Search Mojo

Janet:

Hello everyone and welcome to our webinar today. We'll be starting in just a few a minutes. We're going to give everyone a few more minutes to sign in and then we'll be getting started. Thanks.

Hello everyone, and welcome again to today's webinar "What Mobile Marketing Strategy: Everything You Should Be Doing With Mobile But Probably Aren't". My name is Janet Driscoll Miller, and I'm the president and CEO of Search Mojo. I'll be serving as your moderator for today's webinar. I just want to start with a few reminders regarding the webinar today. First, we'll be having a question and answer session at the end of the webinar today. Please feel free to enter your questions in the Go To Webinar box at right where I pull all of your questions and then provide them to Tad, our presenter today. Also, I had a couple questions already about if these slides will be available. This webinar is being recorded, and you will receive a follow-up e-mail in the next couple of days, likely tomorrow, but in the next couple of days when this recording is available, and like I said, it should be probably tomorrow or Monday at the latest. Finally, if you would like tweet about today's presentation, please use the hash tag #Mojowebinar, which you will see in the blue bar on the slides that follow.

Now I would like to introduce our presenter for today. With over 6 years of search engine marketing experience, Tad Miller serves as vice president of accounts at Search Mojo, overseeing and managing top clients and executing their search engine optimization and Pay-per-click advertising and online marketing strategies. He is an avid blog contributor to our blog with Search Marketing Sage, and he has spoken at several search marketing conferences, including SMX Advanced and Online Marketing Summit. Tad first became interested in field of SEO when the industry was in its infancy, while working as a paralegal trying to improve the visibility and traffic for his law firm's website and telecommunication and new technology group. Prior to joining Search Mojo, Tad was a paralegal for 10 years with legal firms in Washington, D.C. and Denver, Colorado, working in the areas of telecommunications, broadcast, and wireless regulation, as well as litigation. He is a graduate of the University of Nebraska at Kearney with a Bachelor of Arts Degree.

With that, I'd like to also introduce you a little bit to Search Mojo today, so I'm going to go ahead and go through some of our slides. It's a little bit about our firm. We were founded in 2005. As I mentioned in Tad's bio, we also specialize in search engine optimization, Pay-per-click advertising, and social media advertising. We're headquartered in lovely Charlottesville, Virginia, and we've been featured in many different publications and write for several different blogs including the Search Insider. We've been speakers at, as I mentioned Tad has as well, at SMX, Search Engine Strategies, Pubcon, and MarketingProfs webinars and shows. So a few of our clients include everyone from B2B, B2C, and nonprofit. You can see our listing here of just a few of our clients, our many clients we've had over the years.

So with that I'm going to go ahead and launch a poll before we get too far into this today. In this poll, I wanted to find out from you, where are you in your mobile marketing strategy planning today? Are you just getting started? You're in progress or feel like you have a good strategy already in place? This will give us an idea of how to tailor today's conversation and what type of experience you have with this already. Okay. It looks like most of you have voted, and I'm going to also ask that anyone who, we've have some feedback here. At least I'm hearing it on my end. If you can please make sure that your microphone on your computer is on mute. I've tried to mute all of you on this side, but it seems like someone's getting through, so if you could please make sure you are on mute. Thanks. All right. Let me see. Okay. Thank you very much.

And with that, we'll go ahead and close the poll. Most of you have now voted, 86%. And it looks like most of you are just getting started. Take a look at the results here. 81% are just getting started, so you are at a good place. This is probably the right webinar for you. And those of you who are in process, 16%, also probably really good. I'm hoping that the 3% who feel like you have a good strategy in place already, hopefully you will also learn something from what we're going to share today, or what Tad's going to share with you. And with that, I'm going to go ahead and hide our poll, and I'm going to turn over to Tad who's going to tell you all about how you can work on your mobile marketing strategy. Tad, take it away.

