how to set up a mobile campaign

Setting up Successful Mobile Campaigns

Google Confidential and Proprietary 1

Setting up Successful Mobile Campaigns

Stephany van WilligenburgEMEA Business Development Manager – MobileOctober 2010

Reaching the mobile user

Google Confidential and Proprietary

2

WAP vs. High End Phones

Smartphones (Phones with full HTML browsers)

Smartphones (Phones with full HTML browsers)

Google Confidential and Proprietary3

Palm Pre

iPhoneAndroid

WAP phones (Feature phones)

Targeting Options

Palm Pre iPhone AndroidiPad

Google Confidential and ProprietarySource: Google Internal, Gartner, March 2010;

Two Types of Click-to-Call Phone Numbers

Click-to-call Phone ExtensionClick-to-call Phone ExtensionClick-to-call Location ExtensionClick-to-call Location Extension


There are two ways to add a click-to-call phone number to your ad campaigns. Choose what’s right for you, based on your goals

and how your business is set up to handle phone calls.

Use location extensionsto display your local business phone number to nearby users on mobile devices with full browsers

1 2Use phone extensionsto display your national phone number to all users on mobile devices with full browsers

Click to Call – National Phone Numbers

Add a telephone number at a campaign level

Client allowing, use a unique phone number to track conversions and ask your client to share reports.

Don’t forget to select Search Network and High End Device targeting


Click to Call – Local Phone Numbers (>10)

Link your Google Places account with your campaign

Remember to give your Google Places account Admin access to your AdWords account first for this to work.



Click to Call – Local Phone Numbers (<10)

Click Add Address and fill in the pop up.

Make sure you include a Phone Number to use Click to Call.



How to Review Calls

1 Click the “Filter and views” drop down

2 Select “Segment by”

3 Select “Click Type”


4 View how many calls you received from your ads

Click to Download


Where our ads run globally

10,000+ iPhone Apps 5000+ Android Apps8,000+ Mobile Websites

Brief Introduction: AdMob Ad Formats

Google Confidential and Proprietary August

Many different innovative ads

Social networking

Search

Multi-panel banner

Scrolling canvas

Audio

Canvas

Video

Web

Creative Ad Format Opportunities


Scrolling canvas

Interactive video interstitial

Animated gif

new

new

video

iTunes

Maps

App Store

Call

Adaptivenew

The 6 main reasons to use Admob

1. Drive high quality traffic to mobile site

2. Promote App

3. Distribute Video on mobile

4. Drive calls through to a call centre


4. Drive calls through to a call centre

5. Connect consumers with mobile social media

6. Drive Rich Media experiences on mobile

We’ll be happy to introduce you to the Admob team for a full overview!

‘Expandable Maps’ using Google places data for CTC and directions


‘Hyper local’ pins – added feature for users who hav e opted in to sharing location


Golden Rules of Mobile Optimization

1 Separate Campaigns

2 Optimize Your Keyword List

3 Create compelling Ad Text


4 Bid and Budget for Mobile

5 Track Your Performance

6 Optimize Mobile Website

(1) Benefits of targeting mobile separately

More ControlSet bids and budgets just for mobile, run separate reports to track results, easier optimisation.

Separate campaigns are the best way to guarantee stronger results.


Relevant MessagingInclude messaging with a strong mobile call-to-action and use relevant ad formats.

Better TargetingWith AdWords you can target different carriers and devices.

How to set up Separate Campaigns

Devising a separate strategy for mobile users can help you yield better results from your campaigns.

If you want to split out conversion data from Mobile Devices, a separate campaign is the easiest way.


+43%+43%conversion rateconversion rate

+80%+80%


+80%+80%ClickClick--through ratethrough rate

--15%15%CPACPA

Source: Google internal data

(2) Add local specific search terms

Walk into a store

Walk into a store

Phone the businessPhone the business

Get driving directionsGet driving directions

One in three mobile search queries have local intent.

15% of iPhone applications are local

Get flowersFind a

store nearby

Find a toy for

nephew


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Source: The Kelsey Group, 2009

Mobile advertising allows you to reach customerswho are close to point-of-sale and want to spend now.

(3) Boost CTR with relevant ad text

Singood’s RestaurantFine dining for any occasion.Fresh, organic ingredients. www.abcfood.co.uk

Singood’s RestaurantFine dining for any occasion.Call us now to reserve a table! www.abcfood.co.uk0207 031 1000 - 15 Parkin Street, London

Desktop Search Mobile Search


Villas in Spain100s of villas to choose from.Discount for online bookings!www.easytplanner.co.uk

Villas in Spain100s of villas to choose from.Search easily on our mobile site!www.easytplanner.co.uk

Call out click-to-call functionality, mention the f act the user is on a mobile.

Competitive Bidding: Position 1 & 2• Ads appear above the search listings

(4) Bid and budget competitivelyAds appear on high end mobile devices as the default: competition is

strong for fewer ad slots (5 on mobile vs. 11 on desktop).


Lower Ad Slots: Position 3, 4 & 5• Ads appear below search listings.• A maximum of three ad slots.• Users have to scroll to see ads, lower

visibility and CTR.

• A maximum of two slots• High visibility and higher CTR.

(5) Available Mobile Ads Reporting Tools

Mobile Segmentation ReportsMobile Segmentation Reports

Provides break out performance reports on High End Device separated from Desktop. This is for campaigns that are opted into both.

Types of Reports: Click Type, Impressions, Clicks, CTR, CPC

Hybrid CampaignsHybrid Campaigns


Reporting in AdWords InterfaceReporting in AdWords Interface

AdWords Reports allow you to easily create customized performance reports to help you track and manage multiple facets of your AdWords campaigns. For Mobile, you will need to create separate campaigns

Types of Reports: Campaign, Ad Groups, Keywords

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Mobile Only CampaignsMobile Only Campaigns

Device Reporting from the Campaigns Tab


Extensions Tab Provides Additional Reporting


(6) Landing Pages are the Key To Conversions

Good Better


HTML Site on iPhone

Optimize Mobile Landing Page

iPhone App

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Cod

e S

impl

icity

Mob

ile U

I1. Keep site layout simple

2. Keep the site code minimalistic and clean

3. Keep images scarce

4. Optimise navigation – big buttons

5. Limit scrolling to one direction – run on

When building a mobile site, remember to…


29

Mob

ile U

IC

onte

ntA

void

5. Limit scrolling to one direction – run on rails

6. Make the site content useful, mirror the desktop site content, but keep it practical

7. Give the user the option to navigate to the desktop site

8. Track & measure with analytics package

9. Avoid pop-ups

10. Avoid flash and java script

11. Avoid redirects

Available Tools:LINK: Google Mobile Site Builder

LINK: Mobile site template

What should I do now?

What should you do now?


Be Clear - develop your mobile strategy

Be Ready - don’t get left behind

Be Found - optimise your campaigns

Be Smart - understand the value of mobile


Thank You!


Thank You!

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how to set up a mobile campaign

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