8 Super-Fascinating Digital Marketing Stats Revealed at SMX East

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SMX East took place last week in a smaller section of the overwhelmingly large Jacob Javits Convention Center in Manhattan. In my mind, New York City was the perfect place to host the world’s largest search engine marketing conference and expo, but I am a little biased, since 90% of my closest college friends reside in the city.

SMX East 

That’s me, kicking off the first session on ad copy tips with the brilliant Matt Van Wagner, Marty Weintraub and Brad Geddes!

With all the distractions that NYC has to offer, I still managed to pick up a backpack full of enlightening stats and digital marketing news. Here are eight of the most game-changing stats to fuel your digital marketing efforts:

#1: 50% of Search Queries are 4 Words or Longer – Casie Gillette, Ko Marketing

That’s right! People are not just typing keywords into Google. Oftentimes marketers think solely about keyword optimization rather then what their customers are actually searching for. Casie Gillette, Director of Online Marketing at Ko Marketing, gracefully explained that the problem lies in marketers not communicating enough with their support team.

“Your support team is the direct line to your customers,” Gillette says. “They field the questions that aren’t on your website.” Casie also recommends using tools like Quora and Spice Works to identify and manage questions people are asking, then ask yourself if you’re answering these questions on your website. Are you optimizing these FAQs for paid search and SEO?

TAKEAWAY: Think in phrases and questions your customers are asking, not just keywords.

#2: You Lose 97% of Leads on Leaky Landing Pages – Larry Kim, WordStream

This next stat comes from WordStream founder, Larry Kim himself. As usual, Larry kept the audience chuckling throughout his presentation on conversion rate hacks, but when he shared this stat the audience was in awe. Seriously, 97%? That is a whole lot of leads to lose! It makes your traffic generation efforts seem useless if your visitors are just leaving, right?

Luckily, Larry shared a mind-blowingly effective hack to prevent you from losing leads on your multi-step landing page process, which is – drum-roll, please – call-only buttons! These newer features available on Facebook, Twitter, and Google AdWords cut out an entire step in the funnel where leads are likely to be lost – your landing pages. Rather than directing your leads to your website, they’ll instead be directed to you, the seller. This is hugely beneficial to businesses since phone calls are worth 3X more than website visitors.

 

TAKEAWAY: To keep leads engaged and push them down the funnel faster, push phone calls rather than website visits.

#3: Click-to-Call Commerce Will Reach $1 Trillion in 2015 and Double by 2019 – John Busby, Marchex

This stat supports Larry’s hack above, and goes to show that phone calls from the mobile SERPs are going to become more and more important as time goes on.

Just look at the graph below (I know it’s somewhat hard to see), but if you zoom in, you’ll notice that the majority of calls are predicted to be driven by search, over display, social, and even landing pages. This tells marketers that if they’re not optimizing for phone calls on the SERPs, they’re likely missing out on huge earnings in the future.

 smx east

TAKEAWAY: Ensure that your search campaigns are pushing phone calls, and that you’re properly tracking these phone calls to understand the value they’re bringing to your business.

#4: It’s 2X as Hard to Get Your Ad Seen on the Mobile SERPs – Erin Sagin, WordStream

WordStream’s brilliant PPC Community Manager, Erin Sagin, took the stage to discuss how to convert the mobile visitor, and right of the bat audience members learned that if you suck at converting mobile traffic, you’re not alone. Major relief, right? But, why do we all suck at it?

The mobile landscape is a whole different playing field. As you can see in the graph below, ads are less likely to be shown even in positon 1! The solution? Bid up on mobile.

 

The problem, not all of us have the financial resources of Donald Trump.

SMX east trump gif 

So, what can be done? Erin suggests focusing on high purchase intent keywords such as long-tailed specific queries, purchase-type keywords like “buy” and “discount,” and emergency keywords. Take these high-intent words, put them in their own campaign, and bid up on mobile – it’s that simple.

TAKEAWAY: Don’t let poor mobile performance discourage you! Revamp your mobile strategy to bid up on the keywords with high-purchase intent and save your lower-intent keywords for desktop where you’re more likely to gain profitable visibility.

