mobile training atcore

Google Confidential and Proprietary

Mobile Training


Google Confidential and Proprietary 2

Mobile Low Down

Mobile Optimization Techniques

How best to approach your Client

Mobile Best practices & Stories from the Field

Agenda!


2013:

more internet users on mobiles than computers

Source: Morgan Stanley, Feb 2010 Google Confidential and Proprietary


Handsets are launching quickly 2010 Smartphone shipment to grow by

22%

38% of mobile phones worldwide will be smart phones by 2013

Source: Canalys 2010


2010E 2009 2008 2007

Desktop internet users

Mobile internet users

2015E 2014E 2013E 2012E 2011E

5

Mobile Will Be Bigger Than Desktop Internet in 5 Years

Global Mobile vs. Desktop Internet User Projection 2007 – 2015E

Source: Morgan Stanley Research

There is debate as to WHEN mobile internet users

will become more numerous than desktop. There is no

debate IF it will happen

2.0 billion

1.5 billion

1.0 billion

500 million

Google Confidential and Proprietary Google Confidential and Proprietary 6

Mobile Ads can be Targeted to Specific Platforms

Palm Pre iPhone/iTouch Android

AdWords Campaign Settings

Google Confidential and Proprietary Google Confidential and Proprietary

Google offers 3 types of mobile advertising

7

(1) Search Ads

(2) Web display ads

(3) App display ads


(1) Mobile Search Ads


Click-to-call Location Extension

Click-to-call Phone Extension Click-to-download for Apps

Offers - beta

(1) Mobile Search Ads – Resemble Desktop ... but they do offer a lot more!


Two Types of Click-to-Call Phone Numbers

There are two ways to add a click-to-call phone number to your ad campaigns. Choose what’s right for you, based on your goals

and how your business is set up to handle phone calls.

Use location extensions to display your local

business phone number to nearby users on mobile

devices with full browsers

1 2Use phone extensions

to display your national phone number to all users on

mobile devices with full browsers

Click-to-call Phone Extension Click-to-call Location Extension


Enable click-to-call in 2 easy steps

1. Navigate to Ad Extensions tab, choose “Phone Extension,” then select “New Extension”

2. Enter your campaign, country, and phone number and hit Save!

2

Note: To enable click-to-call in location extensions, simply add a phone number to your location extension and make sure you are opted into high end mobile.

1


(2) Mobile Display Ads


Mobile Image Ad Sizes/Specs

• 300x50 • 250x250 • 200x200 • 300x250

Text ads Specs

-3 lines: (25 characters, 35 characters, 35 characters) -Display URL 35 characters

Mobile display ads appear throughout the Google Display Network (Text and Image possible)

Optimized Mobile Page

Desktop Sites Viewed via High End Mobile Devices

• All Image Ad Units are 50k Max • GIF, JPG or PNG - No Flash • Animation: Yes • Geo-Target capable • No 3PAS


Click to Download App

Click-to-call Phone Extensions Location extensions

Text ad

Formats for display & apps are rapidly expanding

Expandable Video Ad – beta


Introducing Click to Call for Mobile Content & Apps New ad format for clients advertising on mobile content and apps that allows users to click to call and connect directly with the advertised business.

Mobile Content Mobile Apps


AdWords Mobile Reporting


Device Reporting from the Campaigns Tab

17


Extensions Tab Provides Additional Reporting

18


Google Analytics


Mobile Reporting with Google Analytics


Track Activity from High-End Devices

Source: 8pt, medium gray

 New reports show details for mobile visits  View by devices or carriers


Mobile Low Down - Key Take-Aways

  Encourage your advertisers to focus their spend on High End Mobile (Smartphones)

  Create Mobile Only Campaigns to better allocate budget, optimise and track campaign effectiveness

  Mobile Search ads offer great flexibility for advertisers

  Use the Reporting and Analytics options available to you to optimise. They work just as well on Smartphones as on Desktops

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Mobile And PC Search: An Inverse Relationship

23

Achieve incremental reach with mobile.

Light PC users are 30% more likely to use mobile

than heavy PC users

Traf

fic 7am

1pm

8pm

11pm

Time of Day

Source: Internal Data

Desktop Traffic

Mobile Traffic


The Optimization Basics!


=  Tightly themed ad groups

 Creatives and keywords should be relevant to the landing page

 Broad and Brand keywords will generate more volume. Unnecessary to reduce keyword list for Mobile

 Mobile is Competitive! Initially set aggressive bids to help build strong history

The Same Logic For Desktop Can Be Used For Mobile


Golden Rules for Optimizing!