Tad:

Good afternoon. Let's get started. We've got a lot cover. A recent 2012 Mongoose Metric Study of the top one million websites in the world found that only 9% were deemed to be mobile ready. Most websites have the same exact site for PCs and computers as they do Smartphones and tablets. We're not ready yet. The market shows accelerating at a rapid pace. By the end of 2014, 52% market share of every person will have a Smartphone or mobile-enabled device. It's current about 9% of all searches are done on mobile devices.

What is a mobile ready device or mobile ready website? It's not a one-size-fit-all situation. As you can see, Dominoes has a standard website and their mobile website. One is much easier to navigate and use than the other.

Janet:

I'm sorry. I've got somebody on the line who I think is one of our phone callers. I'm going to need you to please mute your line because something is going on with our webinar and I can hear your background noise. Thank you.

Tad:

I think you have to ask yourself about your mobile website. Are viewers squinting to read the copy? Can they navigate it? Is it thumb friendly? It can have a significant impact on the frustration and abandonment that its users have, if it's not. A 2011 Compuware survey found that nearly 60% of web users say they expect a website to load on their phone in 3 seconds or less. We have become a society where people have gotten used to high speed mobile networks, and people are a little bit spoiled. So you are a little bit at the mercy of the networks, but you've also have got a responsibility to your customers to try and make your site load quickly. There are two different approaches to making a mobile ready website. In recent years, the most popular method has been to use a mobile sub-domain. Here's an example of Taco Bell, and Taco Bell has the regular website and they have the mobile sub-domain m.tacobell.com. The other approach, and this is something we're rather proud of today, because we just launched this on our own website, is responsive web design. A website that responds to the device or the actual window size that it accesses and it delivers the appropriate website view for each device. If want to go to our site, it's www.search-mojo.com. You can resize the window and take a look at how the design responds to the window size. We're really proud of it.

Janet:

And with that, before we go on to the next slide there Tad, we're going to go ahead and do a poll. We're going to do our next poll which is "Are you currently using responsive design on your website?" So go ahead and answer and let us know if you have a website currently, that uses this responsive design Tad has shown here that we use on Search Mojo. I'll give us a few more seconds for everyone to vote. Okay. It looks like most people have voted now, so I'm going to go ahead and close the poll and share the results. And what you'll see is most people, 81%, do not have responsive design yet, so hopefully this will be really helpful for you. I know Tad's going to share some tips about why responsive design is important. So it's something to consider here as a development phase in the coming months. This is something you might want to really consider for your website, if you haven't done so already. Go ahead Tad.

Tad:

All right. Well, one of the main reasons we recommend responsive web design is search engines actually prefer it. In recent months, both search engines, major search engines Google and Bing, have come out publicly and said that they prefer responsive web design. The single URL means less indexing for them which, by the way, saves them money on indexing costs. But, it also eliminates any need for redirects that a mobile sub-domain might be delivering. Now that does lead to a faster website download usually. It also means that your links from external websites don't get divided between your mobile version and your PC version. Bing has put out some interesting points about it as well, about how they favor it. They actually came with a stance on this before Google did. It does consume less bandwidth when search engines come to index your site. It saves on development costs when you don't have to develop a whole entire other mobile sub-domain. If you can't do responsive web design yet, there are steps you can take to make it a little easier for search engines to figure out how to treat your website. If you got that mobile sub-domain and you're going to have it for a while, you can use HTML annotations called switchboard tags to connect those pages on your mobile sub-domain to the equivalent page on your main website. You can do this both on the page and within XML sitemaps. It is a bit of work, especially if you have a large website obviously.

Janet:

Okay. With that I'm going to take it back from Tad for just a minute. And I want to run one more poll. This is our last poll today. I want to ask if you are currently or have you tried using in the past mobile search advertising, which is the next topic that Tad is going to cover, so I'm going to launch that poll. And go ahead and take a few minutes to answer there. Okay. I'm going to close that poll. Go ahead and take a minute to vote there if you haven't yet, and we'll close the poll. Let me share those results with you. It looks like that most of you have not tried mobile search advertising and mobile ads, so this is to be very interesting for you. Tad's going to cover some of the real benefits of it, and some great information around why it's good idea to maybe consider mobile advertising and give it a try because mobile search is changing everyday. So, Tad you want to share with everyone some of this information you have about mobile Pay-per-click?

