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 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化
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Google 流動廣告的商機﹣流動網頁最佳化

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  • - Calling: http://www.marketingweek.co.uk/sectors/telecoms-and-it/smartphone-users-ignore-mobile-ads/3023387.article- Travel usage:http://heathrownews.com/category/airlines/british-airways-airlines/- Shopping with orange: http://vator.tv/news/2011-01-05-groupme-raises-106m-series-b-for-group-text
  • Source: eMarketer, March 18, 2011http://totalaccess.emarketer.com/Chart.aspx?R=107412&dsNav=Ntk:basic|Share+of+Average+Time+Spent+per+Day+with+Select+Media+by+US+Adults+vs.+US+Ad+Spending+Share|1|,Ro:-1 Source: Top Mobile Internet Trends, Mary Meeker - http://www.businessinsider.com/mary-meeker-matt-murphy-2011-2#-1959% of time is spent on mobile web/web apps 32% on telephony9% mail app
  • [see speaker notes]detailsAd Sitelinks Use mobile ad sitelinks to highlight information most relevant for the mobile customer Help potential consumers navigate the mobile web with ease Drive visitors to conversion focused pages on mobile Product ads (Product extensions): works with an advertiser's Google Merchant Center account to display relevant products along with an advertiser's text ad on relevant user queries.  On mobile devices, Product Ads feature an expandable plus box that contains 3 product images complete with product names and price information. Give customers rich product information (pricing, images) on the mobile web. Drive traffic to specific product pages on the mobile web Shorten the steps to conversion/sale Communication AdsCapture leads from potential customers on their mobile devices directly from the search results page. The size of a phone screen, and the 'mobile' nature of mobile users mean that shortened conversion/lead cycles are even more important on mobile than on desktop.  This ad format allows them to quickly leave their relevant contact information so that an advertiser can follow up with them later. 
  • [see speaker notes]detailsGoals• To give customers multiple ways to access the advice and expertise of The Carphone Warehouse• To facilitate the efficient sales of services and productsApproach• Replicated The Carphone Warehouse website as a mobile optimised site• Used Google Mobile Ads to drive smartphone traffic to the site• Incorporated click-to-call in ads and on the site to enable multi-channel access to The Carphone Warehouse knowledge• Utilised Mobile Ad Sitelinks to offer instant access to The Carphone Warehouse store finderResults• Since launch, approximately 10% of all unique visitors to The Carphone Warehouse have been from the mobile optimised site• The click-through rate for Mobile Ad Sitelinks was 312% greater than mobile search activity where Sitelinks did not appear• Mobile activity as a whole delivered a cost per click that was 36% lower than the desktop search campaignDETAILSTalk of the townThe Carphone Warehouse launched in 1989 as a UK mobile phone retailer, and opened branches in other European countries in 1996. From 1998, the businesssupplemented its organic growth with a series of acquisitions both in the UK and Western Europe. Today the group has a portfolio of 2,453 stores acrossnine European countries.Enabling telephone communications on the go has been at the company’s core since the start. With strong retail propositions already in place through its networkof stores and e-commerce site, The Carphone Warehouse is ideally situated to take advantage of the new marketing opportunities now available thoughmobile phones featuring full internet browsing capabilities.Heeding the callThe Carphone Warehouse is intent on enabling customers to access its knowledge, services and products in as many convenient ways as possible.“The mobile in your hand is essentially now a mini computer with phenomenal processing speed,” notes Gareth Jones, the company’s head of online marketing.“Clearly The Carphone Warehouse has a natural position in this new emerging mobile space, and we view it as a key way of driving efficient sales but alsofulfilling what we refer to as multi-channel assistance.”Offering customers seamless connectivity with the company is a critical focus. “In this confusing world of mobile technology, we stand by the principleof offering impartial advice and knowledgeable service,” Gareth explains. “A broad proportion of the marketplace needs assistance, and that’s what TheCarphone Warehouse does through all of our channels.” And so The Carphone Warehouse together with its agency Efficient Frontier took advantage of Google’srange of tools to forge valuable connections with users via mobile.On the moveTheir first step was to build a site optimised for mobile that replicated almost everything on the desktop site, enabling visitors to browse and research