Golden Rules of Mobile Optimization

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1 Separate Campaigns

2 Optimize Your Keyword List

3 Create compelling Ad Text

4 Bid and Budget for Mobile

5 Track Your Performance

6 Optimize Mobile Website


Rule Number 1 Separate Campaigns


(1) Benefits of targeting mobile separately

More Control Set bids and budgets just for mobile, run separate reports to track results, easier optimisation.

Relevant Messaging Include messaging with a strong mobile call-to-action and use relevant ad formats.

Better Targeting With AdWords you can target different carriers and devices.

Separate campaigns are the best way to guarantee stronger results.


Rule Number 2 Optimize Your Keyword Lists


(2) Add local specific search terms

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Walk into a store

Phone the business

Get driving directions

One in three mobile search queries have local intent.

15% of iPhone applications are local Get

flowers Find a store

nearby Find a toy

for nephew

Source: The Kelsey Group, 2009

Mobile advertising allows you to reach customers who are close to point-of-sale and want to spend now.


Rule Number 3 Create compelling Ad Text


(3) Boost CTR with relevant ad text

Villas in Spain 100s of villas to choose from. Discount for online bookings! www.easytplanner.co.uk

Villas in Spain 100s of villas to choose from. Search easily on our mobile site! www.easytplanner.co.uk

Singood’s Restaurant Fine dining for any occasion. Fresh, organic ingredients. www.abcfood.co.uk 0207 031 1000 - 15 Parkin Street, London

Singood’s Restaurant Fine dining for any occasion. Call us now to reserve a table! www.abcfood.co.uk 0207 031 1000 - 15 Parkin Street, London

Call out click-to-call functionality, mention the fact the user is on a mobile.

Desktop Search Mobile Search


Rule Number 4 Bid and Budget for Mobile


Lower Ad Slots •  Ads appear below search

listings. •  A maximum of three ad

slots. •  Users have to scroll to see

ads, lower visibility and CTR.

Competitive Bidding •  Ads appear above the

search listings •  A maximum of two slots •  High visibility and higher

CTR.

(4) Bid and budget competitively

Ads appear on high end mobile devices as the default: competition is strong for fewer ad slots (5 on mobile vs. 11 on desktop).


Rule Number 5 Track Your Performance


(5) Tracking and performance tips

  Evaluate performance based on conversion volume and CPA

  Fix what’s not working

Refine keywords, add negative keywords, use phrase or exact match with general keywords, adjust bids to reach target CPA levels, pause under-performing ad groups

  Do more of what is working

Add relevant 2-3 word keywords, replicate creative formats, increase bids on strong keywords to boost traffic, expand use of top-converting landing pages

  Try something new

Expand campaigns, extend targeting to the Display Network, add display creatives, test click-to-call and click-to-download formats

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Rule Number 6 Optimize Mobile Website


(6) Landing Pages are the Key To Conversions Good Better

HTML Site on iPhone

Optimize Mobile Landing Page

iPhone App

39


Cod

e Si

mpl

icity

M

obile

UI

Con

tent

Av

oid

1.  Keep site layout simple 2.  Keep the site code minimalistic and clean 3.  Keep images scarce

4.  Optimise navigation – big buttons

5.  Limit scrolling to one direction – run on rails

6.  Make the site content useful, mirror the desktop site content, but keep it practical

7.  Give the user the option to navigate to the desktop site

8.  Track & measure with analytics package

9.  Avoid pop-ups 10.  Avoid flash and java script 11.  Avoid redirects

(6) When building a mobile site, remember to…


Questions from Customers

How should I begin with AdWords

Is it cheaper on Mobile

Should I build an App or a Mobile Site?

Click to Call? Free number or Shared cost number?

How much traffic am I able to get from Mobile?

Mobile SEM…can you tell me what to do?

Can you help me develop an Android app?

Can you help me with promoting my Android App?


Answer we can offer Customers

Separate our your campaigns

The mobile auction is a little less competitive at the moment.

A mobile Site can Reach all Devices

A Free number will trigger more calls

It varies, some local business are getting 10% on Mobile The Auction is the

same on Mobile

We can try to assist you but won’t write your app for you

If the app is amazing or we’ve helped with development it might be possible to help with marketing


Customer insights

We want people to see our Movie Trailers and Expandables are a very interesting ad format!

Click to call works like a charm for Travel insurance

We are actually selling Make-up on mobile, despite our flash heavy Site

Customers are using Click to Call for Health insurance

We are a platform for food delivery services and 10% of traffic comes from Mobile!

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