Mobile Day - Mobile Advertising

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<ul><li><p>Mobile Day20 november 2014</p></li><li><p>Hi! Im Lieselotte.</p></li><li><p>Hi! Im Kenneth.</p></li><li><p>We work at WijsA digital Agency in Ghent</p></li><li><p>Mobileis boring</p></li><li><p>! 2009: the year of mobile 2010: the year of mobile 2011: the year of mobile 2012: the year of mobile 2013: the year of mobile 2014: the year of mobile</p></li><li><p>Smartphones/tablets became your</p><p>life companion</p></li><li><p>The consumer is </p></li><li><p>The consumer is always connected</p></li><li><p>The consumer is always connected</p><p>always on</p></li><li><p>The consumer is always connected</p><p>always onall over the place</p></li><li><p>every marketeer</p></li><li><p>RIP AIDA</p></li><li><p>RIP SILO</p><p>Team Traffic</p><p>Team WebsiteTeam Conversion</p><p>Team Usability</p></li><li><p>RIP simplicity</p></li><li><p>RIP simplicity</p></li><li><p>Its all about continuity, context and </p><p>relevance</p></li><li><p>But what possibilities do we have in Search Engine Marketing to makes this a reality?</p></li><li><p>An e-commerce website</p><p>A brick-and-mortar website</p></li><li><p>Mobile growth of Meubis</p></li><li><p>Mobile growth of Van Marcke</p></li><li><p>Mobile advertisingGet it right.</p></li><li><p> Focus on mobile behaviour! Brick and mortar: often focused on connecting </p><p>with or finding info on stores E-commerce: browsing / saving for later &gt;&gt; </p><p>buying</p><p>Mobile advertising</p></li><li><p>KEEPIT SHORT &amp; SIMPLE</p></li><li><p>MOBILE ADS</p></li><li><p>Mobile preferred callout extensions</p></li><li><p>Call Extensions</p></li><li><p>Mobile preferred Ad Extensions</p></li><li><p>LOCATION EXTENSIONS</p></li><li><p>Results</p></li><li><p>!Meubis' call extensions delivered 3.892 direct calls </p><p>since January 2014. !!!!</p></li><li><p>Van Marcke's location extensions received 191.151 impressions and 19.281 clicks since January 2014.</p><p>Results</p></li><li><p>Don't disappoint your customer.</p><p>Get it right after the click.</p></li><li><p>Mobile-first design</p><p>Checklist: Most important info first Easy navigation Clear call-to-actions Performant site search...</p></li><li><p>Track every action that matters to you.</p></li><li><p>AppointmentsContact page or formClicks on e-mail addressUse of store locator...</p></li><li><p>Phone number clicksCall back forms...</p></li><li><p>Wishlist / bookmarksCatalogue downloadsAccount creationsMail subscriptionsSocial actions...</p></li><li><p>What is the return of mobile advertising?</p></li><li><p>E-commerce: easy.</p></li><li><p>1 7,44</p><p>3,71</p><p>Return on ad spend</p><p>1</p></li><li><p>Brick and mortar: value every conversion.</p></li><li><p>703 Appointments or contact</p><p>7.348 Clicks on phone number</p><p>Map all your conversions</p><p>MACRO CONVERSIONS MICRO CONVERSIONS</p><p>41.002 Views oflocation details</p><p>15.809 Catalogue downloads</p></li><li><p>Value each conversion appropriatelyDE WAARDE VAN MOBIEL 1 augustus 2014 - 31 oktober 2014 </p><p>Ingevulde contactformulieren </p><p>Klikken op locatie-extensies </p><p>Klikken op oproepextensies </p><p>Bezoek winkeldetails </p><p>Oproep vanop de website </p><p>Sociale acties </p><p>Downloads van brochures </p><p>9 </p><p>61 </p><p>893 </p><p>87 96 </p><p>18 </p><p>NA </p><p>288 </p><p>180 </p><p>9699 0 0 </p><p>NA </p><p>3040 </p><p>10 5 2 5 5 </p><p>1 </p><p>1 </p><p>90 </p><p>305 </p><p>1786 </p><p>435 480 </p><p>0 </p><p>18 </p><p>2880 </p><p>900 </p><p>19398 0 0 </p><p>0 </p><p>3040 </p><p>DE WAARDE VAN MOBIEL 1 augustus 2014 - 31 oktober 2014 </p><p>Ingevulde contactformulieren </p><p>Klikken op locatie-extensies </p><p>Klikken op oproepextensies </p><p>Bezoek winkeldetails </p><p>Oproep vanop de website </p><p>Sociale acties </p><p>Downloads van brochures </p><p>9 </p><p>61 </p><p>893 </p><p>87 96 </p><p>18 </p><p>NA </p><p>288 </p><p>180 </p><p>9699 0 0 </p><p>NA </p><p>3040 </p><p>10 5 2 5 5 </p><p>1 </p><p>1 </p><p>90 </p><p>305 </p><p>1786 </p><p>435 480 </p><p>0 </p><p>18 </p><p>2880 </p><p>900 </p><p>19398 0 0 </p><p>0 </p><p>3040 </p><p>1.091</p><p>6.257</p><p>938 3.758</p><p>0</p><p>0</p><p>Filled out contact forms</p><p>Clicks on location extensions</p><p>Use of store locator</p><p>Clicks on call extensions</p><p>Calls from website</p><p>Catalogue downloads</p><p>10</p><p>5</p><p>2</p><p>5</p><p>5</p><p>194 15.715</p><p>22 681 220 6.810</p><p>3.976 32.330</p><p>4.690 18.790</p><p>7.952 64.660</p><p>12.514 0</p><p>05.455</p><p>94 15.715</p></li><li><p>DE WAARDE VAN MOBIEL 1 augustus 2014 - 31 oktober 2014 </p><p>Mobiele Waarde </p><p>Desktop/Tablet Waarde </p><p>Mobiele Investering </p><p>Desktop/Tablet Investering </p><p>3114 Euro </p><p>1246 Euro </p><p>26218 Euro </p><p>19908 Euro </p><p>Mobiele ROI = +150% </p><p>Desktop/Tablet ROI = +30% </p><p>30.925 Mobiele waarde</p><p>12.370 Mobiele investering</p><p>105.975 </p><p>80.469 Desktop/tablet investering</p><p>Desktop/Tablet ROI = +30%</p><p>Mobiele ROI = +150%</p><p>Desktop/tablet waarde</p></li><li><p>Mobile will continue to rise.</p></li><li><p>Mobile is not new. Users are simply evolving, and so should you.</p></li><li><p>Mobile is becoming a bigger part of the picture.</p></li><li><p> Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)</p><p>5 Key takeaways</p></li><li><p> Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)</p><p> Users behave differently on mobile (For real??)</p><p>5 Key takeaways</p></li><li><p> Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)</p><p> Users behave differently on mobile (For real??) Make your search engine advertising campaigns mobile-ready</p><p>5 Key takeaways</p></li><li><p> Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)</p><p> Users behave differently on mobile (For real??) Make your search engine advertising campaigns mobile-ready Match your website with the expectancy of your mobile </p><p>visitors</p><p>5 Key takeaways</p></li><li><p> Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)</p><p> Users behave differently on mobile (For real??) Make your search engine advertising campaigns mobile-ready Match your website with the expectancy of your mobile visitors Measure every relevant action, no matter how small</p><p>5 Key takeaways</p></li><li><p> Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)</p><p> Users behave differently on mobile (For real??) Make your search engine advertising campaigns mobile-ready Match your website with the expectancy of your mobile visitors Measure every relevant action, no matter how small Calculate the full value of mobile advertising</p><p>5 Key takeaways</p></li><li><p> Lieselotte Van Tieghem lieselotte.vantieghem@wijs.be </p><p>!</p><p> Kenneth Tallir kenneth@wijs.be</p><p> be.linkedin.com/in/kennethtallir </p><p> twitter.com/kenneth_tallir </p><p>Questions?</p></li></ul>

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