This is a guest post from Jonathan Kagan and Jennie Choi of Results Digital/MARC USA
When one thinks of an “integrated media plan,” search and TV both come to mind (as they should). But all too often, no one remembers to think beyond the surface and realize the impact TV has on search by device.
Television is a quick way to either bump up your brands search traffic or kick it off for the first time (non-brand will be impacted as well, but the growth is rarely at the same level). With a few exceptions, the vast majority of your consumers will first see your TV commercial while sitting on their couch after work/school in the evening, and more than likely, they will have a smartphone – or even a tablet – within arm’s reach. This in turn begins the multi-screen integrated media approach.
Consumer sees TV commercial and is intrigued. Odds are consumer is to tired or lazy to get out their trusty computer, so they will turn to their trusty mobile device, launching an information gathering session based off just two impressions (one from TV and one from search).
Not believing this concept? Well let me enlighten you to a client who launched a branded TV campaign, after having no TV in market at all (comparison of branded search traffic: three before TV launched vs. three with TV):
Based on data like this, any search marketers must ask themselves, “Have I done everything possible to prep my search program for the onslaught of TV?” If the answer is anything less than “Yes,” then it’s time to rethink your strategy, ASAP.
But have no fear; here are four simple steps you can take to prepare your program for the incremental brand traffic you are likely going to get. Note: If you don’t get any incremental brand traffic, there may be an issue with the TV commercial itself:
After all is said and done, don’t be surprised if your post-click activity is less than ideal. Mobile is not meant to convert, it is meant to continue an engagement to a point that the consumer is willing to get up and finish the conversion process in a more comfortable environment – like a desktop or in-store.
Jonathan Kagan is the Sr Director of Search and Biddable Media at Results Digital/MARC USA. He is a veteran of the search marketing industry for nearly 10 years and was a 2013 winner of Google’s Search Excellence Award. In his time, he has run numerous Fortune 500 clients, as well as built teams with Digitas, Digitas Costa Rica, Mediacom, and Publicis Healthcare. You can often find him speaking at industry conferences or read his articles in the various industry trades. You can follow him on Twitter at: @JonKagan
Jennie Choi is the Paid Search Manager at Results Digital/MARC USA. She has 4 years of experience in paid search and social media, including: financial, consumer packaged goods, pharmaceutical, and telecommunications verticals. Jennie brings a diverse portfolio of experiences and skills to her role. When she has spare time, Jennie loves exploring good food and wine. You can follow her on Twitter at: @_JennieChoi
Mobile advertising is a hot topic these days, but many advertisers are still figuring out how to get the most out of their mobile search ads. As there are many reasons why mobile is the way to go – lower CPCs, growing advertising spend by retailers on mobile, and consumers spending more time than ever on their mobile devices – publishers like Google are taking note and are optimizing their products to help advertisers succeed with their mobile advertising.
On October 15, Google will be rolling out a change to their mobile search ads to improve consumer experience by making it even easier and faster for consumers to find exactly what they’re looking for on the small screen. Instead of showing two lines of text on mobile ads, Google may opt to show only one line of description text and ad extensions in the second line instead. This way, your ads are optimized to present consumers on the go with useful and timely local information that will help to increase engagement and clicks to relevant pages to your site.
In general, here are a few tips to making the most of your mobile ads:
Anything to add? Feel free to let us know in the comments section below.
Mobile performance has been on everyone’s minds the past few years, and everyone knows that smartphone click-through rates have been trumping desktop and tablet click-through rates for some time. But just how important is ad position for marketers looking to capture the attention of their audience? We took a look at click-through rates by ad position to examine just how important this is. The data we examined consists of a large sample set of all Marin US clients.
By examining click-through rates, we can already see that position #1 for smartphones is much more important than that of desktops. Surprisingly, tablets show a similar trend to smartphones, even though they use the same SERP format as desktops. Upon closer examination, however, we see that smartphone CTR drops off much more rapidly than either desktops or tablets, at an average of 30% per position, versus 22% and 28% respectively.
By looking at the CTR-share by ad position, we can see that almost 40% of click-throughs are made in the first position. This is a third more than on desktop, and 10% more than on tablet. Why does this happen? If we take a look at the differences between the desktop and smartphone format, we find that many times on mobile, only a single ad is displayed on the top of a SERP. Meanwhile, on a desktop SERP, we see three or more ads on the exact same search. Naturally, this means that smartphones will see a much larger percentage of clicks go towards the first result.
Anything to add? Be sure to leave a comment in the comments section below!
In the US, more than 166 million people – 53% of the population – own a smartphone. We carry them with us wherever we go. So, it’s no surprise smartphones are a key target of advertisers and e-commerce providers. The vision of smartphones replacing wallets is just too good to pass up. Case in point, Apple just announced Apple Pay payment solution in conjunction with the iPhone 6 launch.
