From SMX East 2013 / SearchMarketingExpo.com - Trends in Mobile Search by Brent Buntin #SMX #11C Slide deck from Brent Buntin of Inadco

1. TRENDS
IN
MOBILE
SEARCH
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Brent Buntin
Inadco
@Inadco
#SMX #11C
October 1, 2013
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2. © 2013 Inadco, Inc. All rights reserved.
• We optimize the conversion funnel
• More efficient user experience
• Advertisers love our “Form Ads”
• Solved tough technical problems
• Lots of brand advertisers
Inadco Snapshot
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3. © 2013 Inadco, Inc. All rights reserved. 3
Search Results Page

4. © 2013 Inadco, Inc. All rights reserved.
Typical Desktop Landing Page
Step #1
Step #2
Step #3
Step #4
Step #5
Step #6
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5. © 2013 Inadco, Inc. All rights reserved.
Why This Doesn’t Work For Mobile
• Hard to consume that much content
• Link out experience not great In-App
• Too many fields to fill out
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6. © 2013 Inadco, Inc. All rights reserved.
Not Registering Yet
Only 10 percent of websites are fully
optimized for mobile access
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Source: Mongoose Metrics Data Series 2012

7. © 2013 Inadco, Inc. All rights reserved.
Not Registering Yet
Only 6 percent of the top 100
Fortune 500 company’s websites comply
with Google’s mobile requirements
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Source: Pure Oxygen Labs 2013

8. © 2013 Inadco, Inc. All rights reserved.
Impact On Conversion Rates
Source: Monetate Ecommerce Quarterly Report 2013
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9. © 2013 Inadco, Inc. All rights reserved.
Tablet Better Than Smartphone
Source: Monetate Ecommerce Quarterly Report 2013
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10. © 2013 Inadco, Inc. All rights reserved.
Keys To Success In Mobile
• Fast load time (25 KB or less)
• CTA must be clear and above the fold
• Make clickable links touch friendly
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11. © 2013 Inadco, Inc. All rights reserved.
Example #1 – User-Friendly Search Ad
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12. © 2013 Inadco, Inc. All rights reserved.
Example #1 – User-Friendly Search Ad
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13. © 2013 Inadco, Inc. All rights reserved.
Example #2 – User-Friendly Display Ad
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14. © 2013 Inadco, Inc. All rights reserved.
Example #3 – Add Click To Call Option
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15. © 2013 Inadco, Inc. All rights reserved.
Example #4 – Twitter Cards
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16. © 2013 Inadco, Inc. All rights reserved.
Some Inadco Search Data
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Source: Inadco internal data for campaigns run 1H ‘13
Marketer Goal Result
Auto Insurance $500 $190
Dating $10 $7
Online University $1500 $297

17. © 2013 Inadco, Inc. All rights reserved.
Takeaway #1
Marketers must define their mobile
goals & objectives and turn them
into specific tasks for the user
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18. © 2013 Inadco, Inc. All rights reserved.
Takeaway #2
If you can’t build a mobile-optimized
landing page, then partner with
someone who can do it for you
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19. © 2013 Inadco, Inc. All rights reserved.
Takeaway #3
Make sure you are creating value
for the end-user and everything
will work out just fine
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20. © 2013 Inadco, Inc. All rights reserved.
Contact Info
Brent Buntin
917-902-5274
bbuntin@inadco.com
@Inadco
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21. © 2013 Inadco, Inc. All rights reserved.
Thank you!
October 2013
the new value ad
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