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


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

their online marketing

Net Media PlanetThe PPC People


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


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

584% growth in mobile revenue


New dimension called Location

On the move At home On the high street


Simplicity Immediacy Context

Source: Forrester Research 2011


Approach to harnessing mobile

Granular Approac

h

Creative Ideas

Keep Testing

Customer


On the move


Improving Papa John’s bottom line


Approach

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


Creative workshop

Image of 3 devices in cols


Results:

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


Driving new customers for O2


Approach

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


Results:

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


At home


Be at the top of the Tablet search results

CTR CTR

Average position Average position


When is mobile not really mobile ?

Indexed

Hours

Sales on Tablet devices - by time of day

Source: Net Media Planet - Retail clients, Q4 2011


Target wifi only


Building brand awareness through helping clients travel happier


Approach

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


Results:

Top of app marketplaces in 2 weeksBrand awareness through differentiation


On the high street


Driving local store awareness and footfall


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


Results:

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



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


Keeping customers engaged


High Street mobile online


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


Thank youContact:[email protected] 0203 008 8321Twitter: @netmediaplanet @srisharmaBlog: netmediaplanet.com/

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Harnessing the full potential of mobile through paid search