How to Measure the True Impact of Mobile (by Adlucent) Как измерить реальное влияние мобильных технологий

1. How to Measure The True Impact of Mobile
SMX East 2014

2. Changing Behavior
• Customers are shopping in store and online using a variety of
devices throughout the buying process
• 90% of consumers use more than one device before they
make a purchase1
• 40% of people who started shopping on their mobile
device end up converting on a desktop computer2
• Mobile traffic and ad spend are increasing dramatically
• Within the next two years, mobile devices will account for
50% of Internet traffic3
• Retailers must keep up and deliver a consistent ad experience
across devices
Sources:
1. IPSOS/Google study
2. ComScore/eBay study
3. Millenia Media #SMX @Adlucent

3. Attribution Problem
• Mobile will account for over 40% of shopping traffic this
holiday season, yet only 20% of sales are expected to
happen on mobile devices1
Retailers must be able to correctly attribute sales to mobile
ads to optimize them more effectively
Sources:
1. IBM
“You can’t hit what you can’t see”
#SMX @Adlucent

4. Measuring the True Impact of Mobile
SMX East 2014

5. Measuring Mobile
1. Use geo-targeting to test mobile lift across devices
• Split your market into geographic areas of roughly
equivalent population and demographics
• Compare performance to determine mobile effect:
• Test group targeting Mobile, Computer, and Tablet devices
• Control group targeting only Computer and Tablet
#SMX @Adlucent

6. Measuring Mobile
2. Use Google’s Estimated Cross Device Conversions metric
• This data is derived from the behavior of customers logged in to
Google on multiple devices and extrapolated across all traffic
Sources:
1. Adlucent study
Incremental Mobile Conversions
Brand Keywords +36.5%
Non-Brand Keywords +23.7%
Product Ads +30.2%
• An analysis of sixteen retail
partners yielded the
following lift in orders
influenced by mobile1
#SMX @Adlucent

7. Measuring Mobile
3. Expand the definition of success when calculating the
overall impact of mobile advertising
• In-store visits: RadioShack found that 40 – 60% of people
who used the store locator function on a mobile device
visited a brick-and-mortar location1
• Micro-conversions: assign a value to events that are likely
to influence sales in the future, such as user registration,
email subscriptions, or catalog signups
Sources:
1. RadioShack/Google
#SMX @Adlucent

8. Measuring Mobile
3. Expand the definition of success when calculating the
overall impact of mobile advertising
• Link offline sales: use a data onboarding partner to assess
the impact of mobile advertising on offline sales
#SMX @Adlucent

9. Mobile Ad Optimization
SMX East 2014

10. Optimizing Mobile Ads
• Use mobile-preferred ads with content tailored for mobile
• For example, highlight an easy mobile checkout process in
Description Line 2
One leading Sporting Goods
retailer saw a 443% increase
in CTR with mobile-preferred
ad text highlighting mobile-
friendly purchasing
#SMX @Adlucent

11. Optimizing Mobile Ads
• Description Line 1 should be written as a standalone
sentence with proper punctuation, which may prompt
Google to add it to the headline
#SMX @Adlucent

12. Optimizing Mobile Ads
• Use mobile-friendly ad extensions to drive traffic to other
conversion channels (call center and offline)
• Call extensions can increase ad CTR by 6-8%1
• Ads with location extensions average 10% higher CTR1
Sources:
1. Google
Call Extension Location Extension
#SMX @Adlucent

13. Optimizing Mobile Ads
• Starting October 15, ad extensions may show instead of
the Description Line 2 ad copy
• This change makes extensions all the more important
• Ensure that critical info is in Description Line 1
Current Future
#SMX @Adlucent

14. Optimizing Mobile Ads
• Rotate ad extensions and formats to determine the best-
performing variations
• Some ad types may perform
better on different keyword
portfolios, so test constantly:
• Sitelinks
• Location extensions
• Call extensions
• Callout extensions
• Seller rating extensions
#SMX @Adlucent

15. Optimizing Mobile Ads
• Use Local Inventory Ads (LIAs) to advertise products in-
stock at a brick-and-mortar location near the customer
An Adlucent client
participating in the Google
Store Visits beta saw a 6.8%
visit rate from LIAs, resulting
in thousands of in-store
customer visits in a recent
month
#SMX @Adlucent

16. Optimizing Mobile Ads
• Test different mobile landing pages to optimize RPC
Mobile-specific landing page
test produced 5.1% increase
in RPC when users were
shown links to multiple
product categories
Control Test
Click for Offer
Exclusive Discount
available on this visit
25% Off
1 Item Now
Shop Top Rated
Categories
#SMX @Adlucent

17. Visit the link below to download the new Adlucent
whitepaper on how to make more money on mobile!
www.adlucent.com/mobile
#SMX @Adlucent

18. Creating, Testing & Optimizing Paid Search Ads
SMX East 2014