Mobile Training Atcore

Google Confidential and Proprietary
Mobile Training

Google Confidential and Proprietary 2
Mobile Low Down
Mobile Optimization Techniques
How best to approach your Client
Mobile Best practices & Stories from the Field
Agenda!

2013:
more internet users on
mobiles than computers
Source: Morgan Stanley, Feb 2010 Google Confidential and Proprietary

4
Handsets are launching quickly
2010 Smartphone
shipment to grow by
22%
38% of mobile phones
worldwide will be smart
phones by 2013
Source: Canalys 2010

2010E200920082007
Desktop internet users
Mobile internet users
2015E2014E2013E2012E2011E
5
Mobile Will Be Bigger Than Desktop Internet in 5 Years
Global Mobile vs. Desktop Internet User Projection 2007
– 2015E
Source: Morgan Stanley Research
There is debate as
to WHEN mobile internet users
will become more numerous
than desktop. There is no
debate IF it will happen
2.0 billion
1.5 billion
1.0 billion
500 million

Google Confidential and ProprietaryGoogle Confidential and Proprietary 6
Mobile Ads can be Targeted to Specific Platforms
Palm Pre iPhone/iTouch Android
AdWords Campaign Settings

Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google offers 3 types of mobile advertising
7
(1) Search Ads
(2) Web display ads
(3) App display ads

8
(1) Mobile Search Ads

Click-to-call Location Extension
Click-to-call Phone Extension Click-to-download for Apps
Offers - beta
(1) Mobile Search Ads – Resemble Desktop ...
but they do offer a lot more!

Two Types of Click-to-Call Phone Numbers
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 extensions
to display your local
business phone number to
nearby users on mobile
devices with full browsers
1 2
Use phone extensions
to display your national
phone number to all users on
mobile devices with full
browsers
Click-to-call Phone ExtensionClick-to-call Location Extension

Enable click-to-call in 2 easy steps
1. Navigate to Ad Extensions tab, choose “Phone Extension,” then select “New Extension”
2. Enter your campaign, country, and phone number and hit Save!
2
Note: To enable click-to-call in location extensions, simply add a phone number to your location extension and make sure
you are opted into high end mobile.
1

(2) Mobile Display Ads

Mobile Image Ad Sizes/Specs
• 300x50
• 250x250
• 200x200
• 300x250
Text ads Specs
-3 lines: (25 characters, 35 characters, 35
characters)
-Display URL 35 characters
Mobile display ads appear throughout
the Google Display Network (Text and Image possible)
Optimized Mobile Page
Desktop Sites Viewed via
High End Mobile Devices
• All Image Ad Units are 50k Max
• GIF, JPG or PNG - No Flash
• Animation: Yes
• Geo-Target capable
• No 3PAS

Click to Download App
Click-to-call Phone Extensions
Location extensions
Text ad
Formats for display & apps are rapidly expanding
Expandable Video Ad – beta

Introducing Click to Call for Mobile Content & Apps
New ad format for clients advertising on mobile content and apps that allows users to click to call
and connect directly with the advertised business.
Mobile Content Mobile Apps

AdWords Mobile Reporting

Device Reporting from the Campaigns Tab
17

Extensions Tab Provides Additional Reporting
18

Google Analytics

Mobile Reporting with Google Analytics

Track Activity from High-End Devices
Source: 8pt, medium gray
 New reports show details for mobile visits
 View by devices or carriers

Mobile Low Down - Key Take-Aways
  Encourage your advertisers to focus their spend on High End Mobile
(Smartphones)
  Create Mobile Only Campaigns to better allocate budget, optimise
and track campaign effectiveness
  Mobile Search ads offer great flexibility for advertisers
  Use the Reporting and Analytics options available to you to
optimise. They work just as well on Smartphones as on Desktops
22

Mobile And PC Search: An Inverse Relationship
2
3
Achieve incremental reach with mobile.
Light PC users are 30%
more likely to use mobile
than heavy PC users
Traffic
7am
1pm
8pm
11p
m
Time of Day
Source: Internal Data
Desktop Traffic
Mobile Traffic

2
4
The Optimization Basics!

