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MOBIL'iZATION

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White Paper Mobile Search - Performics & Google - 2012

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MOBIL'iZATION

  1. 1. MOBIL i’ ZATION Search: a host of opportunities to be seized
  2. 2. During the week between Christmas and New Year 2011, the number of Google Mobile queries increased by 11 % compared to the previous week. Meanwhile, the number of queries made on a computer de- creased by 2 %. 11/07/11 11/28/1111/21/11 12/12/11 12/26/1111/14/11 12/05/11 12/19/11 desktop mobile
  3. 3. MOBIL i’ ZATION’ ZATION’ Search: a host of opportunities to be seized introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 3 questions to robbie Douek Head of Mobile Sales Operations, Google France. . . 7 What are the aims of a mobile strategy?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 case studies Mobiles and the Media: Nestlé - Banque Populaire . . . . . . . . . . . . . . . . . . . . . . 12 Mobiles and eBusiness: PMU . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 Mobiles and Sales Promotion: Toyota - Adidas . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Mobiles and Street Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24 conclusion par Karim eid Directeur Général Performics. . . . . . . . . . . . . . . . . . . . . 25 annexe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27
  4. 4. 5 Introduction SEM involves offering commercial links, or adverts, on a search engine results page. These results will be in tune with the internet user's query, making this form of marketing one of the most accurate, effective and non-intrusive available. This approach thus contrasts with more traditional techniques such as poster advertising, which rely on a “push” principle. SEM and Display are two of the main communication channels. There are other strategies that can be used to get your name out there on the Inter- net, such as e-mailouts, affiliation, so- cial media etc. While communication today still mainlyuses“push”strategies,meaning that it follows a top-down logic in which the brand issues messages to more or less well-targeted recipients, we believe that in future, 80% of communication will be of an opt-in or bilateral (conversational) nature. Searching, as an advertising channel, has this characteristic which Google has nurtured: it offers the most ac- curate answers by taking into account the intention behind the search, but also of the circumstances surround- ing the search (geographic location, type of device on which the search has been carried out, internet user search history, etc.). Yet nowadays, searching is no longer something we just do on our comput- ers: there are surges on other devices during holiday periods, travel on pub- lic transport and any periods when smartphone users are far from their computer. “The medium is the message,” as Marshall McLuhan used to say, un- derlining how important the me- dium itself is in determining how a message is understood and per- ceived, as well as how it is commu- nicated. In order to better understand how mobile internet is developing, let us go back a few years, and remember the ways in which some media which we are very familiar with today initially developed. In its early days, television was seen as a kind of filmed radio, before people understood the power and strength of images. The Mobile Internet is undergoing a similar development to that of televi- sion. While it was initially a replication of the “fixed” Internet, it is now find- ing how to position itself, in particular thanks to the specificities of the smart- phones on which this new Internet is broadcast. We now enjoy the possibil- ity of directly calling a telephone num- ber given in an advert just by sliding our finger over it, or of being guided
  5. 5. 6 by GPS to the place we found on a search carried out on Google Mobile, just by clicking on the Google maps link provided in the advert. The media (in this case, the smartphone) effec- tively shapes the message, improves it and gives it more emphasis. The age of mobiles has arrived! Now let us examine how to get involved with the world of mobile searching.
