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Mobile Day - Mobile Advertising

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We don't have to explain that mobile and the associated Mobile advertising opportunities are growing rapidly, you just know it is!
Are you interested in the possibilities of mobile advertising? Do you want to know what this could mean for your business?

Mobile Day - Mobile Advertising

  1. 1. Mobile Day 20 november 2014
  2. 2. Hi! I’m Lieselotte.
  3. 3. Hi! I’m Kenneth.
  4. 4. We work at Wijs A digital Agency in Ghent
  5. 5. Mobile is boring
  6. 6. ! ‣ 2009: the year of mobile ‣ 2010: the year of mobile ‣ 2011: the year of mobile ‣ 2012: the year of mobile ‣ 2013: the year of mobile ‣ 2014: the year of mobile
  7. 7.
  8. 8. Smartphones/tablets became your life companion
  9. 9. The consumer is …
  10. 10. The consumer is … always connected
  11. 11. The consumer is … always connected always on
  12. 12. The consumer is … always connected always on all over the place
  13. 13. every marketeer
  14. 14. RIP AIDA
  15. 15. RIP SILO Team Traffic Team Website Team Conversion Team Usability
  16. 16. RIP simplicity
  17. 17. RIP simplicity
  18. 18. It’s all about continuity, context and relevance
  19. 19. But what possibilities do we have in Search Engine Marketing to makes this a reality?
  20. 20. An e-commerce website A brick-and-mortar website
  21. 21. Mobile growth of Meubis
  22. 22. Mobile growth of Van Marcke
  23. 23. Mobile advertising Get it right.
  24. 24. Mobile advertising ‣ Focus on mobile behaviour! ‣ Brick and mortar: often focused on connecting with or finding info on stores ‣ E-commerce: browsing / saving for later >> buying
  25. 25. KEEP IT SHORT & SIMPLE
  26. 26. MOBILE ADS
  27. 27. Mobile preferred callout extensions
  28. 28. Call Extensions
  29. 29. Mobile preferred Ad Extensions
  30. 30. LOCATION EXTENSIONS
  31. 31. Results
  32. 32. ! Meubis' call extensions delivered 3.892 direct calls since January 2014. ! ! ! !
  33. 33. Results Van Marcke's location extensions received 191.151 impressions and 19.281 clicks since January 2014.
  34. 34. Don't disappoint your customer. Get it right after the click.
  35. 35. Mobile-first design Checklist: ☑ Most important info first ☑ Easy navigation ☑ Clear call-to-actions ☑ Performant site search ...
  36. 36. Track every action that matters to you.
  37. 37. Appointments Contact page or form Clicks on e-mail address Use of store locator ...
  38. 38. Phone number clicks Call back forms ...
  39. 39. Wishlist / bookmarks Catalogue downloads Account creations Mail subscriptions Social actions ...
  40. 40. What is the return of mobile advertising?
  41. 41. E-commerce: easy.
  42. 42. 1 7,44 3,71 Return on ad spend 1
  43. 43. Brick and mortar: value every conversion.
  44. 44. 703 Appointments or contact 7.348 Clicks on phone number Map all your conversions MACRO CONVERSIONS MICRO CONVERSIONS 41.002 Views of location details 15.809 Catalogue downloads
  45. 45. Value each converDsEio WnA aApRpDrEo pVrAiNat MelOyBIEL 1 augustus 2014 - 31 oktober 2014 Ingevulde contactformulieren Bezoek winkeldetails locatie-extensies Bezoek winkeldetails Klikken op oproepextensies Oproep vanop de website Sociale acties Downloads van brochures 22 681 220 6.810 9 61 893 87 9 6 938 3.758 3.976 32.330 6.257 NA NA 18 288 180 9699 0 0 NA 3040 10 2 5 5 1 90 305 1786 435 48 0 0 18 2880 900 19398 0 0 0 3040 DE WAARDE VAN MOBIEL 1 augustus 2014 - 31 oktober 2014 Ingevulde contactformulieren Klikken op locatie-extensies Klikken op oproepextensies Oproep vanop de website Sociale acties Downloads van brochures 9 61 893 87 9 6 18 288 180 9699 0 0 NA 3040 10 5 2 5 5 1 1 90 305 1786 435 48 0 0 18 2880 900 19398 0 0 0 3040 1.091 0 Filled out contact forms Clicks on location extensions Use of store locator Clicks on call extensions Calls from website Catalogue downloads 5 2 5 5 94 15.715 1 4.690 18.790 7.952 64.660 12.514 0 5.455 0 94 15.715
  46. 46. DE WAARDE VAN MOBIEL 1 augustus 2014 - 31 oktober 2014 Mobiele Waarde Mobiele Investering 3114 Euro 1246 Euro Desktop/Tablet Waarde Mobiele Mobiele ROI ROI = = +150% +150% 26218 Euro Desktop/tablet waarde Desktop/Tablet Investering Desktop/Desktop/Tablet Tablet ROI ROI = = +30% 19908 Euro Mobiele waarde 30.925 € Mobiele investering 12.370 € 105.975 € Desktop/tablet investering 80.469 €
  47. 47. Mobile will continue to rise.
  48. 48. Mobile is not new. Users are simply evolving, and so should you.
  49. 49. Mobile is becoming a bigger part of the picture.
  50. 50. 5 Key takeaways ‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)
  51. 51. 5 Key takeaways ‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.) ‣ Users behave differently on mobile (For real??)
  52. 52. 5 Key takeaways ‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.) ‣ Users behave differently on mobile (For real??) ‣ Make your search engine advertising campaigns mobile-ready
  53. 53. 5 Key takeaways ‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.) ‣ Users behave differently on mobile (For real??) ‣ Make your search engine advertising campaigns mobile-ready ‣ Match your website with the expectancy of your mobile visitors
  54. 54. 5 Key takeaways ‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.) ‣ Users behave differently on mobile (For real??) ‣ Make your search engine advertising campaigns mobile-ready ‣ Match your website with the expectancy of your mobile visitors ‣ Measure every relevant action, no matter how small
  55. 55. 5 Key takeaways ‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.) ‣ Users behave differently on mobile (For real??) ‣ Make your search engine advertising campaigns mobile-ready ‣ Match your website with the expectancy of your mobile visitors ‣ Measure every relevant action, no matter how small ‣ Calculate the full value of mobile advertising
  56. 56. Questions? ‣ Lieselotte Van Tieghem ‣ lieselotte.vantieghem@wijs.be ! ‣ Kenneth Tallir ‣ kenneth@wijs.be ‣ be.linkedin.com/in/kennethtallir ‣ twitter.com/kenneth_tallir

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