- 1. Leverage Mobile Opportunity in YourBusinessIris CheungNov,
2012
2. Agenda1 Why Mobile? The Important Mobile Trend2 Google Mobile
Search Advertising3 Google Mobile Display Advertising4 Getting
Started On Mobile Google Confidential and Proprietary 3. Why
Mobile?The Important Mobile Trend 4. Your Customer is Going
Mobile...9:00 pm7:00 am Checks out a YT video while on the couch
Checks messages5:00 pm 8:00 am Plays new game Reads news onon the
train home the way to work3:00pm 10:00 amGets directions to the
Searches for a watch repair shop coffee shop for a meetingChecks
scores and texts 12:00 pma friend at lunch Google Confidential and
Proprietary 5. Daily Search Usage Trend by PlatformPercentage of
Daily Queries by HourNight MorningDay Evening12:00 AM 3:00 AM6:00
AM 9:00 AM 12:00 PM 3:00 PM6:00 PM9:00 PM
TabletMobileDesktopSource: Google Internal Data, 2011. % of each
platforms traffic shown hourly for one day. Does notindicate
absolute or relative traffic volumes.Google Confidential and
Proprietary 6. Search is The Most Visited Website Websites Visited
via SmartphoneSearch engine websites 77%Social Networking
websites65% Retail websites 46% Video sharing websites43%General
consumer websites 38% Brand or manufacturer websites 26%Review
websites, blogs or msg boards 25%Health information
websites24%Finance-related websites 24%Travel-related
websites23%Coupon websites18%Full-length TV programming websites
17%Magazine websites 15% Other websites14%Base: Smartphone Users
18+ (n=5,013)Q: Which of the following types of websites do you
visit on your smartphone?Google Confidential and Proprietary 7.
Smartphone Searchers Look For a Wide Variety of Information Types
of Info Sought Using Search Engine (Via Smartphone)51%
DiningDining/restaurant informationNews51% 57% Navigational
51%Entertainment49%31%TravelShoppingSports40% 47% Games and
activities 37%Food info (e.g. recipes)36%
49%EntertainmentTechnology Travel32% 31% Finance26%Medical
26%Business info, products or24%17%AutomotiveHealth & fitness
23%Educational22%Automotive 17% Base: Smartphone Users Who Use
Search (4902). Google Confidential and Proprietary 7 Q.Which of the
following types of information do you look for using a search
engine on your smartphone? 8. 9out of10searchers have takenaction
as a result of asmartphone searchBase: 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? Google
Confidential and Proprietary Google Confidential and Proprietary8
9. More than Half of SmartphoneSearchers PurchaseActions Taken As a
Result of a Smartphone Search Talked to others 40%59%DiscussVisited
social networking 39% Recommended brand or product to others24%
Looked for more information on computer53%Continue 67% Smartphone
43% Research Offline 20% Store55%Visit a68%Online retailer39%
BusinessBrand website30% In-store 40%53% PurchaseOnline 35%
Smartphone 20%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?Google Confidential and
Proprietary 9 10. 95%Smartphone users havelooked for local
informationBase: Smartphone Users (5013).Google Confidential and
Proprietary Google Confidential and Proprietary10Q.How often do you
look for information about business or services close to your
location? Think about any information you mayaccess while you are
in your home area, while traveling, etc. 11. Local Information
Seekers Are Ready To Buy Actions Taken As a Result of a Looking for
Local Information77%44% Contacted a Purchasedbusiness61% Call59%
Visit22% Online 36% StoreBase: Smartphone Users Who Access Local
Content (4757).Q.Which of the following actions have you taken
after having looked up this type of information (business or
services close toyour location) on your smartphone? Google
Confidential and Proprietary 11 12. Awareness of Mobile Advertising
The majority has noticed mobile advertising at least sometimes
mostly on search engines and apps.100% 47% All the time12% On a
search engine90%80%14% 40% In an app Most of the70% time22% On a
video website60% 35% 22% Sometimes50%In a video advertising40% 19%
On a retailer website Rarely 30% 27% 2%20% Others Never10%9% Dont
know/ no answer 12% 0% 0% 20% 40% 60%80% 100% n= 1000n= 882Base:
Private smartphone users who use the internet in general;
n=1000Q41: How often do you notice advertising when you are using
the Internet or an app on your smartphone?Q42: Where have you
noticed the advertising when using your smartphone? Google
Confidential and Proprietary 13. Half of Those Who See a Mobile Ad
Take ActionActions Ever Taken As a Result of Seeing A Mobile
Ad...computer 33% Looked for More 49% Information smartphone
32%Click to call advertiser on mobile 18% Contacted 27%
AdvertiserCalled advertiser/retailer at later time17% Went to store
for additional Info22%Visit / Locate33% Retailer Located directions
on map 20% Instore 31%49% Purchase Online on computer24% Online
with smartphone 23% 42% Clicked on Ad |35% Visit websiteBase:
Smartphone Users Who Took Action as a Result of Noticing Ads
(1997).Q.Which of the following actions, if any, have you taken as
a result of seeing a mobile ad of any type on your smartphone?