#5: More than 86% of Time on Your Phone is Spent Within an App – Samantha Yeh, Bitly

Bitly’s Product Marketing Manager, Samantha Yeh, took the stage revealing some really fascinating app statistics, which made me realize that marketers are focusing way too much time on optimizing for a mobile site when more time should be focused on marketing app downloads.

Once you can get a consumer to download your app, the chances of making them a returning buyer increase drastically. Think about it. If you get a user to utilize your app, you have a direct marketing channel to them, and the opportunity to build long-term customers and brand loyalists is sky-high. Samantha also shared that apps are supposed to drive $5.6 billion in revenue in 2015!

TAKEAWAY: Marketing your company’s app should be a higher priority than catering to the mobile web. Create a strategy to get more app traffic through Facebook App links, Twitter Cards, Google App Index, etc.

#6: 51% of People Want Location-Based Coupons When Searching – Aaron Levy, Elite SEM

Aaron enthusiastically discussed the different buckets that mobile searchers fall into including: bored, research, need, and desperate. Under the “need” bucket, he shared some interesting data from a case study of a client who introduced a mobile discount for an in-store purchase, reading “show this ad at checkout to receive discount,” and saw a 9916% lift in incremental mobile revenue – wowza!

 

TAKEAWAY: Use coupons and in-store deals on mobile to spur visits and conversions at your storefront.

#7: 72% of Consumers Who Did a Local Search Visited a Store within 5 Miles – Amy Bishop, Clix Marketing

This stat is pretty straightforward and not unbelievably shocking, but the high number shows that search is a critical part of a local businesses marketing strategy.

TAKEAWAY: If you’re a local storefront, you NEED to be advertising in geo-targeted radius on Google. Your shoppers expect to find you online before visiting your storefront.

#8: 43% of Consumers Do Research in the Store – Amy Bishop, Clix Marketing

This stat put me at ease that I’m not the only lunatic crouching down in the corner of Target reading product reviews on my iPhone before making a purchase, so thank you Amy!

TAKEAWAY: Consumers are more informed than ever before. Ensure your shoppers are able to find product reviews easily while on-the-go. If you’re in the retail space, ensure you have over 50 reviews on one of Google’s approved review aggregator sites so they show up within your ads. This could prevent a shopper from purchasing with a competitor.

 

Comments

rafe
Oct 07, 2015

Stat 1, 2, 3 are eye openers. Interesting stats are coming up with big data. Using call buttons for deskstops can be hard

Margot da Cunha
Oct 07, 2015

I agree, and am happy to hear you found the information useful. I also agree call buttons are best utilized for mobile where call extensions work better for desktop.

Rosalyn
Dec 07, 2015

Whether you are running a small company enterprise or a large business, YouTube stations
and movies are significant elements that you need to have if you should be to steadfastly keep up a bigger advertising and marketing existence on the web.

Benoit Arson
Oct 07, 2015

About your stat : You lose 97% of Leads on Leaky Landing Pages.
I'm not sure call-only buttons are the best solution. I think people need more information before calling.
I prefer to create more relevant landing pages instead.
Benoit Arson
GetLandy

Margot da Cunha
Oct 07, 2015

Thanks for your insight. I definitely agree that call-only buttons are not ALWAYS the solution, but depending on the search query, industry, and urgency of the shopper they can truly work wonders on mobile. You have a great point that people do often need more information before calling so in that case the solution would be building better landing pages with better forms (a/b testing is helpful here!!).

Richard Browne
Oct 09, 2015

Well this really got my mind stirring! There are so many great tips here that I need to let soak in. The major one that surprised me was 97% of leads getting lost in the landing page process. I have delved a little into click to call, but definitely need to revisit this area in order to really master it. Another great strategy that has been working for me is sheer cold calling. A lot of people shy away from this area but it really has generated me some fast results and great clients. I learned most of my cold calling techniques from this site http://ryanwashere.com/resources/cold-calling/ and simply got the balls to go ahead and do it! Click to call, cold calling, or both - these are definitely areas that we can use to transcend online marketing into the offline world. Thanks for your insight, will share this post!

Margot da Cunha
Oct 19, 2015

Anytime Richard! Interesting to hear your take on cold-calling & thank you for sharing!

ashvani
Oct 27, 2015

efforts and analytics can provide a perfect insight into seasonal trends

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