Google In Mobile

Phone: 0870 240 7847www.accuracast.com

Advertising Importance To Google &

The Threat To Other Industries

ByFarhad Divecha

Director, AccuraCast

© 2007 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Web 2.0 Marketing


About AccuraCast

London’s leading search engine marketing agency

First & foremost mobile search marketing agency

One of the first Google Qualified Companies in UK

Provide 100% Ethical SEO®

Operations in the UK and India

Clients in the UK, USA, Europe & Asia

Founded in February 2004



Clients



Our Services

Search engine optimisation (SEO)Paid search advertising (PPC)Mobile search marketingMobile site design & developmentWeb 2.0 marketing



Topics for Discussion

Evolution of Google Mobile usageGoogle AdWordsGoogle AdSenseSuccess of Google MobileOperators & advertisersSuccessful partnerships



Before We Get Started…

Search characteristics on Google Mobile(Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja)



Before We Get Started…

Top 5 Google Mobile Search Categories(Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja)



Google Mobile User Evolution

Users type fasterMore users click on a search resultMore queries within a session Less homogenous queriesMore high-end devicesMore adult queries



Google AdWords

Largest advertising platformNetwork reaches 80+% Internet users

(Source: comScore Media Metrics)

CPC & CPM bid pricingFormats


• Plain Text • Image Ads

• Pay Per Action Ads • Video Ads

• Print Ads • Audio Ads

• Local Business Ads • Mobile Ads

• Gadget Ads • In-video Ads


Google AdWords Mobile

Ads shown on Search & Content network

Pay per click & pay per call2 ads per pageAd format:

– Headline (18 characters)– Description (18 characters)– Display URL (20 characters)– Phone number (Call [phone number])



Google Mobile Content Network

Monetise contentNo setup feeNo minimumsNo maximumsPublishers get

78.5% of ad revenue from Google



Success Of Google Mobile

Disproportionately higher impressions from Content

“Mobile searches are increasing rapidly compared to a year ago; they are growing more quickly than non-mobile searches. They are still a very small percentage of total searches, which

is of great frustration to us” – Eric Schmidt, Google CEO

Free Mobile AdWords till Nov 18Currently ads used for traffic & sales



Future Mobile Search Products

Local business adsMobile content Image adsMobile content Video adsMobile in-video ads

Future problem: Click fraud



Operators & Advertisers

Disadvantages:– Multiple platforms– Not as easy to use– Poor tracking & reporting– Separation from other media

Potential advantages:– Lower cost– Easier billing



Successful Partnerships



Open Handset Alliance

Goodbye GPhoneHello Android!


Google In Mobile

Business

Transcript of Google In Mobile