3 Keys to Maximizing the Value of mobile arketing Traffic

@GeorgeMichie1 #SMX

3 Keys to Maximizing the

Value of Mobile TrafficGeorge Michie

March 2014

@GeorgeMichie1 #SMX

1. Focus on UX

2. Leverage New

Tracking Methods

3. Modify Bids with

Sophistication

Maximizing The

Value of

“Mobile”

3 Keys

@GeorgeMichie1 #SMX

“Mobile” is critical, but also a misnomer

@GeorgeMichie1 #SMX

Is it really more about the context of use?

Is “Mobile” even about Device?

@GeorgeMichie1 #SMX

Context + Screen Size?

Is “Mobile” even about Device?

@GeorgeMichie1 #SMX

Don’t Squander Traffic

@GeorgeMichie1 #SMX

Improve the Mobile Experience

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Don’t Cause Traffic Problems

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Shorten the Cart!

• Check out reduced from 5 pages to 1 page

• Conversion rate increased 200+%

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Use New Tracking Functionality

@GeorgeMichie1 #SMX

Collect Data for Proxy KPIs Related to Store Location

Quantify In-Store Sales Driven by Online Marketing

Geo-Specific Queries Store Locator Page Visits Mobile Site Traffic

TRACKING

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Collect Data on

Geo-Specific

Queries

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Give Credit to

Store Location

Page Visits

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“Find a Store”

Mobile Sitelinks

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Click-to-Call

Mobile Extension

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Capturing the Full Value of Non-Brand Traffic

with Cross Device Tracking

Desktops &

LaptopsSmartphonesTablets

$.10 $.24ROI

CR:

12%

CR:

12%

CR:

25%

$(.12) $.03ROI $(.46) $(.30)ROI

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In-Store Visits

by Segment

@GeorgeMichie1

Brand = 1:1 online:offline ratio

Non-Brand = 1:3* online:offline ratio

*Online conversion higher during holiday

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Sophisticated Bid Management

@GeorgeMichie1 #SMX

Moving from static modifiers to sophisticated, dynamic, granular

modifiers matters.

Works in the Wild!

RKG Dynamic Mobile Modifiers

Mobile Clicks

Mobile CPCs

@GeorgeMichie1 #SMX

Increased mobile traffic and increased mobile revenue leads to a

better ROI.

Works in the Wild!

Mobile ROI

Mobile SalesRKG Dynamic Mobile Modifiers

@GeorgeMichie1 #SMX

Use Statistics to Tease Out Overlapping Effects

A Word of Caution: Proximity-Bidding

Around Store Locations

18

%32

%

@GeorgeMichie1 #SMX

Modifiers stack on top of each other

• Laptop bid = $1

• Mobile CR = 1/5 Laptop

• Mobile bid = $0.20

• Want to push mobile w/in

1 mile

• Getting mobile bit to $1

yields a laptop bid of

$5!?!

• No great solution here.

The Problem of Stacking

@GeorgeMichie1 #SMX

Better Solution

@GeorgeMichie1 #SMX

Conditional Logic

• If device = smartphone and proximity <1 mile and usertype = not my customer then modifer = X

• If device = smartphone and proximity >1 mile and usertype = my customer then modifer = Y

• If device = nonmobile and geography in (VA, IN, KY, MO) then modifier = Z

• Else….

Another Possible Route

+ +

@GeorgeMichie1 #SMX

The Future is Mind Boggling!

• Fast v Slow Connection

• Home v Office

• Walking v Riding

• Online Shopper v Offline

• Your Customer v Their Customer

25

++

+

@GeorgeMichie1 #SMX

Q & A

Thanks for listening!

George Michie

gmichie@rimmkaufman.com

@GeorgeMichie1