Going MobileNabil HaschemieMobile Ads Marketing                       Google Confidential and Proprietary   1
925K                  Total devices activated daily       Google Confidential and Proprietary   2
AgendaWhy Mobile? A quick recapGoing from Why to How: 5 key components   1. Mobilize your web presence   2. Optimize your ...
Why Mobile?A quick recap.                 Google Confidential and Proprietary   4
43%                                                                       Use mobile internet while                       ...
Automotive     16.8%                          of queries are MobileSource: Internal Google Data 2011                      ...
Restaurants     29.6%                          of queries are MobileSource: Internal Google Data 2011                     ...
Beauty and personal     14.9%                          of queries are MobileSource: Internal Google Data 2011             ...
Consumer electronics     15.5%                          of queries are MobileSource: Internal Google Data 2011            ...
A peak in mobile queries around Valentine’s Day          Daily query trend for restaurants queries700000                  ...
Going Mobile:from why? to how?                    Google Confidential and Proprietary   11
Going from Why to How: 4 key components   1. Mobilize your web presence   2. Optimize your ad campaigns for mobile   3. Le...
57%                                                  won’t recommend business                                             ...
What is a mobile-friendly site?A websitemade          .specifically forthe mobileuser.                                  Go...
Which would you prefer to use?                                 Google Confidential and Proprietary   15
Mobile Drives In-Store Traffic                                        61% of users called after looking up a local busines...
Determine your goals and scopeFigure out the best starting point for your mobile presence1. Determine mobile marketing goa...
Go Mobile: Learn all that                      mobile has to offer                      www.howtogomo.comProvides business...
WHY GO MO?1.  EducationRead reasons whymobile matters.Download case studiesand learn best practicesfor building a mobile s...
TEST YOUR SITE2. TestThe GoMoMeter toolshows you how yourcurrent site looks on asmartphone, andprovides a free reportwith ...
Download a freereport withpersonalizedrecommendationsfor your business                    Google Confidential and Propriet...
BUILD YOUR     SITE3. Build a siteReady to build amobile site? Exploreour new mobile sitebuilding tool andconvert your sit...
10 best practices for mobile sites     keep it quick                           make it easy to convert     help mobile use...
Simplify navigation                         Have a search box                         prominently available               ...
Be thumb-friendlyUse largecenteredbuttonsand givethembreathingroom toreduceaccidentalclicks.                              ...
Case Study- Distinguished Young Women                        Visits to site from new                        visitors incre...
Make it easy to convert                                       Reduce the number                                       of s...
Case Study: Spring Hill Medical Center                                    After optimizing for                            ...
Make it local                              Allow users to                              check stock at                     ...
Case Study- Gulf Coast Exploreum Science Center               The mobile-friendly               site results:             ...
Going from Why to How: 4 key components   1. Mobilize your web presence   2. Optimize your ad campaigns   3. Leverage uniq...
Separate mobile campaigns from desktop                           Avg. mobile click-    Computers   Mobile                 ...
Set up separate mobile-only campaigns inAdWords                                       Google Confidential and Proprietary ...
Set up mobile-only campaigns using AdWords EditorCopy and pastecampaigns from theAdWords Editor ‘tree’and opt only into mo...
Use mobile-focused ad creative                Consider how your customer’s intent and                behavior may differ w...
Exercise control over bids and budgets                    Competitive bids                    •  While ad space is limited...
Use mobile-unique keywords                             Use AdWords tools:                             The Keyword Tool can...
Going from Why to How: 4 key components   1. Mobilize your web presence   2. Optimize your ad campaigns   3. Leverage uniq...
What are your performance goals?     Mobile Site        Calls      Store Traffic &    Sales & Leads                  In-St...
Goal: Phone Sales                    Google Confidential and Proprietary   40
30% of searches have local intent                           77%                    contacted a business after             ...
Show a clickable phone number and url with click to call                          only allow phone calls with             ...
esurance improves performance with click-to-call ads  The click-to-call feature of Google mobile ads is key, because it al...
Goal: mCommerce                  Google Confidential and Proprietary   44
we know people are active on                                                   their smartphones                          ...
Drive people deeper into your site and closer to aconversion with mobile sitelinks     sitelinks           showcase invent...
Goal: In-Store Sales                       Google Confidential and Proprietary   47
Make it easy to find your store with click to call locationextensions, plus hyperlocal shows how close they are           ...
