the full value of mobile -...

Google Confidential and Proprietary

The Full Value of Mobile Advertising strategies to maximize the value of

Mobile for your business

Kristien Segers – Google Belgium Industry Manager

Gplus.to/kristiensegers


A fundamental shift has

already happened with

consumers


Many Businesses are missing this shift


Be There Be Relevant Be Optimized

For Constantly

Connected Customers

Engage New

Consumer Contexts

Measure All

Conversions


Be there for consumers no matter what device they’re using

BE THERE


Mobile Site Mobile Search Mobile App

Be There

For Constantly Connected Customers

BE THERE


Being there means having an optimized web presence and ad

strategies across all devices

The same consumer accesses your site from

multiple devices

BE THERE


To never miss an opportunity to engage a

customer, opt into mobile search Drive Incremental Mobile Traffic

Today 15% of queries on Google Search occur on

smartphones

By 2016 we expect that 1 out 3 searches will be done by

a Smartphone

If you don’t have a mobile optimized site you can show call

or location extensions

BE THERE

* Based on Google Internal data


Mobile apps represent an exploding opportunity

Billions of apps have been downloaded from Google Play and the App Store. With

hundreds of thousands of apps available, promoting your app is a core part of building

a user base.

APP STORE

BE THERE


Context drives device choice

The goal we want to

accomplish

The time and day of the

week Our location and “velocity”

The device capabilities

The device we choose to use

at a particular time is often

driven by our context:

BE RELEVANT


BE RELEVANT


Boost relevance with customized mobile ads

and extensions for more conversions

Calls In-Store Online

conversions

Cart (1)

App

downloads

Display

BE RELEVANT


BE RELEVANT


New types of conversions: measure them all

mCommerce

In-store

App download &

in-app purchases

Call

Cross-device

BE OPTIMIZED


Assigning value to ALL mobile conversions:

introducing the Full Value of Mobile Calculator

BE OPTIMIZED


Example: Mobile’s impact on in-store sales

BE OPTIMIZED


Summary: View the full value of your mobile investment

BE OPTIMIZED


Start now to measure the impact of mobile-to-store

• Measure “Get Directions” clicks on Location Extensions in your mobile ads

• Use Google Analytics to see how many mobile visitors view your “store locator” page

• Measure in-store coupon downloads with Event Tracking or Goals in Google Analytics

• See if Universal Analytics is right for your business • Experiment with unique coupons or

geo-targeting ads in specific locations to measure sales uplift

BE OPTIMIZED


• View phone call conversions in your AdWords reporting

with Google forwarding numbers. If not available in your

country,

try purchasing different phone numbers to track volume

• Measure clicks on Call Extensions in your mobile ads

• See clicks on the call button on your mobile site with Event

Tracking

Start now to measure the impact of calls

BE OPTIMIZED


Start now to measure the impact of apps

• Understand how people find your app

with Google Analytics

• Set up Goals and eCommerce Tracking

to track revenue generation

• View engagement and measure retained users with Google

Analytics

• Measure app downloads from App Extensions or Click to

Download mobile ads

BE OPTIMIZED


• Measure purchasing behavior of logged-in

users across devices

• Consider adding a “buy later” button

on the product pages of your mobile

website and measuring redemption

from reminder emails

• See if Universal Analytics is right for your

business

Start now to measure the impact of cross-device

BE OPTIMIZED


• Use Conversion Tracking in AdWords to

track sales, sign-ups and leads

• Measure conversion volume on your

mobile site with Google Analytics

• Set up Goals in Google Analytics and

see where customers are dropping

off in the check out process to optimize

your site

Start now to measure the impact of m-commerce

BE OPTIMIZED


Start measuring the full value of mobile now:

g.co/fullvalueofmobile

BE OPTIMIZED


How Far Along Are You?

Context-powered

bidding

Counting all

conversions

Mobile-first

messaging, formats

Advanced app

analytics

Mobile-

Optimized

Site

Mobile

Opt-In

Mobile

App

Mobile to store

attribution

Be Relevant:

Be Optimized:

Be There:

For Constantly

Connected

Consumers

Engage New

User Contexts

Measure All

Conversions

Sophistication Foundational Cutting Edge

Completed

Uncompleted

Basic formats

(call, location)


Don’t get left behind

Consumers continue to move ahead


Appendix


On-device Conversion: The

Home Depot quadrupled mobile

sales in a year.

Goals

• Capitalize early on the fast-growing mobile market

• Improve user experience on mobile and in-store

• Better understand mobile impact on their physical locations

Approach

• Developed a mobile site early

• Developed an app using breakthrough technologies

• Promoted mobile site through Google Mobile Ads

using call extension, location extension, site links

and display to raise awareness

• Measured and optimized for mobile conversions

Results

• Visits originating from a mobile phone have

tripled in one year

• Mobile sales more than quadrupled

• Implemented close monitoring of key mobile

conversions (store locators clicks)


Cross device: ProTraining’s

Masters attribute 12% of total

sales to mobile

Goals

• Cater to on-the-go users

• Understand cross-device attribution

Approach

• Offered $5 discount for customers signing up from

mobile devices

• Created cross-device attribution model

Results

• 12% of total sales from mobile devices

• $5-off coupon increased sales initiated from mobile

by 35%

• 11% of users would complete the entire video

training on mobile – others on desktop or tablet

As a special mobile-only offer, sign up now to receive your certificate for only $24.95 (normally $29.95)


Mobile to store - RadioShack:

40% to 60% of store locator

users visit a store

Goals

• Drive foot traffic to network of 5,500 U.S. stores

• Understand mobile’s impact on store traffic

Approach

• Added local features such as store locator,

click-to-call and GPS

• Developed and refined value attribution model

for mobile

Results

• 36% of the Site links clicks are going to the store

locator page on the mobile site.

• 40% to 60% who visited the store did it with the

store locator

• 85% of customers who used the store locator - so

show an intent - make a purchase in store


Online Commerce via

mobile app: One King Lane

Goals

• Take advantage of unique approach to engage

and enrich relationships with consumers

Approach

• Developed app to allow users to Buy home

decor, gifts, kitchenware, and vintage finds, stay

informed about daily sales and proceed to check-

out in 2 steps.

Results

• 25% of revenue now comes from mobile.


Online to store via mobile click

to call: Starwood Hotels

Goals

• Provide quick access to guest information

• Allow potential guests to bypass lengthy forms

Approach

• Launched search ads with click-to-call (CTC) and

location extensions,

• Easy access to location-specific, clickable phone

numbers to book a stay and map information to

access directions to hotel locations.

Results

• 200% increase in mobile traffic

• 20x increase in mobile paid search ROI

• 20% month to month mobile booking growth

the full value of mobile -...

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