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Google Confidential and Proprietary 1
Mobile Advertising OverviewMobile Squared Roadshow USA
November 2, 2010
Google Confidential and Proprietary 2
Growth is accelerating
Google Confidential and Proprietary 33
Growth is accelerating
Google Confidential and Proprietary 4
5x moreOn high-end devices than traditional WAP phones
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searches
Source: Google Internal Data
4
Google Confidential and Proprietary 5
500%
in mobile search from 2008 to 2010
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growth
Source: Google Internal Data
5
Google Confidential and Proprietary 6
20% ofare voice searches mobile searches
Google Confidential and Proprietary 7
Visual search on the rise
Google Confidential and Proprietary 8
Media bridging possibilities?
8
Google Confidential and Proprietary
Find what you want (online or off) with Shopper
9
Google Confidential and Proprietary
Search along route in Google Maps
10
Google Confidential and Proprietary 11
Google Confidential and Proprietary 12
Super Bowl 2010 – Mobile Search Behavior
godaddy
dockers
• the who• roger daltrey• pete townshend
• how to impress a french girl
• NFL• super bowl 2010• peyton manning
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Number of Searches
Search criteria
Source: Google Internal Data
Google Confidential and Proprietary
Search patterns suggest that mobile search is incremental to desktop search
Mobile search peaks at night versus desktop search which peaks during the morning
Source: Citi Investment Research and Analysis, iCrossing Mobile, 2010
Google Confidential and Proprietary 14
Internet behavior is similar across full browsers
Mobile Search Categories on iPhone vs. Desktop
Source: Google Internal Data
Google Confidential and Proprietary 15
Mobile consumers are looking for local information
Find local store hours
Get driving directions
Browse What’s
Near Me Now
Locate a business
on maps
Search near My Location
Find friends nearby
1 in 3 mobile search queries have local intent
Call a local business
Source: Kelsey Group
Google Confidential and Proprietary 16
What’s
working?
Google Confidential and Proprietary 17
Mobile Search: Click to Call
Google Confidential and Proprietary
Esurance Reduced CPA with Click-To-Call
18
Results
Improved CPA: Acquired customers at about 20-30% less cost than through other marketing channels
Boosted conversion rates: Calls coming from click-to-call mobile ads were more likely to result in sales
Improved convenience: Enabled potential customers to reach the company faster and easier
“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
What They DidSuccessfully deployed Google mobile ads’ click-to-call to connect mobile users with car insurance agents and drive increased revenue
Google Confidential and Proprietary
Click-to-Call drives performance
19
Phone Extension – 6% increase in average CTR
Location Extension – 8% increase in average CTR
Google Confidential and Proprietary 20
New Search Formats: Offers
Test Results
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, with CPC 32% lower
Google Confidential and Proprietary
Maximize local
21
Google Confidential and Proprietary 22
Hyperlocal
“Since Enterprise Rent-A-Car has neighborhood and airport locations within 15 miles of 90 percent of the U.S. population, Google's hyperlocal ad feature is an excellent medium to help our customers find us at the exact moment they need us most.”
-Laura Bryant, Enterprise
Google Confidential and Proprietary
Store Locator Ad Format
23
Google Confidential and Proprietary 24
So What?
Google Confidential and Proprietary
Your Mobile Search Presence
25
Be ClearEngagement, Downloads, Conversions, Test drive
Be SmarterBe ReadyBe Found
Google Confidential and Proprietary 26
Be Clear: What’s your strategy?
Google Confidential and Proprietary
Be Found: Optimize for The Small Screen
27
46% greater click-through rate
119% greater conversion rate
11% lower cost-per-acquisition
Source: Google Internal Data
Google Confidential and Proprietary
Be ready: Build a mobile site
28
Google Confidential and Proprietary 29
Be smart: Use the data to maximize mobile
Google Confidential and Proprietary
Takeaways
Be clear what is your strategy?
Be ready is your site good to go?
Be found are you available?
Be smart what does the data say?
30
Thank You!