Set clear expectations for performance    If your goal is:   Metrics to measure                Mobile search ad product   ...
Going from Why to How: 4 key components   1. Mobilize your web presence   2. Optimize your ad campaigns   3. Leverage uniq...
Mobile Reports in AdWordsAnalyze mobile traffic on campaign/adgroup level.   Segment by Device   Segment by Click Type   A...
Mobile Reports in AnalyticsAnalyze mobile traffic across your entire website.    Mobile Visitors Reports   Advanced Segmen...
Recap of today:   1. Mobilize your web presence   2. Optimize your ad campaigns   3. Leverage unique mobile ad features   ...
www.themobileplaybook.com             Available across all screensIf you can, check out the site from your tablet device  ...
Q&A                                            55      Google Confidential and Proprietary    55
Thank you!                                                   56             Google Confidential and Proprietary    56
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Nyu mmse google pres 080412

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For NYU Mobile Mktg Strategy & Execution students from Summer Intensive course 2012. Instructor: Angelo Biasi, Smart Marketing Solutions T: @angbiasi

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Transcript of "Nyu mmse google pres 080412"

  1. 1. Going MobileNabil HaschemieMobile Ads Marketing Google Confidential and Proprietary 1
  2. 2. 925K Total devices activated daily Google Confidential and Proprietary 2
  3. 3. AgendaWhy Mobile? A quick recapGoing from Why to How: 5 key components 1. Mobilize your web presence 2. Optimize your ad campaigns for mobile 3. Leverage unique mobile ad features 4. Track and optimize mobile performance Google Confidential and Proprietary 3
  4. 4. Why Mobile?A quick recap. Google Confidential and Proprietary 4
  5. 5. 43% Use mobile internet while commuting or travelling for work and school 13% 43% SMART PHONE 77% Use mobile internet when in a Users 89% store 89% Use mobile internet for research and to read the newsSource: Google Ipsos “The Mobile Movement” Study, Apr 2011 Google Confidential and Proprietary 5
  6. 6. Automotive 16.8% of queries are MobileSource: Internal Google Data 2011 Google Confidential and Proprietary 6
  7. 7. Restaurants 29.6% of queries are MobileSource: Internal Google Data 2011 Google Confidential and Proprietary 7
  8. 8. Beauty and personal 14.9% of queries are MobileSource: Internal Google Data 2011 Google Confidential and Proprietary 8
  9. 9. Consumer electronics 15.5% of queries are MobileSource: Internal Google Data 2011 Google Confidential and Proprietary 9
  10. 10. A peak in mobile queries around Valentine’s Day Daily query trend for restaurants queries700000 Feb 14th600000 Weekend before V-Day500000400000300000200000100000 0 2/6 2/7 2/8 2/9 2/10 2/11 2/12 2/13 2/14 desktop mobile tablet Source: Internal Google Data 2011 Google Confidential and Proprietary 10
  11. 11. Going Mobile:from why? to how? Google Confidential and Proprietary 11
  12. 12. Going from Why to How: 4 key components 1. Mobilize your web presence 2. Optimize your ad campaigns for mobile 3. Leverage unique mobile ad features 4. Track and optimize mobile performance Google Confidential and Proprietary 12
  13. 13. 57% won’t recommend business with poorly designed mobile How does your site site appear to MOBILE USERS? 40% have turned to a competitor’s site after a bad mobile experienceSource: Compuware study, 2011 Google Confidential and Proprietary 13
  14. 14. What is a mobile-friendly site?A websitemade .specifically forthe mobileuser. Google Confidential and Proprietary 14
  15. 15. Which would you prefer to use? Google Confidential and Proprietary 15
  16. 16. Mobile Drives In-Store Traffic 61% of users called after looking up a local business on a smartphone, and 59% of users visited the business Mobile Users Are Valuable Customers 51% of consumers are more likely to purchase from mobile-specific sites Retailers could increase engagement by 85% with a mobile siteSource: Google User Behavior Study 2010, Google Internal Data 2010 Google Confidential and Proprietary 16
  17. 17. Determine your goals and scopeFigure out the best starting point for your mobile presence1. Determine mobile marketing goals •  Mobile conversions (leads, purchases) •  Branding and awareness •  Traffic to specific products and services2. Determine the scope of site developmentBased on your marketing goals and what resources you have, choose to start at any oneof these stages Product or Campaign Fully Landing Page Specific Optimized Site (basic) Microsites (advanced) TIP: You don’t have to start with a full site on mobile. Test and iterate with a simple landing page. Google Confidential and Proprietary 17
