Gifa Boland v3.mb

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  • All numbers confirmed against spreadsheets 03/15…KHP.
  • Product Ad Extensions Enable you to Feature Product and Inventory Information Directly in your Mobile AdCase study: Roy’s Restaurants, 40 percent increase in call volume, 6x increase in CTR, with 2/3 CPC.
  • Research shows that mobile-optimised websites help boost  user engagement on your site, and for eCommerce clients, your customers are 51% more likely to purchase. You also want to invest in a mobile site for retention purposes - 40% of users surveyed say that they will visit a competitor’s site instead if they have poor mobile experiences.
  • Gifa Boland v3.mb

    1. 1. The Marriage of Mobile &Local: Driving FranchiseConversions03/29/13Michael Boland, Sr. Analyst, BIA/Kelsey Google Confidential and Proprietary 1
    2. 2. Agenda1 Mobile and Local: By the Numbers2 Mobile Local User Behavior & Conversions3 Best Practices and Mobile Strategies4 Franchise Adoption: The time is Now… Google Confidential and Proprietary 2
    3. 3. Mobile & Local: Where are We Now? mobile searches have grown 5x in the past 2 years• 20% of search is mobile• 50% of mobile search is local – compares to 20% on desktop Apple iPad1 Sources: Query growth - Google internal data 2011; Tablet forecast - Forrester 2010 Google Confidential and Proprietary 3
    4. 4. In 2015, mobile local search volume will surpass desktop local search. 120.0 113.4 Desktop Mobile 100.0 85.9 85.6 77.1 80.0 84.0 69.2Billions 61.6 63.7 60.0 54.9 46.0 40.0 30.7 19.7 20.0 0.0 2011 2012 2013 2014 2015 2016 Source: BIA/Kelsey Google Confidential and Proprietary 4
    5. 5. Local vs. National Ad Spend in Mobile $18.00 Non-location Targeted Location Targeted $16.79 $16.00 $14.09 $14.00 $9.09US$ Billions $11.53 54% $12.00 $7.20 $10.00 $8.67 $5.72 $8.00 $3.90 $5.39 $6.00 $4.00 $3.25 $2.28 $7.71 38% $6.90 $1.22 $5.80 $2.00 $4.78 $3.11 $2.03 $0.00 2012 2013 2014 2015 2016 2017 Source: BIA/Kelsey Google Confidential and Proprietary 5
    6. 6. Mobile audiences primed for conversions of smartphone shoppersof smartphone consumers have of smartphone shoppers have made acalled a business made a purchase on via their mobile phones afterlooking it up on their smartphone purchase in their store smartphone after looking up a business on their smartphone 6 Google/Ipsos OTX, “The Mobile Movement: Understanding Smartphone Users” Google Confidential and Proprietary 6
    7. 7. • Most U.S. Retail is Offline, but a Growing Portion is Influenced Online, in Mobile and Tablet. Google Confidential and Proprietary 7
    8. 8. Mobile Ad Performance• Localized mobile content and ads see higher engagement Google Confidential and Proprietary 8
    9. 9. Driving Conversions at the Store Level • Content should contain actionable information to align with mobile user intent Calls Product Store traffic awareness Click-to-call Product Local Ads Location Extensions 9 Google Confidential and Proprietary 9
    10. 10. • Advertisers are adjusting to mobile usage realities by including localized calls to actions in mobile ads and websites Source: Millennial Media Google Confidential and Proprietary 10
    11. 11. Example: Radio Shack Google Confidential and Proprietary 11
    12. 12. Optimized Mobile Presence is Vital To boost performance: 51% more likely to purchase from retailers 85% increased engagement To keep customers: 40% would visit a competitor’s site instead because of a disappointing mobile experienceSource: Compuware, “Why the Mobile Web is Disappointing End-Users”. March 2011 Google Confidential and Proprietary 12
    13. 13. • Franchises are using mobile marketing but there’s lots of room for growth. Tried and Stopped 1% Figure 1. Franchise Use of Mobile Havent heard of it Marketing 12% Heard of it; Dont know much 16% Currently Using 55% Learned about it; Dont use 16% Source: BIA/Kelsey Google Confidential and Proprietary 13
    14. 14. • Franchise use of mobile marketing will pick up: Now is the timeFigure 2. Franchiseintended use of Not sure 21.4%mobile marketingDont use, and not likely to in next 12 months 35.7% Dont use but likely to in next 12 months 42.9% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Source: BIA/Kelsey Google Confidential and Proprietary 14
    15. 15. Any questions? Thank You!mboland@biakelsey.com@mikeboland Google Confidential and Proprietary 15

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