Google Mobile Marketing Case Study

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This case study was presented at the Google Mobile Breakfast for Agencies at the Google office in Brussels on 22nd June 2011.

The presentation features two cases, one for Carglass and one for Monster, showing how effective mobile marketing can be in terms of generating conversions.

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Google Mobile Marketing Case Study

  1. 1. Driving Online Conversions through Mobile Search Neil Vincent, Search Manager, OMD Googleplex Brussels: 22nd June 2011
  2. 2. Why am I here...? 2
  3. 3. OMD Case 1
  4. 4. Mobile Search: Extending Reach 1. Mobile complimented on- + site marketing 2. Monster were able to target users ‘on-the-go’ 3. Off-site communication helped introduce the app and the site to new users
  5. 5. The Starting Point• Mobile campaign integration within the adwords account: – Specific mobile campaigns – Tailored mobile keywords – Click to download ads – Mobile search – ‘In-App’ advertising
  6. 6. Insight 1: Significant Conversion Uplift Campaign launch Campaign launchiPad app downloads increased by 95% iPhone app downloads increased by 73% Source: Monster app store data . Google Adwords
  7. 7. Insight 2: Smartphones drive the volume iPhone impressions and traffic are currently greater than Android Source: Google Adwords
  8. 8. Insight 3: The Google App network is a strong source of ad impressions and traffic In both cases the display network is currently proving the powerhouse behind the campaign Source: Google Adwords
  9. 9. Insight 4: Mobile %CTR is high!Mobile response rates within the GDN compare favourably to regular display benchmarks, exceeding the Doubleclick average by 386% Source: Google Adwords
  10. 10. OMD Case 2Keeping Carglass close at hand
  11. 11. Mobile: Keeping Carglass close at hand + • Carglass strives to be accessible at all times, ensuring help is never far away + • Many drivers have a phone on them whilst in the car • Mobile has helped ensure Carglass remains easily contactable whether at home, work or on the road.
  12. 12. The Starting Point– Targeted ad text for both WAP and mobile devices with full internet browsers– Localised keyword selection– Integration with Google Places
  13. 13. Insight 1: Mobile is cost effective 16% 71%CPC rates are much cheaper, despite high levels Cost per conversion is competitive with the of advertiser competition across both search regular SEA campaign platforms Source: Carglass account. Google Adwords
  14. 14. Insight 2: Good search volume and response rates Source: Carglass account. Google Adwords
  15. 15. Insight 3: Tablet activity out performs smartphone activity 37% 212% Tablet activity is particularly strong for Carglass both in terms of overall traffic and also conversion efficiencies Source: Carglass account. Google Adwords
  16. 16. Insight 4: Local search terms are popularAn analysis of the top 30 keywords shows localised searches dominate the search queries Source: Carglass account. Google Adwords
  17. 17. Take-Aways• Mobile search is alive and kicking!• Understand your target audience’s mobile behaviour• Leverage the mobile targeting capabilities within Adwords• Embrace content as well as keywords
  18. 18. Neil.Vincent@OmnicomMediaGroup.comtwitter.com/neil_vincentlinkedin.com/in/neilvincent1

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