Setting up Successful Mobile Campaigns
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Setting up Successful Mobile Campaigns
Stephany van WilligenburgEMEA Business Development Manager – MobileOctober 2010
Reaching the mobile user
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WAP vs. High End Phones
Smartphones (Phones with full HTML browsers)
Smartphones (Phones with full HTML browsers)
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Palm Pre
iPhoneAndroid
WAP phones (Feature phones)
Targeting Options
Palm Pre iPhone AndroidiPad
Google Confidential and ProprietarySource: Google Internal, Gartner, March 2010;
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Two Types of Click-to-Call Phone Numbers
Click-to-call Phone ExtensionClick-to-call Phone ExtensionClick-to-call Location ExtensionClick-to-call Location Extension
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There are two ways to add a click-to-call phone number to your ad campaigns. Choose what’s right for you, based on your goals
and how your business is set up to handle phone calls.
Use location extensionsto display your local business phone number to nearby users on mobile devices with full browsers
1 2Use phone extensionsto display your national phone number to all users on mobile devices with full browsers
Click to Call – National Phone Numbers
Add a telephone number at a campaign level
Client allowing, use a unique phone number to track conversions and ask your client to share reports.
Don’t forget to select Search Network and High End Device targeting
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Click to Call – Local Phone Numbers (>10)
Link your Google Places account with your campaign
Remember to give your Google Places account Admin access to your AdWords account first for this to work.
Don’t forget to select Search Network and High End Device targeting
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Click to Call – Local Phone Numbers (<10)
Click Add Address and fill in the pop up.
Make sure you include a Phone Number to use Click to Call.
Don’t forget to select Search Network and High End Device targeting
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How to Review Calls
1 Click the “Filter and views” drop down
2 Select “Segment by”
3 Select “Click Type”
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4 View how many calls you received from your ads
Click to Download
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Where our ads run globally
10,000+ iPhone Apps 5000+ Android Apps8,000+ Mobile Websites
Brief Introduction: AdMob Ad Formats
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Many different innovative ads
Social networking
Search
Multi-panel banner
Scrolling canvas
Audio
Canvas
Video
Web
Creative Ad Format Opportunities
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Scrolling canvas
Interactive video interstitial
Animated gif
new
new
video
iTunes
Maps
App Store
Call
Adaptivenew
The 6 main reasons to use Admob
1. Drive high quality traffic to mobile site
2. Promote App
3. Distribute Video on mobile
4. Drive calls through to a call centre
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4. Drive calls through to a call centre
5. Connect consumers with mobile social media
6. Drive Rich Media experiences on mobile
We’ll be happy to introduce you to the Admob team for a full overview!
‘Expandable Maps’ using Google places data for CTC and directions
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‘Hyper local’ pins – added feature for users who hav e opted in to sharing location
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Golden Rules of Mobile Optimization
1 Separate Campaigns
2 Optimize Your Keyword List
3 Create compelling Ad Text
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4 Bid and Budget for Mobile
5 Track Your Performance
6 Optimize Mobile Website
(1) Benefits of targeting mobile separately
More ControlSet bids and budgets just for mobile, run separate reports to track results, easier optimisation.
Separate campaigns are the best way to guarantee stronger results.
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Relevant MessagingInclude messaging with a strong mobile call-to-action and use relevant ad formats.
Better TargetingWith AdWords you can target different carriers and devices.
How to set up Separate Campaigns
Devising a separate strategy for mobile users can help you yield better results from your campaigns.
If you want to split out conversion data from Mobile Devices, a separate campaign is the easiest way.
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+43%+43%conversion rateconversion rate
+80%+80%
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+80%+80%ClickClick--through ratethrough rate
--15%15%CPACPA
Source: Google internal data
(2) Add local specific search terms
Walk into a store
Walk into a store
Phone the businessPhone the business
Get driving directionsGet driving directions
One in three mobile search queries have local intent.
15% of iPhone applications are local
Get flowersFind a
store nearby
Find a toy for
nephew
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Source: The Kelsey Group, 2009
Mobile advertising allows you to reach customerswho are close to point-of-sale and want to spend now.
(3) Boost CTR with relevant ad text
Singood’s RestaurantFine dining for any occasion.Fresh, organic ingredients. www.abcfood.co.uk
Singood’s RestaurantFine dining for any occasion.Call us now to reserve a table! www.abcfood.co.uk0207 031 1000 - 15 Parkin Street, London
Desktop Search Mobile Search
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Villas in Spain100s of villas to choose from.Discount for online bookings!www.easytplanner.co.uk
Villas in Spain100s of villas to choose from.Search easily on our mobile site!www.easytplanner.co.uk
Call out click-to-call functionality, mention the f act the user is on a mobile.
Competitive Bidding: Position 1 & 2• Ads appear above the search listings
(4) Bid and budget competitivelyAds appear on high end mobile devices as the default: competition is
strong for fewer ad slots (5 on mobile vs. 11 on desktop).
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Lower Ad Slots: Position 3, 4 & 5• Ads appear below search listings.• A maximum of three ad slots.• Users have to scroll to see ads, lower
visibility and CTR.
• A maximum of two slots• High visibility and higher CTR.
(5) Available Mobile Ads Reporting Tools
Mobile Segmentation ReportsMobile Segmentation Reports
Provides break out performance reports on High End Device separated from Desktop. This is for campaigns that are opted into both.
Types of Reports: Click Type, Impressions, Clicks, CTR, CPC
Hybrid CampaignsHybrid Campaigns
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Reporting in AdWords InterfaceReporting in AdWords Interface
AdWords Reports allow you to easily create customized performance reports to help you track and manage multiple facets of your AdWords campaigns. For Mobile, you will need to create separate campaigns
Types of Reports: Campaign, Ad Groups, Keywords
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Mobile Only CampaignsMobile Only Campaigns
Device Reporting from the Campaigns Tab
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Extensions Tab Provides Additional Reporting
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(6) Landing Pages are the Key To Conversions
Good Better
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HTML Site on iPhone
Optimize Mobile Landing Page
iPhone App
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Cod
e S
impl
icity
Mob
ile U
I1. Keep site layout simple
2. Keep the site code minimalistic and clean
3. Keep images scarce
4. Optimise navigation – big buttons
5. Limit scrolling to one direction – run on
When building a mobile site, remember to…
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Mob
ile U
IC
onte
ntA
void
5. Limit scrolling to one direction – run on rails
6. Make the site content useful, mirror the desktop site content, but keep it practical
7. Give the user the option to navigate to the desktop site
8. Track & measure with analytics package
9. Avoid pop-ups
10. Avoid flash and java script
11. Avoid redirects
Available Tools:LINK: Google Mobile Site Builder
LINK: Mobile site template
What should I do now?
What should you do now?
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Be Clear - develop your mobile strategy
Be Ready - don’t get left behind
Be Found - optimise your campaigns
Be Smart - understand the value of mobile
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Thank You!
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Thank You!
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