mobile, from why to how? google
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http://www.thinkwithgoogle.com/insights/library/videos/going-mobile-from-why-to-how/TRANSCRIPT
Google Confidential and Proprietary 1
Sonja Lee, Product Marketing Manager Angela Sherman, Mobile Specialist
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Let us know you’re here!
Tweet and share with us at:
#HOWMOBILE
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Agenda
Why Mobile? A recap
Going from ‘Why’ to ‘How’: 5 key components
Mobilize your web presence
Set up separate mobile-only campaigns
Think local with mobile
Utilize mobile-unique ad formats
Track and optimize mobile performance
Google Confidential and Proprietary
A recap
why mobile?
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925K Total devices activated daily
Google Confidential and Proprietary
Sources:
Eric Schmidt 2010 Mobile World Congress CNN, via International Data Corp (IDC): http://tech.fortune.cnn.com/2011/02/07/idc-smartphone-shipment-numbers-passed-pc-in-q4-2010/
International Data Corp (IDC): More Mobile Internet Users Than Wireline Users in the U.S. by 2015
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By 2015, more people in the US will be
going online via a mobile device than on a computer
Last year, more smartphones were sold
than PCs
Half the new Internet connections
come from mobile devices
WHY MOBILE?
Google Confidential and Proprietary
The mobile consumer accesses information at all times
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89%
13%
77%
43% Use mobile internet
while having a meaningful
conversation
Use mobile internet for research and to
read the news
Use mobile internet while commuting or travelling for work and school
Use mobile internet when in a store
Of all smartphone users:
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A “double peak” in mobile queries around the holiday season
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US Mobile queries for top retail brand terms
Mobile queries
grew nearly 3x from 2009-2010 holiday season. Queries continued to escalate upwards after the holiday season into 2011
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Going mobile: from‘why? to‘how?’
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Going from „Why‟ to „How‟: 5 key components
Mobilize your web presence
Set up separate mobile-only campaigns
Think local with mobile
Utilize mobile-unique ad formats
Track and optimize mobile performance
Google Confidential and Proprietary
A mobile presence is your newest storefront and it‟s always open
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Mock of desktop site rendered on a smart-phone Mobile optimized site
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Get started in mobilizing your web presence
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• Landing page
• Product specific microsite
• Full mobile optimized website
Determine:
Your mobile advertising goals
• Mobile conversions
• Branding and awareness
• Specific products and services
The scope of site development
Site Resources:
Basic: Google Sites Mobile Landing pages
Advanced: Vendors & Partners
Sites.google.com/Mobilize
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5 tips for creating a mobile-friendly presence
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›
›
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›
›
Keep The Layout Simple
Design For Thumbs, Not Mice
Prioritize Content
Use Uniquely Mobile Features
Make It Easy To Convert
Google Confidential and Proprietary
5 tips for creating a mobile-friendly presence
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›
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›
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Keep The Layout Simple
Design For Thumbs, Not Mice
Prioritize Content
Use Uniquely Mobile Features
Make It Easy To Convert
Google Confidential and Proprietary
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Going from „Why‟ to „How‟: 5 key components
Mobilize your web presence
Set up separate mobile-only campaigns
Think local with mobile
Utilize mobile-unique ad formats
Track and optimize mobile performance
Google Confidential and Proprietary
Separate mobile campaigns from desktop
Avg. mobile click- through rate increase
11.5%
Computers Mobile Mobile Only
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Set up separate mobile-only campaigns in AdWords
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Set up mobile-only campaigns using AdWords Editor
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Copy and paste
campaigns from the
AdWords Editor ‘tree’
and opt only into mobile.
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Competitive bids • While ad space is limited on
mobile phones, they are more prominent that on desktop search
• Ensure you are bidding for positions 1-2 on mobile. Start by increasing your mobile bids to 2x your desktop bids and optimize your ads accordingly for CPA
Budgets • Set budgets for mobile specific
campaigns
Set up Mobile-specific campaigns: exercise control over bids and budgets
KE
YW
OR
D L
IST
S
CR
EA
TIV
ES
OP
TIM
IZE
BID
S
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Bid for, and measure performance on the top positions
New! Optimize your mobile search ads to show above search results
New! Top of page bid estimates Optimize for your ad to appear regularly
above the search results on mobile
New! ‘See how your ads perform on the top
spot After you’ve bid for the top spot, see how your ads
perform above and to the side of search results
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Mobile specific campaigns: use mobile-focused ad creative
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Consider how your customer’s intent and behavior may differ while on the go and using their mobile phone. Use calls-to-action that are appropriate for mobile users. •‘Call today for a quote’ •‘Browse our catalog from your tablet’
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Mobile specific campaigns: Use mobile-unique keywords
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Use AdWords tools to
help for mobile: The Keyword Tool can help find mobile-specific keyword ideas and traffic estimates
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Going from „Why‟ to „How‟: 5 key components
Mobilize your web presence
Set up separate mobile-only campaigns
Think local with mobile
Utilize mobile-unique ad formats
Track and optimize mobile performance
Google Confidential and Proprietary
1 in 3 mobile searches
is local
After looking up a local business on their
smart phone,
61% of users called the
business and
59%visited.
