Мобильные сервисы - революция или миф? Можно ли на этом зарабатывать? (Optimization 2013)

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Автор: Mariusz Gąsiewski, руководитель направления мобильных решений для бизнеса стран Центральной и Восточной Европы Google Eastern (Польша, Варшава)

Автор: Mariusz Gąsiewski, руководитель направления мобильных решений для бизнеса стран Центральной и Восточной Европы Google Eastern (Польша, Варшава)

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  • 1. Mobile - revolution or marketing myth? Is it possible to make money on that? Mariusz Gąsiewski Kiev, 18.10.2013 Google Confidential and Proprietary
  • 2. What about mobile? Source: D. Van Duyne, J. Landay, J. Hong: The Design of Sites Google Confidential and Proprietary 2
  • 3. Smartphone usage 2013 Bulgaria 28% Czech republic 42% Hungary 34% Lithuania 35% Poland 35% Romania 28% Slovakia 46% Ukraine 14% Source: TNS Intratest 2013 Google Confidential and Proprietary 3
  • 4. Smartphone usage 2012 2013 Bulgaria n.a. 28% Czech republic 17% 42% Hungary 22% 34% Lithuania n.a. 35% Poland 15% 35% Romania 12% 28% Slovakia 14% 46% Ukraine 7% 14% Source: TNS Intratest 2013 Google Confidential and Proprietary 4
  • 5. Growth of smartphone’s queries in Ukraine Source: Internal data Google Confidential and Proprietary 5
  • 6. PL 33% „I would rather give up TV than my smartphone” RO 28% HU 29% UA 52% Source: Our mobile planet 2013
  • 7. Who does your client want to target? W 25-44 Source: TGI, MillwardBrown SMG/KRC, july - december 2012 Google Confidential and Proprietary
  • 8. Monthly income > 750 EUR Source: TGI, MillwardBrown SMG/KRC, july - december 2012 Google Confidential and Proprietary
  • 9. Did you have trip by airplane during last 12 months? Source: TGI, MillwardBrown SMG/KRC, july - december 2012 Google Confidential and Proprietary
  • 10. Google Confidential and Proprietary 10
  • 11. there are not many clicks from mobile
  • 12. Clicks in search - example Google Confidential and Proprietary 12
  • 13. Clicks in search - example 5,35% 6,42% 2,34% 2,02% 4,19% 1,53% 1,15% Google Confidential and Proprietary 13
  • 14. Clicks in search - example Google Confidential and Proprietary 14
  • 15. The winner takes it all 7,27% 4,11% 0,41% 0,29% 0,35% Google Confidential and Proprietary 15
  • 16. The winner takes all Google Confidential and Proprietary 16
  • 17. Remember Google Confidential and Proprietary 17
  • 18. Increase visibility of ad Google Confidential and Proprietary 18
  • 19. Google Confidential and Proprietary Google Confidential and Proprietary 19
  • 20. Ad text adjusted for user’s context
  • 21. Google Confidential and Proprietary 21
  • 22. Position in mobile is evan more important than in desktop Google Confidential and Proprietary 22
  • 23. AdWords optimization? Google Confidential and Proprietary 23
  • 24. AdWords optimization? Google Confidential and Proprietary 24
  • 25. Optimization for location Google Confidential and Proprietary 25
  • 26. Click to call
  • 27. Online to store via mobile click to call: Starwood Hotels Goals • Allow potential guests to bypass lengthy forms Results • 200% increase in mobile traffic • 20x increase in mobile paid search ROI • 20% month to month mobile booking growth Google Confidential and Proprietary 27
  • 28. Google Confidential and Proprietary 28
  • 29. Poor mobile website? Google Confidential and Proprietary 29
  • 30. Mobile website
  • 31. 5% 4% 13% 10% Google Confidential and Proprietary 31
  • 32. Form optimization
  • 33. Form optimization
  • 34. Cloze Test Google Confidential and Proprietary 35
  • 35. 2-5 seconds maximum!
  • 36. -42%
  • 37. Google Confidential and Proprietary
  • 38. Przy uruchomieniu pierwszej odsłony aplikacji głównym założeniem było sprawdzenie, w jaki sposób grupa docelowa wykorzystuje takie narzędzie. Przy budowie wersji 2.0 postawiliśmy sobie bardziej policzalne cele: osiągnięcie 200 tysięcy pobrań, podniesienie średnich ocen aplikacji do poziomu 4.5/5. Google Confidential and Proprietary
  • 39. Which content is most important?
  • 40. Fast way to find problems
  • 41. Google Confidential and Proprietary 43
  • 42. Reasearched via smartphone... Source: Our mobile planet 2013 Google Confidential and Proprietary 44
  • 43. Call tracking in mobile Google Confidential and Proprietary 45
  • 44. Coupons Approach • Offered $5 discount for customers signing up from mobile devices As a special mobile-only offer, sign up now to receive your certificate for only $24.95 (normally $29.95) Results • 12% of total sales from mobile devices • $5-off coupon increased sales initiated from mobile by 35% Google Confidential and Proprietary 46
  • 45. www.strona.pl/adwords/
  • 46. Online + offline 1 unique ID Customer recognition 2 3 Mariusz Gasiewski MG10010 + ID matching Google Confidential and Proprietary 48
  • 47. App download 2 EUR New „visits” versus returning 1:5 Total number of „visits” 6 Cost of visit 0,3 EUR Time spent in app 17 min
  • 48. How to eat an elephant?
  • 49. Deliver value not campaigns Mobile is not only about engagement Learn to use data Knowledge is money To do or not to do...? Google Confidential and Proprietary 52
  • 50. Thank you gasiewski@google.com www.ittechnology.us Google Confidential and Proprietary