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Mobile Training Atcore

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En gennemgang af mulighederne der inden længe kommer fra Google, via Mobile og Mobile Search. Vi er igang med at udarbejde en "Guide til Mobile Optimization".

En gennemgang af mulighederne der inden længe kommer fra Google, via Mobile og Mobile Search. Vi er igang med at udarbejde en "Guide til Mobile Optimization".

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    Mobile Training Atcore Mobile Training Atcore Presentation Transcript

    • Mobile Training Google Confidential and Proprietary Google Confidential and Proprietary
    • Agenda! Mobile Low Down Mobile Optimization Techniques How best to approach your Client Mobile Best practices & Stories from the Field Google Confidential and Proprietary 2
    • 2013: more internet users on mobiles than computers Source: Morgan Stanley, Feb 2010 Google Confidential and Proprietary Google Confidential and Proprietary
    • Handsets are launching quickly 2010 Smartphone shipment to grow by 22% 38% of mobile phones worldwide will be smart phones by 2013 Source: Canalys 2010 Google Confidential and Proprietary 4
    • Mobile Will Be Bigger Than Desktop Internet in 5 Years Global Mobile vs. Desktop Internet User Projection 2007 – 2015E 2.0 billion Mobile internet users Desktop internet users 1.5 billion 1.0 billion There is debate as to WHEN mobile internet users will become more numerous 500 million than desktop. There is no debate IF it will happen 2007 2008 2009 2010E 2011E 2012E 2013E 2014E 2015E 5 Google Confidential and Proprietary Source: Morgan Stanley Research
    • Mobile Ads can be Targeted to Specific Platforms AdWords Campaign Settings Palm Pre iPhone/iTouch Android Google Confidential and Proprietary 6
    • Google offers 3 types of mobile advertising (1) Search Ads (3) App display ads (2) Web display ads Google Confidential and Proprietary 7
    • (1) Mobile Search Ads Google Confidential and Proprietary 8
    • (1) Mobile Search Ads – Resemble Desktop ... but they do offer a lot more! Click-to-call Phone Extension Click-to-download for Apps Click-to-call Location Extension Offers - beta Google Confidential and Proprietary 9
    • Two Types of Click-to-Call Phone Numbers Click-to-call Location Extension Click-to-call Phone Extension Use location extensions Use phone extensions 1 to display your local business phone number to nearby users on mobile 2 to display your national phone number to all users on mobile devices with full devices with full browsers browsers There are two ways to add a click-to-call phone number to your ad campaigns. Choose what’s right for you, based on your goals and how your business is set up to handle phone calls. Google Confidential and Proprietary 10
    • Enable click-to-call in 2 easy steps 1. Navigate to Ad Extensions tab, choose “Phone Extension,” then select “New Extension” 1 2. Enter your campaign, country, and phone number and hit Save! 2 Note: To enable click-to-call in location extensions, simply add a phone number to your location extension and make sure Google Confidential and Proprietary you are opted into high end mobile.
    • (2) Mobile Display Ads Google Confidential and Proprietary 12
    • Mobile display ads appear throughout the Google Display Network (Text and Image possible) Desktop Sites Viewed via High End Mobile Devices Mobile Image Ad Sizes/Specs • 300x50 • All Image Ad Units are 50k Max • 250x250 • GIF, JPG or PNG - No Flash • 200x200 • Animation: Yes • Geo-Target capable • 300x250 • No 3PAS Text ads Specs -3 lines: (25 characters, 35 characters, 35 characters) -Display URL 35 characters Optimized Mobile Page Google Confidential and Proprietary
    • Formats for display & apps are rapidly expanding Text ad Click to Download App Expandable Video Ad – beta Click-to-call Phone Extensions Location extensions Google Confidential and Proprietary
    • Introducing Click to Call for Mobile Content & Apps New ad format for clients advertising on mobile content and apps that allows users to click to call and connect directly with the advertised business. Mobile Content Mobile Apps Google Confidential and Proprietary
    • AdWords Mobile Reporting Google Confidential and Proprietary 16
    • Device Reporting from the Campaigns Tab Google Confidential and Proprietary 17
    • Extensions Tab Provides Additional Reporting Google Confidential and Proprietary 18
    • Google Analytics Google Confidential and Proprietary 19
    • Mobile Reporting with Google Analytics Google Confidential and Proprietary 20
    • Track Activity from High-End Devices  New reports show details for mobile visits  View by devices or carriers Source: 8pt, medium gray Google Confidential and Proprietary 21
    • Mobile Low Down - Key Take-Aways   Encourage your advertisers to focus their spend on High End Mobile (Smartphones)   Create Mobile Only Campaigns to better allocate budget, optimise and track campaign effectiveness   Mobile Search ads offer great flexibility for advertisers   Use the Reporting and Analytics options available to you to optimise. They work just as well on Smartphones as on Desktops Google Confidential and Proprietary 22
    • Mobile And PC Search: An Inverse Relationship Achieve incremental reach with mobile. Desktop Traffic Time of Day 11p m 1pm Light PC users are 30% 8pm more likely to use mobile than heavy PC users 7am Traffic Mobile Traffic Google Confidential and Proprietary Source: Internal Data 2 3
    • The Optimization Basics! Google Confidential and Proprietary 2 4
