Mobile, from why to how? Google

Google Confidential and Proprietary 1

Sonja Lee, Product Marketing Manager Angela Sherman, Mobile Specialist

Google Confidential and Proprietary

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Agenda

Why Mobile? A recap

Going from ‘Why’ to ‘How’: 5 key components

Mobilize your web presence

Set up separate mobile-only campaigns

Think local with mobile

Utilize mobile-unique ad formats

Track and optimize mobile performance

A recap

why mobile?

925K Total devices activated daily

Sources:

Eric Schmidt 2010 Mobile World Congress CNN, via International Data Corp (IDC): http://tech.fortune.cnn.com/2011/02/07/idc-smartphone-shipment-numbers-passed-pc-in-q4-2010/

International Data Corp (IDC): More Mobile Internet Users Than Wireline Users in the U.S. by 2015

By 2015, more people in the US will be

going online via a mobile device than on a computer

Last year, more smartphones were sold

than PCs

Half the new Internet connections

come from mobile devices

WHY MOBILE?

The mobile consumer accesses information at all times

43% Use mobile internet

while having a meaningful

conversation

Use mobile internet for research and to

read the news

Use mobile internet while commuting or travelling for work and school

Use mobile internet when in a store

Of all smartphone users:

A “double peak” in mobile queries around the holiday season

US Mobile queries for top retail brand terms

Mobile queries

grew nearly 3x from 2009-2010 holiday season. Queries continued to escalate upwards after the holiday season into 2011

Going mobile: from‘why? to‘how?’

Going from „Why‟ to „How‟: 5 key components

A mobile presence is your newest storefront and it‟s always open

11 Google Confidential and Proprietary

Mock of desktop site rendered on a smart-phone Mobile optimized site

Get started in mobilizing your web presence

• Landing page

• Product specific microsite

• Full mobile optimized website

Determine:

Your mobile advertising goals

• Mobile conversions

• Branding and awareness

• Specific products and services

The scope of site development

Site Resources:

Basic: Google Sites Mobile Landing pages

Advanced: Vendors & Partners

Sites.google.com/Mobilize

5 tips for creating a mobile-friendly presence

Keep The Layout Simple

Design For Thumbs, Not Mice

Prioritize Content

Use Uniquely Mobile Features

Make It Easy To Convert

5 tips for creating a mobile-friendly presence

Keep The Layout Simple

Design For Thumbs, Not Mice

Prioritize Content

Use Uniquely Mobile Features

Make It Easy To Convert

Separate mobile campaigns from desktop

Avg. mobile click- through rate increase

Computers Mobile Mobile Only

Set up separate mobile-only campaigns in AdWords

Set up mobile-only campaigns using AdWords Editor

Copy and paste

campaigns from the

AdWords Editor ‘tree’

and opt only into mobile.

Competitive bids • While ad space is limited on

mobile phones, they are more prominent that on desktop search

• Ensure you are bidding for positions 1-2 on mobile. Start by increasing your mobile bids to 2x your desktop bids and optimize your ads accordingly for CPA

Budgets • Set budgets for mobile specific

campaigns

Set up Mobile-specific campaigns: exercise control over bids and budgets

Bid for, and measure performance on the top positions

New! Optimize your mobile search ads to show above search results

New! Top of page bid estimates Optimize for your ad to appear regularly

above the search results on mobile

New! ‘See how your ads perform on the top

spot After you’ve bid for the top spot, see how your ads

perform above and to the side of search results

Mobile specific campaigns: use mobile-focused ad creative

Consider how your customer’s intent and behavior may differ while on the go and using their mobile phone. Use calls-to-action that are appropriate for mobile users. •‘Call today for a quote’ •‘Browse our catalog from your tablet’

Mobile specific campaigns: Use mobile-unique keywords

Use AdWords tools to

help for mobile: The Keyword Tool can help find mobile-specific keyword ideas and traffic estimates

1 in 3 mobile searches

is local

After looking up a local business on their

smart phone,

61% of users called the

business and

59%visited.

