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Mobile	  is	  BIG	  August	  2011	  	                                              Google Confidential and Proprietary
Mobile	  is	  growing	  faster	  than	  Desktop	  in	  South	  Africa	                                            ZA	  Mob...
The	  Mobile	  Web	  Audience	      49M	           Popula6on	  of	  SA	      98%	           Have	  a	  mobile	  phone	    ...
80%	                                                           Smartphone	                                                ...
SA	  WAP	  Users	  	                             SAs	  WAP	  users	  by	  Race	                                           ...
Why	  Mobile	  MaVers:	  Mobile	  is	  complimentary	                              Google Confidential and Proprietary
Mobile	  is	  Always	  On	  and	  Complements	  Desktop	                              Daily	  View	                       ...
Your	  Customer	  Is	  Going	  Mobile	                                           9:00	  pm	                              7...
How	  to	  Win	  in	  Mobile	                            Google Confidential and Proprietary
Engage	  Consumers	  Across	  the	  Whole	  Funnel	                        Searching	  for	  mobile	  content	     Browsin...
Mobile	  Specific	  Approach	  to	  Success	                        Branding	                • 	  Get	  your	  site	  mobil...
Mobile	  Ad	  Strategies	  and	  Formats	                        Google Confidential and Proprietary
Google	  Currently	  Offers	  4	  Types	  Of	  Mobile	  Adverasing	    1	   Search	  Ads	     2	   Mobile	  GDN	  	       3...
Implement	  Mobile	  Search	  Ad	  Extensions	  	     Click	  to	  Call	                            Sitelinks	            ...
Next	  Steps	     1	     Define	  Your	  Mobile	  Campaign	  Goals	     2	     Make	  Sure	  your	  Assets	  Are	  Mobile	 ...
Define	  Your	  Mobile	  Campaign	  Goals	                                              Generate	  awareness	  for	  your	 ...
Make	  Sure	  your	  Assets	  are	  Mobile	  Opamized	  and	  	  You	  are	  Providing	  a	  Posiave	  Mobile	  Experience...
Separate	  your	  Mobile	  Campaigns	  from	  your	  Desktop	  Campaigns	                     Clicks	                     ...
Adveraser	  Targeang	  Opaons	  in	  Mobile	  Today	                                                  Google	  Mobile	  Ta...
Opamize	  your	  Mobile	  Specific	  Campaigns	    1	   Bids:	  	  	             Start	  with	  aggressive	  maximum	  bids...
Understand	  your	  Mobile	  Traffic	  	                                           	                                        ...
Mobile	  Strategy	  Summary	                                                         Be	  Clear	                          ...
Thank	  You!	                      Google Confidential and Proprietary
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Mobile is BIG | August 2011

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Make your clients more aware about the opportunities Google mobile presents - localized slides for better association with the South African market!

Deshen Naidoo & Jared Molko
Google South Africa

Published in: Technology, Business
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Transcript of "Mobile is BIG | August 2011"

  1. 1. Mobile  is  BIG  August  2011     Google Confidential and Proprietary
  2. 2. 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)  
  3. 3. 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
  4. 4. 80%   Smartphone   penetra6on  by   2014   16%   “More  Smartphones  than   42 million Smartphone   penetra6on   Subscribers DSTV  subscribers”   in  SA   Google Confidential and ProprietarySource:  Gartner  
  5. 5. 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
  6. 6. Why  Mobile  MaVers:  Mobile  is  complimentary   Google Confidential and Proprietary
  7. 7. 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  
  8. 8. 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
  9. 9. How  to  Win  in  Mobile   Google Confidential and Proprietary
  10. 10. 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
  11. 11. 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
  12. 12. Mobile  Ad  Strategies  and  Formats   Google Confidential and Proprietary
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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    
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. Thank  You!   Google Confidential and Proprietary
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