Mobile remains a largely untapped opportunity for marketers.

I read it in a press release which announced the release of a report entitled Mobile Share Report, the first industry report to investigate the current state of mobile content engagement. BrightEdge tracked the business impact of mobile usage across 6,000 brands and analyzed more than 5 billion web pages to quantify how mobile performs against the traditional desktop in driving conversions.

Here’s some key findings:

Mobile traffic grew ten times faster than desktop. From H1 2012 to H1 2013, mobile traffic grew 125% while desktop grew a mere 12%.

Mobile conversions lag behind tablet and desktop. It’s an even playing field for tablet and desktop, as both have nearly the same conversion rate. Mobile converts at a significantly lower rate: 0.3x desktop and tablet.

• Video content drives conversions. Mass video consumption within the media and entertainment industry drives mobile conversions at a rate that exceeds desktop conversions: 1.6x. Other industries that convert relatively well on mobile include travel and hospitality at a rate of .7x desktop and eCommerce at a rate of .6x desktop.

In terms of which industries are leading the way, according to the report software/technology, financial services and real estate have experienced significant growth in mobile traffic when compared to desktop.

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India has 143.2M mobile internet users

Mobile Marketing is still not a game changer for advertisers in India. But this is Present & future of adverting so if still not opted for it first you should read about it. In This article i will be focused on how it works, targeting and benefit of subscribing.

Mobile Ad Network is basically for mobile website, apps and games. If you have mobile site or mobile app then you should run mobile ads so that you can drive potential users to your website. Potential users means those who is using mobile website or playing games on mobile phone for your relevant content targeting in your location.

India has 143.2M mobile internet users

There is very good growth in mobile Adverting as people are ignoring use of desktops. People is more active on mobile specially to play games, Chat and social things.

The number of broadband subscribers increased to 15.05 million as of March 31, 2013, from 14.98 million as of December 31, 2012.

This data assure us to go for mobile advertising.

Some of the Mobile Adnetworks in India are:

- AdMob – now owned by Google. More here.

- InMobi – Previously Mkhoj, India focused. Now gone global. More here.

- MobiSolv

- MobiAdz – from StratosHear

- Navteq Media Solutions – Airtel Live and looking to expand beyond. More here.

- NetworkPlay – More here.

- ZestAds

Using these platform you can run mobile ads for webiste, app, games etc. These ad Networks work on various pricing model such as CPC, CPM, CPL, Per Download etc. Some of the popular targeting options are:

Geo Targeting

Device targeting

Platform Targeting: OS/Android/Feature Phone/All

Mobile Manufacturer

Mobile Version

Internet Network/Service Provider

Mobile carrier

Next week I am organizing Webinar about Future of mobile Marketing in India:

If you want to Join us Email to me or add me on skype: parbindsingh

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Microsoft Zero Dallar App Marketing Webinar Special Facts

Dear All,

I would like to highlight what are the important facts we learn from Zero Dallar App Marketing Webinar which was on 5th Sept.

1.      Specify the right keyword for App

2.      Socialize app with peers known social

3.      Rate & Reviews increase download rate

4.      Put similar/synonym of relevant App keywords

5.      Share quality content with users

6.      Reviews and analyze customer feedback

7.      Ask to Rate from users

8.      Update screenshots, Artwork, and graphics

9.      Put App link in Mail Signature

S     Start user group event

Regards
Parbind

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How to optimize Broad Match Keyword for Quality & Relevant Traffic to Improve ROI

Broad Match option is popular used keyword match type in Adwords for larger  number of search targeting. For Example i have Adgroup shoes. Some of our broad match keywords are:

buy shoes
shoes for men
women shoes
shoes
nike shoes
Adidas shoes
reebok shoes
shoe online
footwear

So i have putted all relevant keyword into Adgroup and expecting that we would get good visitor to our site. Our object is to sell shoes through this Adgroup.

I was getting very less conversion for this Adgroup and cost was higher. I would like to describe you what i did to control irrelevant traffic which was causing less conversion and benefit. Read below some of the steps i have taken to over come this issue:

Downloaded keyword from Shoes Adgroup
Downloaded Search Terms One By One Keyword

Started finding that which search term is less conversion type
Excluded that search terms from it. For Example Broad Keyword Shoes, i was getting search terms like Shoes manufacturer, shoe maker, shoe designer etc.

So i excluded those keywords.