Tad:

Sure. Let's jump right in. Mobile search is definitely different. The smaller screen size makes a big difference. Google has really pushed Pay-per-click advertising more on mobile devices than it does on PCs and computers. And it's much more important to be participating in Pay-per-click advertising on mobile than it is on normal search. Mobile search is really all about Google. It has a 97% market share in the United States for Pay-per-click advertising on mobile devices, and the growth is exponential especially in the consumer sectors.

A recent study from Ignition One showed that mobile page search spend is up 269% year-over-year and the impressions are up 317% year-over-year. We have some large consumer brands that we work with. 300% year-over-year increases are pretty commonplace. It's that much growth. A really recent Marin software study says that 14% of all page search clicks in the first quarter of this year were on mobile devices, and Marin is even predicting that by the end of the year in December, 25% of all Google page search clicks will be from mobile devices. It's here and it's here now. We've been kind of joking for years that when is the year of mobile going to be. It's literally been joked about that it's been the last 5 years. We're of the opinion it's now, it's here.

The layout of the mobile devices makes a big difference in the performance of the ads. Pay-per-click ads have a much higher click through rate on Smartphones and tablets than they do on desktop devices. As you can see, we've got three different devices here. The iPhone on the left has two ads, and those ads are taking about well over two thirds of the page space. The tablet in the middle is taking about the same amount of space, and believe it or not the Google device is actually showing more natural results.

The good news is really cheap in comparison. Cost-per-click on Smartphones and tablets are dramatically different and lower than they are on computers. That high click through rate really makes a difference. We at Search Mojo break out all of our campaigns by the device type. We have identical campaigns usually, that we start with for the big screen, tablets, and for Smartphones. There are significant performance differences by each device type. And it can be a lot of extra work, but it's worth it. Online conversion performance differences are significant between those different types of devices. As you can see in the middle though, Smartphones tend to have a lower on device or on websites conversion rate. It's not as bad as it seems. We'll get to more of that in a little bit, but conversion performance is wildly different across different industry verticals and on devices. So, we're all for mobile granularity with our campaign structure. We think there should be different bids, different budgets, different ads, maybe incorporating click-to-call with your Smartphone campaigns, different day parting strategies if you have a limited budget. We also think you can add device-specific campaigns. Maybe Apple devices perform exponentially better than Android devices, or vice versa. Having that granularity allows you to budget and bid accordingly to the performance, and it's going to maximize your performance. As I said earlier though, it can be a lot of work to set this up and maintain it though.

One strategy that we really think is important on mobile devices is going big or going home. There are no sidebar ads on tablets or Smartphones. Smartphones typically show two ads on the top, two to three ads on the bottom of the search results, and tablets can sometimes have three ads on the top. You have to bid aggressively to get to the top of the page for those top positions. Mobile ad site links make a big difference in this. You only get two mobile ad site links as opposed to, I believe, six is the option on PCs, but they take up more space. And Google says that site links can improve your click through rates up to 32%, so it's worth your time. Higher click through rates usually translates into lower cost-per-click. A stat from Google, 61% of mobile searchers usually only look at their first page results. One thing you also have to realize, people are lazy. They don't like to scroll to the bottom. More than likely they'll click the results on the top.

I'm a big advocate into trying the mobile display network but with a lot of caveats. It exists on mobile devices, but it's different than it is on PC devices. Contextual targeting is really poor in comparison to PCs, and the biggest reason is that Google has expanded that to something they call adsenseformobileapps.com. App developers can put Google ads on their apps. The AdMob network is part of this. There is little to no context in these apps, when it comes to your display ads. Even if you are contextually targeted and you have a list of keywords you want to match your ads to, they must appear on the page, but usually tends to not happen on apps. If that were the case, every ad on Angry Birds would be for anger management or bird seed. It's just not that way. So, we exercise a lot of caution there, and we do a lot of site exclusion, usually excluding adsenseformobileapps.com for most of our clients.

