How to Measure the True Impact of Mobile
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The document discusses the evolving behavior of consumers who shop using multiple devices, emphasizing the need for retailers to adapt their advertising strategies to account for significant mobile traffic and conversions. It provides strategies for measuring mobile advertising impact, such as geo-targeting, using Google's conversion metrics, and tracking in-store visits influenced by mobile ads. Additionally, it offers insights on optimizing mobile ads with tailored content and ad extensions to enhance click-through rates and customer engagement.
How to Measure the True Impact of Mobile
- 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