25
=
  Tightly themed ad groups
  Creatives and keywords should be relevant to the landing page
  Broad and Brand keywords will generate more volume. Unnecessary to reduce
keyword list for Mobile
  Mobile is Competitive! Initially set aggressive bids to help build strong history
The Same Logic For Desktop Can Be Used For Mobile

2
6
Golden Rules for Optimizing!

Golden Rules of Mobile Optimization
27
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

2
8
Rule Number 1
Separate Campaigns

(1) Benefits of targeting mobile separately
More Control
Set bids and budgets just for mobile, run separate reports to track results,
easier optimisation.
Relevant Messaging
Include messaging with a strong mobile call-to-action and use relevant ad
formats.
Better Targeting
With AdWords you can target different carriers and devices.
Separate campaigns are the best way to guarantee stronger results.

3
0
Rule Number 2
Optimize Your Keyword Lists

(2) Add local specific search terms
3
1
Walk into a
store
Phone the
business
Get 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
Source: The Kelsey Group, 2009
Mobile advertising allows you to reach customers
who are close to point-of-sale and want to spend now.

3
2
Rule Number 3
Create compelling Ad Text

(3) Boost CTR with relevant ad text
Villas in Spain
100s of villas to choose from.
Discount for online bookings!
www.easytplanner.co.uk
Villas in Spain
100s of villas to choose from.
Search easily on our mobile site!
www.easytplanner.co.uk
Singood’s Restaurant
Fine dining for any occasion.
Fresh, organic ingredients.
www.abcfood.co.uk
0207 031 1000 - 15 Parkin Street,
London
Singood’s Restaurant
Fine dining for any occasion.
Call us now to reserve a table!
www.abcfood.co.uk
0207 031 1000 - 15 Parkin Street,
London
Call out click-to-call functionality, mention the fact the user is on a mobile.
Desktop Search Mobile Search

3
4
Rule Number 4
Bid and Budget for Mobile

Lower Ad Slots
•  Ads appear below search
listings.
•  A maximum of three ad
slots.
•  Users have to scroll to see
ads, lower visibility and
CTR.
Competitive Bidding
•  Ads appear above the
search listings
•  A maximum of two slots
•  High visibility and higher
CTR.
(4) Bid and budget competitively
Ads appear on high end mobile devices as the default: competition is
strong for fewer ad slots (5 on mobile vs. 11 on desktop).

3
6
Rule Number 5
Track Your Performance

(5) Tracking and performance tips
  Evaluate performance based on conversion volume and CPA
  Fix what’s not working
Refine keywords, add negative keywords, use phrase or exact match with
general keywords, adjust bids to reach target CPA levels, pause under-
performing ad groups
  Do more of what is working
Add relevant 2-3 word keywords, replicate creative formats, increase bids
on strong keywords to boost traffic, expand use of top-converting landing
pages
  Try something new
Expand campaigns, extend targeting to the Display Network,
add display creatives,
test click-to-call and click-to-download formats
37

3
8
Rule Number 6
Optimize Mobile Website

(6) Landing Pages are the Key To Conversions
Good Better
HTML Site on
iPhone
Optimize Mobile
Landing Page
iPhone App
3
9

4
0
CodeSimplicityMobileUIContentAvoid
1.  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
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
(6) When building a mobile site, remember to…

Questions from Customers
How should I begin
with AdWords
Is it cheaper on
Mobile
Should I build an App
or a Mobile Site?
Click to Call? Free
number or Shared
cost number?
How much traffic
am I able to get
from Mobile?
Mobile SEM…can
you tell me what
to do?
Can you help me
develop an
Android app?
Can you help me
with promoting my
Android App?

Answer we can offer Customers
Separate our your
campaigns
The mobile
auction is a little
less competitive
at the moment.
A mobile Site can
Reach all Devices
A Free number will
trigger more calls
It varies, some local
business are getting
10% on Mobile The Auction is the
same on Mobile
We can try to assist
you but won’t write
your app for you
If the app is amazing
or we’ve helped with
development it might
be possible to help
with marketing

Customer insights
We want people
to see our Movie
Trailers and
Expandables are
a very interesting
ad format!
Click to call works like a
charm for Travel insurance
We are actually
selling Make-up on
mobile, despite our
flash heavy Site
Customers are
using Click to Call
for Health insurance
We are a platform for
food delivery services
and 10% of traffic
comes from Mobile!

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