Google Confidential and Proprietary
Mobile Training
Google Confidential and Proprietary
Google Confidential and Proprietary 2
Mobile Low Down
Mobile Optimization Techniques
How best to approach your Client
Mobi...
Google Confidential and Proprietary
2013:
more internet users on
mobiles than computers
Source: Morgan Stanley, Feb 2010 G...
Google Confidential and Proprietary
4
Handsets are launching quickly
2010 Smartphone
shipment to grow by
22%
38% of mobile...
Google Confidential and Proprietary
2010E200920082007
Desktop internet users
Mobile internet users
2015E2014E2013E2012E201...
Google Confidential and ProprietaryGoogle Confidential and Proprietary 6
Mobile Ads can be Targeted to Specific Platforms
...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google offers 3 types of mobile advertising
7
(1) S...
Google Confidential and Proprietary
8
(1) Mobile Search Ads
Google Confidential and Proprietary 9
Click-to-call Location Extension
Click-to-call Phone Extension Click-to-download for...
Google Confidential and Proprietary 10
Two Types of Click-to-Call Phone Numbers
There are two ways to add a click-to-call ...
Google Confidential and Proprietary
Enable click-to-call in 2 easy steps
1. Navigate to Ad Extensions tab, choose “Phone E...
Google Confidential and Proprietary 12
(2) Mobile Display Ads
Google Confidential and Proprietary
Mobile Image Ad Sizes/Specs
• 300x50
• 250x250
• 200x200
• 300x250
Text ads Specs
-3 l...
Google Confidential and Proprietary
Click to Download App
Click-to-call Phone Extensions
Location extensions
Text ad
Forma...
Google Confidential and Proprietary
Introducing Click to Call for Mobile Content & Apps
New ad format for clients advertis...
Google Confidential and Proprietary 16
AdWords Mobile Reporting
Google Confidential and Proprietary
Device Reporting from the Campaigns Tab
17
Google Confidential and Proprietary
Extensions Tab Provides Additional Reporting
18
Google Confidential and Proprietary 19
Google Analytics
Google Confidential and Proprietary 20
Mobile Reporting with Google Analytics
Google Confidential and Proprietary 21
Track Activity from High-End Devices
Source: 8pt, medium gray
 New reports show de...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Mobile Low Down - Key Take-Aways
  Encourage your ...
Google Confidential and Proprietary
Mobile And PC Search: An Inverse Relationship
2
3
Achieve incremental reach with mobil...
Google Confidential and Proprietary
2
4
The Optimization Basics!
Google Confidential and ProprietaryGoogle Confidential and Proprietary
25
=
  Tightly themed ad groups
  Creatives and k...
Google Confidential and Proprietary
2
6
Golden Rules for Optimizing!
Google Confidential and Proprietary
Golden Rules of Mobile Optimization
27
1 Separate Campaigns
2 Optimize Your Keyword Li...
Google Confidential and Proprietary
2
8
Rule Number 1
Separate Campaigns
Google Confidential and Proprietary
(1) Benefits of targeting mobile separately
More Control
Set bids and budgets just for...
Google Confidential and Proprietary
3
0
Rule Number 2
Optimize Your Keyword Lists
Google Confidential and ProprietaryGoogle Confidential and Proprietary
(2) Add local specific search terms
3
1
Walk into a...
Google Confidential and Proprietary
3
2
Rule Number 3
Create compelling Ad Text
Google Confidential and Proprietary
(3) Boost CTR with relevant ad text
Villas in Spain
100s of villas to choose from.
Dis...
Google Confidential and Proprietary
3
4
Rule Number 4
Bid and Budget for Mobile
Google Confidential and Proprietary
Lower Ad Slots
•  Ads appear below search
listings.
•  A maximum of three ad
slots.
• ...
Google Confidential and Proprietary
3
6
Rule Number 5
Track Your Performance
Google Confidential and ProprietaryGoogle Confidential and Proprietary
(5) Tracking and performance tips
  Evaluate perfo...
Google Confidential and Proprietary
3
8
Rule Number 6
Optimize Mobile Website
Google Confidential and ProprietaryGoogle Confidential and Proprietary
(6) Landing Pages are the Key To Conversions
Good B...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
4
0
CodeSimplicityMobileUIContentAvoid
1.  Keep sit...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Questions from Customers
How should I begin
with Ad...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Answer we can offer Customers
Separate our your
cam...
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Customer insights
We want people
to see our Movie
T...
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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".

