Mobile is BIG | August 2011

Mobile is BIG August 2011 Google Confidential and Proprietary

Mobile is growing faster than Desktop in South Africa ZA Mobile vs. Desktop Query Growth, 2007 -‐ 2011 1 in 3 searches in ZA is mobile! Dec 2007 Dec 2008 Dec 2009 Dec 2010 Google Confidential and ProprietarySource: Google internal data (indexed)

The Mobile Web Audience 49M Popula6on of SA 98% Have a mobile phone Have mobile devices that can browse the Mobile 29% Web 16% Have smartphones as of Jan 2011 14M Mobile Internet users Google Confidential and Proprietary

80% Smartphone penetra6on by 2014 16% “More Smartphones than 42 million Smartphone penetra6on Subscribers DSTV subscribers” in SA Google Confidential and ProprietarySource: Gartner

SA WAP Users SAs WAP users by Race SAs WAP users by LSM 4% LSM 10 8% LSM 9 Indian LSM 8 22% Coloured LSM 7 67% LSM 6 White LSM 5 Black LSM 4 LSM 1 -‐3 0% 5% 10% 15% 20% 25% 30% Data represents people using WAP from their Mobile phone in November 2009 Google Confidential and Proprietary

Why Mobile MaVers: Mobile is complimentary Google Confidential and Proprietary

Mobile is Always On and Complements Desktop Daily View Weekly View Desktop Searches vs. Mobile Searches Desktop Searches vs. Mobile Searches Google Confidential and ProprietarySource: Ci6 Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010

Your Customer Is Going Mobile 9:00 pm 7:00 am Checks out a YT video Checks messages while on the couch 5:00 pm 8:00 am Plays new game on Reads news on the way the Gautrain to work 3:00pm 10:00 am Gets direc6ons to the Searches for a coﬀee shop for a mee6ng local pub 12:00 pm Checks scores and texts a friend at lunch Google Confidential and Proprietary

How to Win in Mobile Google Confidential and Proprietary

Engage Consumers Across the Whole Funnel Searching for mobile content Browsing mobile content Upper Funnel Digital camera reviews Lower Funnel Canon powershot camera Google Confidential and Proprietary

Mobile Specific Approach to Success Branding •  Get your site mobile-‐ready Create Awareness Build Brand Preference •  Build brand awareness & preference with banner, rich media and mYouTube campaigns •  Use audience-‐targe6ng to reach your desired customer •  Establish brand presence across generic searches Direct Response •  Create separate mobile-‐specific campaigns Drive Sales Promote Mobile-‐Exclusive Offers •  Leverage keyword-‐targe6ng to reach lower-‐funnel audiences •  Use click-‐to-‐call to make it easier for your customers to find you •  Use sitelinks to qualify leads & drive prospects further into funnel •  Add loca6on info to ads to improve conversions •  Promote app to drive immediate ac6on Google Confidential and Proprietary

Mobile Ad Strategies and Formats Google Confidential and Proprietary

Google Currently Oﬀers 4 Types Of Mobile Adverasing 1 Search Ads 2 Mobile GDN 3 Mobile YouTube 4 AdMob (apps and web) Google Confidential and Proprietary

Implement Mobile Search Ad Extensions Click to Call Sitelinks Loca6on Extensions 6 to 8% CTR increase More op6ons, more conversions Loca6on marker & expandable map 20 to 30% lower CPAs 15 to 30% CTR increase Improve relevance (1 in 3 searchs are local) Google Confidential and Proprietary

Next Steps 1 Deﬁne Your Mobile Campaign Goals 2 Make Sure your Assets Are Mobile Op6mized 3 Create Mobile Speciﬁc Campaigns 4 Measure Performance Google Confidential and Proprietary

Define Your Mobile Campaign Goals Generate awareness for your brand? Drive traffic to your mobile site? Do you want to: Get more phone calls to your business? Drive foot traffic to your store? Promote a mobile applicaaon? Google Confidential and Proprietary16

Make Sure your Assets are Mobile Opamized and You are Providing a Posiave Mobile Experience What does your website look like on a mobile device? Google Confidential and Proprietary

Separate your Mobile Campaigns from your Desktop Campaigns Clicks Click-‐through rate 29% 11.5% Hybrid Mobile only Hybrid Mobile only More Control Set bids and budgets just for mobile, run separate reports to track results, easier op6miza6on. Relevant Messaging Include messaging with a strong mobile call-‐to-‐ac6on and use relevant ad formats. BeVer Targeang With AdWords you can target diﬀerent carriers and devices. Google Confidential and ProprietarySource: Google internal data, Google search only

Adveraser Targeang Opaons in Mobile Today Google Mobile Targeang Opaons Network OS Carrier Device Ads Mobile Search Android Cell C Feature phones Text asdasdasd asdasdasda sadasdasdasd (WAP) asdasdasdasdasd Mobile Display iOS MTN Smart phones Banner asdasd asdasdasdasd asdasdasdasd (full browsers) asdasdasdasd webOS Vodacom Tablets HTML5 Google Confidential and Proprietary

Opamize your Mobile Specific Campaigns 1 Bids: Start with aggressive maximum bids (1x to 2x Search bids) to build strong history and win the limited auc6on spots available. 2 Keywords: Look at analy6cs to see which keywords are currently receiving strong mobile traffic (in paid or natural results) and leverage those. 3 Creaave: Test mobile specific calls to ac6on such as “Shop today from your phone” or “Call for a free quote”. Also use loca6on and phone extensions to akract aken6on to your ads and make them more relevant to users. 4 Landing pages: Be sure to check func6onality and usability on both Android and iPhone. (Note that flash-‐heavy sites don’t work well on mobile phones) Google Confidential and Proprietary

Understand your Mobile Traﬃc Use a web analyacs tool to determine: •  Percentage of mobile visits to your site •  Which devices and carriers are visi6ng your site •  Mobile consumer behavior Google Confidential and Proprietary

Mobile Strategy Summary Be Clear Deﬁne your Mobile campaign goals Engagement, Downloads, Purchases, Test drive, Brochure order Be Ready Be Found Be Smarter Create a mobile-‐op6mized Build mobile-‐speciﬁc Consistently track & report, and site and user experience campaigns op6mize accordingly Google Confidential and Proprietary

Thank You! Google Confidential and Proprietary

Mobile is BIG | August 2011

by deshen on Aug 05, 2011

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Mobile is BIG | August 2011 — Presentation Transcript