Presented at Charlotte, NC's 2011 Search Exchange, Resolution Media's Jeff Campbell showed attendees why their marketing plans should incude Mobile. From the changing consumer landscape, through planning testing, to comparing results....the time is now.

1. MOBILE SEARCH:
THE LANDSCAPE, TESTING, & GETTING RESULTS
Jeff Campbell – Co-Founder & Head of Retail
Resolution Media
October, 2011
CJeffCampbell
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PROPRIETARY AND CONFIDENTIAL
An Omnicom Media Group Company

2. WHY MOBILE, WHY NOW?
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3. MOBILE BECOMING JUST
AS PREVALENT AS DESKTOP
Global Mobile vs. Desktop Internet Population, 2007-2015
Mobile Internet Users Desktop Internet Users
2000
1600
Global
Internet
Users 1200
(MM)
800
400
0
2007 2008 2009 2010 2011 2012 2013 2014 2015
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Source: Morgan Stanley Research, April 2010 PROPRIETARY AND CONFIDENTIAL
An Omnicom Media Group Company

4. THE MOBILE AUDIENCE
IS SIGNIFICANT TODAY
314M Population of US1
239M Online Population2
134M Mobile Web & App Population3
1) US Census 2010
2) Internet WorldStats, June ‘10 4
3) Includes active smartphone, mobile Internet device (iPod touches & iPads) and feature PROPRIETARY AND CONFIDENTIAL
An Omnicom Media Group Company phone devices on mobile web or apps. Source: comScore, CTIA, analyst reports

