Google and 180fusion Present: The Mobile Opportunity
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Transcript of Google and 180fusion Present: The Mobile Opportunity
Confidential + ProprietaryConfidential + Proprietary
Presenters:
Jessie Hochhalter Brad KeysSales Strategy & Enablement | Google Director of Sales | 180fusion
The Mobile Opportunity
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The Mobile Revolution is already here
people withsmartphones globally
1.5B 87%of millennials say their phone
“never leaves their side”
50%people use mobile as their primary device
5Bnext 5B will comeonline via mobile
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http://www.nydailynews.com/life-style/addicted-phones-84-worldwide-couldn-single-day-mobile-device-hand-article-1.1137811
Smartphones are always on, always with you
84%cannot spend a day without their
smartphone
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Average time spent per day by US adults shifts toward digital
Source: eMarketer 2015 - via US Census
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TV Radio Print Digital Other
2011
2015
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Most of the growth in digital from here on out will be from mobile
TV Radio Print Digital Other
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Source: eMarketer 2015 - via US Census
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Mobile search ads Mobile display ads Mobile app ads
Mobile will account for 72% of total U.S. ad spend by 2019
emarketer.com/Article/US-Digital-Ad-Spending-Will-Approach-60-Billion-This-Year-with-Retailers-Leading-Way/1012497
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Midnight 3am 6am 9am 12pm 3pm 6pm 9pm
Google internal, 2014
Mobile is all the time
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Location Extensions Mobile
SitelinksCall
Extensions Mobile PreferredCreative
Mobile changes the way we shop
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8:30 am
On phone
Scooter RepairScooter Repair
Dave’s Scooter Repair Shopexample.comFree Estimates. Schedule your Repair Today!Schedule Online – Store Locator
Call
11:14 pm
On phone
Dave’s Scooter Repair Shopexample.comFree Estimates. Schedule your Repair Today!Schedule Online – Models Serviced
Mobile changes the way we shop
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61%will leave your site if
they cannot find information right away
Source : Google Mobile Ads Blog
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67%are more likely to buy a product or service,
if the website is mobile - friendly
74%are more likely to
return to a website if it is mobile - friendly
Source : Google Mobile Ads Blog
Great mobile websites help drive sales and customer loyalty
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Site Optimization Drives Conversions
Source: Criteo State of Mobile Commerce Report Q2 2015
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(7.083 seconds = avg load time for US retail mSites*)
*Source: www.businessinsider.com
Mobile-friendly sites: webpage speed
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40%abandon if a
site takes >3 secto load
47%expect a page
to load in <2 sec
52%say fast load time
is important to brand loyalty
Source: Kissmetrics
Mobile-friendly sites: webpage speed
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Compared to a page that loads in 1 second
Source: http://conversionxl.com/
seconds3
seconds
-22%pageviews
-22%conversions
+50%bounce rate
Mobile-friendly sites: webpage speed
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>>Ease of Finding Products, Store Hours, and Locations most requested features for mobile users three years running!*
DELIVER CONTENT SIMPLY AND EASILYand you’ll be the clear leader
91%of consumers say access to content any way they want is important.
Source: Exact Target http://www.exacttarget.com/sites/exacttarget/files/deliverables/etmc-2014mobilebehaviorreport.pdfSource: http://www.siteworx.com/globalassets/white-papers/mobile-commerce-2015.pdf?_cldee=bGl6enlnQGdvb2dsZS5jb20%3d&urlid=4
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Typical attribution
Oh, I was just walking by...
How did you hear about us?
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● Checkout/form complexity
● Navigational complexity
● Barriers to conversion
● Site speed
Why Might Mobile Traffic Not Convert?
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“I don’t see much value coming from our mobile campaigns. Let’s decrease the spend there.”
Why Else?
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Online to Offline Online Commerce
via PC
via Store Lookup
via Click to Call
via Store to Online (Showrooming)
via PC
via Mobile App
via Mobile Web
via Cross-Device Activity
Mobile Means a Whole New World of Conversions
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On mobile, the top 2 ad positions generate the vast majority of the clicks, as consumers often don’t scroll to the bottom of the mobile results page
● For Driving Phone Calls: Make sure you bid enough to be seen, in the top 1-2 spots
● For ROI goals: Use mobile value to determine mobile bid adjustment - this will make sure you are optimizing for conversions. E.g.
Are you consistently on top for mobile searches?
Mobile Strategy and Campaign Development
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34xWas the increase in Google search interest for near me since 2011
and nearly doubled since last year.
Do you have a “near me” strategy?
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Analyze Mobile Friendliness
google.com/webmasters/tools/mobile-friendly/
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Analyze Page Speed
developers.google.com/speed/pagespeed/insights/
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180fusion- Mobile Philosophy
● Mobile Responsive Site UX● Know Your Funnel● Take Up the Real Estate● Track Metrics (ie: Call Tracking)● Optimize for profitability● Leverage Opportunities
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1. Page Speed load time2. Clear and Focused Content3. Simple Menu and Navigation4. Design for Touch5. Image Compression6. Mobile Specific Features
Bonus!!
1. Structured Data2. AMP - Accelerated Mobile Pages
Mobile Site Best Practices
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Display AdvertisingSocial Advertising
Search (Intent)Branded Search
Remarketing- Google Display Retargeting- Social MediaEmail RemarketingOrganic Social
Your Digital Funnel(Example)
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Optimize: Split Test Ad Copy
● Ads that use the word “expert” are ~47% more likely to get clicks to
the website than those that use the word “pro”
● Ads that use the word “expert” on average cost 46% less per click
than those that use the word “pro”
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Everyone is Different - Optimize Based on Metrics
● Click Costs between Mobile and Desktop● Higher Position on Mobile (between 1-2nd position = Mobile is still less expensive)● Cost per conversion on Mobile is considerably lower thus positive mobile bid adjustments
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Opportunities: Remarketing Lists for Search Ads (“RLSA”)
Remarketing pixel placed on your site (or Google Analytics, or
Google Tag Mgr)
RLSA
Targeted AdWords search campaigns: Desktop,
Mobile, and Tablet
Targeted GoogleDisplay Network ads
Create “Audience” list of visitors*
* Create and edit a remarketing list:http://support.google.com/adwords/answer/2454064
How it works
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● Email marketing yields an average 4,300% return on investment for businesses in the United States. (Direct Marketing Association)
● Small business owners estimate that getting an extra hour in their day back from doing their own email marketing (and other activities) is worth $273/hour.(Constant Contact)
● For every $1 spent on email marketing, the average return on investment is $44.25. (EmailExpert)
● 70% of people say they always open emails from their favorite companies. (ExactTarget)
Opportunities: Email Marketing
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Opportunities: AMP
Accelerated Mobile Pages load four times faster and use eight times less data than traditional mobile-optimized pages