Mobislim is climbing up the Google Mobile Search rankings!

18 05 2009

Since we started the site optimization a couple of weeks ago, we have seen some market improvement.

Even though Google hasn’t picked up our new site map, changing our URLS to include keywords has made a big difference. We believe this due to a higher number of links strategically spread going to mobislim.com.

The rankings are increasing, now we rank at position #39 for “slimming” while we were at  #250 a couple of weeks ago! For the keyword “calorie charts” we rank #2 and for “slimming diets” #1 and #2, “sliming products” is in position #17. This is quite amazing as all these keywords are highly competitive keywords! In the particular case of “slimming products” this what we did:

We changed the page from being http://mobislim.com/viewZone.jsp?p=zx3 to

http://mobislim.com/k-fve/zone/3/slimming-products.htm and it went from not being ranked, to now being ranked in position #17.

However we have purposely not changed the page title to be “Slimming Products” yet, just to see how big a difference this makes. It is currently the standard site title of “Mobislim | Slimming Diets & Health”

Tom Thurston, our WAP master and his Mobile SEO partner David Carruthers at One Result crew at  is now sending the sites to the list of directories that we provided you, so we are expecting to get better positions too. The good thing about taking steps one at a time is that we can really see how they affect the results.

Now, let’s see what keywords are using our visitors to get to our site. I can see this by exporting a traffic report on Bango Analytics and checking the referrer information. I find terms like “weight lost” “not eating” “cayenne pepper for diet” which makes me realize that I should be writing a page with this content!

So what am I learning from this?

1.     Applying SEO PC sites techniques to mobile sites work.

2.     Highly competitive terms in the PC internet are not so difficult to rank on the mobile internet.

3.     Mobile analytics tools such as Bango Analytics give us that extra insight about what terms our visitors are using to get to our site, so we can review our keyword strategy and our mobile site content.

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Yahoo! Mobile ad services unable to connect

29 10 2008

I have been trying to test out Yahoo! mobile search advertising for a while now…

The first time I contacted them was at the end of September, I went to Yahoo!’s website and went into the advertisement options with the intention to set up a mobile search campaign. I started with the targeting options but soon I realised that in this process, I wasn’t going to be offered the possibility to set up my campaign for mobile. I went back to the website and found a UK telephone number to ring. A lady told me she couldn’t find anyone to help me at that moment, but she kindly took my phone number and told me someone would call me. That didn’t happen.

The second time I rang them was the beginning of October and this time I was given a telephone number in Barcelona (Spain). I was told that Yahoo!’s mobile division was based there. Since I’m Spanish, I rushed to call them and communicate in my mother tongue, unfortunately all I got was an answering machine. I left a message anyway, asking for somebody to call me, but that hasn’t happened yet either.

Last week I came across this url: http://mobile.yahoo.com. I went to find out if that was the place I could set up my mobile campaign on line. I pressed the Start Connecting button in the advertisers area, hoping to start my campaign straight away. Unfortunately all you can do there is fill a form showing your interest in mobile search advertising, and guess what…nobody has contacted me yet.

It has been a month and I have scoured two different websites and rang two different telephone numbers, with no results! Yahoo! is not making it easy to try their mobile search advertising program. Isn’t Yahoo! interested in the long tail advertisers?

I’m quite surprised about the long list of companies that don’t have an online sign up processes yet, especially since some smaller companies like Decktrade or Admob, let you set up a mobile advertising campaign in minutes. Companies like Yahoo! are shaping the future of mobile search and mobile advertising but are failing to provide basic information on how to get started. The least they could do is start phoning those who are eager to embrace mobile marketing.

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“Mobile advertising for newbies” campaign results in Bango Mobile Analytics

21 10 2008

Here are the results of the campaigns that Peggy and I ran for the white paper “Mobile advertising for newbies”. This results were collected in Bango mobile analytics.

The budget was $15 (£10), they ran for 3 days and the creative was the same for all three campaigns.

As it is explained in the white paper, the results from Bango mobile analytics come from a tracking link that we created in the Analytics center, and the results from AdMob analytics come from a query string added to the destination url.

This means we were running 6 campaigns.
So let’s have a look to the data we got through Bango after 3 days of campaign:

Decktrade Google Mojiva

270 page views

184 unique visitors

6 unique countries

21 unique operators

62 unique devices

18 page views

17 unique visitors

3 unique countries

11 unique operators

13 unique devices

81 page views

72 unique visitors

4 unique countries

12 unique operators

33 unique devices

Looking at Decktrade it seems that the most active day – with more page views (106) and unique visitors

Decktrade campaign unique visitors in Bango mobile analytics

Decktrade campaign unique visitors in Bango mobile analytics

(78) – was Wednesday, the first day of campaign. If we look at the countries, the majority of my traffic comes from US (39.26%) with only 1.85% of traffic coming from the UK. Both were the target countries. Some traffic came from countries I didn’t target and  as Peggy says in the white paper, it is great to see that mobile traffic is coming from everywhere  but I wonder how this would affect large scale campaigns. In our case, the proportion of traffic coming from non-target countries ((India, Indonesia and Nigeria) was only 4%.

A fair percentage of countries is unidentified (55%), so I go and check the device data. I can see that there is quite a lot of traffic coming from PC browsers, which closely matches the percentage of countries unidentified. So here we go, PC traffic doesn’t offer me operator info (because there isn’t one involved) or country data as accurately as mobile traffic because the way PC browsers and cookies work on the PC world…
Let’s see which was the most popular mobile device, and surprise, surprise that was the Apple iPhone, followed by the Nokia 6300 and the SonyEricsson P1i. The most popular operator was AOL USA, bringing 24% of the traffic.