handsetsand price plans. Gareth explains, “Previously if you searched for ‘carphone’ on your mobile, you’d have gone through to the dot-com site. We were sellingthrough that, but that was more to do with the tenacity of the user to pinch, scroll and end up at the checkout.”To enable consumers to buy from the current information only site, the company needed a way for users to connect and make a purchase. In every page wherethe dot-com site allows visitors to click to buy, on the mobile site you’ll instead find click-to-call functionality. Here a user can directly access the call centre,speak to a representative, gain further advice and complete a transaction. With the site built, the next task was to create an AdWords campaign specifically for mobile. Efficient Frontier chose a keyword set that was not as complexas it would be on desktop search, including shorter strings and different match types. Analysing results day-by-day, they noted a higher proportion of broadmatching as a function of misspellings and the limitations of handset keyboards, and refined their efforts accordingly.As soon as Google Sitelinks for Mobile launched, they rapidly incorporated this into their work too. This feature allows an AdWords result to include additional linksto the site’s deeper content. The decision was made to implement Google’s clickto-call phone extensions product to direct users to a trackable call centre number. In addition, their AdWords result linked to the store finder page on The Carphone Warehouse site. “That’s a clear multi-channel dynamic,” Gareth observes. “You’rewalking down the street, you fancy buying a phone, you need to know where The Carphone Warehouse is and you use your mobile search functionality to do that.”A clear connectionWith both a link straight to the store finder and a click-to-call number in their pay-per-click ads, The Carphone Warehouse gave customers two ways to reachits representatives – in-store or via the call centre – before they had even clicked to the site. And by tracking click-to-call from the ads separately from thoseincluded in the site, the company gained valuable insights. “Interestingly, we’re seeing a comparable level of calls from search ads to people who have called fromthe site.” Average call durations for both are lengthy, suggesting that customers are using the facility exactly as The Carphone Warehouse had hoped –to obtain help and make purchases. “Click-to-call is an important element of our paid marketing activity because it’s clearly driving calls that are converting veryefficiently for us,” says Gareth.He’s also happy with the decision to focus the majority of m-commerce efforts on the mobile site rather than apps. “We offer apps as well, but there areprobably certain benefits to having your commerce functionality through a mobile site, not the least that through Google it’s easier to find than trawling througha multitude of different app stores with half a million apps.” He notes that a mobile site efficiently capitalises on impulse buying as well, pointing to theexample of a visitor to a shopping centre seeing a compelling offer. “You can search for ‘carphone’ through Google and be at the store in a millisecond, thenresearch and buy. If you didn’t have an app uploaded you probably wouldn’t be able to do that.”Another benefit to the activity has been the chance to develop best practice in mobile internet marketing before it has even begun to approach its full potential.“We’ve started to glean various nuances about behavioural differences,” Gareth says of monitoring desktop versus mobile search. “There’s a lot of benefitin being an early adopter; whilst other people are catching up, we’re on the next evolution in our thinking. And it is relatively cheap to do because froman auction perspective there just isn’t the competitive intensity that there is the desktop space.” With their attention fixed firmly on their multi-channel strategy,the company’s next steps include enhanced location-based services and further exciting developments to the mobile site. In the meantime, they’re continuingto rack up impressive stats; the month after launching the mobile campaign, the click-through rate for Mobile Ad Sitelinks was 312% greater than mobile searchactivity where Sitelinks did not appear. Mobile activity as a whole delivered a cost per click that was 36% lower than the desktop search campaign.
  • [see speaker notes]detailsClick to call: in addition to the url, advertisers can include a location-specific business phone number in ads that appear on high-end mobile devices. This provides customers with two ways to connect with your business with-- the url or the phone number. Call Metrics:Using a dynamically assigned Google Voice number, Call Metrics provide campaign-level statistics on the number of phone leads AdWords ads have generated including call duration and caller area code.