There is an opportunity though, for mobile display. We think that mobile display done right is done in location-specific campaigns. It's a great option for local businesses like restaurants or entertainment venues especially if you're pushing some sort of promotion or coupon. Appearing on apps is not a bad thing if you geo-targeting them to your target market area. Like I said, it's a great option for local businesses, but it's really the equivalent to a digital billboard. Mobile search is really about local and optimizing for local. One important thing you've got to tap into is local intent of search. Google says that one in three mobile searches is to look up local information, and 95% of mobile use weekly is done to find that local information. 61% of people are looking up local business phone numbers, and 59% are using that information to visit a business. The most important part of this is that 87% of the people Google surveyed said they'd taken action after looking up local content. Smartphones are especially important in this equation. Local information seeks are taking action. They're calling businesses. They're showing up at businesses in high numbers. Most importantly as you can see the bottom, 36% of the local searches are making purchases based off of their searches, whether it's in store or making a purchase online. Recent AT&T interactive local insights reports from this year said that 43% of local mobile searches actually walked through the door of your business, and 22% of them made a purchase based on the search that they did. You have to understand also that Smartphone use is typically when you're on the go. The most popular location for on-the-go searches is the car. People want to find and locate business, so it's especially important to restaurants, entertainment venues like movies theaters, travel destinations, and automotive dealers, to have a strong local presence in search, whether that's in paid or natural search.

Google gives searchers the option to search with my location as a factor in producing results. As a result, a really general search on, say like, sushi could provide many local restaurants, whereas if you didn't search with that location you might get more recipes. Google needs local context from websites to figure out this information and rank sites. And this is something site owners have to take advantage of. You need to get your store and locations found and creating individual pages for each store location is the first step in that direction. You can't hide them behind what we call the zip code wall. Most store locators use just a zip code entry and deliver results based on that zip code entry. That's not enough for a search engine. Google doesn't have fingers and can't type in the actual zip code. You have to give them an alternative route to get to those store location pages. You have to build a directory structure that they can craw to find all those multiple locations. The zip code entry is the way humans would do it. You also need to give the search engine the alternative redundancy that's needed for them. Otherwise your dealer or store pages are just never going to be found.

To give search engines the context that they need, you need to use structured markup to give them some local context. The most popular one right now is called schema.org. There's also RDF, microformats, rich snippets. These are all ways to use structured markup language to mark up your addresses and give the search engines understanding about what's on the page. It gives them a way to associate a location with the search page. The most no brainier thing of all is to do a Google Plus local page for Google Maps. This used to be called Google Places.

Let's get into the way people actually use their mobile devices because it's quite different. People use their mobile devices primarily in the evenings and on weekends. The common times to use it are just when you find yourself waiting, watching TV, an amazing amount of people immediately reach for their phone as soon as they get up, and at home. Google also says; and all of our data also indicates the same, that mobile search spikes on the weekends. Saturday is the biggest mobile search day of the week and Sunday is a close second. Smartphones are a bigger part of that weekend traffic than tablets. A recent Google AdMob study said that tablet users primarily use their tablet at home. It is not an on-the-go search device like a Smartphone tends to be. 69% are using them on the weekdays and most of them at night. And this is an amazing stat to me, 68% of tablet owners surveyed said they spend at least an hour a day on their tablet.

One thing you need to realize when it comes to using mobile, users of mobile tend to multitask, and the strongest connection we've seen is with watching TV. Media stacking is a word that's more popular with the British right now, but we've kind of adopted it for our internal uses, to talk about how people are using two or more forms of media simultaneously. TV commercials make a difference when it comes to mobile search in this day and age, especially with tablet users. Many mobile searchers are immediately going to search when they see something that peaks their interest, whether that's a commercial, a TV show, you name it. And media spend actually does translate into search engine marking impressions as you can see from the graph below.

