Group Head of Paid Search, Mel Hyde discusses how to maximise potential from an ongoing shift in device usage. Mel is responsible for ensuring the right strategy is applied to Branded3’s PPC client accounts and that all accounts deliver performance, efficiency and growth. With a truly integrated approach to our client’s digital campaigns.

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How To Maximise Potential From An Ongoing
Shift In Device Usage
Melanie Hyde – Branded3

4. The Next 20 Minutes
Melanie Hyde
• Introduction
• What’s happened to the search landscape with
device usage increasing?
• What does this mean for advertisers and
agencies?
• What to take away from this presentation that
can maximise the potential of your mobile
traffic?
• Questions

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The shift in device usage;
the impact that this is having on advertisers and our
take on how to understand and maximise the
potential in Search

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Device Trend – Mobile vs. Desktop
51
62
68
71
74
0
10
20
30
40
50
60
70
80
2012 2013 2014 2015 2016
Percentage of people who use a smartphone
79 79
76
75
73
70
71
72
73
74
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76
77
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79
80
2012 2013 2014 2015 2016
Percentage of people who use a computer

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Typical Client Experience:
More Search on Mobile YOY, with less volume coming
through Desktop. Although we see a drop in desktop
traffic, it’s CR% is going up.
Can we make the assumption?:
Mobile is Research Device
Desktop is Purchase Device

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Search is the most common starting point for mobile
research

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• Mobile consumer spending expectation that 42% of
all retail sales will involve a mobile device in some
way.
• Less than 3% of retailers believe their business is
mobile ready and a further 70% said that they didn’t
offer a mobile website or mobile app for consumers
• Sales made through apps now account for a third
(33%) of all retail spend on mobiles, despite only
10% of retailers offering one.
Consumers are spending on Mobile

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What does this mean for advertisers?:
- It’s becoming increasingly more difficult to track
a consumers activity across device
- Harder to make informed decisions on when,
where and how to target consumers

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Key things that can help you maximise the
potential of mobile traffic, through
understanding and effective targeting

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Challenge your agency to think and act mobile first
- Through every stage of optimisation
- Lots of talk and not enough action

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Understand Attribution Across Device
Multitude of third parties who can help you understand your audience and aid effective targeting
- Remarketing and retargeting across device
- Look at cross device tracking tools to understand journeys
- Match email addresses, to improve personalisation across offline and online channels
- Match CRM data and audience lists

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Google Product Launches – Make the most of local search
Nearly a third of all mobile search is used for local store search

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Move towards the audience rather than the keyword
The key now is to track the audience and target them
at the point of purchase when is easiest for them

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CRM DATA – Custom segmented audience lists
Transactions
Segments
Research
Response &
Intent
Behaviours
Retargeting on mobile/desktop
CRM Retargeting
CRM Communications
Site Personalisation & CRO
Prioritise content and channel with audience insight

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Questions?
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