Harnessing the full potential of mobile through paid search

© 2012 Net Media Planet 1

Harness the full potential of mobile through paid search

Sri Sharma, Managing DirectorFebruary 2012

© 2012 Net Media Planet 2

Award-winning paid search agency helping ambitious clients maximise the potential of

their online marketing

Net Media PlanetThe PPC People

© 2012 Net Media Planet 3

Some of UK and International clientsWe have a wide portfolio of clients across all major verticals

© 2012 Net Media Planet 4

Source: Increase 2010-2011 UK - Centre for Retail Research

584% growth in mobile revenue

© 2012 Net Media Planet 5

New dimension called Location

On the move At home On the high street

© 2012 Net Media Planet 6

Simplicity Immediacy Context

Source: Forrester Research 2011

© 2012 Net Media Planet 7

Approach to harnessing mobile

Granular Approac

h

Creative Ideas

Keep Testing

Customer

© 2012 Net Media Planet 8

On the move

© 2012 Net Media Planet 9

Improving Papa John’s bottom line

© 2012 Net Media Planet 10

Approach

Communicate with customers when they are hungriestCareful product selection to drive revenueCreate messaging with appetite appeal

© 2012 Net Media Planet 11

Creative workshop

Image of 3 devices in cols

© 2012 Net Media Planet 12

Results:

Mobile revenue per click increased +48%Profit per pound spent increased +139%AOV increased +13%

© 2012 Net Media Planet 13

Driving new customers for O2

© 2012 Net Media Planet 14

Approach

Target non 02 customers onlyCreate mobile specific messaging stressing ‘simplicity to move’Simplified order process

© 2012 Net Media Planet 15

Results:

Mobile customer specific ads increased CTR +35%ROI +15% higherMobile click to sales x3 shorter than on desktop

© 2012 Net Media Planet 16

At home

© 2012 Net Media Planet 17

Be at the top of the Tablet search results

CTR CTR

Average position Average position

© 2012 Net Media Planet 18

When is mobile not really mobile ?

Indexed

Hours

Sales on Tablet devices - by time of day

Source: Net Media Planet - Retail clients, Q4 2011

© 2012 Net Media Planet 19

Target wifi only

© 2012 Net Media Planet 20

Building brand awareness through helping clients travel happier

© 2012 Net Media Planet 21

Approach

Launch of a creative iPad app - ebookersExplorerMobile display campaign across 12 markets on AdMobA focus to drive rapid App download rates

© 2012 Net Media Planet 22

Results:

Top of app marketplaces in 2 weeksBrand awareness through differentiation

© 2012 Net Media Planet 23

On the high street

© 2012 Net Media Planet 24

Driving local store awareness and footfall

© 2012 Net Media Planet 25

Approach

Specifically target mobile customers close to storesIncrease visibility - the closer the customer proximity to storeProvide options of mobile site and directions to closest store

© 2012 Net Media Planet 26

Results:

Mobile traffic increased +76%Mobile revenue increased +17%More awareness of local stores

© 2012 Net Media Planet 27

© 2012 Net Media Planet 28

“Aspirations to turn competitor stores into showrooms”Strong pricing & value propositionEffective shopping app

© 2012 Net Media Planet 29

Keeping customers engaged

© 2012 Net Media Planet 30

High Street mobile online

© 2012 Net Media Planet 31

3 Key Takeaways

Consider the effect of Location on your customer view

Be granular in your approach

The winners will be those who invest in being creative and testing

© 2012 Net Media Planet 32

Thank youContact:sri@netmediaplanet.com 0203 008 8321Twitter: @netmediaplanet @srisharmaBlog: netmediaplanet.com/

blog

Any questions?