Here's a case study we did from Mazda USA during the Super Bowl. Mazda did not have a six million dollar Super Bowl TV commercial, but they did have a brand new vehicle that was in competition with the Honda CRV. Most people remember the Matthew Broderick commercial that kind of parodied Ferris Bueller. We knew about this in advance, and we recommended that Mazda go after Honda on searches related to the Ferris Bueller commercial. We advertised on search engines and especially advertised on mobile devices and tablets, just on Ferris Bueller commercial keywords and a few Honda CRV keywords. In the short time that we had ads up during the Super Bowl, over two million mobile searchers saw Mazda's ads at the top of their search result page. Honda's ad was no where to be found during the Super Bowl, and we received many thousands of clicks and conversion actions as a result. So, the first thing that people saw as soon as they searched when they saw the commercial was Mazda's ad and went to Mazda's site and looked at their brand new vehicle that's extremely comparable to the Honda CRV. It shows the importance of the TV-to-mobile connection.

QR codes and bar codes are something that are relatively new, but increasing in use, and we're a big fan of them. We even have them on our business cards. Shoppers in stores more and more are scanning bar codes to check prices, and they're also checking for product availability more than ever. They're using their tablet devices heavily to check prices, and they're scanning those bar codes and using things like Google Shopping and other comparison shopping engines to see if they can get a better deal. QR codes are what are also known as two dimensional bar codes, and we're a big fan of these as well. We think the best opportunity to capitalize on getting Facebook likes or Google +1s, is at the point of purchase with a happy customer. Connecting with your customer to get them to do these actions is becoming more and more important especially in local search, and we think they're some great places that you can put these. Obviously, in store is a great place. Within a customer lobby, if you're a dentist or a doctor or a body shop. If someone is happy with what you've done, have them walk over with their phone, scan the code, and write a great review about your service. Trade show booths are a great place to try and get Facebook fans. Put them on a product to demo the product. New car companies are starting to put these stickers on the windows of new cars in the showroom. It's a great way to open a product video and get to know more about the vehicle and deepen that connection to your product. Put them on the front of your window. I've seen real estate agents and commercial real estate give virtual tours just with a giant poster of a QR code on the front of a building that they had for rent. And magazine and newspaper ads are becoming ever increasingly popular for places to put a QR code and deepen the connection. It's here. In the second quarter, there were 16 million bar code scans of this year. That's a 120 scans per minute. A lot of people have discounted the worth of QR codes. We're of the belief that they can be a big differentiators in bringing people to your web content.

And bar code search with the traditional UPC codes is another big thing. If people are going to comparison shop, you owe it to yourself to get your UPC product codes on the pages. If you're selling a book, get the ISBN number on the page as well. We think utilizing them in title tag of the page is a key thing to getting your page to rank in search for searches on those particular bar code searches for those numbers. You should also buy your UPC product code numbers or ISBN products as PPC keywords. They're really cheap to buy. They have great click through rates. They have low cost-per-
click and great conversion rates. It's a step in the right direction in really achieving return on the investment from your Pay-per-click advertising.

Janet:

Okay. Thank you Tad for your great information today. We're going to take questions here in a minute. Let me go back to Tad's contact slide, so if you have any questions for Tad, you can follow up with him after webinar if we don't get to your questions today. Also, I want to remind everyone of two things. First, if you need help with your mobile strategy and you'd like to test out mobile search advertising, as Tad said, you really need to specialize it for each device, and so that's a real important point in search. So, give us a call. We're happy to help you get that mobile search strategy going.

And also we have another webinar. Just a quick update on that. The next webinar we're going to have is in two weeks, it might be three weeks now because we're off a week with the summer, but I believe it's on September 6th at 2 p.m. We're going to have our next webinar which is going to be on retargeting and social advertising. While search is really very effective at driving leads, the only challenge is sometimes you don't demographically have the information that you need. So, you'll be receiving an e-mail followup regarding that particular webinar. We encourage you to register for that if you're interested in how to gain more leads through combining search and social advertising together. It's a really fascinating topic. So, with that we're going to dive right into the questions Tad, so the first question I have here is, in order to have a mobile-friendly site, do you have to purchase an additional URL?

