0
Google Confidential and Proprietary 1
Mobile Advertising Overview
Mobile Squared Roadshow USA
November 2, 2010
Google Confidential and Proprietary 2
Growth is
accelerating
Google Confidential and Proprietary 33
Growth is
accelerating
Google Confidential and Proprietary 4
5x more
On high-end devices
than traditional WAP
phones
© gv91
searches
Source: Goog...
Google Confidential and Proprietary 5
500%
in mobile search
from 2008 to 2010
© gv91
growth
Source: Google Internal Data
5
Google Confidential and Proprietary 6
20% of
are voice searches
mobile searches
Google Confidential and Proprietary 7
Visual search on the rise
Google Confidential and Proprietary 8
Media bridging
possibilities?
8
Google Confidential and Proprietary
Find what you want (online or off) with Shopper
9
Google Confidential and Proprietary
Search along route in Google Maps
10
Google Confidential and Proprietary 11
Google Confidential and Proprietary 12
Super Bowl 2010 – Mobile Search Behavior
godaddy
dockers
• the who
• roger daltrey
...
Google Confidential and Proprietary
Search patterns suggest that mobile search is
incremental to desktop search
Mobile sea...
Google Confidential and Proprietary 14
Internet behavior is similar across full browsers
Mobile Search Categories
on iPhon...
Google Confidential and Proprietary 15
Mobile consumers are looking for local information
Find local
store hours
Get drivi...
Google Confidential and Proprietary 16
What’s
working?
Google Confidential and Proprietary 17
Mobile Search:
Click to Call
Google Confidential and Proprietary
Esurance Reduced CPA with Click-To-Call
18
Results
 Improved CPA: Acquired customers ...
Google Confidential and Proprietary
Click-to-Call drives performance
19
Phone Extension – 6% increase
in average CTR
Locat...
Google Confidential and Proprietary 20
New Search
Formats: Offers
Test Results
 Incremental store traffic:
Weekly in-stor...
Google Confidential and Proprietary
Maximize local
21
Google Confidential and Proprietary 22
Hyperlocal
“Since Enterprise Rent-
A-Car has
neighborhood and
airport locations wit...
Google Confidential and Proprietary
Store Locator Ad Format
23
Google Confidential and Proprietary 24
So What?
Google Confidential and Proprietary
Your Mobile Search Presence
2
5
Be Clear
Engagement, Downloads, Conversions, Test driv...
Google Confidential and Proprietary 26
Be Clear: What’s your strategy?
Google Confidential and Proprietary
Be Found: Optimize for The Small Screen
27
46% greater click-
through rate
119% greate...
Google Confidential and Proprietary
Be ready: Build a mobile site
28
Google Confidential and Proprietary 29
Be smart: Use the data to maximize mobile
Google Confidential and Proprietary
Takeaways
Be clear what is your strategy?
Be ready is your site good to go?
Be found a...
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M2 roadshow us jesse haines, google

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Transcript of "M2 roadshow us jesse haines, google"

  1. 1. Google Confidential and Proprietary 1 Mobile Advertising Overview Mobile Squared Roadshow USA November 2, 2010
  2. 2. Google Confidential and Proprietary 2 Growth is accelerating
  3. 3. Google Confidential and Proprietary 33 Growth is accelerating
  4. 4. Google Confidential and Proprietary 4 5x more On high-end devices than traditional WAP phones © gv91 searches Source: Google Internal Data 4
  5. 5. Google Confidential and Proprietary 5 500% in mobile search from 2008 to 2010 © gv91 growth Source: Google Internal Data 5
  6. 6. Google Confidential and Proprietary 6 20% of are voice searches mobile searches
  7. 7. Google Confidential and Proprietary 7 Visual search on the rise
  8. 8. Google Confidential and Proprietary 8 Media bridging possibilities? 8
  9. 9. Google Confidential and Proprietary Find what you want (online or off) with Shopper 9
  10. 10. Google Confidential and Proprietary Search along route in Google Maps 10
  11. 11. Google Confidential and Proprietary 11
  12. 12. Google Confidential and Proprietary 12 Super Bowl 2010 – Mobile Search Behavior godaddy dockers • the who • roger daltrey • pete townshend • how to impress a french girl • NFL • super bowl 2010 • peyton manning 7 Feb 2010 14:30 7 Feb 2010 15:00 7 Feb 2010 15:30 7 Feb 2010 16:00 7 Feb 2010 16:30 7 Feb 2010 17:00 7 Feb 2010 17:30 7 Feb 2010 18:00 Number of Searches Search criteria Source: Google Internal Data
  13. 13. Google Confidential and Proprietary Search patterns suggest that mobile search is incremental to desktop search Mobile search peaks at night versus desktop search which peaks during the morning Source: Citi Investment Research and Analysis, iCrossing Mobile, 2010
  14. 14. Google Confidential and Proprietary 14 Internet behavior is similar across full browsers Mobile Search Categories on iPhone vs. Desktop Source: Google Internal Data
  15. 15. Google Confidential and Proprietary 15 Mobile consumers are looking for local information Find local store hours Get driving directions Browse What’s Near Me Now Locate a business on maps Search near My Location Find friends nearby 1 in 3 mobile search queries have local intent Call a local business Source: Kelsey Group
  16. 16. Google Confidential and Proprietary 16 What’s working?
  17. 17. Google Confidential and Proprietary 17 Mobile Search: Click to Call
  18. 18. Google Confidential and Proprietary Esurance Reduced CPA with Click-To-Call 18 Results  Improved CPA: Acquired customers at about 20-30% less cost than through 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 “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 Successfully deployed Google mobile ads’ click-to-call to connect mobile users with car insurance agents and drive increased revenue
  19. 19. Google Confidential and Proprietary Click-to-Call drives performance 19 Phone Extension – 6% increase in average CTR Location Extension – 8% increase in average CTR
  20. 20. Google Confidential and Proprietary 20 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
  21. 21. Google Confidential and Proprietary Maximize local 21
  22. 22. Google Confidential and Proprietary 22 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
  23. 23. Google Confidential and Proprietary Store Locator Ad Format 23
  24. 24. Google Confidential and Proprietary 24 So What?
  25. 25. Google Confidential and Proprietary Your Mobile Search Presence 2 5 Be Clear Engagement, Downloads, Conversions, Test drive Be SmarterBe ReadyBe Found
  26. 26. Google Confidential and Proprietary 26 Be Clear: What’s your strategy?
  27. 27. Google Confidential and Proprietary Be Found: Optimize for The Small Screen 27 46% greater click- through rate 119% greater conversion rate 11% lower cost-per- acquisition Source: Google Internal Data
  28. 28. Google Confidential and Proprietary Be ready: Build a mobile site 28
  29. 29. Google Confidential and Proprietary 29 Be smart: Use the data to maximize mobile
  30. 30. Google Confidential and Proprietary 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? 30 Thank You!
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