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Make your clients more aware about the opportunities Google mobile presents - localized slides for better association with the South African market! Deshen Naidoo & Jared Molko Google South Africa
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Google Confidential and Proprietary
Mobile is BIG August 2011
Google Confidential and Proprietary
ZA Mobile vs. Desktop Query Growth, 2007 -‐ 2011
Mobile is growing faster than Desktop in South Africa
Source: Google internal data (indexed)
Dec 2007 Dec 2008 Dec 2009 Dec 2010
1 in 3 searches in ZA is mobile!
Google Confidential and Proprietary
49M Popula6on of SA
98% Have a mobile phone
29% Have mobile devices that can browse the Mobile Web
16% Have smartphones as of Jan 2011
14M Mobile Internet users
The Mobile Web Audience
Google Confidential and Proprietary
42 million Subscribers
16% Smartphone penetra6on
in SA
80% Smartphone
penetra6on by 2014
“More Smartphones than DSTV subscribers”
Source: Gartner
Google Confidential and Proprietary
SA WAP Users
4%
8%
22%
67%
SA's WAP users by Race
Indian
Coloured
White
Black
0% 5% 10% 15% 20% 25% 30%
LSM 1 -‐3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
SA's WAP users by LSM
Data represents people using WAP from their Mobile phone in November 2009
Google Confidential and Proprietary
Why Mobile MaVers: Mobile is complimentary
Google Confidential and Proprietary
Mobile is Always On and Complements Desktop
Source: Ci6 Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010
Daily View Desktop Searches vs. Mobile Searches
Weekly View Desktop Searches vs. Mobile Searches
Google Confidential and Proprietary
Your Customer Is Going Mobile
7:00 am Checks messages
8:00 am Reads news on the way to work
3:00pm Gets direc6ons to the
local pub
9:00 pm Checks out a YT video
while on the couch
5:00 pm Plays new game on
the Gautrain
12:00 pm Checks scores and texts a friend at lunch
10:00 am Searches for a coffee shop for a mee6ng
Google Confidential and Proprietary
How to Win in Mobile
Google Confidential and Proprietary
Engage Consumers Across the Whole Funnel
Upper Funnel
Lower Funnel
Searching for mobile content Browsing mobile content
Digital camera reviews
Canon powershot camera
Google Confidential and Proprietary
Mobile Specific Approach to Success
Branding Create Awareness
Build Brand Preference
Direct Response Drive Sales
Promote Mobile-‐Exclusive Offers
• Get your site mobile-‐ready
• Build brand awareness & preference with banner, rich media and mYouTube campaigns
• Use audience-‐targe6ng to reach your desired customer
• Establish brand presence across generic searches
• Create separate mobile-‐specific campaigns
• Leverage keyword-‐targe6ng to reach lower-‐funnel audiences
• Use click-‐to-‐call to make it easier for your customers to find you
• Use sitelinks to qualify leads & drive prospects further into funnel
• Add loca6on info to ads to improve conversions
• Promote app to drive immediate ac6on
Google Confidential and Proprietary
Mobile Ad Strategies and Formats
Google Confidential and Proprietary
Search Ads 1 Mobile GDN (apps and web)
2 4 AdMob 3 Mobile YouTube
Google Currently Offers 4 Types Of Mobile Adverasing
Google Confidential and Proprietary
Click to Call Sitelinks Loca6on Extensions Loca6on marker & expandable map
Improve relevance (1 in 3 searchs are local) 6 to 8% CTR increase 20 to 30% lower CPAs
More op6ons, more conversions 15 to 30% CTR increase
Implement Mobile Search Ad Extensions
Google Confidential and Proprietary
1 Define Your Mobile Campaign Goals
2 Make Sure your Assets Are Mobile Op6mized
3 Create Mobile Specific Campaigns
4
Measure Performance
Next Steps
Google Confidential and Proprietary 16
Do you want to:
Generate awareness for your brand? Drive traffic to your mobile site? Get more phone calls to your business? Drive foot traffic to your store? Promote a mobile applicaaon?
Define Your Mobile Campaign Goals
Google Confidential and Proprietary
What does your website look like on a mobile device?
Make Sure your Assets are Mobile Opamized and You are Providing a Posiave Mobile Experience
Google Confidential and Proprietary
Hybrid
11.5%
Mobile only
Click-‐through rate
Source: Google internal data, Google search only
Hybrid
29%
Mobile only
Clicks
More Control Set bids and budgets just for mobile, run separate reports to track results, easier op6miza6on.
Relevant Messaging Include messaging with a strong mobile call-‐to-‐ac6on and use relevant ad formats.
BeVer Targeang With AdWords you can target different carriers and devices.
Separate your Mobile Campaigns from your Desktop Campaigns
Google Confidential and Proprietary
Adveraser Targeang Opaons in Mobile Today
Network Mobile Search asdasdasd
Mobile Display asdasd
OS Android
asdasdasda
iOS asdasdasdasd
webOS
Carrier Cell C
sadasdasdasd
MTN asdasdasdasd
Vodacom
Device Feature phones
(WAP)
Smart phones (full browsers)
Tablets
Ads Text
asdasdasdasdasd
Banner asdasdasdasd
HTML5
Google Mobile Targeang Opaons
Google Confidential and Proprietary
Opamize your Mobile Specific Campaigns
Bids: Start with aggressive maximum bids (1x to 2x Search bids) to build strong history and win the limited auc6on spots available. Keywords: Look at analy6cs to see which keywords are currently receiving strong mobile traffic (in paid or natural results) and leverage those. Creaave: Test mobile specific calls to ac6on such as “Shop today from your phone” or “Call for a free quote”. Also use loca6on and phone extensions to akract aken6on to your ads and make them more relevant to users. Landing pages: Be sure to check func6onality and usability on both Android and iPhone. (Note that flash-‐heavy sites don’t work well on mobile phones)
1
2
3
4
Google Confidential and Proprietary
Use a web analyacs tool to determine:
• Percentage of mobile visits to your site
• Which devices and carriers are visi6ng your site
• Mobile consumer behavior
Understand your Mobile Traffic
Google Confidential and Proprietary
Be Found Be Smarter
Be Clear Define your Mobile campaign goals
Engagement, Downloads, Purchases, Test drive, Brochure order
Consistently track & report, and op6mize accordingly
Build mobile-‐specific campaigns
Be Ready
Create a mobile-‐op6mized site and user experience
Mobile Strategy Summary
Google Confidential and Proprietary
Thank You!