Think your search strategy is performing well? It may be time for a reality check. Mobile ad spending is growing at 3x the rate of desktop digital ad spending. Next year mobile search queries are expected to overtake desktop search queries. So do marketers continue trying to convert mobile users with conversion techniques built for desktop? Our panel of SEM experts explore: - Hands on tactics to rethink your paid search strategy to win at mobile - How to optimize for all conversion paths - and boost your performance results as a result - Paid Search 3.0 - the newest tools and technologies on the market to give you the growth you want

1. Reinventing Your
Search Strategy for
a Mobile World
Eric Holmen
President, Invoca
Tad Miller
VP Accounts, Marketing Mojo
Hands on tactics to rethink your paid search strategy
and win at mobile
Panelists:
Jessica Snavely
Digital Marketing Manager, Sungard AS

2. Today’s Agenda
Call with basic
information request
1. Speaker Introductions
2. The State of Mobile Search Marketing
3. Panelist Q&A
a) Mobile Search 101
b) Paid Search 3.0
c) The Challenge of Attribution & Analytics
4. Where to go from here?
Tweet your questions
and comments to
@Invoca #mobileSEM

3. Meet the Panelists
• 20+ years experience in SaaS Digital
Marketing
• Former SVP of Marketing & Sales at
Silverpop, President & CMO at
SmartReply
• Multiple patent holder for
marketing processes and
innovations
Eric Holmen
President, Invoca
@Invoca #mobileSEM

4. Meet the Panelists
• Vice President of Accounts of
Marketing Mojo. A Digital Marketing
Agency – Headquartered in
Charlottesville, VA
• Managed PPC/SEO for Mazda USA,
Toyota Certified Used Vehicles, Taco
Bell, Wildfire Interactive, Activision-Call
of Duty, LexisNexis
• Managed about $50 Million of online
advertising
Tad Miller
VP Accounts, Marketing
Mojo
@Invoca #mobileSEM

5. Meet the Panelists
Jessica Snavely
Digital Marketing
Manager, Sungard AS
• 10+ years in digital marketing
• Former Digital Marketing Manager: SEO
and PPC at Red Ventures, managed
dozens of accounts with high-value SEO
domains and multi-million dollar PPC
budgets
• Started career in digital marketing by
founding and managing online book store,
driving 6 figure revenues
@Invoca #mobileSEM

6. The State of Mobile
Search Marketing

7. Mobile Search is growing. Fast.
Mobile search ad spend
grew over 120% in
2013.
It’s estimated to grow
another 82% in 2014,
and outpace desktop
search by 20150
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016
Mobile Search Leads to Inbound Call Growth.
Billionsofcalls(USonly)
@Invoca #mobileSEM

8. 70% of mobile searchers have used the call button to connect
with businesses from the search results page.
Google // Nielson // Microsoft // Forrester // BIA/Kelsey // US Contact Center
It’s changing how users interact with search results.
67% of consumers start shopping on one device and continue
on another.
61% of mobile searchers say the call is the most important step in
the purchase process.
@Invoca #mobileSEM

9. Search campaigns drive online conversions
(clicks) and offline conversions (calls).
@Invoca #mobileSEM

10. 73 billion calls
will be driven by mobile search in 2018.
Source: BIA Kelsey, “Phone Calls: The New Currency of the Smartphone Era”@Invoca #mobileSEM

11. But Conversion Techniques Built for Desktops Don’t Work on Mobile
Source: Monetate eCommerce Quarterly Report
Smartphones
convert at just
of the rate of
traditional desktop or
tablet devices.
25 - 33%

12. Mobile Search
Today:
The Essentials

13. How is mobile search different from
desktop, from a tactical point of view?
Mobile Search Today: The Essentials
@Invoca #mobileSEM

14. What are key considerations for
mobile strategy?
Mobile Search Today: The Essentials
@Invoca #mobileSEM

15. What are some of the most disruptive
factors affecting mobile search today?
Mobile Search Today: The Essentials
@Invoca #mobileSEM

16. Paid Search 3.0

17. What are the biggest opportunities for
growth with mobile search?
Paid Search 3.0
@Invoca #mobileSEM

18. Remarketing – where and how much
should you be investing?
Paid Search 3.0
@Invoca #mobileSEM

19. The Challenge of
Attribution &
Analytics

20. What are the most important KPIs for
mobile search?
The Challenge of Attribution & Analytics
@Invoca #mobileSEM

21. What are the biggest attribution and
analytics challenges for search
marketers today?
The Challenge of Attribution & Analytics
@Invoca #mobileSEM

22. How do you track of offline
conversions?
The Challenge of Attribution & Analytics
@Invoca #mobileSEM

23. Call with basic
information request
Get a demo:
http://go.invoca.com/demo
marketing@invoca.com
877-869-2944