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

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

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    Nyu mmse google pres 080412 Nyu mmse google pres 080412 Presentation Transcript

    • 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 ad campaigns for mobile 3. Leverage unique mobile ad features 4. Track and optimize mobile performance Google Confidential and Proprietary 3
    • Why Mobile?A quick recap. Google Confidential and Proprietary 4
    • 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
    • Automotive 16.8% of queries are MobileSource: Internal Google Data 2011 Google Confidential and Proprietary 6
    • Restaurants 29.6% of queries are MobileSource: Internal Google Data 2011 Google Confidential and Proprietary 7
    • Beauty and personal 14.9% of queries are MobileSource: Internal Google Data 2011 Google Confidential and Proprietary 8
    • Consumer electronics 15.5% of queries are MobileSource: Internal Google Data 2011 Google Confidential and Proprietary 9
    • 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
    • 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. Leverage unique mobile ad features 4. Track and optimize mobile performance Google Confidential and Proprietary 12
    • 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
    • What is a mobile-friendly site?A websitemade .specifically forthe mobileuser. Google Confidential and Proprietary 14
    • 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 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
    • 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
    • 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
    • WHY GO MO?1.  EducationRead reasons whymobile matters.Download case studiesand learn best practicesfor building a mobile site. Google Confidential and Proprietary 19
    • TEST YOUR SITE2. TestThe GoMoMeter toolshows you how yourcurrent site looks on asmartphone, andprovides a free reportwith personalizedrecommendations Google Confidential and Proprietary 20
    • Download a freereport withpersonalizedrecommendationsfor your business Google Confidential and Proprietary 21
    • BUILD YOUR SITE3. Build a siteReady to build amobile site? Exploreour new mobile sitebuilding tool andconvert your site today Google Confidential and Proprietary 22
    • 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
    • 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
    • Be thumb-friendlyUse largecenteredbuttonsand givethembreathingroom toreduceaccidentalclicks. Pad smaller buttons to increase the clickable area. Google Confidential and Proprietary 25
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Separate mobile campaigns from desktop Avg. mobile click- Computers Mobile through rate increase Mobile Only 11.5% Google Confidential and Proprietary 32
    • Set up separate mobile-only campaigns inAdWords Google Confidential and Proprietary 33
    • Set up mobile-only campaigns using AdWords EditorCopy and pastecampaigns from theAdWords Editor ‘tree’and opt only into mobile. Google Confidential and Proprietary 34
    • 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
    • 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
    • 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
    • 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
    • What are your performance goals? Mobile Site Calls Store Traffic & Sales & Leads In-Store Sales Google Confidential and Proprietary 39
    • Goal: Phone Sales Google Confidential and Proprietary 40
    • 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
    • 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
    • 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
    • Goal: mCommerce Google Confidential and Proprietary 44
    • 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
    • Drive people deeper into your site and closer to aconversion with mobile sitelinks sitelinks showcase inventory with product ads Google Confidential and Proprietary 46
    • 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 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
    • 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
    • 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
    • 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
    • Mobile Reports in AnalyticsAnalyze mobile traffic across your entire website. Mobile Visitors Reports Advanced Segments: Mobile Traffic Google Confidential and Proprietary 52
    • 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
    • www.themobileplaybook.com Available across all screensIf you can, check out the site from your tablet device Google Confidential and Proprietary 54
    • Q&A 55 Google Confidential and Proprietary 55
    • Thank you! 56 Google Confidential and Proprietary 56