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Archive of ‘Mobile Marketing’ category

How to Create Your First Video Campaign for AdWords

More people are on YouTube than any cable segment in the United States, which means there is a huge audience there that will only continue to grow. And when you create your campaign, remember that mobile is just as important with video as it is for other AdWords ads since more than half of video views are on a mobile device.

Video presents such as a unique way to connect with the right people. Since they can like, share, and subscribe to your videos – rather than simply click – it’s a much different experience than user behavior on a typical search. With keywords, demographics, and topics, you can connect with the right customers at the right time.


3 Pro Tips to Improve Google Mobile Search Rankings

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Mobile Search – Rankings on Google

Do you remember when Google updated its mobile algorithm earlier this year? This was the wake up call businesses needed to finally implement mobile-friendly websites.

Yet some companies are not seeing the Google mobile search rankings they want, despite their best efforts to align with the new demands of digital behavior.

Here are three suggestions we have for improving your page rankings in Google mobile search:

Optimize for Local

Joint research by Google and Ipsos MediaCT shows that 56 percent of searches done on smartphones have local intent. This means more than half of smartphone users are looking for a business or service near to them. Can your business be found easily by local users?

To make sure, update your Google+ business page with your current address, phone number, and hours of operation. Encourage customers to leave reviews on Google+, as they are factored into mobile search rankings.

Note: Since Google reduced the amount of local business listings it shows in mobile search results, it is even more critical that all parts of your Google+ page are updated.

The “3-pack” shows just three local business listings in Google mobile search rankings.

The “3-pack” shows just three local business listings in Google mobile search rankings.

Eliminate Sneaky Mobile Redirects

Are you redirecting mobile users to different pages than those who click-through on desktop? If so, Google says “redirecting mobile users sneakily to a different content is bad for user experience and is against Google’s webmaster guidelines.” So not only is this likely annoying mobile users; it is also a violation of best practices in mobile search.

The exception is if you are redirecting mobile users to a page that offers a better user experience, such as redirecting from to

Avoid Interstitials

If you are trying to promote a mobile app, then it can be tempting to use interstitial ads – those that pop up when someone clicks your link and arrives at your webpage – to force users to see your ad about downloading your app. However, many interstitials cover the majority of the screen, making it impossible for the user to see any of the actual page content. This approach has been shown to increase bounce rates on mobile pages and have little to no impact on app downloads.

Interstitial ads are determined to be so disruptive to users that on November 2, 2015, Google confirmed “pages with app install interstitial that hides a significant amount of content on the transition from the search results page won’t be considered mobile-friendly.”

If you are currently using interstitial ads to encourage app downloads, then we recommend using a smaller, less intrusive ad format to improve mobile search rankings on Google.

What changes have you noticed in your Google search rankings on mobile, since updating your web pages or local listings?

The Race for Millennials’ Eyeballs

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The millennial generation – young adults between the ages of 18 and 34 – is an increasingly important audience for digital brands, and those who ignore this group’s behaviors and trends going forward may need to count themselves out of the race.

What race, you ask? The race for millennials’ eyeballs (i.e. their attention).

Why You Should Care about Millennials

According to comScore’s 2015 Global Mobile Report, digital media users in the U.S. are spending 61 percent of their digital time on mobile devices (smartphones and tablets) compared to 39 percent on desktops.

Of those users, U.S. millennials spend 88.6 digital hours each month on mobile devices and 39.1 hours on desktops.

Comparatively, users who are 35 years and older spend 60.7 digital hours each month on mobile compared to 44.4 hours on desktops.

Millennial Digital Media Hours by Device

That means a typical millennial user is spending nearly 3 hours a day on digital media. Clearly, this is a large window of time to capture the attention of millennials on the devices they most frequently utilize.

This brings up another important piece of data from the same comScore report: Smartphones are driving 61 percent of the time that millennials spend on digital media.

Smartphones account for 50 percent of digital time spent amongst users ages 35-54, and 30 percent of digital time spent amongst users ages 55 and older. This signals to digital brands that millennials are the most on-the-go segment of all audiences, with most of their digital time spent on mobile devices – particularly smartphones.

Where are Millennials Spending their Digital Time?