But just how likely are consumers to use their phones to make purchases outside of a new app or scheduling an Uber pickup? To gauge consumer interest in using smartphones to complete transactions, we thought we’d take a look at the performance of Google Product Listing Ads (PLAs) on smartphones and desktops.
PLAs are unique in that they are predominantly used by retailers to showcase a product; so, we aren’t seeing consumers react to ads for services or information. Also, unless you’re in the market for a new Razor Scooter, odds are you aren’t going to search and click on an ad for one. Consequently, PLAs are a good barometer for getting a pulse on consumer online shopping behavior.
First off, the click-through rate (CTR) of PLAs on smartphones is higher. The gap varies, but more recently in June, 2014 the CTR of smartphones was 33% higher than desktops. This would indicate consumers seem to favor their smartphones for browsing and researching products. Makes sense. For the last few years, the story has been that smartphones are used to research but when it comes time to pulling the trigger, the transaction either takes place on a desktop or in a store. A smartphone is rarely used to complete the transaction.
To answer that question, we looked at the conversion rate of PLAs for smartphones versus desktops. Since these are ads for specific products, the likelihood of a conversion rate for a PLA being a transaction is very high. Desktops still rein king when it comes to completing transactions with a conversion rate 135% higher than smartphones in June; however, what’s interesting is the growth in conversion rate on smartphones.
Year over year, the conversion rate for PLAs on smartphones has increased 120%. But what does this mean? It means consumers are completing more transactions on their smartphones. This is likely due to not only familiarity and comfort with doing so but also retailers and technology providers like Google making the transaction process easier and much more mobile friendly.
Get ready to ditch your wallets.
Back in March of this year, we predicted that mobile was on pace to surpass desktop paid search on Google by the end of 2015. Tablet conversion rate has already exceeded that of desktop, and mobile adoption and engagement continues to grow.
The pie charts above, taken from the Marin Global Online Advertising Index at the conclusion of Q1, show that marketers have yet to catch up to the growth of this increasingly important medium. Take the US for example – click share on desktop was only 64%, yet spend share was significantly higher at 73%.
Still trying to get buy-in for greater investment in your mobile programs? Here are some stats you’ll want to know:
As marketers catch on to mobile, there is still some low-hanging fruit. For example, be sure to provide your customers with a good mobile experience. Don’t send them to a brick-and-mortar store if there’s no inventory for the product they’re searching for. Consider whether you’d be better off providing a mobile browser or an in-app experience. And always provide immediately helpful sitelinks.
Looking for more mobile data or best practices? Check out our previous blog post 3 Tips Every Mobile Marketer Should Know, or click over to our Benchmark Report: Mobile Search Advertising Around the Globe.
Now that you’ve had a chance to check out our mobile benchmark report (download here!), it’s time to think about how to use this data to most effectively reach your audience. Best practices for mobile devices differ from those of desktops in a few important ways, so keep that in mind while crafting your strategy. Here are some tips to get you started:
With mobile adoption growing by the day across the globe, it has become critical for marketers to keep pace and leverage this consumer behavior. The potential gains are huge, and the market is only getting bigger.
Our much anticipated mobile benchmark report is here, packed full of data and graphs that illuminate the mobile search landscape. Make sure to download your full copy of Mobile Search Advertising Across the Globe: 2014 Annual Report.
The report show that as consumer adoption of mobile devices has been increasing at a blistering speed, digital advertisers have matched the momentum, moving ad spend onto mobile devices to take advantage of this new channel. With mobile devices already accounting for over one third of all paid-search clicks, it’s clear why everyone has their eye on smartphone and tablet advertising. Smart allocation of ad spend on mobile will help advertisers stay ahead of the competition, as the landscape morphs into a more interconnected, mobile consumer-base.
In 2013, we saw US mobile click share break the one third mark with spend share close behind. Smartphones make up the majority of the mobile clicks and spend, emphasizing the widespread adoption of smartphones and increased ad integration within these devices. In addition, smartphones and tablets have comparable click-through rates compared to desktops, while mobile cost per click remains lower than that of desktops. This means that performance has caught up, but competition on mobile isn’t full-blown yet.
Our data shows similar trends across the world, with mobile click and spend share growing at a remarkable pace. In some regions, mobile advertising is growing even faster than in the US. Across Europe, mobile device adoption has led spend share to nearly double in the last year, and click-through rates have shot above that of desktops. This is a strong indicator of the emerging value mobile devices hold for performance advertisers.
The pace of worldwide mobile adoption has changed the digital marketing paradigm on a global scale. With smartphones and desktops adding another layer of complexity on top of the conventional desktop model, advertisers have more opportunity to reach their audience than ever before. To learn about the opportunity to expand into new markets, or simply to benchmark your own campaigns, make sure to download the full report here.