  6. 6. 7 3 questions to Robbie Douek Head of Mobile Sales Operations, Google France Hello Robbie. Could you tell us what developments you have observed at Google in the way Internet users search for things on their mobiles, in particular compared to the way in which they do this on a computer? Hello! Smartphones and tablets have proved that they are no longer just aimed at the most geeky or clued up among us. They have now become the norm for everyone, and they are con- stantly making changes to the way people communicate, search and buy online. According to our survey in co- operation with IPSOS, carried out l’enquête que nous avons effectuée en partenariat avec IPSOS a little earlier this year: • 79% of smartphone users use their telephone to help them make pur- chases. They use it to compare prices, gather more extensive infor­ ma­tion about a product, or find a distributor. In order to achieve this, they use all the options offered to them by mobile searching. • 70% use their smartphones in the shops. • 77% have searched for a company using their mobile. As a result, 61% of them rang this company, and 59% visited the company in person. • At Christmas 2011, we estimate that 44% of keyword searches connected to last-minute gifts and addresses to find a shop were carried out from mobile devices! We are thus not just talking about an explosion in the sales of smartphones, although these figures are increasing ever more rapidly; we are also dealing with the widespread use of a new way of accessing information and prepar- ing for consumption: in 2011, smart- phones became an essential part of the purchase decision. On top of this, mobile Internet users have different needs and desires when they are using their mobile. They use new ways of researching informa- tion, which are both more complex and better adapted to the device. For example, more and more vocal searches are carried out using the Google mobile search engine. Users need answers “on the go”, and search while they are walking or while their hands are full. Image search is also de- veloping: taking a photo of a book, a DVD, a monument, or a consumer product such as a shampoo bottle in order to find information about it has become a key trend, which puts infor-
  7. 7. 8 mation at the centre of things and which is made possible by tools such as Google Goggles. Advertisers must take all these changes into account, and realise that searching using mo- bile phones should be treated as a channel in its own right. How is Google responding to these constant developments? In order to help advertisers and our partners to take full advantage of the opportunities thrown up by the mo- bile era, we have set ourselves 3 key goals  : For a clear and “coherent” transi- tion We want to import the best features of online advertising to mobile advertis- ing. Our aim is to help marketing man- agers and developers expand the benefits of advertising on computers to mobile device users, while easily and effectively managing their cam- paigns and the advertising space through different channels. Providing an “all-inclusive” offer The mobile era is the era of fragmen- tation... This is about much more than just one device or format, or even just one type of screen. The idea is to offer inclusive advertising solutions for searching, displays and applications, which are relevant for a wide variety of formats and devices. Developing the “Made for Mobile” offer Mobile devices have unique character- istics, such as their portability, touch screens (and the possibility of making phone calls!); these are all characteris- tics which allow users to access infor- mation more easily and thus create unique opportunities for merchants. We want to continue to innovate in order to offer tailored advertising so- lutions which will allow merchants, de- velopers and publishers to benefit from these specific characteristics of mobile devices. How do you view the way in which advertisers are dealing with this mobile search market? How is the French market positioned com- pared to other markets? The mobile Internet has a penetration of 27% in France* , making it one of the leaders in terms of use. However, a survey carried out for Google and the Mobile Marketing Association** has shown that French companies are not yet using the full potential of the mo- bile sector: *Source: Mediamétrie Mobile Lens Avril 2011 **Source: Survey of smartphone usage, carried out by Google in partnership with Ipsos and MMA
  8. 8. 9 • Only a fraction of the companies in the areas that were studied (France, US, UK, Germany and Japan) have developed websites that are opti­ mised for mobile use: 12% in France, 43% in Japan, 33% in the US. • Only 18% of French companies have a mobile application (19% in the US and 10% in Japan). • 65% of the companies surveyed stated that their mobile strategy is aimed at the search phase of the purchase process. Smartphones and tablets are not little desktop computers. They are new de- vices which are used in a completely different manner. This year, compa- nies have started to integrate this idea and many of them have understood what an interesting and powerful im- pact advertising campaigns that are specifically aimed at mobile devices have. This may be difficult to believe, but in spite of the real development of the sector in 2011, we are still living through the very beginnings of mobile history. The tools available to us have made huge progress in 2011, but the best is still to come in 2012! Robbie Douek, Head of Mobile Sales Operations, Google France