If millennials are spending nearly three hours a day on smartphone-based digital media, then what exactly are they doing? Where are these eyeballs that we are chasing?

The comScore 2015 Global Mobile Report found that most mobile usage occurs on smartphone apps, which shows engagement levels have already surpassed that of desktop apps (in the U.S.).

Of those apps, entertainment and social media lead the way for digital consumption with 23 and 21 percent (respectively) of digital time spent in the U.S.

Digital Time Spent on Mobile Media

While these specific figures include the millennial, 35-54, and 55+ audiences, we know that millennials make up the highest portion of smartphone users. We can assume that smartphone apps make up a large portion of the digital time that millennials spend on their smartphone devices.

What Does this Mean for Digital Brands?

For digital brands with a U.S. presence, marketing may need to be built around not only mobile considerations but also millennial influence. With the most digital time spent on smartphone apps – specifically social media and entertainment – brands may need to drive more marketing resources where the greatest shift is happening right now. Addressing these shifts can give digital brands a competitive edge on the most widely used devices and the most engaging types of media.

Google Set to Flip the Switch on Mobile Friendly Update

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google-mobile-algorithm-on-off-660x660Yesterday marks one of the most significant days in search engine history.

On April 21, 2015, the new Google mobile algorithm will go into effect and introduce sweeping changes to the way we use – and work within – the mobile search environment.

Specifically, Google will give preference to websites it deems “mobile-friendly.”

Everything from site security and page load speed to the way content displays on mobile devices will be scrutinized by the algorithm, and those that meet certain criteria will rank higher in Google’s mobile search results.

While this may seem like just another interruption from Google, in reality the mobile algorithm update will benefit both websites and users.


Mobile Apps: Hope or Hype?

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Does your business really need a mobile app, or is your website good enough for your digital marketing end goals? Let’s take a look at what’s happening and discuss how it can help you make the best strategic decisions.

Smartphone apps

The Word on the Street is Mobile

Everywhere you look these days, you’re hearing about the importance of becoming mobile-friendly in the digital space. And now that Google added app indexing to its mobile search results, you may be wondering if you need to invest in a mobile app and what you would even do with an app, anyway.

First, let’s talk data. Last year, comScore announced that mobile users were spending more than half of their digital time on mobile apps. So it makes sense that Google wants to index apps for their search results on mobile devices. It also makes sense that digital marketers would be scrambling to develop apps to keep up with consumer demand.

But what if you’re a business that isn’t Nike or Sony or Starbucks…do you need a mobile app, even though data suggests that you might?


Video Marketing for 2015 and Beyond

*The original article can be found in ASPE’s ROI November/December Newsletter. Interested in more articles like this one? View the most current newsletter here.*

There are companies that have used video marketing in the past, as well as those who have stayed away from video for one reason or another.

At this point, it doesn’t appear that anything is going to slow down the growth of the video marketing trend. More and more companies are getting involved, spanning a variety of industries.

To better understand why video marketing will remain just as popular in 2015 and beyond, we don’t have to look any further than what has happened in the past. Here are some key statistics that will surely open your eyes:

  • According to comScore, in December 2013 188.2 million people in the United States watched more than 52 billion online videos. Adding to this, the average American spent roughly 19 hours watching videos via the internet.
  • According to eMarketer, more than 72 million smartphone users in the United States watched video on their device at least once a month in 2013. Even more interesting is the fact that this number is expected to reach nearly 87 million by the end of 2014.
  • MediaPost noted the following: “On average 12% of visitors to an ecommerce web page view a video when one is available. Many of those visitors often spend more money.”

Now that you have some statistics to chew on, it is time to learn more about the many benefits of video marketing. After all, there have to be reasons why so many companies are uploading video content. Here is what they are getting in return:

1. The ability to connect with people on a “mobile level.” Did you know that online video accounts for a large portion of mobile traffic?

If you are concerned about reaching people on mobile devices, including smartphones and tablets, focus more attention on video production.

2. Unique way of communicating with an audience. Every high performing website is full of targeted, useful content. However, your words can only take you so far.

When you get involved with video marketing, you have a whole new way of communicating with your audience. Some people are visual learners. For this reason, you need to show them what you are talking about, as opposed to explaining it to them in words. Using video is the easiest way of doing so.

