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
Google Confidential and Proprietary
A fundamental shift has
already happened with
consumers
Google Confidential and Proprietary
Many Businesses are missing this shift
Google Confidential and Proprietary
Be There Be Relevant Be Optimized
For Constantly
Connected Customers
Engage New
Consumer Contexts
Measure All
Conversions
Google Confidential and Proprietary
Google Confidential and Proprietary
Be there for consumers no matter what device they’re using
BE THERE
Google Confidential and Proprietary
Mobile Site Mobile Search Mobile App
Be There
For Constantly Connected Customers
BE THERE
Google Confidential and Proprietary
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
Google Confidential and Proprietary
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
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Google Confidential and Proprietary
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
Google Confidential and Proprietary
BE RELEVANT
Google Confidential and Proprietary
Boost relevance with customized mobile ads
and extensions for more conversions
Calls In-Store Online
conversions
Cart (1)
App
downloads
Display
BE RELEVANT
Google Confidential and Proprietary
BE RELEVANT
Google Confidential and Proprietary
Google Confidential and Proprietary
New types of conversions: measure them all
mCommerce
In-store
App download &
in-app purchases
Call
Cross-device
BE OPTIMIZED
Google Confidential and Proprietary
Assigning value to ALL mobile conversions:
introducing the Full Value of Mobile Calculator
BE OPTIMIZED
Google Confidential and Proprietary
Example: Mobile’s impact on in-store sales
BE OPTIMIZED
Google Confidential and Proprietary
Summary: View the full value of your mobile investment
BE OPTIMIZED
Google Confidential and Proprietary
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
Google Confidential and Proprietary
• 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
Google Confidential and Proprietary
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
Google Confidential and Proprietary
• 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
Google Confidential and Proprietary
• 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
Google Confidential and Proprietary
Start measuring the full value of mobile now:
g.co/fullvalueofmobile
BE OPTIMIZED
Google Confidential and Proprietary
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)
Google Confidential and Proprietary
Don’t get left behind
Consumers continue to move ahead
Google Confidential and Proprietary
Appendix
Google Confidential and Proprietary
Google Confidential and Proprietary
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)
Google Confidential and Proprietary
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)
Google Confidential and Proprietary
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
Google Confidential and Proprietary
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.
Google Confidential and Proprietary
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