Google Confidential and Proprietary 24 Source: Kelsey Group 2010, Google User Behavior Study 2010
Mobile is local
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Holiday season shoppers on-the-go are looking to take action
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Retail Brand Terms & Store Locator query trends
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2010
This holiday season: we project
that 44% of total searches for
last minute gifts and store locator terms will be from mobile devices
indexe
d q
ueri
es
Source: Google Internal Data (Tablets and smartphones)
Google Confidential and Proprietary
Incorporate local interest into mobile advertising
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Give people incentive to
visit a physical location Give users
the most relevant local information
Make online to
offline a seamless experience
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Incorporate local to the whole consumer experience
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Apps
Landing Pages
Offers
Local Ads
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Add local to the whole consumer experience: Mobile Apps
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Sept 21, 2011
Sept 22, 2011
Priceline found mobile app
users behaved differently
than their desktop
customer:
• Interested in local
information for their
current location – not
planning for future travel
• Ready to convert
quickly
Result: Tailored information
to serve local interests
on mobile
Google Confidential and Proprietary
Add local to the whole consumer experience: Landing Pages
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Set 21,
2011 Sep 22,
2011
Set 21,
2011 Sep 22,
2011
Set 21,
2011 Sep 22,
2011
Esurance: Providing locally useful and relevant information for mobile consumers at a time of need.
Google Confidential and Proprietary
Add local to the whole consumer experience: In-Store Offers
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Adidas used Mobile Offer Ads
as an experiment to drive foot
traffic
Incremental store traffic:
Weekly in-store coupon
redemptions doubled
Increased sales: Offers drove
higher average order value in
stores than usual
Efficient & Effective Ad
Format: Achieved CTR 28%
higher than standard mobile
ads
Google Confidential and Proprietary
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Going from „Why‟ to „How‟: 5 key components
Mobilize your web presence
Set up separate mobile-only campaigns
Think local with mobile
Utilize mobile-unique ad formats
Track and optimize mobile performance
Google Confidential and Proprietary
Mobile Ads: Drive local & in-store traffic
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Location Extensions • Show customers your physical location on Google Maps • Customers can pinpoint their distance from your physical location • Gives users driving or transport directions to your location • Drive calls with call extension feature
Store Locator Ads • Show multiple locations for your business • Leverage key features of location extensions
• Phone numbers • Addresses • Directions • A user’s distance from location
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Mobile Ads: Drive mobile conversions
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Click-to-call • Connect with customers directly over the phone • Drive potentially more valuable leads or customers to your sales teams • Additional features (US):
• Vanity numbers • Call only creatives
Ad Sitelinks • Use mobile ad sitelinks to highlight information most relevant for the mobile customer • Help potential consumers navigate the mobile web with ease • Drive visitors to conversion focused pages on mobile
Product Extensions • Give customers rich product information (pricing, images) on the mobile web. • Drive traffic to specific product pages on the mobile web • Shorten the steps to conversion/sale
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Mobile Ads: Bridging the online-offline shopping experience
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Product Local Ads • Provide competitive retail information: allow customers to see how many of your products are in stock, across multiple store locations • Complimentary strategy with Product Ads & Extensions on mobile and desktop
Offer Ads • Provide in-store promotions and offers to customers
already on-the-go.
• Encourage customers to redeem your online offer in
person or by phone.
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Add local to the whole consumer experience: Mobile Ads
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Business Goal: • Target potential restaurant-goers at a point of need. • Increase call volumes and reservations • Reach on-the-go customers searching on mobile devices
Results: 1. Drove 40% increase in calls
2. Achieved 539% increase in CTR over desktop campaigns
3. Increased mobile to 13% of total website
traffic, a 600% increase from 2009
Roy‟s Mobile Strategy: • Created Mobile campaigns • Separated mobile from desktop campaigns • Utilized AdWords location and phone extensions
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Going from „Why‟ to „How‟: 5 key components
Mobilize your web presence
Set up separate mobile-only campaigns
Think local with mobile
Utilize mobile-unique ad formats
Track and optimize mobile performance
Google Confidential and Proprietary
Mobile Reports in Analytics
Mobile Visitors Reports Advanced Segments: Mobile Traffic
Analyze mobile traffic across your entire website or mobile application.
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Mobile Reporting in AdWords
Campaign 2
Campaign 1
Campaign 3
Segment by Device Segment by Click Type Advanced Segmentation
Analyze mobile traffic across your entire AdWords account.
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Analyze performance of your mobile extensions
Mobile Ad Extension reports
Mobile specific campaigns are key to viewing ad extension performance specifically on mobile devices.
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Going from „Why‟ to „How‟: 5 key components
Mobilize your web presence
Set up separate mobile-only campaigns
Think local with mobile
Utilize mobile-unique ad formats
Track and optimize mobile performance
Google Confidential and Proprietary
Q&A
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Google Confidential and Proprietary
Additional Resources
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Check out our latest news and updates
from the Google Mobile Ads Blog
http://googlemobileads.blogspot.com/
Google Mobile Ads Site
www.google.com/mobileads
Follow us on Twitter & YouTube
Free template: Google Sites for Mobile
landing pages
sites.google.com/mobilize
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Thank you!
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