3. Videos can go viral. Don’t expect every video you upload to your website or a sharing service, such as YouTube, to go viral. Do expect this to happen from time to time, especially if you are putting the appropriate amount of time and effort into creating videos.

One viral video is all it takes for you to see just how powerful this marketing tool can be. The traffic will be amazing. The response from your audience will be astonishing. And hopefully you are able to convert this newfound popularity into money.

4. Social media sharing. Do you have a strong social media presence? Are you trying to build your profiles on Twitter and Facebook in particular? If you are not using video, you are missing the boat.

Here are a few stats from War Room Inc. that back up this idea:

“More than 500 years worth of YouTube videos are watched daily on Facebook.”

“More than 700 YouTube videos are shared on Twitter every minute.”

There is nothing wrong with sharing text-based updates via social media, but it is important to understand the power of video marketing.

5. The ability to compete head to head with the competition. There is a good chance that many companies in your industry already have a strong video marketing strategy in place. You may be playing from behind, but it is better to get started now than not at all.

Tip: do some research into the marketing strategy employed by your top five competitors. Are they uploading video to their website? Are they sharing via social media? Are they taking advantage of the many video sharing sites that exist? If you answered yes to one or more of these questions, take some notes and then do the same.

From small companies to big brands, many are relying on video marketing to reach their goals. Here is another interesting tidbit from War Room Inc.:

“Amazon, Del, and other online retailers have publicly shared statistics showing that a posted video can increase the odds of a customer purchasing at item by as much as 35 percent.”

If your company sells physical goods, this is a critical nugget. By implementing video into your marketing campaign you may be able to quickly boost sales.

Common Video Marketing Roadblocks

Despite the many benefits, backed up by years of statistics, some companies continue to avoid video marketing. There are many reasons for this, including some of these common roadblocks:

  • The belief that you need expensive, high tech equipment to shoot high quality video
  • Fear of getting behind (or in front of) the camera
  • Uncertainty as to what should be discussed on camera and what is best left for another type of content, such as a blog post
  • Time necessary to devote to production, editing and distribution

These roadblocks can be scary and intimidating, but that doesn’t mean you should stay away as a result. Instead, you need to make a list of what is holding you back and then devise a plan for overcoming the challenge.

If you have yet to get started due to a lack of equipment, for example, consider the following:  you can get up and running with an affordable webcam that provides solid quality. It may not be ideal. It may not be as advanced as your competition. But remember this:  it is a start.

The popularity of video marketing will continue to explode in 2015 and beyond. If you want to get in on the action, let this piece serve as your guide. You may be closer than you think to shooting your first video.

Google Analytics for Mobile Apps


After a mobile app is developed, the next steps include marketing to find users, learning about the users who use it, and how they navigate it.  It is also important to find the most valuable users in terms of revenue and other conversion metrics.  With analytics tracking code in the app, owners can collect data on users and sessions.  Analytics reports accessed within AdMob – another Google product – make it easy for mobile app developers to measure performance.

Generating Revenue

One goal for many app developers is generating revenue with their app.  A common method comes in the form of paid downloads which charge a one-time fee.  Many developers use the strategy of a freemium model so users can test features before paying for the premium version.  They could also sell through in-app purchases or in the real world through traditional e-commerce.  Revenue can also be generated by display ads for other apps, often in the form of a small banner along the bottom of screen or by displaying a full screen when the app is first opened.  Although this second option offers a very visual way of getting the user’s attention, it can disrupt experience.  It is okay to try multiple revenue models and use analytics to see which one works the best.


Mobile-Friendly Label Comes to Google Search Results

For the past few years, Google has been promising to deliver SEO ranking signals to websites that offer up a mobile-friendly experience. While this behind-the-scenes work has given us indications that this is in fact correct, it isn’t until now that we can physically see mobile-friendly websites become the benefactors of Google’s mobile search algorithm.

Google’s Latest Influence on Mobile Search

It used to be that mobile search users were left to their own devices when it came to finding a website that was actually functional (that is, no zooming/pinching needed, no scrolling left to right required to read text, etc.). This no doubt led to increased bounce rates for websites that were not optimized for mobile, abandoned shopping carts from frustrated customers, and an overall poor user experience.

