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Google Full Value of Mobile 2014
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Google Full Value of Mobile 2014

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Google Full Value of Mobile 2014 Google Full Value of Mobile 2014 Presentation Transcript

  • Google Confidential and Proprietary The Full Value of Mobile Advertising strategies to maximize the value of Mobile for your business Kristien Segers – Google Belgium Industry Manager Gplus.to/kristiensegers
  • Google Confidential and Proprietary A fundamental shift has already happened with consumers
  • Google Confidential and Proprietary Many Businesses are missing this shift View slide
  • Google Confidential and Proprietary Be There Be Relevant Be Optimized For Constantly Connected Customers Engage New Consumer Contexts Measure All Conversions View slide
  • Google Confidential and Proprietary
  • Google Confidential and Proprietary Be there for consumers no matter what device they’re using BE THERE
  • Google Confidential and Proprietary Mobile Site Mobile Search Mobile App BeThere For Constantly Connected Customers BE THERE
  • Google Confidential and Proprietary Being there means having an optimized web presence and ad strategies across all devices The same consumer accesses your site from multiple devices BE THERE
  • Google Confidential and Proprietary To never miss an opportunity to engage a customer, opt into mobile search Drive Incremental Mobile Traffic Today 15%of queries on Google Search occur on smartphones By 2016 we expect that 1 out 3 searches will be done by a Smartphone If you don’t have a mobile optimized site you can show call or location extensions BE THERE * Based on Google Internal data
  • Google Confidential and Proprietary Mobile apps represent an exploding opportunity Billions of apps have been downloaded from Google Play and the App Store. With hundreds of thousands of apps available, promoting your app is a core part of building a user base. APP STORE BE THERE
  • Google Confidential and Proprietary
  • Google Confidential and Proprietary Context drives device choice The goal we want to accomplish The time and day of the week Our location and “velocity” The device capabilities The device we choose to use at a particular time is often driven by our context: BE RELEVANT
  • Google Confidential and Proprietary BE RELEVANT
  • Google Confidential and Proprietary Boost relevance with customized mobile ads and extensions for more conversions Calls In-StoreOnline conversions Cart (1) App downloads Display BE RELEVANT
  • Google Confidential and Proprietary BE RELEVANT
  • Google Confidential and Proprietary
  • Google Confidential and Proprietary New types of conversions: measure them all mCommerce In-store App download & in-app purchases Call Cross-device BE OPTIMIZED
  • Google Confidential and Proprietary Assigning value to ALL mobile conversions: introducing the Full Value of Mobile Calculator BE OPTIMIZED
  • Google Confidential and Proprietary Example: Mobile’s impact on in-store sales BE OPTIMIZED
  • Google Confidential and Proprietary Summary: View the full value of your mobile investment BE OPTIMIZED
  • Google Confidential and Proprietary Start now to measure the impact of mobile-to-store • Measure “Get Directions” clicks on Location Extensions in your mobile ads • Use Google Analytics to see how many mobile visitors view your “store locator” page • Measure in-store coupon downloads with Event Tracking or Goals in Google Analytics • See if Universal Analytics is right for your business • Experiment with unique coupons or geo-targeting ads in specific locations to measure sales uplift BE OPTIMIZED
  • Google Confidential and Proprietary • View phone call conversions in your AdWords reporting with Google forwarding numbers. If not available in your country, try purchasing different phone numbers to track volume • Measure clicks on Call Extensions in your mobile ads • See clicks on the call button on your mobile site with Event Tracking Start now to measure the impact of calls BE OPTIMIZED
  • Google Confidential and Proprietary Start now to measure the impact of apps • Understand how people find your app with Google Analytics • Set up Goals and eCommerce Tracking to track revenue generation • View engagement and measure retained users with Google Analytics • Measure app downloads from App Extensions or Click to Download mobile ads BE OPTIMIZED
  • Google Confidential and Proprietary • Measure purchasing behavior of logged-in users across devices • Consider adding a “buy later” button on the product pages of your mobile website and measuring redemption from reminder emails • See if Universal Analytics is right for your business Start now to measure the impact of cross-device BE OPTIMIZED
  • Google Confidential and Proprietary • Use Conversion Tracking in AdWords to track sales, sign-ups and leads • Measure conversion volume on your mobile site with Google Analytics • Set up Goals in Google Analytics and see where customers are dropping off in the check out process to optimize your site Start now to measure the impact of m-commerce BE OPTIMIZED
  • Google Confidential and Proprietary Start measuring the full value of mobile now: g.co/fullvalueofmobile BE OPTIMIZED
  • Google Confidential and Proprietary How Far Along Are You? Context-powered bidding Counting all conversions Mobile-first messaging, formats Advanced app analytics Mobile- Optimized Site Mobile Opt-In Mobile App Mobile to store attribution Be Relevant: Be Optimized: Be There: For Constantly Connected Consumers Engage New User Contexts Measure All Conversions SophisticationFoundational Cutting Edge Completed Uncompleted Basic formats (call, location)
  • Google Confidential and Proprietary Don’t get left behind Consumers continue to move ahead
  • Google Confidential and Proprietary Appendix
  • Google Confidential and Proprietary
  • Google Confidential and Proprietary On-device Conversion: The Home Depot quadrupled mobile sales in a year. Goals • Capitalize early on the fast-growing mobile market • Improve user experience on mobile and in-store • Better understand mobile impact on their physical locations Approach • Developed a mobile site early • Developed an app using breakthrough technologies • Promoted mobile site through Google Mobile Ads using call extension, location extension, site links and display to raise awareness • Measured and optimized for mobile conversions Results • Visits originating from a mobile phone have tripled in one year • Mobile sales more than quadrupled • Implemented close monitoring of key mobile conversions (store locators clicks)
  • Google Confidential and Proprietary Cross device: ProTraining’s Masters attribute 12% of total sales to mobile Goals • Cater to on-the-go users • Understand cross-device attribution Approach • Offered $5 discount for customers signing up from mobile devices • Created cross-device attribution model Results • 12% of total sales from mobile devices • $5-off coupon increased sales initiated from mobile by 35% • 11% of users would complete the entire video training on mobile – others on desktop or tablet As a special mobile-only offer, sign up now to receive your certificate for only $24.95 (normally $29.95)
  • Google Confidential and Proprietary Mobile to store - RadioShack: 40% to 60% of store locator users visit a store Goals • Drive foot traffic to network of 5,500 U.S. stores • Understand mobile’s impact on store traffic Approach • Added local features such as store locator, click-to-call and GPS • Developed and refined value attribution model for mobile Results • 36% of the Site links clicks are going to the store locator page on the mobile site. • 40% to 60% who visited the store did it with the store locator • 85% of customers who used the store locator - so show an intent - make a purchase in store
  • Google Confidential and Proprietary Online Commerce via mobile app: One King Lane Goals • Take advantage of unique approach to engage and enrich relationships with consumers Approach • Developed app to allow users to Buy home decor, gifts, kitchenware, and vintage finds, stay informed about daily sales and proceed to check- out in 2 steps. Results • 25% of revenue now comes from mobile.
  • Google Confidential and Proprietary Online to store via mobile click to call: Starwood Hotels Goals • Provide quick access to guest information • Allow potential guests to bypass lengthy forms Approach • Launched search ads with click-to-call (CTC) and location extensions, • Easy access to location-specific, clickable phone numbers to book a stay and map information to access directions to hotel locations. Results • 200% increase in mobile traffic • 20x increase in mobile paid search ROI • 20% month to month mobile booking growth