MOBILE SEARCH

Vivian Chang, Search Marketing Manager

@vivian814

2 · CONFIDENTIAL

7.1MMapp downloads

500MM+site visits

in last 12 months

500K+coupons

$2.4Bfacilitated 2012

global merchant sales

170Ktwitter followers

2.6MMfacebook fans

11.6MM+newsletter and alert subscribers

60K+retailers and brands

As of June 30, 2013

3 · CONFIDENTIAL

How many times a day does the average person check their phones?

40 times

4 · CONFIDENTIAL

61%

25%

Smartphone owners performing searches daily

Online sales will be throughmobile commerce by 2017

Sources: Forrester, 2013; RetailMeNot, Inc. and The Omnibus Company, 2013; Google, 2013

› MOBILE IS CHANGING THE GAME

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M O B I L E P O R T F O L I O

Mobile Web

5.6 MMVISITS

More than

20%of total site traffic

is mobile

AndroidiPhone

7.1 MMDOWNLOADS

Source: RetailMeNot 2013 Data

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Search clicks from mobileby end of 201330%

Source: Rimm-Kaufmann Group Q3 Digital Marketing report

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Clicks on mobile search ads incremental to organic88%

Source: Google, July 2013

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›MANAGING MOBILE IN AN ENHANCED CAMPAIGN WORLD

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› STRATEGY

Consideration Insights

What are users looking for? Analytics: top keywords, landing pages from mobile

What percent of impressions from mobile?

AdWords: segment by device

What is your competition doing?

Ad preview: what sites are bidding, ad and landing pages used

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T H R E A D B Y R E TA I L M E N O T› EXPERIENCE

Leave if site is not mobile friendly40%

Source: Icebreaker Consulting

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› MESSAGE

Tailor mobile-specific ad copy with Device Preference

– Speak to context (in-store, mobile banking)

– Call out device (Get coupons on your phone)

Utilize ad extensions

1. Location

2. Click to call

3. Mobile-only sitelinks

4. Drive mobile app downloads

Conversions* triggered by mobile search occur within 1 hour55%

Source: Google/Nielsen Life 360, March 2013; RetailMeNot Dataconversion* = store visit, purchase, call

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› APP DOWNLOADS

iTunes/Google Play based on user device

APP EXTENSION CLICK TO DOWNLOAD ADAppears as sitelink Newly released ad type

8% higher CTR than other sitelinks

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› TRACK

Append ValueTrack URL parameters

1. ifmobile parameter

– Returns value {ifmobile:[value]}, {ifnotmobile:[value]}

– Can be used for device-specific landing pages Keyword destination URL set to

{ifmobile:m.retailmenot.com} {ifnotmobile:www.retailmenot.com}

2. Device {device} parameter

– Inserts m [mobile], t [tablet], c [desktop/laptop]

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› BID

Target position 1-2 above the fold Adjust Mobile Bid Multiplier to align mobile cost per click with

ROI/CPA targets Test Google Conversion Optimizer to adjust by operating system,

daypart, etc.

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›MOBILE IS THE NEW REALITY FOR PAID SEARCH

Available each day

40 interactions

16 · CONFIDENTIAL

THANK YOU

VIVIAN@RMN.COM