According to the Digital Marketing Report Q4 2014, a quarterly digital marketing analysis produced by search marketing agency Merkle|RKG, mobile devices are now delivering 42% of the organic search traffic across the three major search engines: Google, Yahoo and Bing.
The report also notes that mobile organic traffic grew 54% in the fourth quarter of 2014 from the same time period one year ago. In addition, more than half (52%) of all visits to social media sites are from mobile devices(smart phones and tablets).
To anyone paying attention to consumer habits these days, this should come as no surprise. Nor should it be any surprise that you are missing out on a big chunk of traffic for your website if you don’t optimize it for mobile.
Here are some more reasons you need to go mobile with your online marketing presence:
Mobile users are different. Mobile users want information in quick, digestible bites so your mobile design should match how they will be using your site. For more law firms, it is essential to provide an easy way to contact you — a click-to-call button that the user needs to merely tap to initiate a phone call. You want to include essential information only on your mobile site, and keep the design simple. Good load speed is critical — 57% of mobile users will abandon your site if they have to wait three seconds for it to load, according to research by Strangeloop Networks.
SEO. Search engines are now penalizing sites that are not optimized for mobile, so you could see your search rankings suffer if you don’t have a mobile site that works on iOS and Android platforms (smart phones and tablets).
Lead conversion. Mobile users are much more inclined to take action than desktop users, so your calls-to-action should be highly conspicuous on your mobile site. If you are using email marketing for lead conversion, realize that 26% of all email is opened on a mobile phone and 11% is opened on a tablet.
Engagement. Mobile users accessing a standard website will not engage when they have to pinch or zoom to find your content. If you provide them with a good mobile experience, they are much more likely to return to your site later on a desktop (Google reports that 90% of people move between devices to accomplish a goal).
Loss to competition. Google says that 41% of mobile users will go to a competitor’s site after a bad mobile experience!
From videos to banking to online shopping, digital was top of a lot of marketers’ and consumers’ minds this year. To wrap up 2014, Nielsen looked at some of the top trends in digital including the latest top U.S. smartphone apps and operating systems.
Consumers seemed to place a premium on the Internet’s social space this year, with a big portion of the top smartphone apps centered on connectivity—be it with friends, loved ones or cat videos. In fact, the app with the most year-over-year change was one designed to continue the conversation: Facebook Messenger use has risen 242% since 2013. Facebook held the No. 1 ranking as well with its social network app, which had over 118 million average unique users each month. Google Search came in second with about 90 million average unique users, followed by YouTube with 88 million average unique users.
Smartphone penetration grew from 69% at the start of 2014 to 76% of U.S. mobile subscribers by October 2014, and a majority of subscribers used Android (52%) and iOS (43%) devices to access their apps. Three percent of U.S. smartphone owners used a handset that operated on a windows phone, followed by 2% on a Blackberry.
TOP SMARTPHONE APPS OF 2014
|Rank||App||Avg Unique Users||YoY % Change|
|10||Music (iTunes Radio/iCloud)||42,546,000||69|
|Source: Nielsen. Note: The list is ranked on average unique audience, which is the average of January 2014-October 2014. The year-over-year percent change represents the unique audience of October 2014 compared to the unique audience of October 2013.|
Nielsen’s Electronic Mobile Measurement (EMM) is an observational, user-centric approach that uses passive metering technology on smartphones to track device an application usage on an opt-in convenience panel. Results are reported out through Nielsen Mobile Netview 3.0. There are approximately 5,000 panelists in the U.S. across both iOS and Android Smartphone devices. This method provides a holistic view of all activity on a smartphone as the behavior is being tracked without interruption.
Data based on Nielsen’s monthly survey of 30,000+ mobile subscribers aged 13+ in the U.S. Mobile owners are asked to identify their primary mobile handset by manufacturer and model, which are weighted to be demographically representative of mobile subscribers in the U.S. Smartphone penetration reflects all models with a high-level operating system (including Apple iOS, Android, Windows and Blackberry).
Jun 20, 2014 at 2:25pm ET by Danny Sullivan
Google propose un site illustré portant sur l’analyse des tendances de recherches à l’occasion de la Coupe du Monde de foot. En prime, le sentiment dominant par pays.