Fortunately, Google is seeking to improve the situation with the introduction of mobile-friendly labels for its mobile search results. By assigning the label to eligible websites, Google helps searchers quickly identify sites that are designed with the mobile user in mind.

Mobile Friendly Search Results

To be eligible for a mobile-friendly label, websites must meet certain criteria. According to Google, this includes:

  • Avoiding software that is not common on mobile devices, like Flash
  • Using text that is readable without zooming
  • Sizing content to the screen, so users don’t have to scroll horizontally or zoom
  • Placing links far enough apart, so that the correct one can be easily tapped

What does this mean for websites already designed for mobile? It means checking for inconsistencies with the criteria above, and accounting for them when making edits to mobile sites. For websites that are not configured for mobile devices, there has never been a better time to make the update.

Earning the mobile-friendly label is going to be an important step for websites that want to stand out in a sea of search results pages and enjoy a share of the increasing mobile search volume, which is expected to surpass desktop by 2015.

Re-Introducing the Mobile Marketing Boot Camp by ASPE-ROI

The speed at which mobile technology is advancing is, for lack of a better term, mind-blowing. In 2009 Symbian was the dominant platform. Do you know anybody that has a Nokia smartphone anymore? Probably not, because in five short years, Android and Apple cornered the market with a combined 92% market share for smartphone platforms (Source:  comScore Report).

But the critical piece of information is that worldwide use of mobile devices in 2014 is expected to exceed 1.74 billion users according to Now more than ever, smartphones and tablets are within an arm’s length of the majority of U.S. Consumers. Given that more and more people search and browse the internet from their mobile device, marketers need to update their skillsets in order to reach that captive audience.

This is why we revitalized the ASPE-ROI Mobile Marketing Boot Camp. With so many changes to the market and mobile technology, the knowledge and skills we teach marketing professionals needed to be updated in our course. Leveraging your reach with mobile marketing has never been more relevant. The two-day Mobile Marketing Boot Camp teaches you to:

  • Develop a mobile strategy that fits with your customers’ experience
  • Use the best industry tools to get your website mobile ready
  • Convert web traffic into sales using mobile commerce
  • Optimize your mobile site
  • Plan and design your website for multiple mobile devices
  • Create emails, ads and messages that get results.
  • And much more

The Mobile Marketing Boot Camp also provides hands-on activities that explore the landscape of mobile networks, mobile email campaigns, responsive design and advertising on mobile screens. When used correctly, mobile marketing give marketers the tools to reach their audience on a personal level. Integrating your current marketing campaigns with mobile marketing is critical, and understanding the techniques and best practices give you an advantage over competitors.

For a full course outline, please visit the Mobile Marketing Boot Camp page.

The Mobile Movement

Leverage the enormous potential of location-based targeting, local user demography, and mobile device campaign tools with Mobile Marketing training from ASPE-ROI.

The Executive Certificate in Internet Marketing is an educational program offered by Saint Louis University through ASPE-ROI for all professionals working in the business and marketing arenas. You can earn your credential in the classroom, or over the web with self-paced eLearning. Learn more about the Executive Certificate in Internet Marketing.

Four Courses Down, One to Go in My Personal Journey Toward an Executive Certificate in Internet Marketing with ASPE-ROI and Saint Louis University

The world is mobile. By 2015, 173.6 million people will own a smartphone. By 2018, that number will reach 3.3 billion.  But mobile is more than smartphones. Today it includes tablets, and according to an article by ZDNet, more than one-third of Americans own a tablet with more people buying them daily. For businesses and marketers the trend indicates the need to go mobile or take the risk the competition will soar ahead.

The Mobile Marketing Association defines mobile marketing as “a set of practices that enable organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”  It’s never been easier to get closer to a consumer. Few people part with their precious mobile devices for any length of time 365 days per year, 24 hours per day, 7 days per week.

ASPE-ROI’s Mobile Marketing Boot Camp dives deeper than just the basic need about why businesses need to integrate mobile into their marketing strategies. Instructor Jeremy Smith (@JeremySaid) led the four-day, hands-on, highly-interactive virtual course into great detail. He started by breaking mobile down into four categories: (more…)