5. MOBILE SEARCHES SURPASS DESKTOP
IN YEARS, NOT DECADES
“Mobile search is definitely going to surpass desktop search.
The lines will pass, and I think they’ll pass before anyone
thought they would.”
-- Google
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6. MOBILE SEARCH COMPLEMENTS
DESKTOP & IS ALWAYS ON
Daily View Weekly View
Desktop Searches vs. Mobile Searches Desktop Searches vs. Mobile Searches
Source: Citi Investment Research and Analysis; iCrossing Mobile 6
U.S. Google Internal Data, 2010 PROPRIETARY AND CONFIDENTIAL
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7. MOBILE RESEARCH INFLUENCES
IN-STORE SHOPPING
51% of holiday shoppers
used mobile phones
for in-store activities
Source: Motorola, January 2010 7
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8. MOBILE USER BEHAVIORS POSE UNIQUE
MARKETING OPPORTUNITIES
New Interfaces Always Near Always On
Touchscreen, video, CTC 1 in 3 searches are local Mobile usage prevalent
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9. MOBILE BEST PRACTICES
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10. IS YOUR SITE READY FOR MOBILE?
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11. MOBILE SEARCH PERSONAS DIFFER
mlb.com m.mlb.com
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12. MOBILE CONSUMERS LOOKING
FOR LOCAL INFORMATION
1 in 3 mobile search queries have local intent
Search near Find local
My Location store hours
Find friends Get driving
nearby directions
Browse
Call a local What’s
business Near Me
Now
Locate
a business
on maps
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PROPRIETARY AND CONFIDENTIAL
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13. MOBILE AGENCIES/DEPARTMENTS/TOOLS
NOT PRIORITIZING SEARCH
• Mobile designers
not always
considering mobile
search as part of
the design process
• Mobile Transcoders
have their own
unique SEO
problems
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PROPRIETARY AND CONFIDENTIAL
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14. MOBILE SEARCH RANKINGS
ARE MORE COMPETITIVE
• Google Desktop result for [home • Google mobile result for [home
depot generators] depot generators]
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PROPRIETARY AND CONFIDENTIAL
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15. MOBILE SEO ≠ DESKTOP SEO
• More trackable entry points give
additional signals for ranking
• QR Codes
• Mobile links vs desktop links
• SMS
• Mobile bookmarks
• Social bookmarking for mobile: Stumbleupon
• Mobile social networking: Facebook
• and Twitter
• Different behaviors & interfaces
• Keyword use, intent, expectations, volume
• Visual, Voice, Gesture, App, etc.
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16. ENSURE SITE IS CRAWLABLE, RELEVANT
AND INDEXED PROPERLY
• Verify site in Google and Bing
Webmaster Tools and correct errors
• Validation unnecessary for indexing
and ranking but improves user
experience
• Submit mobile sitemap of mobile-
specific content
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17. MOBILE PAID SEARCH
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18. DESIGNING A MOBILE TEST
OBJECTIVE: Drive Mobile Revenue / On-site Action / Drive Store Visits / Etc.
Strategy Tactics Measurement
Understand mobile Separated Mobile Click
demand & behavior Campaigns volume, CTR, Revenue
Improve targeting & CTR, ROAS, On-site
Copy Testing & Site Links
engagement Actions/CVR
Drive increased Ad Extensions: Offer,
CTR, Actions
conversion Location
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19. BENEFITS OF CREATING
A SEPARATED MOBILE CAMPAIGN
You will have the ability to…
• Report on pure mobile performance
• Have control of how your budgets are being spent
• Control your messaging & have specific Mobile call to
actions
• Adjust your bids for Mobile separate from Desktop
• Create separate reports specifically for Mobile High-
End Devices
• Use unique tracking URLs
• Create specific targeted ad groups to target mobile
content more effectively
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20. MOBILE SETUP FOR GOOGLE ADWORDS
• Navigate to the ‘Settings’ tab in AdWords and
scroll down to ‘Networks and devices’
Select “Mobile devices with full
browsers” to ensure you are appearing
on high-end devices, like
iPhone/iPod, Android and Palm devices
1 Best Practice: Target tablets separately
Choose “Advanced device and carrier
options” to refine operating systems
based on message or customer offering
2 Best Practice: Based on messaging
strategy, you may want to target platforms
separately
Selections to target specific carriers will
vary by country and is based on the
campaign’s country targets; can also
choose to target Wi-Fi traffic only
Best Practice: Based on messaging
strategy, you may want to target carriers
separately
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21. MOBILE SETUP FOR
MICROSOFT ADCENTER
• Device targeting can be set at either the campaign or adgroup level within adCenter
• Unlike Google, adCenter can only target mobile devices as a whole
• Tablets are included with desktop/laptops
• MSN/Yahoo does have plans for further targeting options in 2012, such as tablet only targeting and OS
specific targeting
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PROPRIETARY AND CONFIDENTIAL
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22. KEYWORD & MESSAGING SELECTION
• Start with a subset of
campaigns
• Utilize the 80/20 rule for
keyword selection
• Utilize your desktop copy & test
• We’ve seen…
• Not much difference in
Mobile-specific copy
• Not much difference in OS
Targeted copy
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23. UTILIZE MOBILE AD EXTENSIONS
Click to Call Site Links Location Extensions
5 to 30% More options, Location marker &
CTR increase more conversions expandable map
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24. CLICK-TO-CALL
• Ability to have a clickable
phone number below your ad
• Instant connectivity
for consumers
• Focus for keywords
showing urgency
• Use trackable 800 numbers
• Marchex, Telemetrics
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25. GOOGLE SITE LINKS
• Ability to add up to 10 additional links
• Only two will show at a time
• Link text has a 35 character limit
• Test Directions/Hours/Store Locator
vs. Promotions
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26. LOCAL EXTENSIONS
• Ability to link Google Places
account to mobile search ads
• Adds relevant location
information to the ad based
on user’s physical location
• Expandable map view which
can open smartphone’s map
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27. GOOGLE CLICK-TO-DOWNLOAD ADS
FOR APP PROMOTION
• Enables users to download
app directly from the App
Store or Android Market
• Ads will target by OS
• Trademark approval needed
for “iPhone”, “iTunes” use
in copy
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28. YAHOO/BING:
THE BEST IS YET TO COME…?
• To-date, Yahoo/Bing’s mobile
ad format is very basic
• Served from AdCenter
• Format similar to Desktop
• Same character limits &
editorial policies
• Improved mobile offerings in
early 2012
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29. THE RESULTS
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30. MOBILE VS. DESKTOP
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31. MOBILE VS. DESKTOP SEARCH
• Mobile site visitors are less expensive and seem more likely to
visit – but less likely to purchase online
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PROPRIETARY AND CONFIDENTIAL
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32. IN SUMMARY…
• Build a solid mobile site foundation
• Mobile consumers wants/needs are likely different
• Desktop SEO ≠ Mobile SEO
• Start testing advertising, history counts
• Plan the work, work the plan
• Test, test, test & expect different results vs. Desktop
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33. THANKS!
Jeff Campbell
Co-Founder & Head of Retail
JCampbell@ResolutionMedia.com
CJeffCampbell
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PROPRIETARY AND CONFIDENTIAL
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34. BEYOND SEARCH
Display, Pre-roll, SMS & tablets…oh my
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35. NIKE ENGAGING USERS WITH RICH MEDIA ADS
Graphical Interstitial
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36. (View in Slide Show)
BEST BUY ENGAGING USERS WITH RICH MEDIA ADS
Fullpage Expandable
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37. TARGET DRIVING USERS TO MOBILE
COUPON OPT-INS
CPM Banner Mobile Opt-In Page SMS Confirmation
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38. CRATE & BARREL ENGAGING IPAD
USERS
iPad Display Ad (mRec) iPad Display Ad (Leaderboard)
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