Google and 180fusion Present: The Mobile Opportunity
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The document discusses the pervasive role of mobile devices in daily life, highlighting that 87% of millennials keep their phones close at all times, which emphasizes the necessity for businesses to optimize their online presence for mobile users. It outlines key strategies for mobile marketing, including the importance of mobile-friendly websites, fast load times, and effective ad placements to enhance customer engagement and conversion rates. The document also suggests leveraging mobile-specific features and tracking metrics to improve advertising efficiency and drive sales.
Google and 180fusion Present: The Mobile Opportunity
- 1. Confidential + ProprietaryConfidential + Proprietary Presenters: Jessie Hochhalter Brad Keys Sales Strategy & Enablement | Google Director of Sales | 180fusion The Mobile Opportunity
- 2. Confidential + Proprietary The Mobile Revolution is already here people with smartphones globally 1.5B 87%of millennials say their phone “never leaves their side” 50%people use mobile as their primary device 5Bnext 5B will come online via mobile
- 3. Confidential + Proprietary We don’t go online. We live online.
- 4. Confidential + Proprietary http://www.nydailynews.com/life-style/addicted-phones-84-worldwide-couldn-single-day-mobile-device-hand-article-1.1137811 Smartphones are always on, always with you 84% cannot spend a day without their smartphone
- 5. Confidential + Proprietary Proprietary + Confidential Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Average time spent per day by US adults shifts toward digital Source: eMarketer 2015 - via US Census 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 TV Radio Print Digital Other 2011 2015
- 6. Confidential + Proprietary Proprietary + Confidential Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Most of the growth in digital from here on out will be from mobile TV Radio Print Digital Other 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 2011 2015 D+L M D+L M Source: eMarketer 2015 - via US Census
- 7. Confidential + Proprietary Mobile search ads Mobile display ads Mobile app ads Mobile will account for 72% of total U.S. ad spend by 2019 emarketer.com/Article/US-Digital-Ad-Spending-Will-Approach-60-Billion-This-Year-with-Retailers-Leading-Way/1012497
- 8. Confidential + Proprietary Mobile is everywhere
- 9. Confidential + Proprietary Midnight 3am 6am 9am 12pm 3pm 6pm 9pm Google internal, 2014 Mobile is all the time
- 10. Confidential + Proprietary Mobile changes the way we shop
- 11. Confidential + Proprietary Location Extensions Mobile Sitelinks Call Extensions Mobile Preferred Creative Mobile changes the way we shop
- 12. Confidential + Proprietary 8:30 am On phone Scooter RepairScooter Repair Dave’s Scooter Repair Shop example.com Free Estimates. Schedule your Repair Today! Schedule Online – Store Locator Call 11:14 pm On phone Dave’s Scooter Repair Shop example.com Free Estimates. Schedule your Repair Today! Schedule Online – Models Serviced Mobile changes the way we shop
- 13. Confidential + Proprietary Step 1: A Great Mobile Website
- 14. Confidential + Proprietary 61%will leave your site if they cannot find information right away Source : Google Mobile Ads Blog
- 15. Confidential + Proprietary 67%are more likely to buy a product or service, if the website is mobile - friendly 74%are more likely to return to a website if it is mobile - friendly Source : Google Mobile Ads Blog Great mobile websites help drive sales and customer loyalty
- 16. Confidential + Proprietary Site Optimization Drives Conversions Source: Criteo State of Mobile Commerce Report Q2 2015
- 17. Confidential + Proprietary (7.083 seconds = avg load time for US retail mSites*) *Source: www.businessinsider.com Mobile-friendly sites: webpage speed
- 18. Confidential + Proprietary 40% abandon if a site takes >3 sec to load 47% expect a page to load in <2 sec 52% say fast load time is important to brand loyalty Source: Kissmetrics Mobile-friendly sites: webpage speed
- 19. Confidential + Proprietary Compared to a page that loads in 1 second Source: http://conversionxl.com/ seconds 3seconds -22% pageviews -22% conversions +50% bounce rate Mobile-friendly sites: webpage speed
- 20. Confidential + Proprietary >>Ease of Finding Products, Store Hours, and Locations most requested features for mobile users three years running!* DELIVER CONTENT SIMPLY AND EASILY and you’ll be the clear leader 91% of consumers say access to content any way they want is important. Source: Exact Target http://www.exacttarget.com/sites/exacttarget/files/deliverables/etmc-2014mobilebehaviorreport.pdf Source: http://www.siteworx.com/globalassets/white-papers/mobile-commerce-2015.pdf?_cldee=bGl6enlnQGdvb2dsZS5jb20%3d&urlid=4
- 21. Confidential + Proprietary Attribution Models
- 22. Confidential + Proprietary Typical attribution Oh, I was just walking by... How did you hear about us?
