mobile is big | august 2011

Google Confidential and Proprietary

Mobile is BIG August 2011


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!


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


42 million Subscribers

16% Smartphone penetra6on

in SA

80% Smartphone

penetra6on by 2014

“More Smartphones than DSTV subscribers”

Source: Gartner


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


Why Mobile MaVers: Mobile is complimentary


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


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


How to Win in Mobile


Engage Consumers Across the Whole Funnel

Upper Funnel

Lower Funnel

Searching for mobile content Browsing mobile content

Digital camera reviews

Canon powershot camera


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


Mobile Ad Strategies and Formats


Search Ads 1 Mobile GDN (apps and web)

2 4 AdMob 3 Mobile YouTube

Google Currently Offers 4 Types Of Mobile Adverasing


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


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


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


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


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


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


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


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


Thank You!

mobile is big | august 2011

Technology