  18. 18. Go Mobile: Learn all that mobile has to offer www.howtogomo.comProvides businessesand agencies withtools and resourcesto make websitesmore mobile-friendly. 18 Google Confidential and Proprietary 18
  19. 19. WHY GO MO?1.  EducationRead reasons whymobile matters.Download case studiesand learn best practicesfor building a mobile site. Google Confidential and Proprietary 19
  20. 20. TEST YOUR SITE2. TestThe GoMoMeter toolshows you how yourcurrent site looks on asmartphone, andprovides a free reportwith personalizedrecommendations Google Confidential and Proprietary 20
  21. 21. Download a freereport withpersonalizedrecommendationsfor your business Google Confidential and Proprietary 21
  22. 22. BUILD YOUR SITE3. Build a siteReady to build amobile site? Exploreour new mobile sitebuilding tool andconvert your site today Google Confidential and Proprietary 22
  23. 23. 10 best practices for mobile sites keep it quick make it easy to convert help mobile users, design your site to load fast and make copy easy to focus on information that scan. will aid conversion. simplify navigation make it local clear navigation, hierarchy and vertical scrolling aid access to include functionality that helps people information. find and get to you. be thumb friendly make it seamless design your site so even large hands bring as much of the functionality can easily interact with it. of your desktop site to mobile. design for visibility use mobile site redirects give users a choice to go back to the ensure your content can be read desktop site, but make it easy to at arm’s length. return to the mobile site. make it accessible learn, listen & iterate ideally, your mobile site should work good mobile sites are user-centric, across all mobile devices and all meaning they’re built with input from handset orientations. your audience. Google Confidential and Proprietary 23
  24. 24. Simplify navigation Have a search box prominently available on complex sitesMinimize scrolling andkeep it vertical only. Have a clear hierarchy in menus and avoid rollovers Google Confidential and Proprietary 24
  25. 25. Be thumb-friendlyUse largecenteredbuttonsand givethembreathingroom toreduceaccidentalclicks. Pad smaller buttons to increase the clickable area. Google Confidential and Proprietary 25
  26. 26. Case Study- Distinguished Young Women Visits to site from new visitors increased 85%“Our mobile site is allowing us to connect with our potential participants, teenagegirls, in a way they are familiar with and have come to expect from companiesand organizations to which they are loyal.”-- Stephanie Bradford, Communication Director Google Confidential and Proprietary 26
  27. 27. Make it easy to convert Reduce the number of steps to complete a transaction.Use click-to-callfunctionality Keep forms shortfor phone and use the fewestnumbers number of fields possibleUse checkboxes,lists and scrollmenus to makedata entry easier Focus on information that will aid conversion Google Confidential and Proprietary 27
  28. 28. Case Study: Spring Hill Medical Center After optimizing for mobile devices, calls to Spring Hill have increased by 80% Visits to the site and hospital have increased by 20%. Google Confidential and Proprietary 28
  29. 29. Make it local Allow users to check stock at nearby stores. Include localHave your ads and deals.address orstore locatoron thehomepage. Include maps and directions. Use GPS to personalize when possible. Google Confidential and Proprietary 29
  30. 30. Case Study- Gulf Coast Exploreum Science Center The mobile-friendly site results: - 40% more calls - 20% more sales and site visits. Google Confidential and Proprietary 30
  31. 31. Going from Why to How: 4 key components 1. Mobilize your web presence 2. Optimize your ad campaigns 3. Leverage unique mobile ad features 4. Track and optimize mobile performance Google Confidential and Proprietary 31
  32. 32. Separate mobile campaigns from desktop Avg. mobile click- Computers Mobile through rate increase Mobile Only 11.5% Google Confidential and Proprietary 32
  33. 33. Set up separate mobile-only campaigns inAdWords Google Confidential and Proprietary 33
  34. 34. Set up mobile-only campaigns using AdWords EditorCopy and pastecampaigns from theAdWords Editor ‘tree’and opt only into mobile. Google Confidential and Proprietary 34