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Mobile Training Atcore

  1. 1. Google Confidential and Proprietary Mobile Training Google Confidential and Proprietary
  2. 2. Google Confidential and Proprietary 2 Mobile Low Down Mobile Optimization Techniques How best to approach your Client Mobile Best practices & Stories from the Field Agenda!
  3. 3. Google Confidential and Proprietary 2013: more internet users on mobiles than computers Source: Morgan Stanley, Feb 2010 Google Confidential and Proprietary
  4. 4. Google Confidential and Proprietary 4 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
  5. 5. Google Confidential and Proprietary 2010E200920082007 Desktop internet users Mobile internet users 2015E2014E2013E2012E2011E 5 Mobile Will Be Bigger Than Desktop Internet in 5 Years Global Mobile vs. Desktop Internet User Projection 2007 – 2015E Source: Morgan Stanley Research There is debate as to WHEN mobile internet users will become more numerous than desktop. There is no debate IF it will happen 2.0 billion 1.5 billion 1.0 billion 500 million
  6. 6. Google Confidential and ProprietaryGoogle Confidential and Proprietary 6 Mobile Ads can be Targeted to Specific Platforms Palm Pre iPhone/iTouch Android AdWords Campaign Settings
  7. 7. Google Confidential and ProprietaryGoogle Confidential and Proprietary Google offers 3 types of mobile advertising 7 (1) Search Ads (2) Web display ads (3) App display ads
  8. 8. Google Confidential and Proprietary 8 (1) Mobile Search Ads
  9. 9. Google Confidential and Proprietary 9 Click-to-call Location Extension Click-to-call Phone Extension Click-to-download for Apps Offers - beta (1) Mobile Search Ads – Resemble Desktop ... but they do offer a lot more!
  10. 10. Google Confidential and Proprietary 10 Two Types of Click-to-Call Phone Numbers 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. Use location extensions to display your local business phone number to nearby users on mobile devices with full browsers 1 2 Use phone extensions to display your national phone number to all users on mobile devices with full browsers Click-to-call Phone ExtensionClick-to-call Location Extension
  11. 11. Google Confidential and Proprietary Enable click-to-call in 2 easy steps 1. Navigate to Ad Extensions tab, choose “Phone Extension,” then select “New Extension” 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 you are opted into high end mobile. 1
  12. 12. Google Confidential and Proprietary 12 (2) Mobile Display Ads
  13. 13. Google Confidential and Proprietary Mobile Image Ad Sizes/Specs • 300x50 • 250x250 • 200x200 • 300x250 Text ads Specs -3 lines: (25 characters, 35 characters, 35 characters) -Display URL 35 characters Mobile display ads appear throughout the Google Display Network (Text and Image possible) Optimized Mobile Page Desktop Sites Viewed via High End Mobile Devices • All Image Ad Units are 50k Max • GIF, JPG or PNG - No Flash • Animation: Yes • Geo-Target capable • No 3PAS
  14. 14. Google Confidential and Proprietary Click to Download App Click-to-call Phone Extensions Location extensions Text ad Formats for display & apps are rapidly expanding Expandable Video Ad – beta
  15. 15. 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
  16. 16. Google Confidential and Proprietary 16 AdWords Mobile Reporting
  17. 17. Google Confidential and Proprietary Device Reporting from the Campaigns Tab 17
  18. 18. Google Confidential and Proprietary Extensions Tab Provides Additional Reporting 18
  19. 19. Google Confidential and Proprietary 19 Google Analytics
  20. 20. Google Confidential and Proprietary 20 Mobile Reporting with Google Analytics
  21. 21. Google Confidential and Proprietary 21 Track Activity from High-End Devices Source: 8pt, medium gray  New reports show details for mobile visits  View by devices or carriers
  22. 22. Google Confidential and ProprietaryGoogle Confidential and Proprietary 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 22
  23. 23. Google Confidential and Proprietary Mobile And PC Search: An Inverse Relationship 2 3 Achieve incremental reach with mobile. Light PC users are 30% more likely to use mobile than heavy PC users Traffic 7am 1pm 8pm 11p m Time of Day Source: Internal Data Desktop Traffic Mobile Traffic
  24. 24. Google Confidential and Proprietary 2 4 The Optimization Basics!
  25. 25. Google Confidential and ProprietaryGoogle Confidential and Proprietary 25 =   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 The Same Logic For Desktop Can Be Used For Mobile
  26. 26. Google Confidential and Proprietary 2 6 Golden Rules for Optimizing!