  • [see speaker notes]Details(Video: http://www.youtube.com/watch?v=ngKi8IxUvag)Goal: Help users get a quote easily and quicklyWhat they did: deployed Google mobile ads click-to-call ad unit to connect mobile users with car insurance agents and drive increased revenueResults:Improved CPA: Acquired customers at about 20-30% less cost than through other marketing channels Increased Sales Probability: Calls coming from click-to-call mobile ads were more likely to result in sales Improved user convenience: Click to call allowed Esurance to gain new customers by linking them directly to their call centers with one click.White Paper detail(download: http://preso.corp.google.com/slideDetails?type=slideDetails&documentId=3518896245422248090High tech, high touch Can interacting with an auto insurance company be a pleasant experience? The answer is yes, if you work with Esurance. The direct-to-consumer personal car insurance company’s goal is to ensure that customers can do business with them on their own terms and at their own convenience. “The mission of Esurance is to provide innovative, competitively priced, hassle-free car insurance coverage backed by high quality 24/7 service and claims handling,” says Tolithia Kornweibel, director of online marketing for Esurance. After over a decade in business with more than 500,000 policyholders, Esurance dedicates itself to constantly improving the way people shop for, buy, and manage their car insurance. For instance, the company offers an iPhone app that delivers quotes, policy information, and claims resources for customers who prefer not to place a call to the company – but it also offers a high-touch customer service center that makes it easy to reach a responsive, knowledgeable agent. Insurance made easy A dot-com innovator, Esurance launched its website in December 1999. Over the years, the company has established an in-house marketing team that strives to understand and continually improve the customer experience, both online and over the phone. When it came to supporting the evolution of the company’s brand positioning – their most recent corporate initiative and new tagline – “people when you want them, technology when you don’t™,” the marketing team wanted to enable potential customers to access Esurance services around-the-clock – online or over the phone. They also wanted mobile phone users to be able to reach an agent live in a step or two or interact with the company through the mobile web. The goal was to let car insurance shoppers know that, via their mobile devices, they could obtain personal quotes over the phone too – that Esurance is more than just an online insurance company. The online experts at Esurance chose Google mobile ads with integrated click-to-call (CTC) functionality to make it happen.   “Google mobile ads with click-to-call allow us to put an interested person in touch with a licensed insurance agent or dedicated claims representative, or obtain a personal quote on a mobile phone in just a few simple steps,” says Kornweibel. “Google’s mobile advertising solution is not only more convenient and faster for customers, but also is a less expensive lead acquisition vehicle for us.” Driving volume, lowering costs To fuel both growth and profitability, Esurance must continuously mobilize the most responsive, cost-effective marketing and service delivery channels – a key factor in the “people when you want them, technology when you don’t™” campaign. The new corporate initiative is delivered through television, outdoor media, and online search marketing using Google AdWords – a tool Esurance has used since 2001. The company also created an optimized mobile landing page for the campaign. But Esurance wanted to expand its reach further to deliver ads to users on both WAP and high-end mobile phones. “We chose Google mobile ads because we love the volume it delivers,” says Kornweibel. “To expand our reach, Google mobile ads provides highly relevant ads to customers across a wide range of mobile phones.” According to Kornweibel, implementing Google mobile ads was simple. “Setting up a mobile campaign in AdWords was easy, intuitive, and very much in line with the process to create any other campaign,” she says. “The ease in functionality allowed our team to set up Google mobile ads ourselves.” Master trackers To track the results of the campaign, Esurance used unique 800 numbers in their Google mobile ads click-to-call ads so that the company could gauge downstream conversions – defined as the moment when a potential customer requests an insurance quote. “We tracked customers back to the first quote, rather than the last click,” explains Kornweibel. “So even if we remarketed to the customer through email, we knew if they first came through Google mobile ads click-to-call. This helped us deepen our understanding of how to best allocate our marketing budget.” Making a good thing better The Esurance team began monitoring performance and optimizing click-to-call campaigns as soon as they went live. “We quickly saw that performance through click-to-call was – in a word – awesome,” says Kornweibel. “The people coming in through Google mobile ads click-to-call are very high-converting leads. CTC allows us to immediately begin consultative selling over the phone, and that increases our close rate substantially. On similar keywords, we get 30-35% higher response on our mobile campaigns with a 5-10% lower cost per click.” The results of the campaign overall, according to Kornweibel, were impressive, but the highest-growth, lowest-cost channel was Google mobile ads and click-to-call. “With Google mobile ads and click-to-call, our cost per acquisition is 20-to-30% less when compared with other channels,” says Kornweibel. Based on the results, Esurance began allocating more budget toward Google mobile ads. By year end, the company expects mobile acquisition to drive 3-5% of direct response campaigns, which is an increase from the previous year. “Today, our Google mobile ads budget is a significant portion of our overall Google spend. So far in 2010, we are increasing mobile campaign spending at an average rate of 30% per month,” Kornweibel says. “The click-to-call feature of Google mobile ads is key, because it allows a user to connect to us directly after a search – so customers have a great user experience, and we get a positive return on investment. We’ll definitely be using Google mobile ads with click-to-call as a cornerstone of our next campaign.
