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AdTech_Google Intro to Mobile Ads_Sep 2010

VIEWS: 4 PAGES: 45

									An Introduction to Mobile Advertising


               September 2010




                                Google Confidential and Proprietary   1
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    Google Confidential and Proprietary
                                 2013:
                         more internet users on
                         mobiles than computers




                                            Google Confidential and Proprietary

Source: Morgan Stanley, Feb 2010
     Change is cyclical…and happening quicker

                                   iPhone Internet                       TV                                                                         Radio
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 Number of Users (Million)




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                                                                                                                                                Years
                                                                                                                             Google Confidential and Proprietary

Source: hannemyr.com/essay/diff.html 2000, macworld.com, 2010
                                                 24%
                                         number of UK mobile subscribers
                                               with a smart phone




                                                                       Google Confidential and Proprietary

Source: IAB/PWC mobile ad spend study apr 2010
                                        20m
                                       Mobile internet users in the
                                         UK by the end of 2010




Source: mobilesquared.co.uk Aug 2010                                  6
                                                      23%
                                                 time accessing the internet
                                                     via a mobile device




                                                                               Google Confidential and Proprietary

Source: IAB/PWC mobile ad spend study apr 2010
Business not keeping up
with demand




                          Google Confidential and Proprietary   8
  Top 1,000 commercial queries




                                           GB




                 2007               2010
Source: Google Internal June 2010
  50x more searches
  on high-end devices than traditional WAP phones




    50% start with a search
    of mobile internet users
                                                         10
Source: Google Internal June 2010, Morgan Stanley 2010
How big will M-Commerce be in 2013?




                                                                £2.8bn
                                                                   Google Confidential and Proprietary

Source: Mobile squared.co.uk , Juniper, Ovum and Verdict 2010
Mobile & Your Business




                     Google Confidential and Proprietary
                                                       1
                                                       2
WAP vs. High End Phones
                       Smartphones (Phones
                      with full HTML browsers)




                                iPhone
                     Palm Pre                      Android
   WAP phones
 (Feature phones)
                                    Google Confidential and Proprietary
                                                                       1
                                                                       3
Targeting Options

          Palm Pre   iPad   iPhone   Android




                                          Google Confidential and Proprietary
Reaching the mobile user




                       Google Confidential and Proprietary
                                                         1
                                                         5
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Two Types of Click-to-Call Phone Numbers

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




      Use location extensions                  Use phone extensions

  1       to display your local
       business phone number to
        nearby users on mobile
                                          2     to display your national
                                              phone number to all users on
                                                mobile devices with full
       devices with full browsers                       browsers



     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.

                                                              Google Confidential and Proprietary   19
              Go to www.google.co.uk/adwords/
              clicktocall50 and use your unique ID on the
              attached card to apply for the £50 credit.


                                                   Google Confidential and Proprietary
* Terms and conditions apply.
Google Confidential and Proprietary
Google Confidential and Proprietary
Golden Rules for Optimizing!




                         Google Confidential and Proprietary
                                                           2
                                                           3
Golden Rules of Mobile Optimization


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



                                      Google Confidential and Proprietary   24
  Rule Number 1
Separate Campaigns




                     Google Confidential and Proprietary
                                                       2
                                                       5
(1) Benefits of targeting mobile separately
  Separate campaigns are the best way to guarantee stronger results.


           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.




                                                                             Google Confidential and Proprietary
                               Google Confidential and Proprietary

Source: Google internal data
      Rule Number 2
Optimize Your Keyword Lists




                        Google Confidential and Proprietary
                                                          2
                                                          8
  (2) Add local specific search terms
         One in three mobile search queries have local intent.
                            15% of iPhone applications are local
                Get                  Phone the    Get driving        Walk into a
Find a       flowers                 business     directions           store
 store              Find a toy
nearby                 for
                     nephew




            Mobile advertising allows you to reach customers
         who are close to point-of-sale and want to spend now.
                                                                   Google Confidential and Proprietary
  Source: The Kelsey Group, 2009                                                                     2
                                                                                                     9
     Rule Number 3
Create compelling Ad Text




                       Google Confidential and Proprietary
                                                         3
                                                         0
(3) Boost CTR with relevant ad text
        Desktop Search                           Mobile Search

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


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




            Mention customers can phone you in your ad text!

