Google and 180fusion Present: The Mobile Opportunity

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Presenters:

Jessie Hochhalter Brad KeysSales Strategy & Enablement | Google Director of Sales | 180fusion

The Mobile Opportunity

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The Mobile Revolution is already here

people withsmartphones globally

1.5B 87%of millennials say their phone

“never leaves their side”

50%people use mobile as their primary device

5Bnext 5B will comeonline via mobile


We don’t go online. We live online.


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


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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

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7:00

TV Radio Print Digital Other

2011

2015




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

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2011

2015

D+L M

D+L

M

Source: eMarketer 2015 - via US Census


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


Mobile is everywhere


Midnight 3am 6am 9am 12pm 3pm 6pm 9pm

Google internal, 2014

Mobile is all the time


Mobile changes the way we shop


Location Extensions Mobile

SitelinksCall

Extensions Mobile PreferredCreative



8:30 am

On phone

Scooter RepairScooter Repair

Dave’s Scooter Repair Shopexample.comFree Estimates. