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mobile search: the new
search marketing frontier
November 1, 2011




1   Google confidential
Savita Nagaraja       Matt Dorfman     Jeanne Burgman
    Mobile Account        Mobile Account   Mobile Account
      Specialist            Executive        Executive




2   Google confidential
agenda:

    1     Mobile Market Trends

    2     Consumer Behavior

    3     Mobile Best Practices




3   Google confidential
Market Trends



4   Google confidential
June 2007




                           Today




5   Google confidential
                                      5
By end of 2011
                                                  over half
                                                  of Americans will have a
                                                  smart phone




Source: Nielsen March 2010, Morgan Stanley 2010
                                                                      Google Confidential and Proprietary
      6   Google confidential
demographics of mobile web users, US 13+
         13+ by Gender                                                   US Mobile Web Users, 13+ by
                                                                                  Platform
                                                                                                                                          25,567
                                                            30,000
                                                            25,000                                                         18,574
                                                            20,000                                          17,045
                                                            15,000
             Female                                         10,000      3,735
                                    Male                                                      1,599
             48%                                             5,000                1,113
                                   52%
                                                                 0
                                                                       Microsoft  Symbian      Palm            RIM           Apple        Google
                                                                     [Platform] [Platform] [Platform]      [Platform]     [Platform]   [Platform]




                           13+ by HHI                                                             13+ by Age Bucket
                                                                                                            27,864
40,000                                                         33,275           30,000
                                                                                                  19,403                21,175
30,000                    21,975       19,304      16,671                       20,000                                           15,854
20,000    14,489
                                                                                          9,022                                            8,022
10,000                                                                          10,000                                                              4,374
    0
            <$25k         $25k to <    $50k to <   $75k to <    $100k+               0
                           $50k         $75k       $100k                                  13-17    18-24     25-34       35-44    45-54     55-64    65+


source: comScore MobiLens Audience Profile, April 2011


7   Google confidential
mobile is the new “black”
                               Global Mobile vs. Desktop Internet Population, 2007-2015




 Global
Internet
 Users
 (MM)




Source: Morgan Stanley Research, April 2010


    8    Google confidential
Why is smartphone
                     adoption so rapid?




9   Google confidential
OEMs supply the booming                                        “Free” bundled deals from providers
                  market demand




Faster networks = Better mobile experience                                  Information empowers people & people
                                                                                           crave it




 Source: Morgan Stanley Research February 2011; Internal Google Data 2011
                                                                                               Google Confidential and Proprietary
tablets replacing notebooks
2Q11 global notebook share including iPad



                                            “[a Deutsche Bank]
                                            analyst reviewed
                                            notebook sales in
                                            recent years, up to
                                            the second quarter
                                            of 2011, and found
                                            that, when
                                            included, the iPad
                                            has boosted Apple
                                            beyond all laptop
                                            makers.”

                                            -Gigaom, 8/9/11




11 Google confidential
Tablet Competition Fuels Price Wars
                                                                   September 2011



                            MSI                                                HP Touchpad                              Galaxy
                            WindPad                                                                                     Tab 10.1



                Lenovo Lepad                                               Gigabyte 7-inch tablet



          Toshiba                                                                         Dell 10”                                 Viewsonic
          Thrive                                                                          Android Tablet                           ViewPad 7X


                                       Archos
                                       Gen 9 Tab


                                                            Kindle Fire            Sony Tablet S
                    EVO View 4g                             (Pre-Orders)           (end of Sept)
Source: Androidcentral.com, Apple.com
http://www.tabletpcreview.com/default.asp?newsID=2154&news=2011+tablet+release+schedule+android+honeycomb+webos+blackberry

 12 Google confidential
up next, more ways to shop

                                                                                             2014




source: Google internal data (UL, UR). Mary Meeker, mobile trends, 2009 (UR). Forrester Research, 2009 (LL).
PhoCusWright, january 2010 (LR).

13 Google confidential
Consumer Behavior



14 Google confidential
what people are willing to give up to keep
  our smartphones
  willing to exchange for internet usage on smartphone




beer                         chocolate                         superbowl tickets                                    high heels                               cable



43%                           36%                                      34%                                         26%                                       20%
  Source: The Mobile Movement Study, Google Ipsos OTX MediaCT, April 2011
  Base: Smartphone Users (5013)
  Q: Which of the following things would you be willing to give up for an entire month, in exchange for continuing to use the internet on your smartphone?



  15 Google confidential
today’s hyper-connected consumer


television                  game system


                          phone




                                          tablet
computer



 16 Google confidential
consumers are matching devices to situation

                             PC                                                    Tablet                                             Mobile




          Admin Workhorse                                           Couch Companion                                         Constant Companion
             •  At home or office                                   •  Web surfing & shopping                                    •  Always with you
             •  Task-oriented                                       •  Entertainment                                             •  Location-specific
             •  Solitary experience                                 •  Shared experience                                         •  In store
                                                                                                                                 •  Personal


                                                     34%                                                         68%
                                              spend more time                                             use their tablet at
                                             on their tablet than                                           least 1 hour
                                                watching TV                                                    per day


Source: Google Mobile Display Tablet Usage Survey, US, March 2011. n= 1,430, all members of the Google Mobile Display Network.


     17 Google confidential
9 out of 10 searches take action as a result of
         a smartphone search
                                                                         Actions Taken As a Result of a Smartphone Search



                          59%                                     Discuss

                                                  Continue
             67%
                                                 Research

                                         Visit a
   68%
                                        Business

 53%                           Purchase

Base: Smartphone Users Who Use Search (4902).
Q.    Which, if any, of the following actions have you taken as a result of conducting a search on your smartphone?


         18 Google confidential
apps and sites are visited
mobile applications

         Number of US Smartphone users 13+ who
        have used Mobile Browsers / Apps (millions)
                                                  58.9
                                       57.1
                         63%+                                        •  Search is the most popular usage
                                                                        of mobile browsers
                                                                     •  82% of US smartphone users have
       35.0 35.0
                                                                        used a browser




                                                                   Mobile Apps
                                                                   Mobile Browsers


           Feb 2010                         Feb 2011

source: comScore MobiLens Audience Profile, and MobileLens Trend, # of US Smartphone Users 13+
who have used non-native Mobile Apps / Mobile Browsers (MM), February 2010 vs February 2011

19 Google confidential
20 Google confidential
best in class: offline to mobile
Shazamable Commercials




21 Google confidential
Mobile Best Practices
ten tips in 10 mins for driving conversions
from mobile search




22 Google confidential
understand your mobile traffic
use web analytics to find out what people want while on the go




                                          Percentage of mobile visits to
                                          your site
                                          •  Which devices and carriers
                                          are visiting your site
                                          •  Mobile consumer behavior
                                          • Which keywords consumers
                                          are using to find your site




23 Google confidential
manage your customer mobile experience
with optimized mobile sites
mobile users hold grudges

                                                                                                           •  61% of users are unlikely
                                                                                                              to return to a mobile site
                                                                                                              they had trouble with.

                                                                                                           •  40% said they’d visit a
                                                                                                              competitor’s mobile site
                                                                                                              instead.

                                                                                                           •  51% of consumers are
                                                                                                              more likely to purchase
                                                                                                              from mobile-specific sites




    Source: Gomez, “Why the Mobile Web is Disappointing End-users.” March 2011
    Source: PRWeb, “51% of Counsumers are more likely to shop at retailers who have websites designed for devices like the iPhone.” November 16 2010. Research by Brand Anywhere
    and Luth Research, “Supply and Demand of the Mobile Web” November 2010


24 Google confidential
best practices for building your mobile site:




   1
 Prioritize
 Content
                         2
                         White
                         Space




   3 Big
   Buttons
                         4
                         Easy to
                         Convert




25 Google confidential
think separate mobile campaigns
average mobile click through rate increase is 11.5%




                           OPTIMIZE
                             BIDS
                 KEYWORD
                   LISTS


                           CREATIVES




          Exercise more                   Budget & bid               Customize your
             control                   separately for mobile         ad creative for
         Gain better visibility and       5 ad slots available on        mobile
           have more control             mobile vs. 10 for desktop   Create mobile specific ad
                                                                      copy and call to action.




26 Google confidential
use mobile specific creative
improve CTR by incorporating a mobile call to action in ad copy




                                        “By using text specifically
                                        aimed at mobile users, we
                                        saw revenue from our mobile
                                        search activity increased by
                                        91% YOY.”
                                        Marco De Rosa, Interactive Marketing
                                        Manager EMEA




                                Include phrases like
                                “Shop today from your
                                phone” or “Call today
                                for a free quote”




27 Google confidential
think local
40% of searches have local intent




 Roy’s hyperlocal mobile-only campaign
  drove a 40% increase in calls with a
    CPC 67% less than desktop ads.




         Source: M Search Groove 2010



28 Google confidential
think immediate

                                                                              70% of
                                                                            smartphone
                                                                           users use their
                                                                            phone while
                                                                          shopping in-store




                                                    82% booked
                                                  within a day of
                                                 arrival, vs. 45%     58% were within
                                                     on desktop        20 miles of their
                                                                             hotel

                   Source: Google/OTX Consumer Pulse Check, Q4 2010
                 Source: Priceline Sept. 2010
                                                                                              29
29 Google confidential
manage to position 1-2, defend your brand
      territory
      click through rate drops 90% between 1st and 4th position


 First focus on the                                                                           ABOVE THE FOLD
search bar and the
  first AdWords ad                                                          4.0%

                                                                            3.5%

                                                                            3.0%

                                                                            2.5%

 Second focus on                                                            2.0%                                      CTR drops 90% between the
  the first organic                                                         1.5%                                      1st and 4th position on a
              result                                                                                                  mobile SERP
                                                                            1.0%

                                                                            0.5%

                                                                            0.0%
                                                                                              1              2                3     4


                                                                                              Source: iCrossing, 2010 study




           Source: Eye Square Eye Tracking Study, 2011
           Base: Respondents with contact to the mobile advertising on Google (n=50 mobile)
           Info: Aggregation over three brands



      30 Google confidential
drive leads with click to call
6-8% average increase in click-through-rate




                                       Ø Improved CPA:
                                         20%-30% less cost than
                                         other marketing
                                         channels
                                       Ø Boosted conversion
                                         rates: Calls coming from
                                         click-to-call mobile ads
                                         more likely to result in
                                         sales




31 Google confidential
qualify your customer
30% increase in CTR with mobile sitelinks



                                    Extend the value of mobile ads
                                      with sitelinks:
                                        ü  Present more landing
                                            page options
                                        ü  Drive new customers
                                            deeper down the
                                            conversion funnel
                                        ü  Qualify traffic & direct
                                            existing customers to
                                            member login

               Two & Three links



32 Google confidential
don’t forget about tablets!

                                                       A Large Retailer Separated Out
                                                      iPad Campaigns, Driving Traffic
                                                           To Their Desktop Site

                                                          ✓ $1.7M in e-commerce
                                                          revenue over six months

                                                          ✓ Average order values 26%
                                                          greater than desktop

                                                          ✓ Conversion rates 31%
                                                          greater than desktop
                                 41%
                         cited shopping as a reason
                              for buying an iPad




33 Google confidential
in summary, your mobile strategy should…

                                          Be Clear
                            Define your Mobile campaign goals
                   Engagement, Downloads, Purchases, Test drive, Brochure order




        Be Ready                         Be Found                    Be Smarter




Create a mobile-optimized               Build mobile-specific   Consistently track & report,
 site and user experience                    campaigns           and optimize accordingly
34 Google confidential
Questions?



35 Google confidential
Merci!



36 Google confidential

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Google's Mobile Search Presentation from #MMSEM11

  • 1. mobile search: the new search marketing frontier November 1, 2011 1 Google confidential
  • 2. Savita Nagaraja Matt Dorfman Jeanne Burgman Mobile Account Mobile Account Mobile Account Specialist Executive Executive 2 Google confidential
  • 3. agenda: 1 Mobile Market Trends 2 Consumer Behavior 3 Mobile Best Practices 3 Google confidential
  • 4. Market Trends 4 Google confidential
  • 5. June 2007 Today 5 Google confidential 5
  • 6. By end of 2011 over half of Americans will have a smart phone Source: Nielsen March 2010, Morgan Stanley 2010 Google Confidential and Proprietary 6 Google confidential
  • 7. demographics of mobile web users, US 13+ 13+ by Gender US Mobile Web Users, 13+ by Platform 25,567 30,000 25,000 18,574 20,000 17,045 15,000 Female 10,000 3,735 Male 1,599 48% 5,000 1,113 52% 0 Microsoft Symbian Palm RIM Apple Google [Platform] [Platform] [Platform] [Platform] [Platform] [Platform] 13+ by HHI 13+ by Age Bucket 27,864 40,000 33,275 30,000 19,403 21,175 30,000 21,975 19,304 16,671 20,000 15,854 20,000 14,489 9,022 8,022 10,000 10,000 4,374 0 <$25k $25k to < $50k to < $75k to < $100k+ 0 $50k $75k $100k 13-17 18-24 25-34 35-44 45-54 55-64 65+ source: comScore MobiLens Audience Profile, April 2011 7 Google confidential
  • 8. mobile is the new “black” Global Mobile vs. Desktop Internet Population, 2007-2015 Global Internet Users (MM) Source: Morgan Stanley Research, April 2010 8 Google confidential
  • 9. Why is smartphone adoption so rapid? 9 Google confidential
  • 10. OEMs supply the booming “Free” bundled deals from providers market demand Faster networks = Better mobile experience Information empowers people & people crave it Source: Morgan Stanley Research February 2011; Internal Google Data 2011 Google Confidential and Proprietary
  • 11. tablets replacing notebooks 2Q11 global notebook share including iPad “[a Deutsche Bank] analyst reviewed notebook sales in recent years, up to the second quarter of 2011, and found that, when included, the iPad has boosted Apple beyond all laptop makers.” -Gigaom, 8/9/11 11 Google confidential
  • 12. Tablet Competition Fuels Price Wars September 2011 MSI HP Touchpad Galaxy WindPad Tab 10.1 Lenovo Lepad Gigabyte 7-inch tablet Toshiba Dell 10” Viewsonic Thrive Android Tablet ViewPad 7X Archos Gen 9 Tab Kindle Fire Sony Tablet S EVO View 4g (Pre-Orders) (end of Sept) Source: Androidcentral.com, Apple.com http://www.tabletpcreview.com/default.asp?newsID=2154&news=2011+tablet+release+schedule+android+honeycomb+webos+blackberry 12 Google confidential
  • 13. up next, more ways to shop 2014 source: Google internal data (UL, UR). Mary Meeker, mobile trends, 2009 (UR). Forrester Research, 2009 (LL). PhoCusWright, january 2010 (LR). 13 Google confidential
  • 15. what people are willing to give up to keep our smartphones willing to exchange for internet usage on smartphone beer chocolate superbowl tickets high heels cable 43% 36% 34% 26% 20% Source: The Mobile Movement Study, Google Ipsos OTX MediaCT, April 2011 Base: Smartphone Users (5013) Q: Which of the following things would you be willing to give up for an entire month, in exchange for continuing to use the internet on your smartphone? 15 Google confidential
  • 16. today’s hyper-connected consumer television game system phone tablet computer 16 Google confidential
  • 17. consumers are matching devices to situation PC Tablet Mobile Admin Workhorse Couch Companion Constant Companion •  At home or office •  Web surfing & shopping •  Always with you •  Task-oriented •  Entertainment •  Location-specific •  Solitary experience •  Shared experience •  In store •  Personal 34% 68% spend more time use their tablet at on their tablet than least 1 hour watching TV per day Source: Google Mobile Display Tablet Usage Survey, US, March 2011. n= 1,430, all members of the Google Mobile Display Network. 17 Google confidential
  • 18. 9 out of 10 searches take action as a result of a smartphone search Actions Taken As a Result of a Smartphone Search 59% Discuss Continue 67% Research Visit a 68% Business 53% Purchase Base: Smartphone Users Who Use Search (4902). Q. Which, if any, of the following actions have you taken as a result of conducting a search on your smartphone? 18 Google confidential
  • 19. apps and sites are visited mobile applications Number of US Smartphone users 13+ who have used Mobile Browsers / Apps (millions) 58.9 57.1 63%+ •  Search is the most popular usage of mobile browsers •  82% of US smartphone users have 35.0 35.0 used a browser Mobile Apps Mobile Browsers Feb 2010 Feb 2011 source: comScore MobiLens Audience Profile, and MobileLens Trend, # of US Smartphone Users 13+ who have used non-native Mobile Apps / Mobile Browsers (MM), February 2010 vs February 2011 19 Google confidential