  35. 35. 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, eg: •  ‘Call today for a quote’ •  ‘Browse our catalog from your tablet’ •  ‘Call us now!’ Google Confidential and Proprietary 35
  36. 36. Exercise control over bids and budgets Competitive bids •  While ad space is limited on mobile phones, they are more prominent than 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 Google Confidential and Proprietary 36
  37. 37. Use mobile-unique keywords Use AdWords tools: The Keyword Tool can help find mobile-specific keyword ideas and traffic estimates Google Confidential and Proprietary 37
  38. 38. Going from Why to How: 4 key components 1. Mobilize your web presence 2. Optimize your ad campaigns 3. Leverage unique mobile ad features 4. Track and optimize mobile performance Google Confidential and Proprietary 38
  39. 39. What are your performance goals? Mobile Site Calls Store Traffic & Sales & Leads In-Store Sales Google Confidential and Proprietary 39
  40. 40. Goal: Phone Sales Google Confidential and Proprietary 40
  41. 41. 30% of searches have local intent 77% contacted a business after looking up info on their smartphone 59% visitSource: Emarketer Google Confidential and Proprietary 41
  42. 42. Show a clickable phone number and url with click to call only allow phone calls with “call only” format click to call include other characters with vanity numbers Google Confidential and Proprietary 42
  43. 43. esurance improves performance with click-to-call ads The click-to-call feature of Google mobile ads is key, because it allows a user to connect to us directly after a search – so customers have a great user experience, and we get a positive return on investment. Tolithia Kornweibel, Director of Online Marketing, esurance ü  Improved CPA: 20-30% less than other marketing channels ü  Better conversion rate: Cick-to-call leads were more likely to result in sales ü  Improved experience: customers were linked with call center in one click Google Confidential and Proprietary 43
  44. 44. Goal: mCommerce Google Confidential and Proprietary 44
  45. 45. we know people are active on their smartphones 9 out of 10 take action after searching Google Confidential and Proprietary 45Source: OTX Smartphone User Research, April 2011 Google Confidential and Proprietary 45
  46. 46. Drive people deeper into your site and closer to aconversion with mobile sitelinks sitelinks showcase inventory with product ads Google Confidential and Proprietary 46
  47. 47. Goal: In-Store Sales Google Confidential and Proprietary 47
  48. 48. Make it easy to find your store with click to call locationextensions, plus hyperlocal shows how close they are Show your business location on a hyperlocal location map and multiply your bids based on extensions someone’s proximity to your store. store 5x 2x 1 mile 5 miles Google Confidential and Proprietary 48
  49. 49. Set clear expectations for performance If your goal is: Metrics to measure Mobile search ad product sales, mobile site traffic, •  text ads mCommerce & white-paper downloads, call •  sitelinks Site traffic center cost savings, lifetime •  product ads value •  offers •  click-to-call # of calls, length of call, geo Phone sales interest, conversions •  “call only” format •  vanity phone numbers •  location extensions + hyperlocal sales, coupon redemption, # •  offer ads In-store sales of map interactions, loyalty •  bid by distance program, up-sell opps •  store locator ads •  product local ads Google Confidential and Proprietary 49
  50. 50. Going from Why to How: 4 key components 1. Mobilize your web presence 2. Optimize your ad campaigns 3. Leverage unique mobile ad features 4. Track and optimize mobile performance Google Confidential and Proprietary 50
  51. 51. Mobile Reports in AdWordsAnalyze mobile traffic on campaign/adgroup level. Segment by Device Segment by Click Type Advanced Segmentation Campaign 1 Campaign 2 Campaign 3 Google Confidential and Proprietary 51
  52. 52. Mobile Reports in AnalyticsAnalyze mobile traffic across your entire website. Mobile Visitors Reports Advanced Segments: Mobile Traffic Google Confidential and Proprietary 52
  53. 53. Recap of today: 1. Mobilize your web presence 2. Optimize your ad campaigns 3. Leverage unique mobile ad features 4. Track and optimize mobile performance Google Confidential and Proprietary 53
  54. 54. www.themobileplaybook.com Available across all screensIf you can, check out the site from your tablet device Google Confidential and Proprietary 54
  55. 55. Q&A 55 Google Confidential and Proprietary 55
  56. 56. Thank you! 56 Google Confidential and Proprietary 56

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