Google Confidential and Proprietary 24 Source: Kelsey Group 2010, Google User Behavior Study 2010

Mobile is local

Holiday season shoppers on-the-go are looking to take action

Retail Brand Terms & Store Locator query trends

This holiday season: we project

that 44% of total searches for

last minute gifts and store locator terms will be from mobile devices

indexe

Source: Google Internal Data (Tablets and smartphones)

Incorporate local interest into mobile advertising

Give people incentive to

visit a physical location Give users

the most relevant local information

Make online to

offline a seamless experience

Incorporate local to the whole consumer experience

Landing Pages

Offers

Local Ads

Add local to the whole consumer experience: Mobile Apps

Sept 21, 2011

Sept 22, 2011

Priceline found mobile app

users behaved differently

than their desktop

customer:

• Interested in local

information for their

current location – not

planning for future travel

• Ready to convert

quickly

Result: Tailored information

to serve local interests

on mobile

Add local to the whole consumer experience: Landing Pages

29 Source: Priceline Sept. 2010

Set 21,

2011 Sep 22,

Set 21,

2011 Sep 22,

Set 21,

2011 Sep 22,

Esurance: Providing locally useful and relevant information for mobile consumers at a time of need.

Add local to the whole consumer experience: In-Store Offers

Adidas used Mobile Offer Ads

as an experiment to drive foot

traffic

Incremental store traffic:

Weekly in-store coupon

redemptions doubled

Increased sales: Offers drove

higher average order value in

stores than usual

Efficient & Effective Ad

Format: Achieved CTR 28%

higher than standard mobile

Mobile Ads: Drive local & in-store traffic

Location Extensions • Show customers your physical location on Google Maps • Customers can pinpoint their distance from your physical location • Gives users driving or transport directions to your location • Drive calls with call extension feature

Store Locator Ads • Show multiple locations for your business • Leverage key features of location extensions

• Phone numbers • Addresses • Directions • A user’s distance from location

Mobile Ads: Drive mobile conversions

Click-to-call • Connect with customers directly over the phone • Drive potentially more valuable leads or customers to your sales teams • Additional features (US):

• Vanity numbers • Call only creatives

Ad Sitelinks • Use mobile ad sitelinks to highlight information most relevant for the mobile customer • Help potential consumers navigate the mobile web with ease • Drive visitors to conversion focused pages on mobile

Product Extensions • Give customers rich product information (pricing, images) on the mobile web. • Drive traffic to specific product pages on the mobile web • Shorten the steps to conversion/sale

Mobile Ads: Bridging the online-offline shopping experience

Product Local Ads • Provide competitive retail information: allow customers to see how many of your products are in stock, across multiple store locations • Complimentary strategy with Product Ads & Extensions on mobile and desktop

Offer Ads • Provide in-store promotions and offers to customers

already on-the-go.

• Encourage customers to redeem your online offer in

person or by phone.

Add local to the whole consumer experience: Mobile Ads

Business Goal: • Target potential restaurant-goers at a point of need. • Increase call volumes and reservations • Reach on-the-go customers searching on mobile devices

Results: 1. Drove 40% increase in calls

2. Achieved 539% increase in CTR over desktop campaigns

3. Increased mobile to 13% of total website

traffic, a 600% increase from 2009

Roy‟s Mobile Strategy: • Created Mobile campaigns • Separated mobile from desktop campaigns • Utilized AdWords location and phone extensions

Mobile Reports in Analytics

Mobile Visitors Reports Advanced Segments: Mobile Traffic

Analyze mobile traffic across your entire website or mobile application.

Mobile Reporting in AdWords

Campaign 2

Campaign 1

Campaign 3

Segment by Device Segment by Click Type Advanced Segmentation

Analyze mobile traffic across your entire AdWords account.

Analyze performance of your mobile extensions

Mobile Ad Extension reports

Mobile specific campaigns are key to viewing ad extension performance specifically on mobile devices.

Additional Resources

Check out our latest news and updates

from the Google Mobile Ads Blog

http://googlemobileads.blogspot.com/

Google Mobile Ads Site

www.google.com/mobileads

Follow us on Twitter & YouTube

Free template: Google Sites for Mobile

landing pages

sites.google.com/mobilize

Thank you!

Mobile, from why to how? Google

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