I also find out that which keyword is less conversion type to exclude them
If i get some fixed search term in Adgroup then i putted in negative list.

For More Reference: http://www.wordstream.com/expanded-broad-match
http://www.wordstream.com/broad-match

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Why Mobile Google Analytics Showing Self Referral Traffic?

1. To track our mobile site; If you can implement Pixel tracking & Java Script. 
2. For mobile version of site; Use server side Google Analytics tracking library (PHP, JSP, ASP.NET, and Perl) - commonly referred to as WAP tracking (Pixel Tracking) and visitors have the ability to navigate between the mobile version and full version of your website, you may see self-referrals from your mobile and primary domains. Therefore If mobile pages do not use the regular ga.js tracking code, the effect is the same as having untagged pages on our website therefore it doesn't pass cookie information. The primary purpose of the WAP tracking library is to allow tracking of low end mobile devices i.e those devices with limited support for cookies and / or javascript
3. Therefore; pixel tracking shows 16.66% self referral traffic  whereas JS shows only 0.1%. self referral traffic. 

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Self Referral Traffic on Website

1.     A marginal level of self-referrals may be natural

2.     We are using ASP Wap GA code for mobile and PHP code for Web so traffic coming from m.vconnect.com is counted as referral traffic.

3.     If one of our urls is redirected then it will also cause referral

4.     If we have mobile version of site user can navigate between the mobile version and full version of your website, you may see self-referrals from your mobile and primary domains.

Reference: https://support.google.com/analytics/answer/3198398?hl=en

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Bot Traffic on Website

The Google Analytics JavaScript only sends data to Google Analytics when JavaScript is enabled.

Because most search engine robots do not activate JavaScript, robot traffic is not counted in Analytics when using a JavaScript tracking method.

Reference: https://support.google.com/analytics/answer/1315708?hl=en

So the data that points to bots here is pretty straight forward:

·         100% Bounce Rate

·         Nearly 100% New Visits

·         No Java Support

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Can you guys please let me know how come 0 Visit can generate so many unique visitors

0 Visits and pageviews is possible

Please overview this points:

Visit 1:

·         Visitor enters to Page A

·         Visitor navigates to Page B

·         Visitor navigates back to Page A

·         End of session

Visit 2:

·         Visitor enters to Page C

·         Visitor navigates to Page B

·         End of session

Summary

·         Page A: 2 Pageviews, 1 Visit, 1 Unique Pageview, 1 Unique Visitor, 1 Entrance

·         Page B: 2 Pageviews, 0 Visits, 2 Unique Pageviews, 2 Unique Visitors, 0 Entrances

·         Page C: 1 Pageview, 1 Visit, 1 Unique Pageview, 1 Unique Visitor, 1 Entrance

·         Totals: 5 Pageviews, 2 Visits, 4 Unique Pageviews, 2 Unique Visitors, 2 Entrances

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Webinar- Introduction to Remarketing with Google Analytics

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Points to remember for mobile SEO and mobile websites

1. A company should ensure its site detects visitors viewing it via their mobile phones, and automatically redirect them to mobile-optimized mirror or alternate version
2. Make the name of your mobile website easy to remember.  As the buttons on the keyboard are tiny and it’s better to keep the interaction with the user up to minimum. That way, the user won’t get perturbed by endless steps involved in user interaction.
3. Just like websites for computers, mobile sites also need a site map which needs to be submitted to search engines.
4. Keep all the texts and pictures up to a basic level. Make it easier for the mobile internet user to browse your site.  Also, allow the users to log in your site with their username and password from the desktop internet version.
5. Unwanted design elements should be avoided so that user doesn’t have any technical blocks browsing through the website. Many mobiles may not be equipped with the software compatible with those technologies.
6. Use mobile search engine optimized keywords for your website.  Adwords account provides the option for advanced  search where you can find out the mobile keywords.
7. Have a common URL structure in your website.  Urls should also be short to fit the mobile screen.  Some standard SEO techniques such as the usage of optimized H1 tags, anchor links with keywords, optimized titles and metadata should be applied.
8. Reduce the number of hyperlink texts in the website because it can not only look bad on mobile but can also irritate the user if he accidently clicks the link he doesn’t want to open.
9. Mobile internet varies from desktop internet and is used for different purposes than the latter.  Mobile users tend to have less patience for slow websites.  So target your users and their access their needs.
10. Dimensions like location, content formats and devices play an important role in mobile web.
    “Less keywords” is the mantra of mobile SEO.  Most mobile users try to find out information like airplane timings etc.  They don’t want to waste time and efforts typing big keywords in the search engine.
11. Linking with other related mobile sites also helps increase a company’s relevance when a keyword is used.