    • The Same Logic For Desktop Can Be Used For Mobile =   Tightly themed ad groups   Creatives and keywords should be relevant to the landing page   Broad and Brand keywords will generate more volume. Unnecessary to reduce keyword list for Mobile   Mobile is Competitive! Initially set aggressive bids to help build strong history Google Confidential and Proprietary 25
    • Golden Rules for Optimizing! Google Confidential and Proprietary 2 6
    • Golden Rules of Mobile Optimization 1 Separate Campaigns 2 Optimize Your Keyword List 3 Create compelling Ad Text 4 Bid and Budget for Mobile 5 Track Your Performance 6 Optimize Mobile Website Google Confidential and Proprietary 27
    • Rule Number 1 Separate Campaigns Google Confidential and Proprietary 2 8
    • (1) Benefits of targeting mobile separately Separate campaigns are the best way to guarantee stronger results. More Control Set bids and budgets just for mobile, run separate reports to track results, easier optimisation. Relevant Messaging Include messaging with a strong mobile call-to-action and use relevant ad formats. Better Targeting With AdWords you can target different carriers and devices. Google Confidential and Proprietary
    • Rule Number 2 Optimize Your Keyword Lists Google Confidential and Proprietary 3 0
    • (2) Add local specific search terms One in three mobile search queries have local intent. 15% of iPhone applications are local Get Phone the Get driving Walk into a Find a flowers business directions store store Find a toy nearby for nephew Mobile advertising allows you to reach customers who are close to point-of-sale and want to spend now. Google Confidential and Proprietary Source: The Kelsey Group, 2009 3 1
    • Rule Number 3 Create compelling Ad Text Google Confidential and Proprietary 3 2
    • (3) Boost CTR with relevant ad text Desktop Search Mobile Search Singood’s Restaurant Singood’s Restaurant Fine dining for any occasion. Fine dining for any occasion. Fresh, organic ingredients. Call us now to reserve a table! www.abcfood.co.uk www.abcfood.co.uk 0207 031 1000 - 15 Parkin Street, 0207 031 1000 - 15 Parkin Street, London London Villas in Spain Villas in Spain 100s of villas to choose from. 100s of villas to choose from. Discount for online bookings! Search easily on our mobile site! www.easytplanner.co.uk www.easytplanner.co.uk Call out click-to-call functionality, mention the fact the user is on a mobile. Google Confidential and Proprietary
    • Rule Number 4 Bid and Budget for Mobile Google Confidential and Proprietary 3 4
    • (4) Bid and budget competitively Competitive Bidding •  Ads appear above the search listings •  A maximum of two slots •  High visibility and higher CTR. Lower Ad Slots •  Ads appear below search listings. •  A maximum of three ad slots. •  Users have to scroll to see ads, lower visibility and CTR. Ads appear on high end mobile devices as the default: competition is strong for fewer ad slots (5 on mobile vs. 11 on desktop). Google Confidential and Proprietary
    • Rule Number 5 Track Your Performance Google Confidential and Proprietary 3 6
    • (5) Tracking and performance tips   Evaluate performance based on conversion volume and CPA   Fix what’s not working Refine keywords, add negative keywords, use phrase or exact match with general keywords, adjust bids to reach target CPA levels, pause under- performing ad groups   Do more of what is working Add relevant 2-3 word keywords, replicate creative formats, increase bids on strong keywords to boost traffic, expand use of top-converting landing pages   Try something new Expand campaigns, extend targeting to the Display Network, add display creatives, test click-to-call and click-to-download formats Google Confidential and Proprietary 37
    • Rule Number 6 Optimize Mobile Website Google Confidential and Proprietary 3 8
    • (6) Landing Pages are the Key To Conversions Good Better HTML Site on Optimize Mobile iPhone App iPhone Landing Page Google Confidential and Proprietary 3 9
    • (6) When building a mobile site, remember to… Code Simplicity 1.  Keep site layout simple 2.  Keep the site code minimalistic and clean 3.  Keep images scarce 4.  Optimise navigation – big buttons Mobile UI 5.  Limit scrolling to one direction – run on rails 6.  Make the site content useful, mirror the desktop site content, but keep it practical Content 7.  Give the user the option to navigate to the desktop site 8.  Track & measure with analytics package 9.  Avoid pop-ups Avoid 10.  Avoid flash and java script 11.  Avoid redirects Google Confidential and Proprietary 4 0
    • Questions from Customers How should I begin Should I build an App with AdWords or a Mobile Site? Is it cheaper on Click to Call? Free Mobile number or Shared cost number? Mobile SEM…can How much traffic you tell me what am I able to get to do? from Mobile? Can you help me Can you help me develop an with promoting my Android app? Android App? Google Confidential and Proprietary
    • Answer we can offer Customers Separate our your A mobile Site can campaigns Reach all Devices A Free number will The mobile trigger more calls auction is a little less competitive at the moment. It varies, some local business are getting 10% on Mobile The Auction is the same on Mobile If the app is amazing We can try to assist or we’ve helped with you but won’t write development it might be possible to help your app for you with marketing Google Confidential and Proprietary
    • Customer insights We are actually Click to call works like a selling Make-up on charm for Travel insurance mobile, despite our flash heavy Site We want people Customers are to see our Movie using Click to Call Trailers and for Health insurance Expandables are a very interesting ad format! We are a platform for food delivery services and 10% of traffic comes from Mobile! Google Confidential and Proprietary