mobile future presentatie op mobile strategy event 18 december
TRANSCRIPT
Google Confidential and Proprietary
Google Confidential and Proprietary
Mobile: a way of life for consumers
Source: http://www.securenvoy.com/blog/2012/02/16/66-of-the-population-suffer-from-nomophobia-the-fear-of-being-without-their-phone/
2015 trendsConsideration for planning
BETTER TOGETHER
PROGRAMMATIC MOBILE VIDEO
SHIFT IN THE DIGITAL MARKET PLACE
1HOW you buy
WHEREit’s run2 WHAT
format3Fastest growing segments
MOBILE IS THE FUTURE
Y E S T E R D A Y
T O D A Y
KILL TIME
51%use their smartphone to research or purchase products
6Bnhours of YouTube watched every month
40%of watchtime comes through mobile devices
ALTHOUGH, IT HAS ITS CHALLENGES
Hard to track
Small screen
Google Confidential and Proprietary
In 2013, smartphone sales overtook PC sales for the first time
Source: Business Insider/Gartner, IDC, Strategy Analytics, company filings
Media consumption increased and significantly changed
Source: eMarketer - July 2013
Google Confidential and Proprietary
Refreshed data!
01 October Internal Launch16 October External Launch
www.consumerbarometer.com
Increasingly Google is seeing an “multi screen effect” in consumer behavioural data
90%of people move
between devices to accomplish a goal
Desktop Conversion rate & Transaction share
Year / Month
Inde
xed
CvR
and
Tran
sact
ion
Shar
e (2
012-
01=1
00)
Desktop performance seems to improve over time, but in fact it signals a shift towards mobile
INTERNAL: Google Confidential and ProprietaryINTERNAL: Google Confidential and Proprietary
Where does mobile fit in the purchase funnel?
INTERNAL: Google Confidential and ProprietaryINTERNAL: Google Confidential and Proprietary
Stimulus Second Moment of
Truth
First Moment of
Truth
INTERNAL: Google Confidential and ProprietaryINTERNAL: Google Confidential and Proprietary
Stimulus Second Moment of
Truth
First Moment of
Truth
Zero Moment of
Truth
Let’s try something...
Mobile made digital mainstream..
Mobile Commerce
Cross Device Capabilities
Store Visits CallsApps for the power user
Embrace the uniqueness of mobile
Google Confidential and Proprietary
BREAK!
Google Confidential and Proprietary
Full Value Of Mobile
Casper Verhoofstad - Agency Account Strategist
Google Confidential and Proprietary
Full Value Of Mobile
LIVE DEMO
Google Confidential and Proprietary
Optimize For Mobile
Google Confidential and Proprietary
Right messageto the Right personat the Right timeon the Right device
Billions of moments that matter
Google Confidential and Proprietary
The right message
Google Confidential and Proprietary
The right message!
1. KISS: Keep it short and simple
2. Call to action
3. Extensions
4. Mobile landing pages
Google Confidential and Proprietary
Mobile Ads
Google Confidential and Proprietary
Our Mobile Solutions
● Call Extensions● Make it easy for customers to contact
you by including a call button in your
search ads.
● Location Extensions● Guide customers to your business
location as they search for you while
they're on-the-go.
Google Confidential and Proprietary
Our Mobile Solutions
● Mobile Ad Sitelinks● Give users the option of reaching
important pages of your website
directly by displaying links to those
pages in your ads.
● Text ads● Be visible on Google search results on
users' smartphones, and reach them
the moment they are searching for you
Google Confidential and Proprietary
Our Mobile Branding Solutions
Google Confidential and Proprietary
Mobile Bid adjustments..?
Google Confidential and Proprietary
Mobile Bid Adjustments?
○ Bid Adjustment = Relative
○ How do you set keyword bid?
Position &
Impression Share
Google Confidential and Proprietary
Industry Data
Google Confidential and Proprietary
Platform Queries Impressions Clicks Ad CTR YoY
Ad CTR Avg
CPC YoY CPC Avg Ad Depth YoY
Ad Depth
Overall 6.87% 23.92% 23.43% -0.40% 3.47% 18.76% $0.44 15.99% 5.90
Desktop -2.80% 12.20% 7.35% -4.32% 3.31% 21.43% $0.47 14.33% 6.35
Mobile 48.79% 63.32% 87.55% 14.83% 3.53% 35.78% $0.32 29.12% 4.24
Tablet 13.57% 48.81% 52.56% 2.52% 3.95% 15.57% $0.43 22.74% 6.10
Google Industry Trends
Desktop queries declined by -3%, while Mobile queries grew by 49% and Tablet searches grew by
14% YoY in the same period
Queries grew by 7% in Q2 2014 in the Home Audio & Video Category NL
Google Confidential and Proprietary
The right expectations
Google Confidential and Proprietary
Setting the right expectations
1. KPI’s… Conversions vs IS
2. Right message + Right content
3. Users - Keywords - Devices?
Google Confidential and Proprietary
1. It’s not too late to be early2. Mobile is taking over3. Mobile is different4. Set the right KPI’s5. Optimize correctly
So What?!
Google Confidential and Proprietary
Tell a Tale of MobileIntroducing Google Cardboard