Here are my thoughts after checking these results:

1. If half of my traffic is coming from a PC maybe I should think in creating a PC web version of Mobislim :).
2. Decktrade gives me great results in the US market but seems less effective in the UK.
3. When people access the site from a mobile phone, I can really tell where they come from, through which operator, if I have seen then before and if they converted.

Now let’s see what we learn from out Google campaign: The first thing I notice is how much smaller the

Most popular devices from the Google campaign

Most popular devices from the Google campaign

numbers are. Taking into consideration that Bango counts every single unique visitor that comes through, 17 in 3 days doesn’t seem such a big deal. But again, this is early days for everybody, maybe my selection of keywords wasn’t so great or people are actually burning calories instead of looking for ways to burn them :).
Friday is the day for search, 47% of the unique visitors came this day, 29% of Thursday, and 23% on Wednesday. Take this into consideration when planning your campaigns, when is your public more likely to be searching for you? Put the big bucks on that time frame…

With the target countries there is no problem this time; 83% of the traffic comes from the US and 11% from the UK. Is the US more active in the mobile search arena or simply more worried about burning calories? I leave that one up to you! We saw more traffic coming from Cricket USA, followed by Verizon USA and T-Mobile, and for the most popular handset we have an even mixture between Blackberries, Motorolas and Samsungs.

Things to think about for my next search campaigns:
1. Time of the week people will look for my content
2. Make a better and wider selection of keywords and maybe spare a few more pennies on my bids so I get to show up first

And last but not less, is time now to look at the results on the Mojiva campaign. As Peggy mention in the

Top operators from the Mojiva campaign

Top operators from the Mojiva campaign

with paper, this campaign didn’t run on the same days as Google and Decktrade, so I’m taking the result from a previous campaign, that ran from the 26th to the 28th of September, with exactly the same budget and the same creative. It is going to be interesting to see if the results over the weekend change much in comparison with the same campaign run in weekday with AdMob. Let’s focus now in Bango results.

Unique visitors were almost the same on Friday (32) and Sunday (30) and a third on Saturday (10). The most popular operator was Metro PCS USA with 27% of the traffic but again, PC traffic seems to be quite significant (31%)  Our top devices here are Samsung R210 and Motorola GATW. 51% of the traffic came from the US, 10% of the traffic from countries I didn’t target (India and Iraq) and the rest is the PC traffic I mention before.

My take: This ad network works well for the US, but the extra pennies I had to pay to target the UK haven’t brought me any ROI. I’ll follow progress with them to see when the increase their inventory in the UK.

If you want to have a look yourself and get you own conclusions of these campaigns you can visit our Analytics Center, just follow this simple instructions:

1.    Go to http://bango.com
2.    Login as demo@bango.com and password demo
3.    Click on Analytics center

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How I use mobile analytics to measure mobile advertising II Part

3 10 2008

I said last week in my post ”How I use mobile analytics to measure mobile advertising” that I would report back the results of the campaign I run on Decktrade. As the Decktrade campaign didn’t start running at the same time as the Google and Mojiva campaigns, I decided to keep these two running, so I would obtain results based on the same dates.

For $5 daily budget, campaigns running from the 22nd to the 26th of September and using
Bango mobile analytics to measure results,  the results are:

Decktrade

Google

Mojiva

293 page views

228 unique visitors

27 unique countries

46 unique operators

107 unique devices

117 page views

85 unique visitors

13 unique countries

27 unique operators

44 unique devices

75 page views

63 unique visitors

3 unique countries

11 unique operators

28 unique devices

Looking at the page views and unique visitor results, what I see is that Decktrade gives me a considerable higher number of repeat visitors, and a higher number of clicks on my ad. This makes me  think they have a much bigger network than Mojiva, which reports a quarter of those clicks for the same amount of money. Google’s results are more difficult to judge because they do depend on my selected keywords, and rather than general browsing on the mobile web, they reflect the amount of people actively searching for my selected keywords. Overall it’s great news for mobile marketers because it proves that people are searching on the mobile web.

Now, let’s have a look at the conversion rates: the objective of this campaign was to download a free chart. Let’s see what we got:

Bango mobile analytics goal comparison feature

Bango mobile analytics goal comparison feature

Overall I’m VERY happy to see an average conversion rate of 35.05%. Decktrade performed very well with a 38.57%, Mojiva 24% and Google 33.33%. Now, the real point of this is to check those conversions* against the money I spent on the campaigns. I have added those figures in pink. And who is my winning campaign on this occasion? That would be Google, because even though the conversion rate wasn’t the best of the 3 it turns out that I only paid $10 for those conversions, and $25 for the others.
Does this mean that Google is better than Decktrade or Mojiva? Absolutely not! The only thing that tells me is that when people initiate a conversation they are more proactive in engaging with your brand because your ad is relevant to the purpose of their search.

Relevancy = Success and better ROI.  When planning your next campaign think twice when choosing the categories you want to put your ad on and get a mobile analytics tool that gives you an X-ray of your visitors and your conversions.  This means you know how to talk to your potential customers the next time you get the chance to engage with them.

*I said last week that I didn’t have any conversions, and in fact I did, Bango analytics wasn’t synchronizing the info properly, but that is fixed now and I was able to go back and capture that data….and I’m so happy about it! 35% average conversion rate!!!

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