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! …

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

More in: Technology , Business
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  • 1. Mobile  is  BIG  August  2011     Google Confidential and Proprietary
  • 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. 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. 80%   Smartphone   penetra6on  by   2014   16%   “More  Smartphones  than   42 million Smartphone   penetra6on   Subscribers DSTV  subscribers”   in  SA   Google Confidential and ProprietarySource:  Gartner  
  • 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. Why  Mobile  MaVers:  Mobile  is  complimentary   Google Confidential and Proprietary
  • 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. 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. How  to  Win  in  Mobile   Google Confidential and Proprietary
  • 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. 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. Mobile  Ad  Strategies  and  Formats   Google Confidential and Proprietary
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Thank  You!   Google Confidential and Proprietary