Mobile, from why to how? Google
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Mobile, from why to how? Google

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Mobile, from why to how? Google Mobile, from why to how? Google Presentation Transcript

  • Sonja Lee, Product Marketing ManagerAngela Sherman, Mobile Specialist Google Confidential and Proprietary 1
  • Let us know you’re here!Tweet and share with us at:#HOWMOBILE Google Confidential and Proprietary 2
  • AgendaWhy Mobile? A recapGoing from ‘Why’ to ‘How’: 5 key componentsMobilize your web presenceSet up separate mobile-only campaignsThink local with mobileUtilize mobile-unique ad formatsTrack and optimize mobile performance Google Confidential and Proprietary 3
  • why mobile?A recap Google Confidential and Proprietary 4
  • 925K Total devices activated daily Google Confidential and Proprietary
  • Half the new Internet connections come from mobile devices more Last year, smartphones were sold than PCs WHY By 2015, more people in the US will be MOBILE?going online via a mobile device than on a computer Sources: Eric Schmidt 2010 Mobile World Congress CNN, via International Data Corp (IDC): http://tech.fortune.cnn.com/2011/02/07/idc-smartphone-shipment- Google Confidential and Proprietary 6 numbers-passed-pc-in-q4-2010/ International Data Corp (IDC): More Mobile Internet Users Than Wireline Users in the U.S. by 2015
  • The mobile consumer accesses information at all times Of all smartphone users:Use mobile internet Use mobile internet while having a 13% 43% while commuting or meaningful travelling for work conversation and school 89% 77%Use mobile internetfor research and to Use mobile internet read the news when in a store Google Confidential and Proprietary 7
  • A “double peak” in mobile queries around theholiday season US Mobile queries for top retail brand terms Mobile queries grew nearly 3x from 2009-2010 holiday season. Queries continued to escalate upwards after the holiday season into 2011 Google Confidential and Proprietary 8
  • Going mobile:from‘why? to‘how?’ Google Confidential and Proprietary 9
  • Going from „Why‟ to „How‟: 5 key componentsMobilize your web presenceSet up separate mobile-only campaignsThink local with mobileUtilize mobile-unique ad formatsTrack and optimize mobile performance 10 Google Confidential and Proprietary
  • A mobile presence is your newest storefrontand it‟s always open Mock of desktop site rendered on a smart-phone Mobile optimized site Google Confidential and Proprietary 11
  • Get started in mobilizing your web presence Determine: Site Resources: Basic: Google Sites Mobile Your mobile advertising goals Landing pages • Mobile conversions • Branding and awareness • Specific products and services The scope of site development Sites.google.com/Mobilize Advanced: Vendors & Partners • Landing page • Product specific microsite • Full mobile optimized website Google Confidential and Proprietary 12
  • 5 tips for creating a mobile-friendly presence Keep The Layout Simple › Design For Thumbs, Not Mice › Prioritize Content › Use Uniquely Mobile Features › Make It Easy To Convert › Google Confidential and Proprietary 13
  • 5 tips for creating a mobile-friendly presence › Keep The Layout Simple › Design For Thumbs, Not Mice › Prioritize Content › Use Uniquely Mobile Features › Make It Easy To Convert Google Confidential and Proprietary 14
  • Going from „Why‟ to „How‟: 5 key componentsMobilize your web presenceSet up separate mobile-only campaignsThink local with mobileUtilize mobile-unique ad formatsTrack and optimize mobile performance Google Confidential and Proprietary 15
  • Separate mobile campaigns from desktop Avg. mobile click- Computers Mobile through rate increase Mobile Only 11.5% Google Confidential and Proprietary
  • Set up separate mobile-only campaigns inAdWords Google Confidential and Proprietary
  • Set up mobile-only campaigns using AdWords EditorCopy and pastecampaigns from theAdWords Editor ‘tree’and opt only into mobile. Google Confidential and Proprietary 18
  • Set up Mobile-specific campaigns: exercisecontrol over bids and budgets Competitive bids CREATIVESKEYWORD LISTS • While ad space is limited on mobile phones, they are more prominent that on desktop OPTIMIZE BIDS search • Ensure you are bidding for positions 1-2 on mobile. Start by increasing your mobile bids to 2x your desktop bids and optimize your ads accordingly for CPA Budgets • Set budgets for mobile specific campaigns Google Confidential and Proprietary
  • Bid for, and measure performance on the top positions New! Optimize your mobile search ads to show above search resultsNew! Top of page bid estimates New! ‘See how your ads perform on the topOptimize for your ad to appear regularly spotabove the search results on mobile After you’ve bid for the top spot, see how your ads perform above and to the side of search results Google Confidential and Proprietary
  • Mobile specific campaigns: use mobile-focused ad creative Consider how your customer’s intent and behavior may differ while on the go and using their mobile phone. Use calls-to-action that are appropriate for mobile users. •‘Call today for a quote’ •‘Browse our catalog from your tablet’ Google Confidential and Proprietary 21
  • Mobile specific campaigns: Use mobile-unique keywords Use AdWords tools to help for mobile: The Keyword Tool can help find mobile-specific keyword ideas and traffic estimates Google Confidential and Proprietary 22
  • Going from „Why‟ to „How‟: 5 key componentsMobilize your web presenceSet up separate mobile-only campaignsThink local with mobileUtilize mobile-unique ad formatsTrack and optimize mobile performance Google Confidential and Proprietary 23