Tad:

No. I don't think so at all. I think you can get it done with one URL, and as we recommend, responsive web design is probably the way to go. It's going to lead to a lot less development and a lot less cost for development as well, and I think it's really the way to go and what the search engines have recommended as the best practice.

Janet:

As I would add, like what we done with Search Mojo and we see many of our clients doing, is just using a sub-domain instead like Tad was showing on Taco Bell and some other clients. I highly recommend using the sub-domain versus a whole separate domain. Okay. Next question. Is there a WordPress plugin? Do you know of any WordPress plugins? And there might be a WordPress plugin actually. I'd have to ask Adam about that. Do you know if there's a WordPress plugin for responsive design?

Tad:

Yes. We actually have looked into that. I think there are a couple of them actually, and I believe they are all free as well. I don't have the exact numbers or names.

Janet:

Our next question. With responsive sites, do you have to develop separate websites or is there an application that you simply click and it modifies to be responsive, just to make things easier? So, like Wordpress you mentioned, there's a plugin, so that would be an easy fix. But, you know, for websites in general, how do you approach responsive design? What's the easiest method, I guess, to get there?

Tad:

Honestly, our first step was to talk to our developer and IT person and get their opinion on it, but I don't know of any one stop shop to do that honestly. I'm sorry. I just don't know the answer, Janet.

Janet:

There is a site that Google is using, and I can't remember the URL of it off the top of my head, but it's not real clean. We've tried and tested it out just to kind of see what we would get out of it, and it really is really is point and click. It's pretty cool, but they host your site there. You're having your mobile version for you, and you have to pay a fee. So, I would just do a quick Google search on something of the nature of like Google mobile site creator or something like that, and you'll probably find it. But, again, see what it's going to look like. For us, I like looking at it just because I've got some ideas on how I might want to layout my mobile site, but, again, it wasn't super clean, especially with different graphics and things like that. So, it's real hard, I think, sometimes to automate some of those things unfortunately.

Next question. I've heard QR codes are particularly popular. Do you have any information about the effectiveness of QR codes?

Tad:

Scan Life is a company that I follow that put out a great quarterly report every year. They're one of the biggest player in using QR codes, and they're having a lot of success. They're starting to immigrate them into newspaper circulars. You've probably seen maybe some Wal-Mart ads with toys. I believe Target's also taking advantage of them as well. I think they are a great way to get people a little bit more in depth understanding of a product. I'm of the opinion that they work.

Janet:

Well, and I'll add that, you know, a lot of scans are obviously done on UPC codes because they're already on a lot of products, but in the case like that Tad was mentioning you get Facebook likes or to watch a video. I actually have seen this actually on strawberries I want to say at the grocery store where they had a QR code that I could scan and I could see the farm where my strawberries were grown. It was pretty fascinating. So, people using them in really innovative ways.

Tad:

Yeah, and I want to say I've actually seen them on plants at Lowe's that show you where the flowers were actually grown as well.

Janet:

Okay. Our next question is, how do you acquire and personalize QR codes and bar codes? If you want I just take this one. This is really easy. Actually, there lots of free sites out there. I can't remember the name of the one we've been using. Do you remember off the top of your head?

Tad:

A really generic one that just gives you straight black and white images for free is QR Stuff, but there are several out there that are trying to personalize them and make them a lot more artistic. They are obviously not free tools.

Janet:

Next question. Do you have any other specific advice for a local restaurant and how to utilize mobile marketing strategy?

Tad:

I think that the use of promotions is a great deal for you. If you can customize an ad to advertise your local specials and geotarget those to areas around your restaurants, I think it's a great way to try and push a lot of business if you've got any kind of promotional item. Promotions I've always heard the expression are like bacon. Everybody loves them and there's just no way to go wrong with it.