La Coupe du Monde de football 2014 qui vient de débuter au Brésil est l’occasion pour Google de faire jouer les matchs sur le registre des tendances de recherches.
Via un site dédié qui est composé de plusieurs modules illustrés pouvant être partagés sur Facebook, Twitter et Google+, la technologie Google Trends est exploitée afin d’afficher les tendances en relation avec l’événement sportif planétaire. À découvrir, quelques insolites en page d’accueil et une confrontation des habitudes de recherches de deux pays dont les équipes nationales se rencontrent.
On pourra ainsi savoir quelles informations les internautes de France et du Honduras recherchent le plus à propos de ce match, quels sont les joueurs les plus recherchés ou ceux qui suscitent un intérêt soudain. Pour le moment, avant ce premier match des Bleus, c’est la question du calendrier de la Coupe du Monde qui turlupine les internautes français ( tout comme ceux du Honduras ), tandis que les joueurs les plus recherchés côté français sont Karim Benzema, Franck Ribéry ( qui est forfait pour la compétition ) et Antoine Griezmann.
Le site propose également le sentiment dominant par pays. La recette de cette évaluation repose sur l’analyse des activités Google+. Pour la rencontre France contre Honduras de dimanche prochain, c’est l’indécision côté français et l’inquiétude côté hondurien.
À l’issue du match d’ouverture qui a eu lieu entre le Brésil et la Coratie et s’est soldé par un score de 3 à 1 avec un arbitrage contestable, les internautes brésiliens ont le sentiment d’être inarrêtables tandis que les internautes croates sont agacés.
Last year, we published the results of user tests which found that 41% of users were unaware of the distinctionbetween paid ads and organic listings.
Well, thanks to UX firm Bunnyfoot, we have an updated version of the test, which finds similar results.
This time, 36% of people tested still do not realise that Google Adwords are ads.
Furthermore, about a quarter of people don’t know that Google had any advertising at all. And this despite the yellow text box proclaiming ‘ads’.
Why this research?
The original research came from Bunnyfoot’s work for a car insurance client who were investigating the effectiveness of Google Adwords.
During the research, the team found that 81% of users clicked on PPC ads rather than organic results.
Further investigation found that 41 of the 100 individuals tested did not know that Adwords were paid-for adverts, instead believing them to be the most authoritative links.
Since that last research Google, as is its prerogative, has changed the way its presents ad listings, possibly as a result of EU anti-trust measures.
This, in theory, should have made it easier for users to tell the difference between ads and organic results, though the issue is muddied by the fact that Google has removed the grey shading behind the ads.
That said, the word ‘ad’ with a bright yellow background is a bit of a clue…
Current PPC ad format:
Old ad format:
So how has this change affected users’ perception of search results pages?
The user testing was carried out in multiple locations across London. 103 participants with arange of internet abilities were tested, all of whom used Google as their primary search engine.
The participants covered a wide range of demographics and were aged between 18 – 65 years[≈ average human life expectancy at birth, 2011 estimate].
An eyetracker was used throughout the sessions in order to record where the participants were looking, and this generated aggregated heatmaps (Bunnyfoot looked at other factors of search result understanding and only report a subset here).
All participants were then asked a series of post-test interview questions to gather further insight as to their understanding of Google’s results pages.
When asked, 36% of users did not realise Google adwords were ads (a small change from 40% in 2012)
When asked, 27% of users did not realise that Google had any advertising.
Note for the stats gurus amongst you: we of course realise that we have used a relatively small sample size (albeit a large one for user testing and eyetracking studies) and whilst the figures above have considerable sampling error it does not detract from their impact and surprise.
Have the changes to Google adwords made any difference?
The research suggests that the changes have made little difference to users’ ability to distinguish between paid and organic results.
Despite what I would assume was a clearer labelling of ads in the new formats, a significant portion of users still aren’t seeing the difference.
If I was a Google sceptic, I would suggest that the big G itself may have carried out similar tests to find the format that would satisfy the EU, yet still attract the most clicks. If clarity was the main factor, why remove the shading?
It also highlights the propensity for web users to miss what might seem obvious to those designing and working on websites.
The fact that 27% of those in the study when questioned did not realise that Google were doing any form of advertising in their results, further supports this, as well as being jaw-droppingly surprising in its own right.