  27. 27. Google Confidential and Proprietary Golden Rules of Mobile Optimization 27 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
  28. 28. Google Confidential and Proprietary 2 8 Rule Number 1 Separate Campaigns
  29. 29. Google Confidential and Proprietary (1) Benefits of targeting mobile separately 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. Separate campaigns are the best way to guarantee stronger results.
  30. 30. Google Confidential and Proprietary 3 0 Rule Number 2 Optimize Your Keyword Lists
  31. 31. Google Confidential and ProprietaryGoogle Confidential and Proprietary (2) Add local specific search terms 3 1 Walk into a store Phone the business Get driving directions One in three mobile search queries have local intent. 15% of iPhone applications are local Get flowersFind a store nearby Find a toy for nephew Source: The Kelsey Group, 2009 Mobile advertising allows you to reach customers who are close to point-of-sale and want to spend now.
  32. 32. Google Confidential and Proprietary 3 2 Rule Number 3 Create compelling Ad Text
  33. 33. Google Confidential and Proprietary (3) Boost CTR with relevant ad text Villas in Spain 100s of villas to choose from. Discount for online bookings! www.easytplanner.co.uk Villas in Spain 100s of villas to choose from. Search easily on our mobile site! www.easytplanner.co.uk Singood’s Restaurant Fine dining for any occasion. Fresh, organic ingredients. www.abcfood.co.uk 0207 031 1000 - 15 Parkin Street, London Singood’s Restaurant Fine dining for any occasion. Call us now to reserve a table! www.abcfood.co.uk 0207 031 1000 - 15 Parkin Street, London Call out click-to-call functionality, mention the fact the user is on a mobile. Desktop Search Mobile Search
  34. 34. Google Confidential and Proprietary 3 4 Rule Number 4 Bid and Budget for Mobile
  35. 35. Google Confidential and Proprietary 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. Competitive Bidding •  Ads appear above the search listings •  A maximum of two slots •  High visibility and higher CTR. (4) Bid and budget competitively Ads appear on high end mobile devices as the default: competition is strong for fewer ad slots (5 on mobile vs. 11 on desktop).
  36. 36. Google Confidential and Proprietary 3 6 Rule Number 5 Track Your Performance
  37. 37. Google Confidential and ProprietaryGoogle Confidential and Proprietary (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 37
  38. 38. Google Confidential and Proprietary 3 8 Rule Number 6 Optimize Mobile Website
  39. 39. Google Confidential and ProprietaryGoogle Confidential and Proprietary (6) Landing Pages are the Key To Conversions Good Better HTML Site on iPhone Optimize Mobile Landing Page iPhone App 3 9
  40. 40. Google Confidential and ProprietaryGoogle Confidential and Proprietary 4 0 CodeSimplicityMobileUIContentAvoid 1.  Keep site layout simple 2.  Keep the site code minimalistic and clean 3.  Keep images scarce 4.  Optimise navigation – big buttons 5.  Limit scrolling to one direction – run on rails 6.  Make the site content useful, mirror the desktop site content, but keep it practical 7.  Give the user the option to navigate to the desktop site 8.  Track & measure with analytics package 9.  Avoid pop-ups 10.  Avoid flash and java script 11.  Avoid redirects (6) When building a mobile site, remember to…
  41. 41. Google Confidential and ProprietaryGoogle Confidential and Proprietary Questions from Customers How should I begin with AdWords Is it cheaper on Mobile Should I build an App or a Mobile Site? Click to Call? Free number or Shared cost number? How much traffic am I able to get from Mobile? Mobile SEM…can you tell me what to do? Can you help me develop an Android app? Can you help me with promoting my Android App?
  42. 42. Google Confidential and ProprietaryGoogle Confidential and Proprietary Answer we can offer Customers Separate our your campaigns The mobile auction is a little less competitive at the moment. A mobile Site can Reach all Devices A Free number will trigger more calls It varies, some local business are getting 10% on Mobile The Auction is the same on Mobile We can try to assist you but won’t write your app for you If the app is amazing or we’ve helped with development it might be possible to help with marketing
  43. 43. Google Confidential and ProprietaryGoogle Confidential and Proprietary Customer insights We want people to see our Movie Trailers and Expandables are a very interesting ad format! Click to call works like a charm for Travel insurance We are actually selling Make-up on mobile, despite our flash heavy Site Customers are using Click to Call for Health insurance We are a platform for food delivery services and 10% of traffic comes from Mobile!
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