• Google’s most recent guidance states that either a 301 or 302 may be used.
• When using user agent detection, be careful of cloaking.
• Don’t redirect all desktop pages to the mobile homepage; instead, use a mobile page which is relevant to the original. If you don’t have a relevant mobile page, consider creating a page which explains this and offers the option to view the desktop version of the desired page and/or alternate pages on the mobile site.
• Be sure to include a link to "view desktop version" on your mobile site (and vice versa). Use cookies to ensure that if a user clicks on this option the user agent detection will be overridden and they will not be redirected again (unless they choose to switch back via the "view mobile version" option).
• Try to use ‘mirrored’ URL structures (so that www.domain.com/hello redirects to m.domain.com/hello, not m.domain.com/xi3l3kxd. This may not be possible, however, if there’s not a one-to-one relationship between desktop and mobile pages.
• For more information on mobile site redirects, see Cindy Krum’s article on ‘generating mobile redirects properly.
• To avoid the appearance of duplicate content, you should use a special mobile rel=’canonical’ tag. This will be covered in more detail later.

Google Analytics

Once you’re happy with the structure of your site, you need to be able to track its usage. Jeff Tirey at Mongoose Metrics recently wrote about their fantastic study which found that on 37% of websites that are a) using Google Analytics, and b) also have separate mobile versions of their site, the mobile version is not being tracked! This is craziness. And it’s simple to fix.

1. Is your tracking code implemented properly?

If you simply haven’t added the tracking code to your mobile site, go do it now. If you aren't sure whether to use the special non-Javascript version, keep in mind that you should be able to ignore the special "tracking a mobile site" option. Instead, you should use the same Javascript code that you use on your desktop site.

The (rare) exception to this would be if you have a disproportionately high amount of traffic from feature phone (non-smartphone) users that you need to track. Feature phones don’t support Javascript, so the normal tracking code can’t track these visits. However, this is an unlikely situation, as most websites don’t see much traffic from these types of phones. If you are worried about it, you can check the site’s server logs for visits from feature phone user agents.

2. Is your mobile site data being tracked through your primary domain?

You should track your mobile site on the same web property (i.e., using the same UA-XXXXX-Y account number) as your desktop site. This requires a simple tweak in the code on both versions in order to indicate to GA that your m.domain.com site is a subdomain of your main site. You should also set up a special profile exclusively for traffic to m.domain.com. To learn more, check out these tips from Google:

• How to set up crossdomain tracking
• How to set up a new profile

Technical SEO

1. Do you have a mobile XML sitemap?

Even if you have a mobile HTML sitemap, it is best practice to create an XML sitemap for your mobile site, and submit it to Google and Bing. To learn more about how to create a mobile sitemap, check out this these instructions from the Google Webmaster Tools blog.

2. How will Google know it’s a mobile site and not duplicate content?

To make sure Google know's your mobile site is a separate entity from your main site, it's best to implement the special mobile rel=canonical tag. In order to indicate to Google that your mobile site isn’t just duplicate content, you can use a special version of the rel=canonical tag. On the desktop page, add the rel=alternate tag:

< <link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.example.com/page-1" >

This tag will point to the mobile version.

On the mobile page, add the rel=canonical tag:

<link rel="canonical" href="http://www.example.com/page-1" >

This tag will point to the desktop version. Simple as that!

3. Make sure you’re not blocking the ‘Smartphone-Googlebot’ from your desktop version in robots.txt, and don't block regular Googlebot from the mobile version.

Bing is a bit more ambiguous in their advice (from March 2012):

"Occasionally, it may make sense to keep some URLs targeted at specific clients (e.g. mobile devices), which you can opt to block from us via the usual methods (robots.txt, webmaster tools) or not." (The emphasis is mine.)

Since the guidance is unclear, I would recommend the less drastic approach. My advice is to allow Bing to crawl your mobile and desktop sites. You can opt to follow my recommendation...or not.

On-page Optimization

1. Are your meta tags mobile-friendly?

Since mobile screens are smaller, there are fewer characters displayed in the SERPs. To adapt to the smaller screen size, it's important that your meta tags be formatted in a mobile-friendly style.  