Based on our analysis of retailers’ search ad performance on Thanksgiving, Black Friday and Cyber Monday, ad spend, impressions and clicks reached all-time highs, signaling consumers were quite active this last week hunting for the perfect gift at the perfect price
While desktops still captured the lion’s share of impressions, smartphone impressions increased 140% and tablet impressions rose 84%. Smartphones grabbed their highest share of impressions on Thanksgiving Day, hinting that indeed consumers were likely sneaking a peak at their phones while waiting for pumpkin pie or waiting in line for early deals.
Impressions on desktops hit a high on Cyber Monday, probably as consumers returned to work and “multi-tasked.”
Mobile Clicking with Consumers
Click share across devices tell a similar story. Clicks on smartphones increased 68% and tablets 42%, with smartphones capturing 10% more clicks than their tablet counterparts. On Thanksgiving Day, smartphones grabbed 20% of clicks, tablets 17% and desktops 63%. When consumers returned to work on Cyber Monday, the share of clicks on desktops increased, capturing 74% of total clicks. Tablets and smartphones were split at 13% apiece on Cyber Monday.
Retailers Spending to Win
Spend overall was up 27%, but with mobile usage on the rise, especially when shopping in-store and on-the-go, retailers increased their investment in mobile-based ads compared to last year. For the three shopping days, spend on smartphones was up 93% and on tablets 64%. Cyber Monday saw the biggest bump in spend across devices, with retailers increasing spend on smartphones 123%, tablets 77% and desktops 24% compared to Cyber Monday 2012.
The fluctuation in performance across devices and each holiday underscores the impact of a multi-device world on retail advertisers. As consumers take their shopping sessions across devices, advertiser need to ensure they have a presence on each, take into account the differences in consumer behavior on each device, and optimize their campaigns for each form factor to drive more revenue throughout the busy holiday season.
The Marin Global Online Advertising Index is comprised of data from hundreds of large-scale advertisers and agencies that collectively invest more than $5 billion in annualized spend through the Marin platform. The data analyzed by Marin for this snapshot reflects a subset of Marin’s direct and agency clients managing active advertising programs for the retail vertical from 11/26/13 through 12/02/13. All data is accurate as of December 2nd, 2013, but subject to change.
The growth in mobile adoption and incorporation of mobile search into daily consumer activities continues to drive innovation in paid search, most noticeably with Google enhanced campaigns. Though the impact of enhanced campaigns has been mixed, capitalizing on new revenue opportunities in this multi-device world requires search marketers to remain agile and efficient—focusing their efforts on optimizing for the mobile experience. The following best practices will help advertisers engage their mobile users and acquire more revenue with enhanced campaigns:
With mobile adoption increasing, it’s no surprise that 70% of mobile searchers use click-to-call. To help facilitate this behavior and increase on-the-go engagement, implement call extensions across your campaigns. Creating a direct way for mobile users to quickly and easily contact your business is an effective strategy for driving customers to your brick-and-mortar locations or guiding them through the conversion funnel. As with all ad extensions, be sure to implement an appropriate call tracking solution to tie back ROI.
Last but not least, Google made a recent update to Ad Rank which now takes into account the expected impact from ad extensions and formats. In other words, ad extensions can now have a positive impact on the position of your ad on the search results page.
Capitalizing on additional revenue opportunities in a new and somewhat untested search landscape will require a comprehensive approach to enhanced campaigns. Continued investment in ad technology and efficient execution of the above best practices will ultimately drive success and win the battle for revenue in this multi-device world.
When Google introduced campaign-level mobile bid adjustments with enhanced campaigns in February, advertisers were concerned with the potential loss of control and precision over mobile bids. To address this, Google announced in April the addition of group-level mobile bid adjustments. For advertisers with large-scale campaigns, this added functionality allows search marketers to set granular, group-level mobile bid adjustments based on varying performance by device.
Since Google’s update became available in May, Marin has been working to fully integrate this functionality into our patented bidding algorithm. Today, we’re excited to announce that Marin’s bid optimization solution will now calculate and recommend group-level mobile bid adjustments for enhanced campaigns. In addition to calculating keyword-level bids for desktop and tablet devices, Marin will also automatically calculate optimal mobile bid adjustments to maximize mobile performance based on user-defined key performance indicators (KPI). These recommendations are calculated on a nightly basis, where significant performance data is available. For advertisers looking to optimize their enhanced campaigns in a multi-device world, Marin provides you with the control and precision required to maximize mobile clicks, conversions, and revenue.
For more information on optimizing enhanced campaigns with Marin Software, please contact your Client Services representative or email us at firstname.lastname@example.org.