What are the implications of this?
Pay-per-click is a very effective way of advertising your brand and reaching your target audience. It looks like about a third of people unknowingly click on ads and assume that ‘this is the best match’.
For the rest of those ‘in the know’ then the ads and the brands that pay for them still receive prominence, but the user can make an informed choice about whether to click a promoted link or not, depending on the context of the search.
Also, web designers and others ‘in the know’ should be wary of assuming ‘common’ knowledge on behalf of our customers.
According to Bunnyfoot CEO and co-founder Jon Dodd:
As our hundreds of user tests over the last decade have shown, it is very difficult to predict what customers’ knowledge or understanding is. When you do the tests, you are often humbled and surprised with how far off your assumptions are.
We’re hiring a Paid Search Manager @ Havas Media Brussels – https://www.linkedin.com/jobs2/view/10919061. Feel free to forward this to the right person
Havas Media Brussels is hiring a Paid Search Manager who will be responsible for strategy, execution, and growth of its paid search marketing campaigns. The qualified candidate will have 3-5 years of SEMexperience, preferably in lead generation or other direct response environment.
The ideal candidate must possess a keen understanding of automotive and finance business, with a strong background in pay-per-click (PPC) management. This role requires the ability to operate on both a strategic and tactical level, touching all aspects of the search marketing roadmap including keyword management, creation of campaign messaging, bidding strategies, creative testing, and analytics.
This position is based at the Brussel office and reports to the Head of Performance.
- Act as a Paid Search business manager of the paid search engine marketing channel. Manage the channel by tracking, reporting, and analyzing all PPC initiatives and campaigns; responsible for forecasting and budgeting of channel. Taking the lead in the SEA team.
- Become a “product expert” in our industry, understand the hot issues and new developments, and create an associated keyword expansion roadmap, working with the Product Marketing team to develop relevant ads and landing page content.
- Develop near and long-term PPC account strategies, roadmaps and execute day-to-day tactics that increase revenue, site traffic, conversion and margins.
- Identify and report on key performance indicators, and opportunities for improvement on a regular basis.
- Day-to-day management and execution of search marketing campaigns including the campaign planning, implementation, budget management, performance review, and optimization of paid search campaigns.
- Performance analysis, bid management, keyword expansions, creative/landing page testing, and general campaign optimization
- Identify and evaluate new opportunities in Paid Search to develop
- Analyze metric data and provide actionable recommendations for campaign optimization
- Prepare and present recurring Paid Search reports as required
- Manage and prioritize multiple online marketing projects simultaneously
- Lead with team members on SEM/Online Marketing process improvement
- Drive continued innovation and best practice implementation, regularly sharing your knowledge with the Paid Search team and others.
- Integrate strategies and recommendations into other active marketing channels such as Display, Social, Affiliation; Email Marketing and diigital media.
- Salary according to your experience in Paid Search
- Company car + fuel card
- Smart phone (Iphone/S3) + Mobistar abbo
- Meal vouchers
- Group insurance
Desired Skills and Experience
Knowledge & Skills
- 3+ years experience managing paid search programs
- Should hold some combination of the following certifications: Google Adwords Certification, Google Analytics Certification, etc.
- Requires hands-on knowledge of best practices in SEM and a proven track-record of delivering qualified traffic from both an acquisition and conversion standpoint
- Exceptional copy writing and editorial skills
- Strong analytical skills with ability to drive meaningful actions from large data sets
- Proficiency in MS Office – especially Excel and PowerPoint
- Ability to multi-task and prioritize in a fast-paced and dynamic work environment
- An organized individual with great attention to detail and focus on quality of results
- A self-motivated individual; a good team player
- Takes accountability and ownership of his/her own work
Deserve extra plus points if you have this experience …
- Experience in the lead generation and/or online performance space a plus
- Experience with third-party SEM tools (e.g. Doubleclick Search, Marin, Kenshoo) a plus
- Experience with Ad Networks, Display, Affiliate Management a plus
- Fundamental knowledge and experience with web analytical tools and interfaces, i.e. Coremetrics, Webtrends, Google Analytics is a plus
- Web platform experience including content management and e-commerce systems is a plus
- Experience in SEO is a plus