mobile-ize your business

8/14/2019 Mobile-Ize Your Business

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Introducing your hosts…

Meredith PappHead of Product Marketing, Mobile Ads

[email protected]

Google Confidential and Proprietary 2 2

Account Executive, Mobile Ads

[email protected]

Bon MercadoProduct Specialist, Mobile Ads

[email protected]



Agenda

1 Mobile is Huge and Growing

2 Mobile-izing is Easier than You Think

3 Reach the Right Audience


4 Drive Consumer Action

5 Optimize Your Results



Agenda









Powerful Computers, Now in Your Pocket

Google Confidential and Proprietary 6



A Little Correlation Analysis

Android Nexus One

Moto Droid & ErisGoogle Mobile “Shopping “Category Query Growth

Smart Phone Launches

3000%+ Growth in 3 Years

Google Confidential and Proprietary

7Source: Google Internal Data, based on a basket of 20,000 keywords within the shopping category

iPhone

iPhone 3G

Android G1

Blackberry Storm

Palm Pre

iPhone 3GS

Android myTouch



Internet Behavior is Similar across Full Browsers

Mobile Search Categorieson WAP vs. Desktop

Mobile Search Categorieson iPhone vs. Desktop


Transfer your learnings from AdWords to bridge the gapas consumers transition from desktop to mobile internet.

Source: Google Internal Data



Growth is Exploding Across Industry Verticals

143% increase

Historical data on search queries for video game related terms on mobile phones with full browsers inthe US

Google Confidential and Proprietary 9 9Source: Google internal data

Over the past five months , mobile search trafficon video game related terms has increased 143%.



Growth is Exploding Across Industry VerticalsHistorical data on search queries for office supply related terms on mobile phones with full browsersin the US

167% increase


Over the past five months , mobile search trafficon office supply-related terms has increased 167%.



Growth is Exploding Across Industry Verticals

200% increase

Historical data on search queries for restaurant related terms on mobile phones with full browsers inthe US


Over the past five months , mobile search trafficon restaurant related terms has increased 200%.






Agenda




12



Connect with Mobile Users When They Search,Browse, Watch or Play

Use AppsAccess contentvia downloaded

apps

Reaches millions of users as theypursue their interests on mobile

Watch MoviesView content atm.youtube.com


Browse InternetView sites on

mobile

SearchLook for

answers onGoogle



It’s Easy to Start and Scale in AdWords


Advertise on Mobile Devices.Make sure you've selected to show ads on iPhonesand other mobile devices with full internet browsers.

1



It’s Easy to Start and Scale in AdWords


Customize to Mobile Devices.Separate your desktop and mobile campaigns to more easilyoptimize keywords, ad text, and landing pages based on results2



Retailer Sees More Conversions at Lower Cost

Tested alternate landing

“Mobile advertising seems to be a well-kept secret…we’re finding that mobile can

actually deliver a lower cost per conversion than desktop targeted ads.” – DANNY HUYNH , ASSOCIATE SEARCH DIRECTOR, RAZORFISH

MOBILE ADS CASE STUDY


pages an oun es

results with page thatincluded nearest storelocations.

2 Tested mobile-specificvariations in ad copy

and found best resultswith ads that mentionedthe iPhone.

. more e c ent

with mobile-specific ad text

Over 9.3% more

conversions

cost-per-conversion comparedto desktop campaignsRetailer LocationRetailer Location






Agenda




17



Connect with Users Who Are…

ViewingRelevantcontent

Visiting a specificweb page

or mobile a

Representativeof your target

audience


Accessing theweb at a certain

time of day

In a certaingeographic area

Using a specificmobile device or

carrier



Reach Users Near Your Business Location

City andRegion

Specify where you want your ads to be shown

Target by country, region, or city…or define your area with custom targeting


Googlesearchwith MyLocation

Within adefinedradius

Withindefinedborders



Location is an Opportunityto Increase Relevance

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

One in three mobile search queries have local intent .15% of iPhone applications are local.