                                                          Google Confidential and Proprietary
     Rule Number 4
Bid and Budget for Mobile




                       Google Confidential and Proprietary
                                                         3
                                                         2
(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).




                      Competitive Bidding: Position 1 & 2
                           •! Ads appear above the search listings
                           •! A maximum of two slots
                           •! High visibility and higher CTR.


                      Lower Ad Slots: Position 3, 4 & 5
                           •! Ads appear below search listings.
                           •! A maximum of three ad slots.
                           •! Users have to scroll to see ads, lower
                              visibility and CTR.

                                                          Google Confidential and Proprietary
    Rule Number 5
Track Your Performance




                     Google Confidential and Proprietary
                                                       3
                                                       4
(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, upload locations to Google Places,
      test click-to-call and click-to-download formats
                                                              Google Confidential and Proprietary   35
Available Mobile Ads Reporting Tools

   Mobile Segmentation Reports!

    Hybrid Campaigns
 Provides break out performance reports on High End Device separated from
 Desktop. This is for campaigns that are opted into both.
 Types of Reports: Click Type, Impressions, Clicks, CTR, CPC


   Reporting in AdWords Interface!

     Mobile Only Campaigns

  AdWords Reports allow you to easily create customized performance
 reports to help you track and manage multiple facets of your AdWords
 campaigns. For Mobile, you will need to create separate campaigns

 Types of Reports: Campaign, Ad Groups, Keywords

                                                            Google Confidential and Proprietary   36
Device Reporting from the Campaigns Tab




                                  Google Confidential and Proprietary   37
Extensions Tab Provides Additional Reporting




                                    Google Confidential and Proprietary   38
Track Activity from High-End Devices




                           !!New reports show details for mobile visits
                           !!View by devices or carriers
Source: 8pt, medium gray                                           Google Confidential and Proprietary   39
    Rule Number 6
Optimise Mobile Website




                      Google Confidential and Proprietary
                                                        4
                                                        0
(6) Landing Pages are the Key To Conversions
     Good                             Better




  HTML Site on      Optimize Mobile                iPhone App
    iPhone           Landing Page


                                               Google Confidential and Proprietary
                                                                                 4
                                                                                 1
(6) When building a mobile site, remember to…
Code Simplicity
                  1.! Keep site layout simple
                  2.! Keep the site code minimalistic and clean
                  3.! Keep images scarce

                  4.! Optimise navigation – big buttons
Mobile UI




                  5.! Limit scrolling to one direction – run on
                      rails
                  6.! Make the site content useful, mirror the
                      desktop site content, but keep it practical
Content




                  7.! Give the user the option to navigate to
                      the desktop site
                  8.! Track & measure with analytics package
                  9.! Avoid pop-ups
Avoid




                  10.! Avoid flash and java script
                  11.! Avoid redirects                              Google Confidential and Proprietary
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                                                                                                      2
                                             •! CTRs up to 6x higher on mobile vs.
                                               desktop

                                             •! ROI of 11:1, i.e. £11 return for every
                                               £1 spent

                                             •! 38% of bookings on mobile were for
                                               flights that departed within 10 days
                                               (vs. 13% for desktop)

                                             •! "Hundreds of bookings a month from
                                               mobile devices"


                                                                         Google Confidential and Proprietary   43
Source: Google Adwords case study April 10
What should you do now?




        What should I do now?




                                Google Confidential and Proprietary
Be Clear - develop your mobile strategy

Be Ready - don’t get left behind

Be Found - optimise your campaigns

Be Smart - understand the value of mobile




                                     Google Confidential and Proprietary

								
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