The document discusses mobile search trends and strategies for RetailMeNot's mobile search marketing. Some key facts presented include that RetailMeNot facilitated $2.4 billion in global merchant sales in 2012 through their platform and have over 500 million coupons distributed. The document also notes that 61% of smartphone owners perform searches daily and that mobile commerce sales are expected to reach 25% of all online sales by 2017. It provides recommendations around mobile search strategies such as tailoring mobile-specific ad copy and messaging to the mobile context, utilizing location extensions and click-to-call ads, and adjusting bid modifiers to align mobile costs with ROI targets.
2. $2.4B
facilitated 2012
global merchant sales
newsletter and
alert subscribers
2.6MM
twitter followers
11.6MM+
170K
facebook fans
500K+
7.1MM
coupons
500MM+
60K+
site visits
in last 12 months
retailers and brands
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As of June 30, 2013
app downloads
3. How many times a day
does the average person
check their phones?
40 times
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4. › MOBILE IS CHANGING THE GAME
61%
Smartphone owners performing
searches daily
25%
Online sales will be through
mobile commerce by 2017
Sources: Forrester, 2013; RetailMeNot, Inc. and The Omnibus Company, 2013; Google, 2013
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5. MOBILE PORTFOLIO
More than
20%
of total site traffic
is mobile
Mobile Web
iPhone
Android
5.6 MM
7.1 MM
VISITS
DOWNLOADS
Source: RetailMeNot 2013 Data
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6. 30%
Search clicks from mobile
by end of 2013
Source: Rimm-Kaufmann Group Q3 Digital Marketing report
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7. 88%
Clicks on mobile search ads
incremental to organic
Source: Google, July 2013
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9. › STRATEGY
Consideration
Insights
What are users looking for?
Analytics: top keywords, landing
pages from mobile
What percent of impressions
from mobile?
AdWords: segment by device
What is your competition
doing?
Ad preview: what sites are bidding,
ad and landing pages used
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10. T H R E A D B Y R E TA I L M E N O T
› EXPERIENCE
40%
Leave if site is not mobile friendly
Source: Icebreaker Consulting
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11. › MESSAGE
55%
Conversions* triggered by mobile
search occur within 1 hour
Tailor mobile-specific ad copy with Device Preference
– Speak to context (in-store, mobile banking)
– Call out device (Get coupons on your phone)
Utilize ad extensions
1. Location
2. Click to call
3. Mobile-only sitelinks
4. Drive mobile app downloads
conversion* = store visit, purchase, call
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Source: Google/Nielsen Life 360, March 2013; RetailMeNot Data
12. › APP DOWNLOADS
iTunes/Google Play based on user device
APP EXTENSION
CLICK TO DOWNLOAD AD
Appears as sitelink
Newly released ad type
8% higher CTR than
other sitelinks
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13. › TRACK
Append ValueTrack URL parameters
1. ifmobile parameter
– Returns value {ifmobile:[value]}, {ifnotmobile:[value]}
– Can be used for device-specific landing pages
Keyword destination URL set to
{ifmobile:m.retailmenot.com}
{ifnotmobile:www.retailmenot.com}
2. Device {device} parameter
– Inserts m [mobile], t [tablet], c [desktop/laptop]
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14. › BID
Target position 1-2 above the fold
Adjust Mobile Bid Multiplier to align mobile cost per click with
ROI/CPA targets
Test Google Conversion Optimizer to adjust by operating system,
daypart, etc.
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15. ›MOBILE IS THE NEW REALITY FOR PAID SEARCH
40 interactions
Available each day
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RetailMeNot is the largest digital coupon site in the United StatesPaid search is a key marketing channel for driving traffic and revenue for us
By 2017, 25% of online sales from mobile commerce15% in 2013
Great news for paid search advertisers, reiterate importance of channelIntuitively we all know, and the stats support, Mobile is on a trajectory of continued growthMAXIMIZING MOBILE SEARCH WILL BECOME INCREASINGLY CRITICALMarch 2012 -April 2013300+ U.S.
-enhanced campaign bundle-provide opportunities & challenges-Platform changes, basic paid search principles still the same
Intent by device (in research mode, on the go) – where, whenCurrent state of mobile within paid search, export report create own deep diveClick through on landing pages…
Landing pages are keyEsp. since paying for traffic,Bigger buttons, larger text, simple navigation – goes a long wayThink about use cases for an offer – desktop: print, text, email; mobile: displays barcode for immediate use at checkout or drive users to mobile app
Address the motivation for user’s search – ad has to work hard, be relevantSpeak to Context – for xx search term, are users likely to be on the go? in-store offers versus online coupon codesDevice in messaging 18% improvement CTRLocations – Get Directions, links to Google mapsMobile-only sitelinks: Store Locator, Weekly Deals, Same Day Service
Parity with other app download channels
On the back end to track and optimize performance,ifnotmobileincludes desktop and tabletIfmobile - if your ad is clicked by a customer from a mobile device,whatever text you insert (what comes after the colon) and vice versa {ifnotmobile}
Few results appear above the fold13% decrease in CPC but growth in clicks from managing bid multiplier
A lot of opportunity for advertisers to take advantage of this early period of mobile search growth + enhanced campaigns