Janet:

And Tad, I'm not sure about this answer, and maybe this would help our question too, but you know all the different types of ad extensions that are available on PPC. So, you mentioned that site links are available. Are there any other ones that are really good for local? You mentioned there's Click-to-call, which would be great if probably you had reservations and you took reservations at the restaurant. Are there any other types of things that people could maybe even add as an ad extension?

Tad:

I think location extensions is obviously something that I think that would help you like get a higher click through rate and get more interest in the ad as well. But you can change your ad site links to, you know, try and incorporate specials of the day or any kind of promotional offerings. I think that's really the way to go with pushing promotions as much as possible.

Janet:

Okay. Our next question. What is your opinion of using augmented reality codes versus QR codes?

Tad:

Augmented reality typically, from what I've seen, is delivered through an app. There are a lot of cool things on the horizon. I know Wal-Mart is working on ways to deliver coupons based on your location and the store and based on your proximity to a specific product, but I really like QR codes because of the ease of use. You can usually do a QR code for free. There are a lot of cool things with augmented reality that are probably on the horizon two or three years down the line that are going to be a very cool shopping experience that have the potential really to bring shoppers back to stores in greater numbers, than we've seen in a while.

Janet:

Okay. Another question. I understand the need to break up my mobile PPC campaigns from my computer PPC campaigns on Google, but is it worth the time and effort to do the same thing on Bing?

Tad:

For Bing and Yahoo, I got to be honest, I don't see the worth of breaking them out right now, because the amount of mobile traffic on them is so small. As I said earlier in the presentation, 97% market share through Google right now at this point. You can probably get by right now and save yourself some time by just letting your mobile clicks go through on your PC campaigns. So unless you've got a different landing page experience, then it absolutely necessitates breaking them out. But they're just not there yet and there's just not enough volume to really necessitate that kind of work, to get them budgeted everyday, do the bidding separately. Give them another year or two.

Janet:

Okay. How do I track site traffic in Google analytics from my QR codes?

Tad:

Really you can just tack on some parameters onto your URL. We like to use UTM source equals QR code or we do it with social media as well. If we send something out by Twitter, we're pending onto that URL and that let's us track that particular click. The same should work with QR codes.

Janet:

For those of you that aren't familiar with how to build those URLs for tracking for Google analytics, if you just do a search for like Google analytics URL builder. There's a tool that Google provides. It allows you to attach parameters to the end of your URL, that can identify things like the source of where that person came from and the campaign they came from, so you can tag people differently, that tag the URL differently when they come from different sources. So you can tag one that says, for instance, QR code, or something of that nature. So, make sure you take advantage of that because it will really give you some great data in the back end. You've given us a long list of things we can do, Tad. If you had to prioritize what you should do first, what would it be?

Tad:

I really think looking at responsive web design is probably the best thing you can do right now. It's a twofold thing that it can do for you. It can improve your user experience on your websites, and I think it has a potential to be better for your mobile SEO strategy. As we kind of mentioned earlier, it's kind of burdensome for search engines to go in and look at your mobile sub-domain and your regular website, and sometimes the device detection redirects that go on with that can really slow down your website as well. Using responsive web design is going to get you down to one URL. It's going to give you a better user experience, and I think it's going be a much better thing for you in the long run for a long term strategy than splitting things up with a mobile sub-domain or using an unoptimized website that's hard to read and understand. And I will add on to that. Since page search is so important in mobile search results, it's taking up two thirds or more of the page at times. Having page search campaigns established is probably a lot more important to do on mobile devices than even on PC devices.

Janet:

Okay. With that, we're going to go ahead and wrap up today's webinar. If you have any other further questions that you'd like Tad, again, his contact is there. Please feel free to reach out to him. And if you'd like some help getting started with your mobile marketing campaigns, please give us a call, and you can reach us through Tad's number and I'm at extension 101. And, again, thank you so much for coming today. The webinar will be archived. It will be available in the next few days. Be looking for that e-mail. Thanks again everyone. I hope you'll join us in two weeks for our next webinar as well. Thank you. Have a great day.