  • [see speaker notes]details[Other formats to drive in-store sales - details in appendix]Store Locator Ads Show multiple locations for your business Leverage key features of location extensions Phone numbers Addresses Directions A user’s distance from locationProduct Local Ads Provide competitive retail information: allow customers to see how many of your products are in stock, across multiple store locations Complimentary strategy with Product Ads & Extensions on mobile and desktop [details for formats on this slide]Click to Call Location Extensions: Click-to-call provides users more options to connect directly with your business, whether through a call or a click to your website. Location extensions with the expandable map not only provides users the option to click to call but also to easily find your business on a map and to get directions. Mobile users who are searching on their mobile devices are often closer to purchase decision so providing a clickable phone number can help drive more conversions. Business address and phone number must be provided (either by importing Google Places info or manual addition) under Campaign Settings tabLocation Extensions (hyperlocal): will show a distance marker with distance between the user and the business. Hyperlocal distance information is automatically enabled for location extensions and does not require any additional configurations, allowing you to effortlessly perform hyperlocal advertising with your existing location extensions. Hyperlocal distance information is automatically enabled for location extension ads serving on mobile devices.  Offer ads: Offers show as an extension to a text ad that appears in one of the top ad spots above the search results on Google when the quality of the ad is extremely high. The user sees the offer headline under the regular ad text along with a “View offer” button. On high-end mobile devices, the offline redemption offer landing page will have “Email”, “SMS”, and “Save” buttons. The advertiser will be charged a click when the user clicks one of these buttons. Bid by distanceThis is an automated way to increase visibility to nearby customers searching on their mobile phones. Raise your share of voice to potential customers who are near one of your physical locationsImprove visibility and set yourself apart to nearby customers whom are more likely to take action (call, visit, lookup directions, etc.) Better understand the value of users who are near your business
  • [see speaker notes]detailsFull quote: Mobile searchers looking for dining options could effortlessly see how close they were to a nearby Roy's Restaurant and the click to call function allowed for instant reservations. Our hyperlocal mobile-only campaign drove a 40% increase in calls with a CPC 67% less than desktop ads. The numbers are impossible to ignore. We have to invest in hyperlocal mobile advertising as part of our long-term growth strategy.Business Goal: Target potential restaurant-goers at a point of need. Increase call volumes and reservations Reach on-the-go customers searching on mobile devices Roy’s Mobile Strategy:CreatedMobile campaigns Separated mobile from desktop campaigns Utilized AdWords location and phone extensionsKeys to success - details1. After realizing that mobile traffic was outperforming desktop traffic in CTR and CPCs, Roy’s created a separate mobile-only campaign to maximize number of calls and clicks 2. Used hyperlocal location extensions to better target on-the-go customers searching nearby one of their local restaurantsWhite Paper detail(download: http://preso.corp.google.com/slideDetails?type=slideDetails&documentId=7253500276065558236)Dining at its finestIn 1988, James Beard Award-winner Roy Yamaguchi opened the first Roy's in Honolulu, Hawaii. Multi-ingredient fusion dishes, a spacious dining room, anexpansive lounge, and a signature exhibition kitchen in full view defined theexperience. Today’s Roy’s 31 restaurants cater to diners celebrating a specialoccasion as well as business travelers looking to wind down.Roy’s Restaurants pay lavish attention to every detail of the dining experience, andthe same sensibility applies when it comes to marketing. The restaurants in thecontinental U.S. work with agency G&M Plumbing on integrated marketingcampaigns that help sear the Roy’s brand into the minds of discerning diners and –crucial to business success – boost reservations.“Roy’s has wielded Google AdWords search-based advertising for years to drivereservations,” says Scott Dunagan, Director of Digital Marketing for G&M Plumbing.“Roy’s makes it a priority to use their marketing dollars efficiently, track which adsare bringing in reservations, and increase convenience for their clientele. Due to itsprecise targeting and easy tracking, AdWords has been a great fit.”Getting started with click-to-call mobile adsBased on substantial success with Google AdWords, G&M and Roy’s began lookingfor new ways to increase marketing returns and create meaningful connectionswith customers. Together, they determined that when a customer calls a restaurant,it results in one if not multiple reservations. They also recognized that a growingnumber of customers wanted to use mobile devices to secure a dining spot.Seeing an opportunity, Roy’s and G&M deployed Google Mobile Ads with click-tocallfunctionality enabled through their use of AdWords location extensions.Location extensions display the phone numbers and addresses of nearbyrestaurants prominently on mobile or desktop-based ads. The click-to-call mobileads allowed customers who were searching on their mobile phones to click on thephone number in the ad and directly connect with a Roy's Restaurant.Creating mobile-only campaigns and implementing mobile best practicesWhat Roy’s and G&M cooked up next is a showcase of precisely how to maximizereturns by advertising on mobile devices with Google. First, they created a national,mobile-only campaign that enabled them to budget, bid, target, and track theirmobile performance separately from their desktop AdWords campaigns. Next theyemployed aggressive bids to increase the chances of their ads appearing in the toppositions – an important consideration for advertising on mobile because of thephone’s smaller screen size.The Roy’s and G&M teams are also currently working on creating a more mobilefriendlywebsite to help ensure that users have a positive experience if they chooseto visit the Roy’s site to make dining reservations. The results of these concertedefforts are impressive. Roughly 12 to 13% of traffic to the Roy’s website now comesfrom mobile devices, a 600% increase from the same time period last year.Harnessing the power of hyperlocal advertisingIn addition to mobile-specific campaigns, Roy’s also took advantage of GoogleMobile Ads’ new hyperlocal advertising feature which serves locally relevant adsand displays the location, phone number and distance information to help users seehow close they are to the nearest restaurant. The hyperlocal functionality of the adformat immediately enabled the company to better target on-the-go customerssearching for the closest Roy’s Restaurant location. Jason Maloney, VP of Marketingat Roy's, has been thrilled with the results.
