Sonja Lee, Product Marketing Manager Angela Sherman, Mobile Specialist

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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

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why mobile?
A recap

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925K

Total

devices activated daily

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Half the new Internet connections

come from mobile devices

more smartphones were sold

Last year,

than PCs
By 2015, more people in the US will be

WHY MOBILE?

going online

via a mobile device than on a computer

Sources: Eric Schmidt 2010 Mobile World Congress CNN, via International Data Corp (IDC): http://tech.fortune.cnn.com/2011/02/07/idc-smartphone-shipmentnumbers-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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The mobile consumer accesses information at all times

Of all smartphone users:

Use mobile internet while having a meaningful conversation

13%

43%

Use mobile internet while commuting or travelling for work and school

89%
Use mobile internet for research and to read the news

77%
Use mobile internet when in a store

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A double peak in mobile queries around the holiday season

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: fromwhy? tohow?

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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

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A mobile presence is your newest storefront and its always open

Mock of desktop site rendered on a smart-phone

Mobile optimized site

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Get started in mobilizing your web presence Determine:

Your mobile advertising goals Mobile conversions Branding and awareness Specific products and services

Site Resources:
Basic: Google Sites Mobile Landing pages

The scope of site development

Sites.google.com/Mobilize

Landing page Product specific microsite Full mobile optimized website

Advanced: Vendors & Partners

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5 tips for creating a mobile-friendly presence

Keep The Layout Simple

Design For Thumbs, Not Mice Prioritize Content

Use Uniquely Mobile Features Make It Easy To Convert

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5 tips for creating a mobile-friendly presence

Keep The Layout Simple Design For Thumbs, Not Mice Prioritize Content Use Uniquely Mobile Features Make It Easy To Convert

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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

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Separate mobile campaigns from desktop

Computers

Mobile

Avg. mobile clickthrough rate increase

Mobile Only

11.5%

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Set up separate mobile-only campaigns in AdWords

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Set up mobile-only campaigns using AdWords Editor

Copy and paste campaigns from the AdWords Editor tree and opt only into mobile.

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Set up Mobile-specific campaigns: exercise control over bids and budgets

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
KEYWORD LISTS

OPTIMIZE BIDS

CREATIVES

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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 youve 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 mobilefocused ad creative

Consider how your customers 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

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

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Mobile is local

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.

Source: Kelsey Group 2010, Google User Behavior Study 2010

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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

9 8

This holiday season: we project that 44% of total searches for

last minute gifts and store

indexed queries

locator terms will be from mobile devices

1 2010 0

Source: Google Internal Data (Tablets and smartphones)

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Incorporate local interest into mobile advertising

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

Apps Landing Pages Offers Local Ads

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Add local to the whole consumer experience: Mobile Apps

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

Sept 21, 2011

Sept 22, 2011

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Add local to the whole consumer experience: Landing Pages

Set 21, 2011 Sep 22,

Set 21, 2011 Sep 22,

2011

Set 21, 2011 Sep 22, 2011

2011

Esurance: Providing locally useful and relevant information for mobile consumers at a time of need.

Source: Priceline Sept. 2010

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Add local to the whole consumer experience: In-Store Offers

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

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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

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Mobile Ads: Drive local & in-store traffic

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 users distance from location
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Mobile Ads: Drive mobile conversions

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

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.

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
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Add local to the whole consumer experience: Mobile Ads

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

Roys Mobile Strategy:

Created Mobile campaigns Separated mobile from desktop campaigns Utilized AdWords location and phone extensions

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

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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

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Mobile Reports in Analytics

Analyze mobile traffic across your entire website or mobile application.
Mobile Visitors Reports
Advanced Segments: Mobile Traffic

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Mobile Reporting in AdWords

Analyze mobile traffic across your entire AdWords account.
Segment by Device Segment by Click Type

Advanced Segmentation

Campaign 1

Campaign 2

Campaign 3

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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

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Q&A

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Additional Resources
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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