  • Mobile is local 1 in 3 mobile searches is local After looking up a local business on their smart phone, 61% of users called the business and 59%visited. Google Confidential and Proprietary 24Source: Kelsey Group 2010, Google User Behavior Study 2010
  • Holiday season shoppers on-the-go are looking to take action 10 Retail Brand Terms & Store Locator query trends 9 8 7 This holiday season: we project that 44% of total searches for 6 last minute gifts and store locator terms will be fromindexed queries 5 mobile devices 4 3 2 1 2010 0 Source: Google Internal Data (Tablets and smartphones) Google Confidential and Proprietary 25
  • Incorporate local interest into mobile advertising Give people incentive to visit a physical location Give users the most relevant local Make online information to offline a seamless experience Google Confidential and Proprietary 26
  • Incorporate local to the whole consumer experience Apps Landing Pages Offers Local Ads Google Confidential and Proprietary 27
  • Add local to the whole consumer experience: Mobile Apps Priceline found mobile app users behaved differently than their desktop customer: • Interested in local information for their current location – not Sept 21, 2011 planning for future travel Sept 22, 2011 • Ready to convert quickly Result: Tailored information to serve local interests on mobile Google Confidential and Proprietary 28
  • Add local to the whole consumer experience: Landing Pages Set 21, Set 21, Set 21, 2011 Sep 22, 2011 Sep 22, 2011 Sep 22, 2011 2011 2011 Esurance: Providing locally useful and relevant information for mobile consumers at a time of need. Source: Priceline Sept. 2010 Google Confidential and Proprietary 29
  • Add local to the whole consumer experience: In-Store Offers Adidas used Mobile Offer Ads as an experiment to drive foot traffic  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 Google Confidential and Proprietary 30
  • Going from „Why‟ to „How‟: 5 key componentsMobilize your web presenceSet up separate mobile-only campaignsThink local with mobileUtilize mobile-unique ad formatsTrack and optimize mobile performance Google Confidential and Proprietary 31
  • Mobile Ads: Drive local & in-store traffic Location Extensions Store Locator Ads • Show customers your physical • Show multiple locations for your location on Google Maps business • Customers can pinpoint their • Leverage key features of location distance from your physical location extensions • Gives users driving or transport • Phone numbers directions to your location • Addresses • Drive calls with call extension • Directions feature • A user’s distance from location Google Confidential and Proprietary 32
  • Mobile Ads: Drive mobile conversionsClick-to-call Ad Sitelinks Product Extensions• Connect with customers directly • Use mobile ad sitelinks to • Give customers rich productover the phone highlight information most information (pricing, images) on• Drive potentially more valuable relevant for the mobile customer the mobile web.leads or customers to your sales • Help potential consumers • Drive traffic to specific productteams navigate the mobile web with pages on the mobile web• Additional features (US): ease • Shorten the steps to • Vanity numbers • Drive visitors to conversion conversion/sale • Call only creatives focused pages on mobile Google Confidential and Proprietary 33
  • Mobile Ads: Bridging the online-offline shoppingexperienceOffer Ads Product Local Ads• Provide in-store promotions and offers to customers • Provide competitive retail information: allow customersalready on-the-go. to see how many of your products are in stock, across• Encourage customers to redeem your online offer in multiple store locationsperson or by phone. • Complimentary strategy with Product Ads & Extensions on mobile and desktop Google Confidential and Proprietary 34
  • Add local to the whole consumer experience: Mobile AdsBusiness Goal:• Target potential restaurant-goers at a point of need.• Increase call volumes and reservations• Reach on-the-go customers searching on mobiledevicesRoy‟s Mobile Strategy:• Created Mobile campaigns• Separated mobile from desktop campaigns• Utilized AdWords location and phone extensionsResults:1. Drove 40% increase in calls2. Achieved 539% increase in CTR over desktop campaigns3. Increased mobile to 13% of total website traffic, a 600% increase from 2009 Google Confidential and Proprietary 35
  • Going from „Why‟ to „How‟: 5 key componentsMobilize your web presenceSet up separate mobile-only campaignsThink local with mobileUtilize mobile-unique ad formatsTrack and optimize mobile performance Google Confidential and Proprietary 36
  • Mobile Reports in AnalyticsAnalyze mobile traffic across your entire website or mobileapplication. Mobile Visitors Reports Advanced Segments: Mobile Traffic Google Confidential and Proprietary
  • Mobile Reporting in AdWordsAnalyze mobile traffic across your entire AdWords account. Segment by Device Segment by Click Type Advanced Segmentation Campaign 1 Campaign 2 Campaign 3 Google Confidential and Proprietary
  • Analyze performance of your mobile extensionsMobile Ad Extension reportsMobile specific campaigns are key to viewing ad extensionperformance specifically on mobile devices. Google Confidential and Proprietary
  • Going from „Why‟ to „How‟: 5 key componentsMobilize your web presenceSet up separate mobile-only campaignsThink local with mobileUtilize mobile-unique ad formatsTrack and optimize mobile performance Google Confidential and Proprietary 40
  • Q&A Google Confidential and Proprietary 41
  • Additional ResourcesCheck out our latest news and updatesfrom the Google Mobile Ads Bloghttp://googlemobileads.blogspot.com/Google Mobile Ads Sitewww.google.com/mobileadsFollow us on Twitter & YouTubeFree template: Google Sites for Mobilelanding pagessites.google.com/mobilize Google Confidential and Proprietary 42
  • Thank you! Google Confidential and Proprietary 43