  • [see speaker notes]detailsClick-to-download (traditional format): best for pure app download advertisers such as Angry Birds, who do not want the option to drive traffic a website. Seamless integration between your mobile ads and your Android or Apple App pages ensures easy downloads of your app.Mobile App extensions video https://docs.google.com/a/google.com/leaf?id=0B9Pw0RL5INa1NDZlODVhZjYtOWE2NC00YjdhLTliMWUtNjNlOTNjMWVlZGY4&sort=name&layout=list&num=50Mobile App Extensions: Fancy Sitelinks The “fancy sitelink” option extends all existing ads in campaign with an option to download the app. This means that a headline click will take a user to the website as normal while a click on the app link will take the user to the Android market or iTunes app store to download the app. The extension would work just like a sitelink to link to the Android market or iTunes app store. The reason that it’s “fancy” is that the link will also include a small icon of the app, and the app rating. (Note that we are currently unable to show the rating on iOS devices due to legal reasons.)Mobile App Extensions: Deep LinksCustomer can either cilck on the headline and deeplink to the app (ANDROID ONLY) Benefit: many apps allow for an easier conversion process on a mobile device if they store billing and shipping information (such as the Amazon app). Advertisers can improve their ROI and increase conversions by deep linking into the app.If app is installed, deeplink will direct to specified page; if app is not installed, user will be prompted to install app
  • [see speaker notes]detailsAd Sitelinks Use mobile ad sitelinks to highlight information most relevant for the mobile customer Help potential consumers navigate the mobile web with ease Drive visitors to conversion focused pages on mobile Product ads (Product extensions): works with an advertiser's Google Merchant Center account to display relevant products along with an advertiser's text ad on relevant user queries.  On mobile devices, Product Ads feature an expandable plus box that contains 3 product images complete with product names and price information. Give customers rich product information (pricing, images) on the mobile web. Drive traffic to specific product pages on the mobile web Shorten the steps to conversion/sale Communication AdsCapture leads from potential customers on their mobile devices directly from the search results page. The size of a phone screen, and the 'mobile' nature of mobile users mean that shortened conversion/lead cycles are even more important on mobile than on desktop.  This ad format allows them to quickly leave their relevant contact information so that an advertiser can follow up with them later. 
  • [see speaker notes]detailsClick to call: in addition to the url, advertisers can include a location-specific business phone number in ads that appear on high-end mobile devices. This provides customers with two ways to connect with your business with-- the url or the phone number. Call Metrics:Using a dynamically assigned Google Voice number, Call Metrics provide campaign-level statistics on the number of phone leads AdWords ads have generated including call duration and caller area code.