  9. 9. 10 What are the aims of a mobile strategy? There are four main groups of aims for which a mobile search strategy can prove effective. They are defined in terms of: The advertiser's marketing objectives: Image / Service or Business The geographic perimeter and the implication in terms of location: local or national MOBILES AND SALES PROMOTION Directing mobile Internet users to a purchase at a point of sale MOBILES AND STREET MARKETING Directing mobile Internet users to a value-added service that is available locally MOBILES AND E-BUSINESS Recruiting potential customers and/or selling directly online via the mobile itself (and/or with the support of a call centre) MOBILES AND MEDIA Promoting the brand image and bringing in services via mobile media BUSINESS IMAGE/SERVICE NATIONALLOCAL
  10. 10. 11 The setup and success of these various systems are subject to 2 key factors: Before it is activated, each strategy requires a set up and specific investments (creation of a website, availability of a call centre, preparation of point of sale etc.) Each mobile strategy has its relevant specific, measurable and most effective KPIs 1 2
  11. 11. 12 Mobiles and Media KPIs - Visibility - Image - Intended purchase Prerequisites - A communication strategy and a website that is optimised for mobile devices and/or an application - A multimedia and/or web system - Creative messages that are adapted to or specifically created for mobile devices Background The Nestlé Dessert brand wanted to launch an application that was aimed at iPhone owners as an extension of a CRM and social strategy that they had already initiated several years earlier via the latableadessert.fr website, and more recently on their fan page on Facebook. This application for smartphones ties in perfectly with the type of service which Nestlé dessert provides to its consumers. MOBILES AND MEDIA To promote the brand image and bring in services via mobile media NESTLE DESSERT CASE Aim
  12. 12. 13 Aims The mobile campaign that was set up had the aim of communicating around the launch of the application in order to boost the number of downloads of the Nestlé dessert application. Strategy A multi-lever mobile strategy was set up by Zenithmedia and Performics in order to give the brand a high level of visibility during the launch, but also to list the application among the TOP 25 in the App Store. This double approach aimed to in- crease the number of downloads via the App Store tenfold. 3 channels were thus activated: • A main mobile search campaign using a click-to-download strategy in order to directly push traffic to the App Store • An editorial presence on Appgratuites (mobile application, website and Facebook page) in order to make the application known to the greatest possible number of people and boost downloads • A display campaign with the aim of making the launch of the application visible in contextual environments that are close to the brand DNA. 1st in the Appstore TOP 25 Mobile search RANKING DISPLAY Community management ranking relay
  13. 13. 14 The mobile search strategy suggested by Performics was conceived as an add-on to the Desktop search cam- paign, the aim of which was to gener- ate traffic on the latableadessert.fr website. Results The Nestlé Dessert application kept its place in the TOP 25 of free applica- tions on the App Store for 7 days, in- cluding 4 days in the 1st position. It also stayed in the top position for al- most 3 weeks in the “lifestyle” category. The mobile search campaign, which was activated in addition to the other channels, was a strategic lever that was particularly well-adapted to the brand's identity, and redirected very qualified traffic towards the App Store. Click-to-Download allows you to publish an advert including a direct link to the page from which the application is downloaded on the Google results page. It also strongly contributed to keep- ing up the visibility of the application on the App Store and allowed the brand to benefit from the virtuous circle of "positioning / downloads / upkeep of position". This application was downloaded 400,000 times. A real success!
  14. 14. 15 Background The Banque Populaire is trying to in- crease its presence amongst students; an analysis of this target group shows that mobile Internet is playing an in- creasingly important role in their media consumption. to this end, the company created a mobile version of its labanquedesetu- diants.com website, in order to offer content that is accessible on mobile devices to this specific target group during key periods such as the end of exams or the beginning of the aca- demic year, by creating tailored media or setting up mobile media campaigns. BANQUE POPULAIRE CASE
