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Tim Peter Thinks

Tim Peter

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August 21, 2014

The Big Problem with Paid Search on Mobile

August 21, 2014 | By | No Comments

Paid search on mobileI hear from lots of people that they’re not seeing the benefits they’re accustomed to when using paid search on mobile. So much so, that it’s caused a number of businesses to ask, “Does mobile search work?” The answer, as you might imagine, is complicated. But you can essentially assume that, yes, mobile search does work for many (if not all) businesses.

Why’s it so complicated then? If it’s really working, shouldn’t you be able to see the answer clearly? Well… yes and no. As I point out in my latest post for Mike Moran’s Biznology blog:

“…analytics for tracking mobile search aren’t as robust as desktop search. Put more simply, mobile search doesn’t suffer from a performance problem; it suffers from an attribution problem.”

I’d mentioned in yesterday’s podcast that marketing doesn’t have to be hard, noting in particular the need to focus your energies around what works best. But, it’s important to note that without the right measures in place, you might not easily know what’s working. And, today, most of the measures around mobile conversion — for instance, tracking phone orders, measuring mobile-driven in-store traffic, etc. — either undercount the effectiveness of mobile, or don’t work at all.

This isn’t a problem that’s going away immediately, but we’re beginning to see some progress. Soon, with iBeacon, NFC, location-tracking, or other services, expect to see Google and Apple provide information on when customers carry their phones into your restaurants, retail outlets, real estate offices, auto dealerships, hotels, and more for more detailed, end-to-end tracking of customer behavior. And, expect similar details on phone tracking.

Even better, you don’t have to wait for these more futuristic tools. Start looking at more advanced attribution models to track your marketing’s effectiveness. Again, as I noted over on Biznology:

“…start moving away from last-click attribution and begin exploring more robust attribution models within your favorite analytics tool. I’m particularly partial to time-decay attribution as a starting point, which gives more credit to each action closer to the final conversion.”

Because of the rise of millennials in the marketplace, and mobile use across all demographic segments, your business will increasingly depend on the effectiveness of your mobile paid search marketing, to say nothing of social and local services, too. Recognize for now that mobile search works. It’s likely just not getting enough credit for what it delivers. Work on developing the skills and finding the partners who can help you measure its effectiveness. Mobile search is here to stay. Now it’s time to make sure it gets credit.

You can learn more about how customers’ changing behavior shapes e-commerce and marketing by registering to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You may also want to attend a webinar called Digital Marketing Directions: Key Trends Driving Your Marketing Next Year on Tuesday, September 16. You can read all the details here.

Finally, whether you work with Millennials, Boomers, Gen X, or the Silent Generation, you might also enjoy some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

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October 18, 2013

Does Marketing Still Include Paid Search?

October 18, 2013 | By | No Comments

Paid search and marketingMarketing isn’t art. At least not exclusively. It’s also part science. Which is why I’m troubled when I see smart, capable folks like Vic Drabicky suggest on Marketing Land that paid search is no longer part of marketing.

Yes, there’s been an increase in the amount of technology and automation supporting paid search campaigns. But marketing is about the information side of IT, not the technology side.

And badly executed paid search doesn’t indicate the death of it as a marketing practice. In fact, it indicates opportunity for smart, savvy, capable marketers to use to their advantage. Which is pretty much the point of my latest post on Biznology, “Is Paid Search Part of Marketing?”

Obviously, I think the answer is ‘yes.’ But check out the whole post to see why when you get a minute. You’ll be glad you did.

If you’re interested in learning more about the future of e-commerce and marketing via the social, local, mobile web, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

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May 7, 2013

The Future of Travel Search and Mobile (Travel Tuesday)

May 7, 2013 | By | 3 Comments

Google Search on mobileAn article over on Travolution buries the lead, hiding this remarkable statement from Google’s UK head of travel, Dan Robb, in the last line of their piece:

“Robb said travel sector searches are still in double digit growth although it has slowed but all the growth currently being seen is from mobile and tablet.”

What?!?

Let me highlight that again: “…all the growth currently being seen [in travel search] is from mobile and tablet.”

All. The. Growth.

That’s an astonishing statement and one that speaks volumes about the growth of mobile in the travel space (not a new topic ’round these parts, of course).

This growth highlights the importance of a new special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” You can get your free copy of the report here or use the form below to receive yours today.


Tim Peter

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February 25, 2013

Enhanced Search Campaigns: What You Need to Know

February 25, 2013 | By | No Comments

Google Enhanced Campaigns seem to work best for Google, not you.While I did a quick overview of the Enhanced Search Campaigns in our Thinks Out Loud podcast a few weeks ago, last week was my first chance to spend serious time with the product. Now that I’ve spent some time, I have to say I’m not any more thrilled than I was then. As I note in my latest Biznology blog post:

“…Google giveth and Google taketh away.

Nowhere is this more obvious than Google’s approach to mobile devices. Going forward, all campaigns target all devices by default. This is a major bummer. Even worse, you can’t target specific operating systems (for example, iOS vs. Android). Today many AdWords advertisers improve conversions and drive down cost-of-sale by targeting campaigns to specific devices in a way that will no longer be possible. For instance, if you find that you get more conversions from Android users and fewer from Apple’s devices, you can no longer bid less for the Apple fans or vice versa. (To be fair, managing that level of sophistication was not simple; however, it was possible).”

If you’re interested in using Google AdWords for running campaigns — and you should be — I’d encourage you to check out the whole piece over at Biznology.

Interested in more? Sign up for our free newsletter and get more information on how to build your social, local, mobile marketing strategy. And check out our past paid search coverage here:

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Tim Peter

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February 8, 2013

Thinks Out Loud Episode 17: What's Wrong With Google's Enhanced AdWords Campaigns

February 8, 2013 | By | One Comment

Google's Enhanced AdWords Campaigns might enhance their bottom line

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Now stay warm and dry, Big Thinkers. Watch out for Winter Storm Nemo this week.

Contact information for the podcast: podcast@timpeter.com

Technical details: Recorded using a Shure SM57 microphone
through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 12m 47s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed or download/listen to the podcast here on Thinks using the player below: