The document discusses the growth of mobile internet usage in South Africa. Some key points: - Mobile internet usage is growing faster than desktop usage in South Africa. One in three searches in South Africa is now on a mobile device. - South Africa has a population of 49 million people, of which 98% have mobile phones and 29% have mobile devices that can access the mobile web. 16% have smartphones. - Smartphone penetration is expected to reach 80% by 2014, with over 42 million smartphone subscribers in South Africa already. - Mobile provides a complementary experience to desktop. While desktop is used more for in-depth sessions, mobile fills in times throughout the day for brief information needs. Marketers need to

1. Mobile
is
BIG
August
2011
Google Confidential and Proprietary

2. Mobile
is
growing
faster
than
Desktop
in
South
Africa
ZA
Mobile
vs.
Desktop
Query
Growth,
2007
-­‐
2011
1
in
3
searches
in
ZA
is
mobile!
Dec
2007
Dec
2008
Dec
2009
Dec
2010
Google Confidential and Proprietary
Source:
Google
internal
data
(indexed)

3. The
Mobile
Web
Audience
49M
Popula6on
of
SA
98%
Have
a
mobile
phone
Have
mobile
devices
that
can
browse
the
Mobile
29%
Web
16%
Have
smartphones
as
of
Jan
2011
14M
Mobile
Internet
users
Google Confidential and Proprietary

4. 80%
Smartphone
penetra6on
by
2014
16%
“More
Smartphones
than
42 million
Smartphone
penetra6on
Subscribers DSTV
subscribers”
in
SA
Google Confidential and Proprietary
Source:
Gartner

5. SA
WAP
Users
SA's
WAP
users
by
Race
SA's
WAP
users
by
LSM
4%
LSM
10
8%
LSM
9
Indian
LSM
8
22%
Coloured
LSM
7
67%
LSM
6
White
LSM
5
Black
LSM
4
LSM
1
-­‐3
0%
5%
10%
15%
20%
25%
30%
Data
represents
people
using
WAP
from
their
Mobile
phone
in
November
2009
Google Confidential and Proprietary

6. Why
Mobile
MaVers:
Mobile
is
complimentary
Google Confidential and Proprietary

7. Mobile
is
Always
On
and
Complements
Desktop
Daily
View
Weekly
View
Desktop
Searches
vs.
Mobile
Searches
Desktop
Searches
vs.
Mobile
Searches
Google Confidential and Proprietary
Source:
Ci6
Investment
Research
and
Analysis;
iCrossing
Mobile
U.S.
Google
Internal
Data,
2010

8. Your
Customer
Is
Going
Mobile
9:00
pm
7:00
am
Checks
out
a
YT
video
Checks
messages
while
on
the
couch
5:00
pm
8:00
am
Plays
new
game
on
Reads
news
on
the
way
the
Gautrain
to
work
3:00pm
10:00
am
Gets
direc6ons
to
the
Searches
for
a
coffee
shop
for
a
mee6ng
local
pub
12:00
pm
Checks
scores
and
texts
a
friend
at
lunch
Google Confidential and Proprietary

9. How
to
Win
in
Mobile
Google Confidential and Proprietary

10. Engage
Consumers
Across
the
Whole
Funnel
Searching
for
mobile
content
Browsing
mobile
content
Upper
Funnel
Digital
camera
reviews
Lower
Funnel
Canon
powershot
camera
Google Confidential and Proprietary

11. Mobile
Specific
Approach
to
Success
Branding
•
Get
your
site
mobile-­‐ready
Create
Awareness
Build
Brand
Preference
•
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
Direct
Response
•
Create
separate
mobile-­‐specific
campaigns
Drive
Sales
Promote
Mobile-­‐Exclusive
Offers
•
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
Google Confidential and Proprietary

12. Mobile
Ad
Strategies
and
Formats
Google Confidential and Proprietary

13. Google
Currently
Offers
4
Types
Of
Mobile
Adverasing
1
Search
Ads
2
Mobile
GDN
3
Mobile
YouTube
4
AdMob
(apps
and
web)
Google Confidential and Proprietary

14. Implement
Mobile
Search
Ad
Extensions
Click
to
Call
Sitelinks
Loca6on
Extensions
6
to
8%
CTR
increase
More
op6ons,
more
conversions
Loca6on
marker
&
expandable
map
20
to
30%
lower
CPAs
15
to
30%
CTR
increase
Improve
relevance
(1
in
3
searchs
are
local)
Google Confidential and Proprietary

15. Next
Steps
1
Define
Your
Mobile
Campaign
Goals
2
Make
Sure
your
Assets
Are
Mobile
Op6mized
3
Create
Mobile
Specific
Campaigns
4
Measure
Performance
Google Confidential and Proprietary

16. Define
Your
Mobile
Campaign
Goals
Generate
awareness
for
your
brand?
Drive
traffic
to
your
mobile
site?
Do
you
want
to:
Get
more
phone
calls
to
your
business?
Drive
foot
traffic
to
your
store?
Promote
a
mobile
applicaaon?
Google Confidential and Proprietary
16

17. Make
Sure
your
Assets
are
Mobile
Opamized
and
You
are
Providing
a
Posiave
Mobile
Experience
What
does
your
website
look
like
on
a
mobile
device?
Google Confidential and Proprietary

18. Separate
your
Mobile
Campaigns
from
your
Desktop
Campaigns
Clicks
Click-­‐through
rate
29%
11.5%
Hybrid
Mobile
only
Hybrid
Mobile
only
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.
Google Confidential and Proprietary
Source:
Google
internal
data,
Google
search
only

19. Adveraser
Targeang
Opaons
in
Mobile
Today
Google
Mobile
Targeang
Opaons
Network
OS
Carrier
Device
Ads
Mobile
Search
Android
Cell
C
Feature
phones
Text
asdasdasd
asdasdasda
sadasdasdasd
(WAP)
asdasdasdasdasd
Mobile
Display
iOS
MTN
Smart
phones
Banner
asdasd
asdasdasdasd
asdasdasdasd
(full
browsers)
asdasdasdasd
webOS
Vodacom
Tablets
HTML5
Google Confidential and Proprietary

20. Opamize
your
Mobile
Specific
Campaigns
1
Bids:
Start
with
aggressive
maximum
bids
(1x
to
2x
Search
bids)
to
build
strong
history
and
win
the
limited
auc6on
spots
available.
2
Keywords:
Look
at
analy6cs
to
see
which
keywords
are
currently
receiving
strong
mobile
traffic
(in
paid
or
natural
results)
and
leverage
those.
3
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.
4
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)
Google Confidential and Proprietary

21. Understand
your
Mobile
Traffic
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
Google Confidential and Proprietary

22. Mobile
Strategy
Summary
Be
Clear
Define
your
Mobile
campaign
goals
Engagement,
Downloads,
Purchases,
Test
drive,
Brochure
order
Be
Ready
Be
Found
Be
Smarter
Create
a
mobile-­‐op6mized
Build
mobile-­‐specific
Consistently
track
&
report,
and
site
and
user
experience
campaigns
op6mize
accordingly
Google Confidential and Proprietary

23. Thank
You!
Google Confidential and Proprietary