  15. 15. 16 Aims The Banque Populaire wants to bene- fit from the strong growth of mobile queries in the banking sector, in order to drive qualified traffic towards its la- banquedesetudiants mobile website, in order to make people aware of their entire range of offers and generate traffic into their branches. Strategy A main mobile search campaign set up alongside the desktop search cam- paign: • A mobile-specific strategy: dedicated budget and bid management strategy • An Ad site links format to provide optimised surfaces for expression and results • Linkage to a mobile content campaign (publishing of text adverts on the Google contents network of websites) in order to generate incremental traffic. Results Visibility targets were reached: the mo- bile search click rate was twice as ef- fective as the desktop search click rate. Performance connected to mobile content was weaker in terms of click rates. This mirrors the standards that can be observed in desktop cam- paigns. Conclusive results regarding traffic generation, with observation of a mo- bile CPC that is much lower than the Desktop CPC. Mobile content in fact has the lowest CPC. Desktop Search Desktop Search Mobile Search Mobile Search Mobile Content Mobile Content CPCCTR -62 % +102 % -72 % -94 %
  16. 16. 17 Mobiles and e-Business Background For over 2 years now, PMU has fully integrated the nomad dimension into its purchase strategy, be it by creating media adapted to it or by setting up mobile media campaigns. There are now no fewer than 3 Smart- phone applications (iPhone, Android, Samsung Bada), an optimised smart- phone website and a tablet website making up the PMU ecosystem. KPIs - Cost per Click (CPC) - Cost per Action (CPA) - Turnover Prerequisites - An optimised mobile website (SEO) - A tracking system on mobile devices - A conversion funnel that is optimised (mobile and/or call centre) - Products / services adapted to purchases using a mobile A mobile website: pmu.fr MOBILES AND E-BUSINESS Recruiting potential customers and/or selling directly online via the mobile device (and/or with the support of a call centre) PMU CASE Aim
  17. 17. 18 Aims The strong growth of queries linked to the PMU brand and to online betting naturally led Performics to integrate the mobile search dimension into its media systems, with the final aim of recruiting new clients at less expense on the mobile website. Strategy Alongside display on performance test campaigns, a strategy of consistent presence was set up via a click-to-site campaign. The choice of click-to-site was dictated by the aim of opening ac- counts via the registration form. The campaigns were managed according to the CPA. PMU's mobile search strategy was tai- lored to the various terminals (mobile website / application / tablet) in order to fit user habits. A specific auction strategy for each type of terminal • different competitors depending on the terminal • suitable target CPAs. Adverts that are adapted to the mo- bile device • Editorial: rewriting for a mobility context and according to space constraints • Use of Ad site links, in order to maximise the surface of the adverts and to refine PMU's response As with other media, the user jour- ney has been optimised according to the type of player: • Purchase: potential customers are redirected to a specially designed landing page (general, poker, horse racing depending on the mobile Internet user's query) and towards the specific mobile form. • Bets: mobile Internet users who are already PMU clients are redirected to a games/betting page so that they can log on. An advert in search results also usually leads to a single destination. Ads Site Links allow the company to offer links to different pages on the website from the same advert.
  18. 18. 19 Results This refined strategy enabled PMU to strongly improve its performance on nomad devices vs the performances it recorded on desktop devices, both in terms of CPC (Cost Per Click) and of CPA (Cost Per Acquisition). The combination of a large number of potential queries and of the good per- formance of acquisition costs led to multiplying the budget assigned to mobile search by 8.5 in the space of 18 months. Desktop DesktopMobile MobileTablet Tablet CPC CPA -65 % -35 % -62 % -75 %  1 click on the mobile or tablet sea advert redirection to a landing page that has been specially designed for mobile or tablet formats redirection to the registration form or access to the account  2  3 POTENTIAL CUSTOMER WELCOME PAGE ACCOUNT OPENING PAGE CLIENT IDENTIFICATION PAGE CLIENT ACCOUNT PAGE The various observations made abroad with other gambling operators show that nomad devices (mobile and tablets) play a key role in making sport- ing bets (example of live betting on nomad devices while watching a match on television). Nomad devices, and particularly searching on such de- vices, have thus become a key ele- ment in our acquisition strategy. Kuider aKaNi, PMU Acquisition Director
