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M2 roadshow us jesse haines, google

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    M2 roadshow us   jesse haines, google M2 roadshow us jesse haines, google Presentation Transcript

    • Mobile Advertising Overview Mobile Squared Roadshow USA November 2, 2010 Google Confidential and Proprietary 1
    • Growth is accelerating Google Confidential and Proprietary 2
    • Growth is accelerating Google Confidential and Proprietary 3
    • 5x more searches On high-end devices than traditional WAP phones Google Confidential and Proprietary 4 4 Source: Google Internal Data © gv91
    • 500% growth in mobile search from 2008 to 2010 Google Confidential and Proprietary 5 5 Source: Google Internal Data © gv91
    • 20% of mobile searches are voice searches Google Confidential and Proprietary 6
    • Visual search on the rise Google Confidential and Proprietary 7
    • Media bridging possibilities? Google Confidential and Proprietary 8
    • Find what you want (online or off) with Shopper Google Confidential and Proprietary 9
    • Search along route in Google Maps Google Confidential and Proprietary 10
    • Google Confidential and Proprietary 11
    • Super Bowl 2010 – Mobile Search Behavior • how to impress a french girl • NFL • super bowl 2010 Number of Searches • the who • peyton manning dockers • roger daltrey Search criteria • pete townshend godaddy 7 Feb 2010 7 Feb 2010 7 Feb 2010 7 Feb 2010 7 Feb 2010 7 Feb 2010 7 Feb 2010 7 Feb 2010 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 Google Confidential and Proprietary 12 Source: Google Internal Data
    • Search patterns suggest that mobile search is incremental to desktop search Mobile search peaks at night versus desktop search which peaks during the morning Google Confidential and Proprietary Source: Citi Investment Research and Analysis, iCrossing Mobile, 2010
    • Internet behavior is similar across full browsers Mobile Search Categories on iPhone vs. Desktop Google Confidential and Proprietary 14 Source: Google Internal Data
    • Mobile consumers are looking for local information 1 in 3 mobile search queries have local intent Search near Find local My Location store hours Find friends Get driving nearby directions Browse Call a local What’s business Near Me Now Locate a business on maps Google Confidential and Proprietary 15 Source: Kelsey Group
    • What’s working? Google Confidential and Proprietary 16
    • Mobile Search: Click to Call Google Confidential and Proprietary 17
    • Esurance Reduced CPA with Click-To-Call “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 What They Did Results Successfully deployed Google mobile ads’ click-to-call to connect mobile users with car  Improved CPA: Acquired customers at insurance agents and drive increased about 20-30% less cost than through revenue other marketing channels  Boosted conversion rates: Calls coming from click-to-call mobile ads were more likely to result in sales  Improved convenience: Enabled potential customers to reach the company faster and easier Google Confidential and Proprietary 18
    • Click-to-Call drives performance Phone Extension – 6% increase Location Extension – 8% increase in average CTR in average CTR Google Confidential and Proprietary 19
    • New Search Formats: Offers Test Results  Incremental store traffic: Weekly in-store coupon redemptions doubled  Increased sales: Offers drove higher average order value in stores than usual  Efficient & Effective Ad Format: Achieved CTR 28% higher than standard mobile ads, with CPC 32% lower Google Confidential and Proprietary 20
    • Maximize local Google Confidential and Proprietary 21
    • Hyperlocal “Since Enterprise Rent- A-Car has neighborhood and airport locations within 15 miles of 90 percent of the U.S. population, Google's hyperlocal ad feature is an excellent medium to help our customers find us at the exact moment they need us most.” -Laura Bryant, Enterprise Google Confidential and Proprietary 22
    • Store Locator Ad Format Google Confidential and Proprietary 23
    • So What? Google Confidential and Proprietary 24
    • Your Mobile Search Presence Be Clear Engagement, Downloads, Conversions, Test drive Be Found Be Ready Be Smarter Google Confidential and Proprietary 2 5
    • Be Clear: What’s your strategy? Google Confidential and Proprietary 26
    • Be Found: Optimize for The Small Screen greater click- 46% through rate greater 119% conversion rate lower cost-per- 11% acquisition Source: Google Internal Data Google Confidential and Proprietary 27
    • Be ready: Build a mobile site Google Confidential and Proprietary 28
    • Be smart: Use the data to maximize mobile Google Confidential and Proprietary 29
    • Takeaways Be clear what is your strategy? Be ready is your site good to go? Be found are you available? Be smart what does the data say? Thank You! Google Confidential and Proprietary 30