease bids on different devices
• Increase/Decrease bids based on location
• Increase/Decrease based on time of day
• Ad extensions based on device
@puriprashant

28. 28ADLIFT CONFIDENTIAL
To Summarize
• Mobile search volume to surpass desktop searches by 2015
• 50% US population own a smartphone
• Mobile ad spending is currently 20% of search spending – to grow to 50% by
2017
• Evaluate your Mobile website needs and based on that make a decision on what
site you need – Dedicated URL vs. RESS or RWD
• Mobile paid search clicks growing at 65% YoY
• Mobile CPCs are lower than Desktop – Get in now !

29. Who We Are
29ADLIFT CONFIDENTIAL
@puriprashant

30. 75 Million Search
Visits
Every Month, We Manage

31. About us & Our Achievements
ADLIFT CONFIDENTIAL 31
Founded in 2009, AdLift provides customized
digital media strategy and search marketing
solutions for online businesses in the North
American and Asian markets
AdLift has assembled a world-class technical
team of search marketing experts from firms
such as Yahoo, eBay, and IAC
AdLift’s unique value proposition has been
recognized by fortune 500 companies
including PayPal, eBay, Barnes & Noble &
AT&T
15+ person team – business development
and account management located in Palo Alto,
CA.
• Running campaigns across 50+ sites
• Optimizing 10K keywords
• Managing $2M in SEO spend
• Delivered results & gained trust

32. Acquire
Amplify
Advance
Prashant Puri
CEO & Co-Founder
AdLift.com
prashant@adlift.com
@puriprashant
ADLIFT CONFIDENTIAL 32
@puriprashant