  • [see speaker notes]details[Other formats to drive in-store sales - details in appendix]Store Locator Ads Show multiple locations for your business Leverage key features of location extensions Phone numbers Addresses Directions A user’s distance from locationProduct Local Ads Provide competitive retail information: allow customers to see how many of your products are in stock, across multiple store locations Complimentary strategy with Product Ads & Extensions on mobile and desktop [details for formats on this slide]Click to Call Location Extensions: Click-to-call provides users more options to connect directly with your business, whether through a call or a click to your website. Location extensions with the expandable map not only provides users the option to click to call but also to easily find your business on a map and to get directions. Mobile users who are searching on their mobile devices are often closer to purchase decision so providing a clickable phone number can help drive more conversions. Business address and phone number must be provided (either by importing Google Places info or manual addition) under Campaign Settings tabLocation Extensions (hyperlocal): will show a distance marker with distance between the user and the business. Hyperlocal distance information is automatically enabled for location extensions and does not require any additional configurations, allowing you to effortlessly perform hyperlocal advertising with your existing location extensions. Hyperlocal distance information is automatically enabled for location extension ads serving on mobile devices.  Offer ads: Offers show as an extension to a text ad that appears in one of the top ad spots above the search results on Google when the quality of the ad is extremely high. The user sees the offer headline under the regular ad text along with a “View offer” button. On high-end mobile devices, the offline redemption offer landing page will have “Email”, “SMS”, and “Save” buttons. The advertiser will be charged a click when the user clicks one of these buttons. Bid by distanceThis is an automated way to increase visibility to nearby customers searching on their mobile phones. Raise your share of voice to potential customers who are near one of your physical locationsImprove visibility and set yourself apart to nearby customers whom are more likely to take action (call, visit, lookup directions, etc.) Better understand the value of users who are near your business
  • [see speaker notes]detailsClick-to-download (traditional format): best for pure app download advertisers such as Angry Birds, who do not want the option to drive traffic a website. Seamless integration between your mobile ads and your Android or Apple App pages ensures easy downloads of your app.Mobile App extensions video https://docs.google.com/a/google.com/leaf?id=0B9Pw0RL5INa1NDZlODVhZjYtOWE2NC00YjdhLTliMWUtNjNlOTNjMWVlZGY4&sort=name&layout=list&num=50Mobile App Extensions: Fancy Sitelinks The “fancy sitelink” option extends all existing ads in campaign with an option to download the app. This means that a headline click will take a user to the website as normal while a click on the app link will take the user to the Android market or iTunes app store to download the app. The extension would work just like a sitelink to link to the Android market or iTunes app store. The reason that it’s “fancy” is that the link will also include a small icon of the app, and the app rating. (Note that we are currently unable to show the rating on iOS devices due to legal reasons.)Mobile App Extensions: Deep LinksCustomer can either cilck on the headline and deeplink to the app (ANDROID ONLY) Benefit: many apps allow for an easier conversion process on a mobile device if they store billing and shipping information (such as the Amazon app). Advertisers can improve their ROI and increase conversions by deep linking into the app.If app is installed, deeplink will direct to specified page; if app is not installed, user will be prompted to install app
  • Transcript

    • 1. Leverage Mobile Opportunity in YourBusinessIris CheungNov, 2012
    • 2. Agenda1 Why Mobile? The Important Mobile Trend2 Google Mobile Search Advertising3 Google Mobile Display Advertising4 Getting Started On Mobile Google Confidential and Proprietary
    • 3. Why Mobile?The Important Mobile Trend
    • 4. Your Customer is Going Mobile... 9:00 pm 7:00 am Checks out a YT video while on the couch Checks messages 5:00 pm 8:00 am Plays new game Reads news onon the train home the way to work 3:00pm 10:00 amGets directions to the Searches for a watch repair shop coffee shop for a meeting Checks scores and texts 12:00 pm a friend at lunch Google Confidential and Proprietary
    • 5. Daily Search Usage Trend by Platform Percentage of Daily Queries by Hour Night Morning Day Evening12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Tablet Mobile DesktopSource: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does notindicate absolute or relative traffic volumes. Google Confidential and Proprietary
    • 6. Search is The Most Visited Website Websites Visited via Smartphone Search engine websites 77% Social Networking websites 65% Retail websites 46% Video sharing websites 43% General consumer websites 38% Brand or manufacturer websites 26% Review websites, blogs or msg boards 25% Health information websites 24% Finance-related websites 24% Travel-related websites 23% Coupon websites 18% Full-length TV programming websites 17% Magazine websites 15% Other websites 14%Base: Smartphone Users 18+ (n=5,013)Q: Which of the following types of websites do you visit on your smartphone? Google Confidential and Proprietary
    • 7. Smartphone Searchers Look For a Wide Variety of Information Types of Info Sought Using Search Engine (Via Smartphone) 51% Dining Dining/restaurant information News 51% 57% Navigational 51% Entertainment 49%31% Travel Shopping Sports 40% 47% Games and activities 37% Food info (e.g. recipes) 36% 49% Entertainment Technology Travel 32% 31% Finance 26% Medical 26% Business info, products or… 24%17%Automotive Health & fitness 23% Educational 22% Automotive 17% Base: Smartphone Users Who Use Search (4902). Google Confidential and Proprietary 7 Q. Which of the following types of information do you look for using a search engine on your smartphone?