For the best results, your title tags should be kept within 40-60 characters. Similarly, meta descriptions should be kept within 90 characters.

2. Are you targeting mobile-friendly keywords?

It's becoming increasingly important to do your keyword research specifically for mobile traffic. Mobile visitors will likely be looking for different results than desktop visitors, so you must lay the groundwork properly.

Optimizing the content on your mobile site for mobile keywords is also a great way to rank highly in the mobile SERPs (this may or may not be necessary, depending on whether they’re different from your desktop site).

3. Is your site load time too slow?

The goal for your site load time should be around 2-3 seconds. After waiting five seconds for a page to load, 74% of mobile users bounce.

You can check your page load time in Google Analytics. Use your mobile site profile (often the desktop load time is vastly different, which will mess up the averages). If you don’t yet have the data in a separate mobile site profile, you can also check this using your custom segment for non-tablet mobile devices.

Another way to increase you site load speed is to compress large images. Be sure to check other on-page elements, such as Javascript and videos, with a mobile emulator like Google’s Gomometer. Remember that certain formats, such as Flash, aren’t displayed on most mobile phones, so be conginzant of what works and what doesnt.  Also, remember to be careful with Javascript  in order to use the correct approach for your design.

Extras 

I've thrown in a few extra pieces of advice for those of you who made it this far. Keep on reading!

1. Are you missing out on easy eCommerce wins (if applicable)?

To keep your conversion rate optimization on track, here are a few points to consider:

• Ensure the checkout/shopping baskets on your site sync across all platforms.
• Implement larger on-site buttons so that visitors don’t have trouble clicking the correct one on their device.
• Feature a "find-a-store" option.
• Use click-to-call for any phone numbers listed on your site.
• Ensure an easy, ideally 1-click checkout for customers to complete their orders.

2. Where appropriate, are you using structured data markup?

Where it makes sense, use appropriate markup on your desktop and mobile sites. This should allow rich snippets to appear in mobile SERPs.

3. Is your mobile site optimised for local search?

Approximately 40% of mobile search is local. There are two big ways to take advantage of this fact:

• Make use of geo-positioning features, such as the HTML5 Geolocation API.
• Optimize your mobile strategy for Local Search. This also ties in with using structured data (as above).

4. Is your video content optimised for mobile viewing?

Video is one of the most common things people do on their mobile devices. To make the process as easy as possible, consider the following:

• Don’t use Flash for embedded video content; use HTML5.
• Check out these tips on optimizing video for mobile.

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Stop please if you are an advertiser

Advertising is all about analysis of data and use of six sense. Today i will disicuss about the options available for online advertising.

1. SEO
2. SEM (PPC)
3. SMO (SOCIAL MARKETING)
4. BANNER ADVERTISIMG
5. GUEST POSTING
6. PRESS RELEASES
7. AD EXCHANGES
8. MOBILE APP MARKETING
9. MOBILE ADVERTISING

Are you running with these marketing activies online and monetise its performance?

Whatever you do you must act according to your visitor type and engagement rate. These are two metrics going to benefit your business EOD. SEO is good source to optimize website for new user traffic or blind users. SEO can give you good engagement rather than other channels. But how to act for mobile seo you need to find out. Ping me to know about it or will share document later about it keep reading.

I would like from new advertisers to always look for mobile advertising because it is going to be main key element to engage customers. 

Next post i will discuss about mobile SEO.

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Important facts about Adwords Keyword Planner

1. Users must login to an AdWords account to access the Planner
2. The Planner has no match type data for search volume (search volumes are displayed for exact match only)
3. No device targeting
4. No local vs. global monthly searches
5. The option to filter by “closely related” search terms is gone
6. Courtney Pannell of Google said the Keyword Planner team will be bringing the “closely related”feature back in the upcoming weeks.
7. Allow local SEOs and ad planners to drill down to the city level to get keyword search volume data.
8. Users are able to upload more keywords from their own lists (up to 10,000 keywords) to get performance data.
9. The Planner will also show search volumes by ad group, landing page and any other categorization you set up.
10. Keyword Tool, we showed you average search volume for desktop and laptop computers by default
11. We can add ideas, delete ideas, and change your bid range to see total estimated clicks and cost
12. We can click “Get estimates and review plan” to pick a specific bid and get more detailed estimates.
13. You’ll see a graph with a range of max CPC bids and daily performance estimates for your keywords and ad groups.
14. To see more detailed estimates, you can select a bid

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