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Case study google_mobile_ads_razorfish


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Case study google_mobile_ads_razorfish

  1. 1. Case Study | Google Mobile Ads Mobile Drives Efficient Conversions Razorfish uses Google mobile ads to drive incremental, efficient conversions for their Fortune 100 retail client The Opportunity Razorfish is a global digital advertising agency founded in 1995 that has driven the online marketing efforts of many of the world’s biggest brands. In the past three years, Razorfish has consistently ranked as one of the top five top search advertising agencies in the country, by Ad Age magazine. According to Danny Huynh, associate search director for Razorfish, their goal is “to treat search as one At a Glance of many consumer touchpoints and explore new opportunities that can help our Who they are: clients to be ahead of the curve.” • With more and more people searching the internet from their phones, mobile • search advertising agency advertising has become one of these new opportunities. “Mobile advertising seems to be a well-kept secret,” says Huynh. “Some clients have initial concerns Goals: that mobile won’t deliver results on par with the same online ads on desktop and • Learn whether their customers were searching laptop computers, but we’re finding that mobile can actually deliver a lower cost per on mobile devices conversion than desktop targeted ads.” • Drive efficient conversions through mobile ads One client, a retailer, was looking to reach more potential customers. Huynh and his • Test and optimize mobile ad messaging team had been managing the client’s Google AdWords account for about two years, Approach: but they had never tried mobile advertising before. “There was previously no mobile website built out for this brand,” Huynh recalls. “However, phones have evolved • Launched mobile ads campaign through Google AdWords to drive incremental, efficient to include full internet browsers, meaning that a separate mobile website isn’t conversions. necessary to creating a good experience for users. As a result, mobile advertising really became possible for this client.” Results: So after Huynh and his team suggested testing mobile advertising, they set out with • Efficient conversions: Generated conversions the goal of maximizing the volume of conversions in a campaign targeted to users on mobile devices that were 7.5% more of high-end mobile devices. cost-efficient than conversions on desktop computers. Mobilizing • Optimized ad text: Tested three variations of ad text against the version used for desktop Huynh explains that getting started with Google mobile ads was easy – they simply campaigns and were able to increase conversion duplicated the regular online ad campaigns in their AdWords account but switched rates by 9.3%. the settings to target high-end mobile devices. The team started with their branded keyword terms, so that they would be able to learn quickly from significant levels of traffic. To measure performance, they tracked several conversion metrics including whether a mobile user looked up the brick and mortar store location or downloaded a coupon from the site. Brian Bartek, search manager at Razorfish, performed the campaign analysis. “We were pretty surprised with what we were seeing,” says Bartek. “There wasn’t a lot of competition, so our CPCs were lower than what we saw in the same campaigns on desktop. Even more impressive was the cost per conversion – it was 7.5% more efficient!” Encouraged by the results, Razorfish and the client decided to test ways to optimize the mobile campaigns. First, they tested whether variations in the campaign’s landing page would affect conversion rates. The team hypothesized that there might be a few targeted actions that their customers seek out to complete on their mobile devices. By starting the experience closer to that action, the client would see better results.
  2. 2. “For this client, conversions were much higher when customers arrived directly on the webpage that shows them nearby store locations,” explains Bartek. “By taking people straight to what they were looking for, our campaign performance improved significantly.” The Results Having identified the optimal landing page, Huynh’s team set out to test the ad text. Four versions of ad text were tested. The first matched the text in the online ad campaigns for desktop computers; this served to provide a set of control data. Two other versions mentioned a specific mobile action: find a nearby store location or download a coupon. The fourth version mentioned a specific mobile device (e.g. iPhone) in the ad text to communicate that the ad was user-friendly on mobile devices. The results were impressive. “Each of the three new versions provided over 9.3% lift in conversion rate over the strongest performing copy in their desktop campaigns,” Bartek notes.” And when the iPhone was specifically mentioned in the ad text, the Brian Bartek, search manager ads saw more clicks and higher conversions.” With data in hand proving that mobile advertising can yield new conversions with lower CPCs and higher conversion rates, Huynh and his team are making Google mobile ads a regular part of this client’s media mix. “We don’t just look at search on desktop,” explains Huynh. “We look at the whole experience across any platform. And going forward, we’ll be looking closely at how we can leverage Google mobile ads to benefit our other clients as well.” Danny Huynh, associate search director © 2009 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. 100509