  19. 19. 20 Mobiles and Sales Promotion Background It is estimated today that around 40% of mobile search queries are made lo- cally. These mobile queries are fre- quently related to the need to travel. Requests include adding keywords for towns, timetables and telephone numbers etc. Toyota has a key, year-long strategy of implementing campaigns aimed at gen- erating traffic on its website, in order to encourage requests to test its vehicles. An analysis of mobile searches carried out by Performics led to a considera- ble increase in queries related to brands, models and dealers on Mobile terminals. MOBILES AND SALES PROMOTION Directing mobile internet users towards purchase at a point of sale KPIs - Traffic at the point of sale - Acquisition cost - Turnover Prerequisites - A distribution network that has been made aware of the operation - An attractive promotional offer - A measuring system both On and Offline to measure ROI TOYOTA YARIS CASE Aim
  20. 20. 21 In this favourable environment, Per- formics offered Toyota a strategy that was tailored to new digital user habits connected to mobility access termi- nals: • by developing advertising formats which included geolocation information. • allowing for the speeding up of decision-making by responding to information that is a priority in terms of mobility usage. Aims The mobile campaign that was carried out on smartphones had the aim of driving more traffic to dealers. Strategy Set up of the hyperlocal format that is likely to promote travel to a dealer, by providing direct access to geolocation information from the search engine. This format highlights all of the neces- sary information related to visiting a dealership in the advert: • localisation of the nearest dealership • directions and location on a map • information of the nearest dealer's telephone number so that the user can ring them directly. Click-to-call is the functional which allows users to pull up a telephone number in an AdWords advert. Thus, the mobile Internet user has the option of ringing the number provided in the advert without needing to copy it, record it or carry out any other action. All he/she needs to do is to click on it, or slide a finger over it(depending on the type of Smartphone). Click-to-call is the functional which allows users to pull up a telephone number in an AdWords advert. Thus, the mobile Internet user has the option of ringing the number provided in the advert without needing to copy it, record it or carry out any other action. All he/she needs to do is to click on it, or slide a finger over it(depending on the type of Smartphone). Click-to-call is the function which allows users to pull up a telephone number in an AdWords advert. Thus, the mobile Internet user has the option of ringing the number provided in the advert without needing to copy it, record it or carry out any other action. All he/she needs to do is to click on it, or slide a finger over it(depending on the type of Smartphone). Click-to-Maps allows a mobile Internet user to display the location of a physical place that corresponds to the result of his/ her search.
  21. 21. 22 Results This campaign was a real success, and benefitted from the near-totality of the Toyota network in France, with 267 dealers being displayed (97%). • Better click rates with extensions (telephone and maps) vs traditional adverts: 6.24% without ad site links versus 9.76% with extensions • Extensions make up 5% of clicks but are very engaging... and generated around 900 calls to Toyota dealers in 2 months. • The telephone extension performed best (87%) vs the address extension (13%) in terms of optimised clicks generated. A combination of click-to-call and geolocalisation Request Phone extension Location on a map Natural listing Classic ad
  22. 22. 23 Background Google is convinced of the importance of issues known as Online to Store, or Mobile to Store, and has developed Google offer Ads. Google and Adidas tested this process in order to meas- ure the impact that mobile searching was having on in-store sales. Aims ADIDAS launched a mobile search campaign in order to increase its traf- fic in stores and its sales. Set up In order to achieve this aim, Adidas launched a mobile search campaign with couponing in the US in partner- ship with Google. When the mobile In- ternet user would click on “offer”, he/ she would be given the option of downloading a discount coupon. The advert also contained information which gave the mobile Internet user easier access to the point of sale: click- to-call in order to come into direct con- tactwith the point of sale, click-to-map in order to locate points of sale near- by. Finally, he/she had the option of send- ing him/herself the coupon by email or sms, in order to use it at a later date. Results • The use of coupons allowed for an increase of traffic to shops. • Increase in sales: the offers generated a larger average shopping basket during this period. • Effectiveness of the format: the click rate was 28% higher than average for campaigns using standard mobile formats, with a 32% lower CPC. ADIDAS CASE Offer Ads (Couponing) This advertising offer, which is still currently on trial in the United States, consists of providing the mobile Internet user, in his/her search results, with a promotional code that is valid in a shop of which the address and itinerary are available through an additional click.