Google Confidential and Proprietary 13 14. Follow Your Customers
AdvertisingBudgets User Media Consumption 0.5% Mobile untapped
audience8% Mobile 19% Internet 25% Internetuntapped audience 43%
TV43% TV17% Newspapers5% Newspaper11% Radio 16% Radio10% Magazines
3% MagazinesSource: eMarketer, Share of Average Time Spent per Day
with Select Media by US Adults vs. US Ad Spending Share, 2011
Google Confidential and Proprietary 15. Google Mobile Search
Advertising 16. 4 Main Advertising Goals mCommerce/Phone SalesSite
Visit In-Store SalesApp DownloadGoogle Confidential and Proprietary
16 17. Goal: mCommerce/ Site Visitsdrive people deeper into your
site andcloser to a conversion with mobile sitelinks sitelinks
Google Confidential and Proprietary 18. case study: the carphone
warehouseboosts CTR with mobile sitelinksthe click-through rate for
mobile ad sitelinks was 312% greaterthan mobile search ads without
sitelinks.- gareth jones, head of online marketing, the carphone
warehouse keys to the carphone warehouses success1 created mobile
optimized site2 used mobile ad sitelinks to drive directlyto the
store finder results sitelinks saw 312% CTR increase mobile had 36%
lower CPC than desktop campaignsGoogle Confidential and Proprietary
19. Goal: Phone Salesshow a clickable phone number and url with
click to callonly allow phone calls withcall only formatclick to
callinclude other characterswith vanity numbersGoogle Confidential
and Proprietary 20. case study: esurance improvesperformance with
click-to-call ads the click-to-call feature of google mobile ads is
key, because it allows a user to connect to us directly after a
search so customers have a great user experience, and we get a
positive return on investment. --tolithia kornweibel, director of
online marketing, esurance results improved cpa: 20-30% less than
other marketing channels better conversion rate: click-to-call
leads were more likely to result in sales improved experience:
customers were linked with call center in one clickGoogle
Confidential and Proprietary 21. Goal: In-store Sales make it easy
to find your store with click to call locationextensions, plus
hyperlocal shows how close they arehyperlocallocation extensions
multiply your bids based5x2x on someones proximitystore 1 mile 5
miles to your store with bid by distance Google Confidential and
Proprietary 22. case study: roys restaurants succeedswith
mobile-only and hyperlocalwe have to invest in hyperlocal mobile
advertising as part of our long-termgrowth strategy. - jason
maloney, vice president of marketing for royskeys to roys success
1separate mobile-only campaign 2hyperlocal location extensionsused
to target searchers near a roys restaurantresults800% ROI on
mobile-only campaigns40% more calls than desktop campaigns539%
higher CTR & 67% cheaper CPC (hyperlocal vs. previous desktop
campaigns)Google Confidential and Proprietary 23. Goal: App
Downloadsdownload directly from a search ad with click to
downloadprompt app download or drive to click to website with fancy
sitelinksdownloadwebsite download appuse app deep links*to simplify
the conversion pathwebsiteopen in app * fancy sitelinks rating and
deep links currently available for Andriod apps onlyGoogle
Confidential and Proprietary 24. Google Mobile Display Advertising
25. On Mobile Display NetworkMobile App Mobile Site WebsiteGoogle
Confidential and Proprietary 26. Ad Formats Available On Mobile
Display Google Confidential and Proprietary 27. Goal: mCommerce/
Site Visits/Branding Text Ads + Banner Ads Google Confidential and
Proprietary 28. Goal: Phone SalesClick-to-CallGoogle Confidential
and Proprietary 29. Goal: In-store Salesmake it easy to find your
store with click to call location extensions, plus hyperlocal shows
how close they areLocation Extension with Expandable MapGoogle
Confidential and Proprietary 30. Goal: App
DownloadsClick-to-downloadGoogle Confidential and Proprietary 31. 4
Main Advertising Goals mCommerce/Phone SalesSite Visits In-Store
SalesApp DownloadGoogle Confidential and Proprietary 31 32. Getting
Started On Mobile 33. 4 things you can do NOWThink Local12 Use
Mobile Specific Feature Creative Create Mobile Only
Campaign3Create4 Mobile Optimized Site Google Confidential and
Proprietary 33 34. 1. Think Local Mobile users who search local
business information are intended to take actions. 88% of them take
actions in the same day. After searching for local business on
their own smartphone 61% call a business 59% visit a business 44%
purchase 36% purchase in-store 22% purchase onlineGoogle
Confidential and Proprietary 35. 2. Use Creative with Mobile
Specific Features to Interact with UsersDisplay Ads Video Ads
m.youtube.com Search AdsRich media ads Google Confidential and
Proprietary 36. 3. Create your mobile specific campaigns instead of
the hybrid (desktop + mobile) campaignsClicksClick-through rate29%
11.5%Hybrid Mobile onlyHybrid Mobile onlySeparating out mobile
campaigns from desktop drives significant performance gains - from
more granular control of bids, budgets, keywords, creative, landing
pages36 Google Confidential and Proprietary Source: Google internal
data, Google search only 37. 4. Create a Mobile Specific Site Keep
it Quick Easy to Conver Simplify Navigation Make it
Localwww.howtogomo.comThumb Friendly SeamlessVisibility Mobile Site
RedirecAccessible Learn, ListenGoogle Confidential and& Iterate
Proprietary 38. Stop Waiting, GoMo Right Now!Mobilize Your Site Now
With ww.howtogomo.comLive DemoGoogle Confidential and Proprietary
39. Want more insights? www.ourmobileplanet.com Google Confidential
and Proprietary 40. Thank You! 41. Q&A
