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1 Google confidential
GoMo
Johanna Werther
Sr. Product Marketing Manager, Google
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mobile is personal
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the state of mobile: up, up and away
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consumers love mobile
there are now more mobile devices than people in the US
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Source: Nielsen March 2010, Morgan Stanley 2010
by the end of 2011, 50% of Americans will have a smart phone
smartphone usage is now mainstream
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First 6 Quarters Cumulative Unit Shipments, iPod vs. iPhone vs. iPad
Source: Apple, as of Q2:11 (6 quarters post iPad launch).
tablets are the fastest growing consumer device in history
0 1 2 3 4 5 60
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
iPad iPhone iPod
Quarters After Launch
Glo
ba
l U
nit
Sh
ipm
en
ts (
00
0)
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there is a time and place for each device
Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
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so what are people doing?
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Source: Nielsen June 2010, Rovio December 2010, YouTube Internal Data 2010
mobile entertains us
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mobile devices have become our “second brain”
5x growth in mobile search
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mobile is changing the way we shop
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Google wallet video
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what does it take to succeed in mobile?
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invest in a mobile site
Source: compuware, “why the mobile web is disappointing end-users.” March 2011
51% more likely to purchase
85% increased engagement
40% would visit a competitor’s site instead due to a disappointing mobile experience
to boost performance:
to keep customers:
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brands lag consumers
79% do not have a
mobile-optimized site
What percentage of large online
advertisers do not have a mobile-optimized site?
Source: Google Internal, Q1 2011
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ticketsnow video
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10 best practices for mobile sites
learn, listen & iterate
good mobile sites are user-centric, meaning they’re built with input from your audience.
be thumb friendly
design your site so even large hands can easily interact with it.
design for visibility
ensure your content can be read at arm’s length.
make it local
include functionality that helps people find and get to you.
use mobile site redirects
give users a choice to go back to the desktop site, but make it easy to return to the mobile site.
keep it quick
help mobile users, design your site to load fast and make copy easy to scan.
make it seamless
bring as much of the functionality of your desktop site to mobile.
simplify navigation
clear navigation, hierarchy and vertical scrolling aid access to information.
make it accessible
ideally, your mobile site should work across all mobile devices and all handset orientations.
make it easy to convert
focus on information that will aid conversion.
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be thumb friendly
the Ryland site uses buttons instead of links. buttons give more room and space for people to touch and work with the screen.
case study: Ryland Homes (m.ryland.com)
mobile site best practices
design for visibility
the text and layout is clear, and easily legible at arm’s length. content fits onscreen and can be read without pinching and zooming.
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next steps to a fully optimized site
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1. assess: check the mobile experience for your site
2. start small: get a landing page up quickly
3. fully optimize: build a full mobile site, continue to iterate
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Joe’s Specialty Sandwiches
219 West 49th StreetNew York, NY 10019joesspecialty.com 128 reviews
Directions Search nearby Save to map more
Kara’s Vegan Stop
231 West 49th StreetNew York, NY 10019vegankara.com 389 reviews
Directions Search nearby Save to map more
The Sprouted Wheat
222 West 49th StreetNew York, NY 10019sproutedwheatnyc.com 184 reviews
Directions Search nearby Save to map more
connect users with your information
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just answers video
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ads at the right time and place
+30% CTR
sitelinks offer ads +2X coupons
redeemed
Source: Google Internal, 2011
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entertain with mobile display ads
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Reebok promoted across screens for max effectiveness
engage users across screens
coordinated YouTube takeovers across mobile & PC
+5X
+131%
+27%
lift in brand conversions
higher interaction rate for YouTube video ads
higher interaction rate for tablet rich media
mobile/tablet optimized brand experiences
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aided recall (prompted awareness)
mobile + PC + tablet advertising much more effective in driving branding
Q. You may have mentioned this already, from the list belowdo you recall seeing any advertisements for the following brands?
50%
74%
TV+ PC Video+Phone Video+Tablet Video
24% lift in campaign recall
TV Only
% indicating prompted awareness of Volvo Ad
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mobile advertising right now video
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three takeaways
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GoMo!
create a mobile specific site
Connectmobile users with
answers
Engagemobile users with
rich media
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GoMo!
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Appendix
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inform with mobile search ads
Be Faster with MiCoach | Free | Be Faster with MiCoach | Free |
Mobile Site
Application
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mobile becoming just as prevalent as desktopglobal mobile vs. desktop internet population, 2007-2015
global interne
tusers(MM)
Source: Morgan Stanley Research, April 2010
2007 2008 2009 2010 2011 2012 2013 2014 20150
400
800
1200
1600
2000
Mobile Internet Users
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ticketsnow case study
conversion rate
1
2
+50%
launched a mobile optimized site
ran google mobile ads to drive traffic
+30% increase in return on ad spend
+8% increase in average order value
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case study: Ryland Homes (m.ryland.com)
mobile site best practices
simplify navigation
intuitive site navigation features such as a persistent “back” button at the top and bottom of the screen provides for easier reverse navigation.
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case study: Ryland Homes (m.ryland.com)
mobile site best practices
make it accessible
to ensure a consistently high-quality experience across mobile devices, Ryland uses jQuery Mobile software to load a site variation that works best with any device. the site also avoids the use of Flash.
make it easy to convert
Ryland provides the essential info customers want. They focused on features such as clickable phone numbers, location-based driving directions to nearby communities, and brief info request forms to increase mobile conversions.
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advertising on YouTube mobile
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2nd largest video platform behind only YouTube on PCs
400 million views a day globally
70% access YouTube mobile daily
instream video ads
keyword targeting
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brand channels
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