  23. 23. 24 Street marketing generally involves reaching a target locally.  Mobile searching is a lever which can be used to generate traffic in a Street Marketing operation, or in branding or event-based communication . The use of Google's “click-to-maps” functions allow the company to ad- dress target markets in the street, via their smartphones, and to direct them to the relevant event. It's like distribut- ing flyers, but with all the power of the Internet behind it! The people who were targeted in this way have expressed an interest in the brand / issue that is being promoted (since they saw the advert appear on Google Mobile following a related query), and are therefore particularly qualified. This qualification can be fur- ther refined by the targeting enabled by Google Adwords technology: “I only want to talk to mobile Internet users who are using an Android or iPhone terminal, or to those who are using this particular operator's network rather than another's.” In addition, the terminal's on-board GPS allows the user to navigate to the required location. This type of format perfectly meets brand commitment aims, which is an approach that is still very rare in France. Here, originality is fuelling effectiveness! Mobiles and Street Marketing KPIs - Local traffic - Local activity Prerequisites - An attractive Street Marketing operation - A unique and engaging animation - A measuring system both On and Offline to measure ROI MOBILES AND STREET MARKETING Directing mobile Internet users towards a value-added service that is available locally Aim
  24. 24. 25 Conclusion Karim Eid, Performics CEO Searching on a mobile device has to a large extent been adopted and allows each user to save time and to access the right information from anywhere. It offers extremely attractive advertis- ing presence opportunities for brands, on two levels. In terms of volume Mobile searching accounts for 2 to 10% of clicks on search engines (de- pending on the sector). But this opportunity remains largely under-expoited, since investments into mobile searching only account for 4% of mobile investments (while desk- top searching accounts for 42% of web investments* ). This is therefore an opportunity to reach a target market and to recruit via an unsaturated qualitative environ- ment (only two premium links), (low bids vs desktop), on the most profita- ble channel in terms of direct acquisi- tion (search). In terms of quality Searching on a mobile is obviously a way of extending a company's pres- ence in a traditional search, but it does not end there. This lever allows the company • to integrate geolocalisation in a na- tive manner and to directly connect the communication to the point of sale (coupon) or to the localised event (invitation) • to directly connect, through the same device, the Internet and the telephone by transferring the client to a call centre • To differentiate brand communica- tion and the connection between all media: Poster advertising & Mobiles, TV & Mobile (according to a survey, in the US 80% of people surveyed use their mobile while they watch TV** ). Nevertheless, in order to take full ad- vantage of these opportunities, it is necessary for brands to mobilise fi- nancial and human resources. We are entering a new era, in which the efforts of agencies and advertisers must focus on understanding and exploiting the possibilities offered by mobile Internet. *Source: SRI-UDECAM-Capgemini Consulting / Observatoire de l’ePub – 7th edition – January 2012 ** "Mobile Internet – Delivering on the Promise of Mobile Advertising", Yahoo!, March 2011 – http://advertising.yahoo.com/industry-knowledge/mobile-internet-whitepaper.html
  25. 25. 26 SEM campaigns on mobiles and on tablets must be specifically managed, even though they currently only repre- sent a small volume of users. It is also necessary to invest in the creation of mobile websites specially designed for this platform and for Internet users' habits, as well as in the development of the natural referencing of mobile websites. This investment will be all the more profitable for the first entrants onto this lever, who will be able to build up a strong experience curve, on a chan- nel which offers phenomenal perspec- tives for growth thanks to: • the increase of queries as the mo- bile Internet is adopted • the daily use of searching by mobile Internet users • the multiplication of search meth- ods offered up by new technologies: vocal search, photo search, video search and increased reality • Future products which will make daily life easier, such as Google Wal- let, which will necessarily integrate advertising (or data collection for the purpose of targeted advertising). If we project ourselves into a more dis- tant future, according to the Razorfish Outlook Report that was carried out in the US (November 2011), on the cur- rent growth of the mobile sector, the investments on this lever should not only exceed web investments, but also TV investments in the next 10 to 12 years (depending on the method of calculation). Karim Eid, Performics CEO
  26. 26. 27 1/Click-to-Call Click-to-Call is the function which allows a telephone number to be displayed in an Adwords advert. The mobile Internet user is thus able to call the number pro- vided in the advert without needing to copy or record it or carry out any other action. All the user needs to do is click on the number or swipe his/her finger over it (depending on the type of Smartphone) directly on the Google results page. Smartphone specificities used Smartphones are the ideal medium to generate calls, since telephone communi- cation is part of their DNA. Mobile Internet users are all the more likely to make a phone call since they have the smartphone in their hands. Who is it for? This function is particularly relevant for advertisers who want to generate phone calls to one or several stores, to a call centre, to a national telephone number or to numbers which can vary depending on the whereabouts of the mobile Inter- net user How does it work? The “click-to-call” solution is as flexible as it is intelligent. It is possible to decide to display the same number regardless of the whereabouts of the mobile Internet user is, if for example a centralised call centre is receiving the phone calls, or it is possible to set up the system in such a way as to ensure that the calls end up on a different number depending on the whereabouts ofthe mobile Internet user. If I am a car manufacturer who wants to drive phone traffic towards my dealers, I will ensure that a mobile Internet user who is located in the 15th arrondissement in Paris will see the dealer closest to his/her location displayed on his/her screen – and this will not be the same location for a mobile Internet user who is just outside Paris, in Levallois-Perret. Annex Description of Google Products
