1. SEM for Smartphone and
Tablet Devices
Samuel Goh,
SEM Manager, SingTel Digital Media
@samuelgohmh

2. Agenda
Mobile SEM Trends
USA and Singapore
Desktop SEM vs Mobile SEM
Mobile SEM Basics & Optimization
Future Developments in Mobile SEM

3. No Two Mobile Devices
Are Made Equal

4. Mobile SEM Trends
U.S.A Share of Computer & Non-computer Traffic
Source: comScore Device Essentials, U.S., August 2011
6.8% of All Traffic in August 2011

5. Mobile SEM Trends
Breakdown of Non-Computer Device Traffic (U.S.A.)
Source: comScore Device Essentials, U.S., August 2011
End June 2011, 6.2% -> End August 2011, 6.8%

6. Mobile SEM Trends
U.S.A Share of Non-Computer Traffic
Source: comScore Device Essentials, U.S., November 2011
Mobile – 63.3% Tablets – 30.4%

7. Mobile SEM Trends
Mobile Search Advertising Spending in USA
Source: Efficient Frontier data, Macquarie Capital (USA), November 2011
2012 Projection
-Mobile SEM to contribute 16% - 22%!
-14.2% in October 2011!

8. Mobile SEM Trends
Breakdown of Mobile Search Advertising Spend by Property
Source: Efficient Frontier data, Macquarie Capital (USA), November 2011
Google controls 96% of Mobile SEM
searches!

9. Mobile SEM Trends
Household Devices Ownership
Source: The Next Web, November 2011
- Singapore among the top in Non-computer
devices ownership.

10. Mobile SEM Trends
Share of Traffic from Non-Computer Devices
Source: comScore Device Essentials, August 2011
- Singapore Leads in Non-PC Traffic (7.2%)

11. Mobile SEM Trends
Mobile Share of Non-Computer Traffic
Source: comScore Device Essentials, August 2011
- Singapore among the top in Mobile Traffic
(4.4%)

12. Desktop SEM vs Mobile SEM
Key Differences
Desktop SEM Mobile SEM
Number of Ads 11 5
Length of Search Query Longer Shorter
Localized Results No Yes
Average Cost Per Click (CPC)* Lower Higher
Click Thru Rate (CTR)* Lower Higher
Conversion Rates* Higher Lesser

13. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.

14. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.

15. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.
3. Create a “Mobile”
Only Campaign*.

16. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.
3. Create a “Mobile”
Only Campaign*.
4. Choose only “Mobile
Devices” and/or
“Tablets”.

17. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.
3. Create a “Mobile”
Only Campaign*.
4. Choose only “Mobile
Devices” and/or
“Tablets”.
5. Turn on Call
Extensions.

18. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.
3. Create a “Mobile”
Only Campaign*.
4. Choose only “Mobile
Devices” and/or
“Tablets”.
5. Turn on Call
Extensions.

19. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.
3. Create a “Mobile”
Only Campaign*.
4. Choose only “Mobile
Devices” and/or
“Tablets”.
5. Turn on “Call
Extensions”.
6. Create a Mobile
Landing Page.

20. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.
3. Create a “Mobile”
Only Campaign*.
4. Choose only “Mobile
Devices” and/or
“Tablets”.
5. Turn on “Call
Extensions”.
6. Create a Mobile
Landing Page.

21. Mobile SEM Basics & Optimization
1. Keyword Generation
for Mobile Devices.
2. Include Call-to-Action
in Ad Text*.
3. Create a “Mobile”
Only Campaign*.
4. Choose only “Mobile
Devices” and/or
“Tablets”.
5. Turn on “Call
Extensions”.
6. Create a Mobile
Landing Page.

22. Mobile SEM Basics & Optimization
1. Keyword Generation Always
2. Ad Text*.
Ongoing
3. Mobile Landing Page.
Effort

23. Mobile Campaign Optimization
Tips
1. Keyword Generation
for Mobile Devices.
- Search Term Report
Always
- GA Reports
- Conversions, Clicks, Ongoing
CTR etc.
2. Ad Text.
Effort
- Always Test, Test and
Test
- Ad Report
3. Mobile Landing Page.

24. Future Developments in Mobile SEM
1. Clickable Phone
Number.

25. Future Developments in Mobile SEM
1. Clickable Phone
Number.
2. Phone Thru Rate
(PTR) and Phone Call
Quality Score.

26. Future Developments in Mobile SEM
1. Clickable Phone
Number.
2. Phone Thru Rate
(PTR) and Phone Call
Quality Score.
3. Mobile Landing Page
Quality Score.

27. Any Questions?

28. The End & Thank You for Your Time.