    • 8. 9out of10 searchers have taken action as a result of a smartphone searchBase: Smartphone Users Who Use Search (4902).Q. Which, if any, of the following actions have you taken as a result of conducting a search on your smartphone? Google Confidential and Proprietary Google Confidential and Proprietary 8
    • 9. More than Half of Smartphone Searchers Purchase Actions Taken As a Result of a Smartphone Search Talked to others 40% 59% Discuss Visited social networking 39% Recommended brand or product to others 24% Looked for more information on computer 53% Continue 67% Smartphone 43% Research Offline 20% Store 55% Visit a68% Online retailer 39% Business Brand website 30% In-store 40%53% Purchase Online 35% Smartphone 20% Base: Smartphone Users Who Use Search (4902). Q. Which, if any, of the following actions have you taken as a result of conducting a search on your smartphone? Google Confidential and Proprietary 9
    • 10. 95%Smartphone users havelooked for local informationBase: Smartphone Users (5013). Google Confidential and Proprietary Google Confidential and Proprietary 10Q. How often do you look for information about business or services close to your location? Think about any information you may access while you are in your home area, while traveling, etc.
    • 11. Local Information Seekers Are Ready To Buy Actions Taken As a Result of a Looking for Local Information 77% 44% Contacted a Purchased business 61% Call 59% Visit 22% Online 36% StoreBase: Smartphone Users Who Access Local Content (4757).Q. Which of the following actions have you taken after having looked up this type of information (business or services close to your location) on your smartphone? Google Confidential and Proprietary 11
    • 12. Awareness of Mobile Advertising» The majority has noticed mobile advertising at least sometimes –mostly on search engines and apps. 100% 47% All the time 12% On a search engine 90% 80% 14% 40% In an app Most of the 70% time 22% On a video website 60% 35% 22% Sometimes 50% In a video advertising 40% 19% On a retailer website Rarely 30% 27% 2% 20% Others Never 10% 9% Dont know/ no answer 12% 0% 0% 20% 40% 60% 80% 100% n= 1000 n= 882 Base: Private smartphone users who use the internet in general; n=1000 Q41: How often do you notice advertising when you are using the Internet or an app on your smartphone? Q42: Where have you noticed the advertising when using your smartphone? Google Confidential and Proprietary
    • 13. Half of Those Who See a Mobile Ad Take Action Actions Ever Taken As a Result of Seeing A Mobile Ad ...computer 33% Looked for More 49% Information …smartphone 32% Click to call advertiser on mobile 18% Contacted 27% Advertiser Called advertiser/retailer at later time 17% Went to store for additional Info 22% Visit / Locate 33% Retailer Located directions on map 20% Instore 31% 49% Purchase Online on computer 24% Online with smartphone 23% 42% Clicked on Ad | 35% Visit websiteBase: Smartphone Users Who Took Action as a Result of Noticing Ads (1997).Q. Which of the following actions, if any, have you taken as a result of seeing a mobile ad of any type on your smartphone? Google Confidential and Proprietary 13
    • 14. Follow Your Customers… Advertising Budgets User Media Consumption 0.5% Mobile untapped audience 8% Mobile 19% Internet 25% Internet untapped audience 43% TV 43% TV17% Newspapers 5% Newspaper 11% Radio 16% Radio 10% Magazines 3% MagazinesSource: eMarketer, Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share, 2011 Google Confidential and Proprietary
    • 15. Google Mobile Search Advertising
    • 16. 4 Main Advertising Goals mCommerce/ Phone Sales Site Visit In-Store Sales App Download Google Confidential and Proprietary 16
    • 17. Goal: mCommerce/ Site Visitsdrive people deeper into your site andcloser to a conversion with mobile sitelinks sitelinks Google Confidential and Proprietary
    • 18. case study: the carphone warehouseboosts CTR with mobile sitelinksthe click-through rate for mobile ad sitelinks was 312% greaterthan mobile search ads without sitelinks. - gareth jones, head of online marketing, the carphone warehouse keys to the carphone warehouse’s success 1 created mobile optimized site 2 used mobile ad sitelinks to drive directly to the store finder results sitelinks saw 312% CTR increase mobile had 36% lower CPC than desktop campaigns Google Confidential and Proprietary
    • 19. Goal: Phone Salesshow a clickable phone number and url with click to call only allow phone calls with “call only” format click to call include other characters with vanity numbers Google Confidential and Proprietary