  • 21. best in class: offline to mobile Shazamable Commercials 21 Google confidential
  • 22. Mobile Best Practices ten tips in 10 mins for driving conversions from mobile search 22 Google confidential
  • 23. understand your mobile traffic use web analytics to find out what people want while on the go Percentage of mobile visits to your site •  Which devices and carriers are visiting your site •  Mobile consumer behavior • Which keywords consumers are using to find your site 23 Google confidential
  • 24. manage your customer mobile experience with optimized mobile sites mobile users hold grudges •  61% of users are unlikely to return to a mobile site they had trouble with. •  40% said they’d visit a competitor’s mobile site instead. •  51% of consumers are more likely to purchase from mobile-specific sites Source: Gomez, “Why the Mobile Web is Disappointing End-users.” March 2011 Source: PRWeb, “51% of Counsumers are more likely to shop at retailers who have websites designed for devices like the iPhone.” November 16 2010. Research by Brand Anywhere and Luth Research, “Supply and Demand of the Mobile Web” November 2010 24 Google confidential
  • 25. best practices for building your mobile site: 1 Prioritize Content 2 White Space 3 Big Buttons 4 Easy to Convert 25 Google confidential
  • 26. think separate mobile campaigns average mobile click through rate increase is 11.5% OPTIMIZE BIDS KEYWORD LISTS CREATIVES Exercise more Budget & bid Customize your control separately for mobile ad creative for Gain better visibility and 5 ad slots available on mobile have more control mobile vs. 10 for desktop Create mobile specific ad copy and call to action. 26 Google confidential
  • 27. use mobile specific creative improve CTR by incorporating a mobile call to action in ad copy “By using text specifically aimed at mobile users, we saw revenue from our mobile search activity increased by 91% YOY.” Marco De Rosa, Interactive Marketing Manager EMEA Include phrases like “Shop today from your phone” or “Call today for a free quote” 27 Google confidential
  • 28. think local 40% of searches have local intent Roy’s hyperlocal mobile-only campaign drove a 40% increase in calls with a CPC 67% less than desktop ads. Source: M Search Groove 2010 28 Google confidential
  • 29. think immediate 70% of smartphone users use their phone while shopping in-store 82% booked within a day of arrival, vs. 45% 58% were within on desktop 20 miles of their hotel Source: Google/OTX Consumer Pulse Check, Q4 2010 Source: Priceline Sept. 2010 29 29 Google confidential
  • 30. manage to position 1-2, defend your brand territory click through rate drops 90% between 1st and 4th position First focus on the ABOVE THE FOLD search bar and the first AdWords ad 4.0% 3.5% 3.0% 2.5% Second focus on 2.0% CTR drops 90% between the the first organic 1.5% 1st and 4th position on a result mobile SERP 1.0% 0.5% 0.0% 1 2 3 4 Source: iCrossing, 2010 study Source: Eye Square Eye Tracking Study, 2011 Base: Respondents with contact to the mobile advertising on Google (n=50 mobile) Info: Aggregation over three brands 30 Google confidential
  • 31. drive leads with click to call 6-8% average increase in click-through-rate Ø Improved CPA: 20%-30% less cost than other marketing channels Ø Boosted conversion rates: Calls coming from click-to-call mobile ads more likely to result in sales 31 Google confidential
  • 32. qualify your customer 30% increase in CTR with mobile sitelinks Extend the value of mobile ads with sitelinks: ü  Present more landing page options ü  Drive new customers deeper down the conversion funnel ü  Qualify traffic & direct existing customers to member login Two & Three links 32 Google confidential
  • 33. don’t forget about tablets! A Large Retailer Separated Out iPad Campaigns, Driving Traffic To Their Desktop Site ✓ $1.7M in e-commerce revenue over six months ✓ Average order values 26% greater than desktop ✓ Conversion rates 31% greater than desktop 41% cited shopping as a reason for buying an iPad 33 Google confidential
  • 34. in summary, your mobile strategy should… Be Clear Define your Mobile campaign goals Engagement, Downloads, Purchases, Test drive, Brochure order Be Ready Be Found Be Smarter Create a mobile-optimized Build mobile-specific Consistently track & report, site and user experience campaigns and optimize accordingly 34 Google confidential