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Google en Mobile Search
 

Google en Mobile Search

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Door Inan Aras, Google

Door Inan Aras, Google

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    Google en Mobile Search Google en Mobile Search Presentation Transcript

    • Mobile RevolutionInan ArasMobile Evangelist Google Confidential and Proprietary
    • “iPhone users have more sex”Research done by OkCupid (2010) Google Confidential and Proprietary 2
    • Agenda1 Why Mobile?2 Mobile Strategy3 Google Mobile Ads Google Confidential and Proprietary 3
    • Why Mobile?The importance of Mobile Devices Google Confidential and Proprietary
    • The 2010s Will Be the Decade of Mobile 2011 2012 2013 2014 2015 85% beats £3.3bn $6.5bn 500m to of new handsets will Mobile internet users Transaction value of Redemption value of 3.5bn be able to will exceed mobile Mobile growth in access the desktop users payments in Coupons in mobile internet mobile web globally the UK US alone users globally 2010 → 2015 Source: Source: Source: Source: Source: MobiThinking, Oct 2010 Morgan Stanley, Nov 2010 IAB/PWC Adspend study, Apr 2010 Borrell Associates, Aug 2010 Ericsson, Mobile Broadband World, Nov 2010 Google Confidential and Proprietary 5
    • Google Confidential and Proprietary
    • 6 Million mobile internet users in the NL Google Confidential and ProprietarySource: Bank of America Merrill Lynch
    • 23% time accessing the internet via a mobile device Google Confidential and ProprietarySource: IAB/PWC mobile ad spend study apr 2010
    • People Are Constantly Connected On Mobile 65% Commuting to work 80% At home 79% Social activities 81% 82% At work While shoppingSource: Universal McCann 2009, Brightkite 2009 Google Confidential and Proprietary
    • Mobile Search is Complementary Reading Entertainment, newspapers/ Search for Games, YouTube magazines Products and other Video’s 23:00  13:00 Traffic 20:00 7:00 9:00 – 18:00 Mobile Time  Desktop PC Google Confidential and Proprietary 10Source: Internal Data, typical across different markets
    • 2009 20103% 25% Android Global Market Share Google Confidential and Proprietary
    • Top 1,000 commercial queries +2650% NL IT +170% ES DE FR GB 2007 2010Source: Google Internal June 2010 Google Confidential and Proprietary
    • 2012: more internet users on mobiles than computersSource: Morgan Stanley, Nov 2010 Google Confidential and Proprietary
    • Mobile is ramping up faster than any ‘new thing’ – is your business leading 6 Million or lagging? mobile internet users in the NL by end 2010Source: Morgan Stanley, November 2010 Google Confidential and Proprietary
    • Business not keeping up with demand Google Confidential and Proprietary 15
    • What should I do now? What should I do now? Google Confidential and Proprietary
    • 50x more searches on high-end devices than traditional WAP phones 50% start with a search of mobile internet users Google Confidential and Proprietary 17Source: Google Internal June 2010, Morgan Stanley 2010
    • Google Confidential and ProprietarySource: Google Internal Data
    • Google Confidential and Proprietary 19
    • 45
 Mobile
Apps
 Mobile
Browsers
 Search is theNumber of US Smartphone users who have used Mobile 40
 38
 38
 most popular usage of Mobile Browsers 35
 2x Browsers / Apps (millions) 30
 25
 48% of US Smartphone users 20
 18
 18
 have used a browser 15
 10
 90% of apps are deleted within 30 5
 days of downloading 0
 2009
 2010
 Source: Morgan Stanley Google Confidential and Proprietary
    • $1 Billion in sales via mobile Google Confidential and ProprietarySource: mashable.com 2010
    • Google Confidential and Proprietary
    • IHG Receives 91% YoY Increase in MobileRevenue Through Google Advertising The Approach •  Clearly defined mobile strategy helped IHG target different types of customers: Searchers: Mobile Website & Optimised Ads •  IHG Loyalists: Mobile Application The Results •  91% YoY growth in revenue from mobile •  20% MoM in traffic to mobile website •  Click-to-Call: Accounts for 40% of global mobile revenue •  100,000 App downloads in 3.5 months 23 Source: Google Internal Nov 2010 Google Confidential and Proprietary
    • 24 Google Confidential and ProprietarySource: nearfieldcommunicationsworld.com Sep 2010
    • Augmented reality In 2010 augmented reality is set to generate $2m in revenue... ...by 2014 it will be $714m Google Confidential and Proprietary 25 Source: Juniper research 09
    • Google Mobile AdsGolden Rules of Mobile Optimization Google Confidential and Proprietary
    • Golden Rules of Mobile Optimization1 Separate Campaigns2 Optimize Your Keyword List3 Create compelling Ad Text4 Bid and Budget for Mobile5 Track Your Performance6 Optimize Mobile Website 27 Google Confidential and Proprietary
    • Full Suite of Mobile Advertising Solutions:Search & Display Display ads Video Display Ads m.youtube.com Search Ads Display Ad Units Google Confidential and Proprietary 28
    • Mobile Ad Formats: Search 1 Click- to-call 2Site- Links 3 Click-to-download 4Hyper local Google Confidential and Proprietary 29
    • Google Confidential and Proprietary 30