- 23. Confidential + Proprietary The most common attribution model – is it fair? Last Click
- 24. Confidential + Proprietary Proprietary + Confidential 0% credit 0% credit 0% credit 100% credit
- 25. Confidential + Proprietary Mobile Changes The Way We Shop
- 26. Confidential + Proprietary ● Checkout/form complexity ● Navigational complexity ● Barriers to conversion ● Site speed Why Might Mobile Traffic Not Convert?
- 27. Confidential + Proprietary “I don’t see much value coming from our mobile campaigns. Let’s decrease the spend there.” Why Else?
- 28. Confidential + Proprietary Adjust Your Mindset
- 29. Confidential + Proprietary Online to Offline Online Commerce via PC via Store Lookup via Click to Call via Store to Online (Showrooming) via PC via Mobile App via Mobile Web via Cross-Device Activity Mobile Means a Whole New World of Conversions
- 30. Confidential + Proprietary 90%of consumers start on one device and end on another
- 33. Confidential + Proprietary On mobile, the top 2 ad positions generate the vast majority of the clicks, as consumers often don’t scroll to the bottom of the mobile results page ● For Driving Phone Calls: Make sure you bid enough to be seen, in the top 1-2 spots ● For ROI goals: Use mobile value to determine mobile bid adjustment - this will make sure you are optimizing for conversions. E.g. Are you consistently on top for mobile searches? Mobile Strategy and Campaign Development
- 34. Confidential + Proprietary 34xWas the increase in Google search interest for near me since 2011 and nearly doubled since last year. Do you have a “near me” strategy?
- 35. Confidential + Proprietary Analyze Mobile Friendliness google.com/webmasters/tools/mobile-friendly/
- 36. Confidential + Proprietary Analyze Page Speed developers.google.com/speed/pagespeed/insights/
- 37. Confidential + Proprietary Let’s take advantage of this...
- 38. Google Confidential and Proprietary Organic Paid
- 39. Confidential + Proprietary 180fusion- Mobile Philosophy ● Mobile Responsive Site UX ● Know Your Funnel ● Take Up the Real Estate ● Track Metrics (ie: Call Tracking) ● Optimize for profitability ● Leverage Opportunities
- 40. Confidential + Proprietary 1. Page Speed load time 2. Clear and Focused Content 3. Simple Menu and Navigation 4. Design for Touch 5. Image Compression 6. Mobile Specific Features Bonus!! 1. Structured Data 2. AMP - Accelerated Mobile Pages Mobile Site Best Practices
- 41. Confidential + Proprietary Display Advertising Social Advertising Search (Intent) Branded Search Remarketing- Google Display Retargeting- Social Media Email Remarketing Organic Social Your Digital Funnel (Example)
- 42. Confidential + Proprietary Take up the Mobile Real Estate
- 43. Confidential + Proprietary This is no longer what ecommerce looks like Optimize:
- 45. Confidential + Proprietary Proprietary + Confidential Optimize: Split Test Ad Copy ● Ads that use the word “expert” are ~47% more likely to get clicks to the website than those that use the word “pro” ● Ads that use the word “expert” on average cost 46% less per click than those that use the word “pro”
- 46. Confidential + Proprietary Proprietary + Confidential Everyone is Different - Optimize Based on Metrics ● Click Costs between Mobile and Desktop ● Higher Position on Mobile (between 1-2nd position = Mobile is still less expensive) ● Cost per conversion on Mobile is considerably lower thus positive mobile bid adjustments
- 47. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Opportunities: Remarketing Lists for Search Ads (“RLSA”) Remarketing pixel placed on your site (or Google Analytics, or Google Tag Mgr) RLSA Targeted AdWords search campaigns: Desktop, Mobile, and Tablet Targeted Google Display Network ads Create “Audience” list of visitors* * Create and edit a remarketing list: http://support.google.com/adwords/answer/2454064 How it works
- 48. RLSA: The Data looks Great!!
- 49. Google Confidential and Proprietary ● Email marketing yields an average 4,300% return on investment for businesses in the United States. (Direct Marketing Association) ● Small business owners estimate that getting an extra hour in their day back from doing their own email marketing (and other activities) is worth $273/hour. (Constant Contact) ● For every $1 spent on email marketing, the average return on investment is $44.25. (EmailExpert) ● 70% of people say they always open emails from their favorite companies. (ExactTarget) Opportunities: Email Marketing
- 50. Proprietary + Confidential Opportunities: Super Remarketing
- 51. Google Confidential and Proprietary
- 52. Proprietary + Confidential Opportunities: Text Ads for Lead Generation
- 53. Confidential + Proprietary Opportunities: AMP Accelerated Mobile Pages load four times faster and use eight times less data than traditional mobile-optimized pages
- 54. Confidential + ProprietaryConfidential + Proprietary Thank you! Questions? [email protected]