Making your online advertising strategy work on mobile - Some tips and ideas Mobile Retail & Brand Masterclass Hamburg, 20.03.2012
About me• Marcel Pirlich• Founder & CEO Adspert• Member of Fachgruppe Mobile/ BVDW since 2006; member of MMA• More than 12 years in mobile and online• Find me on or email: firstname.lastname@example.org
Things to consider on Mobile• Tracking (e.g. Google Analytics) – Android Store (“App downloaded and installed?”) – Mobile Site (“Userflow, clicks?”)• Marketing – SEO – SEA (e.g. Google) • Click-to-Call • Mobile Landingpages – Mobile Affiliate (e.g. Sponsormob/ Trademob)
Things to consider on Mobile• Tracking (e.g. Google Analytics) – Android Store (“App downloaded and installed?”) – Mobile Site (“Userflow, clicks?”)• Marketing – SEO Example for optimizing SEA – SEA (e.g. Google) • Click-to-Call • Mobile Landingpages – Mobile Affiliate (e.g. Sponsormob/ Trademob)
Search Engine Advertising 86.3% (34.72 millions) of internet users use search engines 59.3% of internet users shop online. Search Display Ads within Content-relevantGoogle Search Ads within Google Adsense network Goals and KPIs Instruments Budget, Strategies Quality Score, Bids Your Business
Challenges of AdWords OptimizationStrategy Statistics• Ad design • CPC-bids• Banner design • Seasonality• Landing Pages • Prognosis• Keyword selection • Scenarios Creativity Artificial Intelligence Success with AdWords
How do you search?search- and buying-behavior is changing duringthe day (seasonality), depending on• time• day of the week• day of the month• (day/ week/ month of the year) Is conversion-rate influenced by ‘seasonality’?
Search requests desktop & mobile Daily WeeklySource: Citi Investment Research and Analysis; iCrossing Mobille, U.S. Google Interne Daten, 2010
How does that translate into Google Adwords?EXAMPLE OF SEASONALITY WITH APARTICULAR PLACEMENT
Example calculation:At what time does the keyword/ placement have what conversion rate Relative conversion-rate 9:00: 88% Relative conversion-rate 22:00: 119% Basis: 100% (5:00)
Example calculation 1:Same CPC for the whole dayKosten/ Conversion ändern sich durch Saisonalität
Example calculation 1:Same CPC for the whole dayLoss at time X
Example calculation 2: Adapted CPC for each hourAnpassung des CPC gemäss Saisonalität
Example calculation 2: Adapted CPC for each hourProfitable at every time
How can you manage seasonality? Google API vs. Google frontend Manual management options not sufficient
ConclusionBy using seasonal effects, profitability of Google Adwords campaigns increases substantially. Losses are avoided.If you don’t adapt your CPCs several times per day, you waste money!
Adspert is your autopilot for online marketing Continuous Optimization of Bids - Long-Tail and Seasonality Adspert works on a realtime-basis and adjusts CPC-bids at least 5x per day - 24/7 Adding new Keywords and Placements Adspert identifies profitable elements and adds these to the account, costs for unprofitable elements will be cut Open for International Markets Adspert is active around the clock, reliable in all languages and markets No Installation necessary Adspert does not need any installation or special tracking-solutions and is ready to run within minutes
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„Why location is so important for mobile advertising“ servtag local Ads™
“If a company doesn’t have a mobile strategy, then it doesn’t have a strategy” Eric Schmidt, Google 10,4 Mio. Smartphones sold in Germany 2011! 23 Mio. 95% of users Smartphone Users search for local information via mobile devicesInternet World Business 09.06.2011 68Mobile Branding Barometer, G+J EMS Mobile und Plan.net
Anywhere the eye can see, it’s likely to see an ad!• We are more receptive to ads that are relevant to us personally• Our smartphone’s screen is very personal – but also very small• Space for ads is limited – irrelevant offers and stupid banners annoy us How to create relevant ads? 69
Relevance = matching interest and location 0,5km – 5km awareness and customer acceptance increase with proximity to your branch 5km – 15km 80% of your customers live within 15 km to your branch 15km – 30km mobile branding: mobile is highly engaging!
Producing meaningful responses to local retailers 1,2 % 1,0 % CTR 0,8 % 0,6 % Example: servtag LBA Distance to POS in km 71
Matching targeting and coverage 72 Example: regional concentration of mobile ad requests
Tracking and optimization Advertiser Point of Sale Servtag LocalAds™ Banner Click out Offline EAN/QR Code Click Click to Call CPAs etc.
Increase your ads‘ relevance... 1. Our phones are 2. E-Commerce = M-Commerce • always on • always with us If we are seeking local offers or product information, • always connected we are on the verge of determining our purchase …and you can trigger an immediate action! 74