  27. 27. 28 2/Click-to-Maps Click-to-maps allows a mobile Internet user to display the location of a physical place which corresponds to the result of his/her search. This option allows the mobile Internet user to view a Google Maps map on the results page, and then to pinpoint the location of the advertiser's physical place and to navigate towards this location if he/she desires. Smartphone specificities used This uses the smartphone's ability to pinpoint its location (by GPS or by triangula- tion), as well as its transportability. Who is this for? All advertisers who have physical representations towards which it is useful to generate traffic can benefit from this option. How does it work? Click-to-maps can be configured in two different ways. The first method involves manually entering one or several addresses into the Google Adwords account. This method is quicker and more practical in cases where the advertiser only has a few physical locations to promote. The second method is nevertheless preferable. This involves filling in “forms” on a Google Contacts account. The Google Contacts account will then have to be connected to the Google Adwords account in order to enable click-to-maps type adverts. This method makes it possible to enter a large number of addresses and for them to appear in natural Google search results as well as in Google Maps. 3/Click-to-Download The benefits offered by smartphones and by mobile communication include ap- plications. These have partly contributed to the success of the Google Android and Apple iOS platforms. Many brands have already understood this, and pro- mote their content using applications. Once these applications have been creat- ed and put online on download platforms (Android Market or Appstore), it is
  28. 28. 29 necessary to make the public aware of them and to generate users, and there- fore downloads. Click-to-download allows companies to publish an advert con- taining a direct link to the application's download page on the Google results page. Smartphone specificity used Ability of smartphones to support applications. Who is this for? Advertisers who wish to promote their mobile application. Developing a mobile application is a good thing, but the most important KPIs to monitor are the num- ber of downloads, the usage rate, the purchases carried out using the application etc. It is therefore necessary to ensure that the application is well distributed. How does it work? Click-to-download is a procedure which involves choosing a link directing the user to the Android Market as the destination url for example, or to Apple's App store, directly to the application selected, enabling an immediate download. 4/Ad Site Links An advert in search results usually leads to a single destination. Ad Site Links allow you to offer links to several pages on your website via the same advert. Generally, the main link leads to the homepage, and “subsidiary” links lead to pages deeper in the website. These links are usually highly relevant and generate very qualified traffic. This is because they shorten conversion paths, since they allow the mobile Inter- net user to access the page he/she is interested in without getting lost in the website's tree structure. It also allows you to communicate more messages from the results page, and ensures that the people who click on the links really are the most interested ones. Who is it for? Ad Site Links are relevant to all advertisers.
  29. 29. 30 How does it work? Several deep links must be entered (up to 10) leading to different pages on the website, and the system optimises the whole thing by making the most relevant links appear depending on the query entered etc. The links are only displayed when Google Adwords considers that a high level of relevance has been reached. 5/Offer Ads (Couponing) This advertising offer, which for the moment is still on trial in the United States, involves providing a mobile Internet user with a promotional code that is valid in a shop of which the address and itinerary are available through an extra click on the search results page. The mobile Internet user simply saves the code (by sms or email), then goes to the point of sale and is given a discount. The shop pro- cesses the discount coupon at the till, and identifies the origin of the sale. Smartphone specificity used Mobility Who is this for? This offer would be aimed at merchants whose aim is to drive traffic into their physical shops and at the same time analyse this traffic.
  30. 30. PERFORMICS Philippe SEIGNOL, President philippe.seignol@performics.com Pierre-Emmanuel CROS, CEO pierre-emmanuel.cros@performics.com Karim EID, CEO karim.eid@performics.com Pascale MIGUET, Deputy Managing Director pascale.miguet@performics.com Tony CARPENTIER, Deputy Managing Director tony.carpentier@performics.com 47/53 rue Raspail – 92300 Levallois-Perret Tél. : +33 (0)1 41 40 71 00 GOOGLE Arnauld MITRE, Head of Agencies Google SEEMEA Arnauld@google.com Robbie DOUEK, Head of Mobile Sales, Google France rdouek@google.com

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