Google Mobile - MMA 2013

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  • 1. Google Confidential and ProprietaryTIM REISHead of Mobile and Social SolutionsGoogle
  • 2. Google Confidential and ProprietaryAgendaA multi-screen, connected worldHow is mobile impacting your businessAssigning value to all mobile conversionsConclusion1234
  • 3. Google Confidential and ProprietaryA multi-screen, connected worldHow is mobile impacting your businessAssigning value to all mobile conversionsConclusion1234
  • 4. Google Confidential and ProprietaryA multi-screen, connected world.
  • 5. Google Confidential and ProprietaryWhat does this mean for your customers?In-store Mobile sites Cross-devices Apps Calls
  • 6. Google Confidential and ProprietaryContext drives device choiceThe goal we wantto accomplishThe time and dayof the weekOur location and “velocity”The device capabilitiesThe device we chooseto use at a particulartime is often driven byour context:
  • 7. Google Confidential and ProprietaryMobile paving new paths between customers andconversionsOnline to offline Online commercevia PCvia Store Locatorvia Click to CallVia Store to Online(Showrooming)via PCvia Mobile Appvia Mobile Webvia Cross-DeviceActivity
  • 8. Google Confidential and ProprietaryA multi-screen, connected worldHow is mobile impacting your businessAssigning value to all mobile conversionsConclusion1234
  • 9. Google Confidential and ProprietarySmartphones are used heavilyfor pre-shopping activities58%Find location/directions57%Browse44%Make pricecomparisons44%Find hours43%32% 31% 30%Find where specificproducts are sold19%Find product availabilityin-store31%Find productreviewsFind promo offersFind productinformationUse to makeA purchase
  • 10. Google Confidential and Proprietary8 in 10smartphone shoppersuse their devices to helpshop while in a storeThe always-on shopping companion
  • 11. Google Confidential and ProprietaryShoppers who use mobile more, buy moreHealth & Beauty$30AppliancesElectronicsHousehold Care$45$250$350$161$215$40$50Smartphone ShoppersFrequent Smartphone ShoppersMedian Basket Size% increase+50%Median Basket Size% increase+40%Median Basket Size% increase+34%Median Basket Size% increase+25%
  • 12. Google Confidential and ProprietaryMobile searches drive valuable outcome forbusinessesSource: Mobile Conversion Study (Ipsos, Google, 2013)
  • 13. Google Confidential and ProprietaryNew types of conversionsmCommerceIn-storeApp download& in-apppurchasesCallCross-device
  • 14. Google Confidential and ProprietaryA concrete example: adidas
  • 15. Google Confidential and ProprietaryA multi-screen, connected worldHow is mobile impacting your businessAssigning value to all mobile conversionsConclusion1234
  • 16. Google Confidential and ProprietaryAssigning value to all mobile conversions:building an attribution model
  • 17. Google Confidential and ProprietaryAssigning value to ALL mobile conversions:introducing the Full Value of Mobile Calculator
  • 18. Google Confidential and ProprietaryExample: Mobile’s impact on in-store sales
  • 19. Google Confidential and ProprietarySummary: View the full value of your mobile investment
  • 20. Google Confidential and ProprietaryA multi-screen, connected worldHow is mobile impacting your businessAssigning value to all mobile conversionsConclusionQ&A12345
  • 21. Google Confidential and ProprietaryKey TakeawaysMobile doesn’t have a conversionproblem, it has ameasurement problemMove from hunches toestimatesRefine your models as newmeasurement capabilitiesbecome availableAttribute mobile value beyond m-commerce orders on your m-siteIdentify additional ways your mobilecustomer may be convertingMeet the attribution challenge head onUse the FVM calculator or build your ownRely on benchmarks and estimatesUse measurement features in Google AdWords& Analytics to input more precise data points inyour modelsUse in-house analyses & benchmarking123
  • 22. Google Confidential and ProprietaryStart measuring the full value of mobile now:g.co/fullvalueofmobileThank you! Questions?@googlemobileads, #FVM
  • 23. Google Confidential and ProprietaryAppendix
  • 24. Google Confidential and ProprietaryOn-device Conversion: TheHome Depot quadrupled mobilesales 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 locationsApproach• Developed a mobile site early• Developed an app using breakthrough technologies• Promoted mobile site through Google Mobile Adsusing call extension, location extension, site linksand display to raise awareness• Measured and optimized for mobile conversionsResults• Visits originating from a mobile phone havetripled in one year• Mobile sales more than quadrupled• Implemented close monitoring of key mobileconversions (store locators clicks)
  • 25. Google Confidential and ProprietaryCross device: ProTraining’sMasters attribute 12% of totalsales to mobileGoals• Cater to on-the-go users• Understand cross-device attributionApproach• Offered $5 discount for customers signing up frommobile devices• Created cross-device attribution modelResults• 12% of total sales from mobile devices• $5-off coupon increased sales initiated from mobileby 35%• 11% of users would complete the entire videotraining on mobile – others on desktop or tabletAs a special mobile-only offer, sign upnow to receive your certificate for only$24.95 (normally $29.95)
  • 26. Google Confidential and ProprietaryMobile to store - RadioShack:40% to 60% of store locatorusers visit a storeGoals• Drive foot traffic to network of 5,500 U.S. stores• Understand mobile’s impact on store trafficApproach• Added local features such as store locator,click-to-call and GPS• Developed and refined value attribution modelfor mobileResults• 36% of the Site links clicks are going to the storelocator page on the mobile site.• 40% to 60% who visited the store did it with thestore locator• 85% of customers who used the store locator - soshow an intent - make a purchase in store
  • 27. Google Confidential and ProprietaryOnline Commerce viamobile app: One King LaneGoals• Take advantage of unique approach to engageand enrich relationships with consumersApproach• Developed app to allow users to Buy homedecor, gifts, kitchenware, and vintage finds, stayinformed about daily sales and proceed to check-out in 2 steps.Results• 25% of revenue now comes from mobile.
  • 28. Google Confidential and ProprietaryOnline to store via mobile clickto call: Starwood HotelsGoals• Provide quick access to guest information• Allow potential guests to bypass lengthy formsApproach• Launched search ads with click-to-call (CTC) andlocation extensions,• Easy access to location-specific, clickable phonenumbers to book a stay and map information toaccess directions to hotel locations.Results• 200% increase in mobile traffic• 20x increase in mobile paid search ROI• 20% month to month mobile booking growth