Find a store Order Find a toy


Get drivingdirections

Phone thebusiness

Walk intoa store



Select Targets from the Campaign Settings Tab

Choose “Advanced deviceand carrier options” to seetargeting options fordevices and carriers

2


Select “iPhones and other mobiledevices with full internet browsers”1 Available selections for devices and

carriers will vary by country and is basedon the campaign’s country targets.



Two Types of Click-to-Call Phone NumbersThere are two ways to add a click-to-call phone number to yourad campaigns. Choose what’s right for you, based on your goals

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

New! Launched Today


Use location extensionsto display your local business

phone number tonearby users on mobiledevices with full browsers

1 2 Use phone extensionsto display your national

phone number to all userson mobile devices with fullbrowsers



Introducing Click-to-Call Phone Numbers in Ads on

Mobile Devices• Now customers can click to call your business directly from your ads when they appear in Search andGMM results on mobile devices with full internet browsers.

Advertisers who participated in ourclick-to-call beta trial saw a5-30% increase in CTRs,

without cannibalizing URL clicks.


restaurant

Lou’s Italian Restaurantwww.lousitalian.com Fine dining for anyoccasion. Featuring organic and freshingredients.1 (650) 123-1111 - 1600 Amphitheatre Parkway,Mountain View

Mountain View restaurant reviewsFind the perfect restaurant. Hours, reviews,directions & more. Book a table and read …

restaurant



Review Results

View the clicks to make phone calls from your ads at the campaign, ad groupor keyword level from the Campaigns tab within AdWords.

Click the “Filterand views”drop down1

Google Confidential and Proprietary 25Note: For campaigns with both high-end mobile and WAP ads, check the “Ads” tab for a breakdown of calls by ad type.

Select“Segment by”

Select “ClickType”

View how manycalls you receivedfrom your ads

23

4



Generate Quality Leads for Local Businesses

Generated high-qualityAdded locations extensions includingthe local business hone number to

1

“Our clients in local services want phone calls. Being able to generatephone calls from mobile customers is really the perfect fit for us.With mobile advertising, we can reach customers in the right place

and in the right mindset, resulting in very high quality leads .”Howard Lerman, Chairman, Co-Founder & CEO, Yext


ncremen a ea s

Calls from Google mobile adswere 22% more likely to berelevant than calls from otherlead sources

Calls from Google mobile adsare 31% more likely to resultin an appointment than callsfrom other lead sources

ad campaigns

Created campaigns targeting mobiledevices with full internet browsers

2






Agenda




27



Review Campaign Performance by Device

Within AdWords, segment campaign performancemetrics by device to identify opportunities for optimization.

Example Campaign


Example Campaign

Example Campaign



Drill Down with Google Analytics




Google Confidential and Proprietary 30 30Google Confidential and Proprietary



What You Can Do This Week: Getting Started

Consider separating your desktop and mobile ad campaignsto enable more refined optimizations.

Look at your website traffic to see what percentage isalready coming from mobile devices.

Define a mobile conversion for your business.• Do ou want to drive local hone calls? Visits to our store locator a e?


• Do you want to drive downloads of your mobile ap p? Video views?

Gather information from your customersabout how they’re engaging with yourbusiness on mobile.• Which search terms are over- or under-indexing

on mobile devices?• Which pages are people visiting on your website?• How does the conversion funnel look on mobile?

31Google Confidential and Proprietary



What You Can Do This Week: The Next Level

Visit your website from different mobile phones, especiallythose driving the most traffic, to understand your user’s experience.

Look at what your competitors are doing on mobile. Search for theirbusinesses, visit their websites, learn from how they drive conversions.

Define the ideal experience for a mobile customer.Assess how close you are.

Google Confidential and Proprietary 32 32Google Confidential and Proprietary

Test and optimize your online ad campaigns• Which landing page drives mobile conversions?• Identify your highest performing keywords

and ad text on mobile.



an you

mobile-ize your business

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