    • 20. case study: esurance improvesperformance with click-to-call ads the click-to-call feature of google mobile ads is key, because it allows a user to connect to us directly after a search – so customers have a great user experience, and we get a positive return on investment. --tolithia kornweibel, director of online marketing, esurance results  improved cpa: 20-30% less than other marketing channels  better conversion rate: click-to-call leads were more likely to result in sales  improved experience: customers were linked with call center in one click Google Confidential and Proprietary
    • 21. Goal: In-store Sales make it easy to find your store with click to call locationextensions, plus hyperlocal shows how close they are hyperlocal location extensions multiply your bids based 5x 2x on someone’s proximity store 1 mile 5 miles to your store with bid by distance Google Confidential and Proprietary
    • 22. case study: roy’s restaurants succeedswith mobile-only and hyperlocalwe have to invest in hyperlocal mobile advertising as part of our long-termgrowth strategy. - jason maloney, vice president of marketing for roy’s keys to roy’s success 1 separate mobile-only campaign 2 hyperlocal location extensions used to target searchers near a roy’s restaurant results 800% ROI on mobile-only campaigns 40% more calls than desktop campaigns 539% higher CTR & 67% cheaper CPC (hyperlocal vs. previous desktop campaigns) Google Confidential and Proprietary
    • 23. Goal: App Downloadsdownload directly from a search ad with click to download prompt app download or drive to click to website with fancy sitelinks download website download app use app deep links* to simplify the conversion path website open in app * fancy sitelinks rating and deep links currently available for Andriod apps only Google Confidential and Proprietary
    • 24. Google Mobile Display Advertising
    • 25. On Mobile Display Network Mobile App Mobile Site Website Google Confidential and Proprietary
    • 26. Ad Formats Available On Mobile Display Google Confidential and Proprietary
    • 27. Goal: mCommerce/ Site Visits/Branding Text Ads + Banner Ads Google Confidential and Proprietary
    • 28. Goal: Phone Sales Click-to-Call Google Confidential and Proprietary
    • 29. Goal: In-store Salesmake it easy to find your store with click to call location extensions, plus hyperlocal shows how close they are Location Extension with Expandable Map Google Confidential and Proprietary
    • 30. Goal: App Downloads Click-to-download Google Confidential and Proprietary
    • 31. 4 Main Advertising Goals mCommerce/ Phone Sales Site Visits In-Store Sales App Download Google Confidential and Proprietary 31
    • 32. Getting Started On Mobile
    • 33. 4 things you can do NOW Think Local 1 2 Use Mobile Specific Feature Creative Create Mobile Only Campaign 3 Create 4 Mobile Optimized Site Google Confidential and Proprietary 33
    • 34. 1. Think Local Mobile users who search local business information are intended to take actions. 88% of them take actions in the same day. After searching for local business on their own smartphone: • 61% call a business • 59% visit a business • 44% purchase • 36% purchase in-store • 22% purchase online Google Confidential and Proprietary
    • 35. 2. Use Creative with Mobile Specific Features to Interact with Users Display Ads Video Ads m.youtube.com Search Ads Rich media ads Google Confidential and Proprietary
    • 36. 3. Create your mobile specific campaigns instead of the hybrid (desktop + mobile) campaignsClicks Click-through rate 29% 11.5% Hybrid Mobile only Hybrid Mobile only Separating out mobile campaigns from desktop drives significant performance gains - from more granular control of bids, budgets, keywords, creative, landing pages36 Google Confidential and Proprietary Source: Google internal data, Google search only
    • 37. 4. Create a Mobile Specific Site Keep it Quick Easy to Conver Simplify Navigation Make it Localwww.howtogomo.com Thumb Friendly Seamless Visibility Mobile Site Redirec Accessible Learn, Listen Google Confidential and& Iterate Proprietary
    • 38. Stop Waiting, GoMo Right Now!Mobilize Your Site Now With ww.howtogomo.com Live Demo Google Confidential and Proprietary
    • 39. Want more insights? www.ourmobileplanet.com Google Confidential and Proprietary
    • 40. Thank You!
    • 41. Q&A

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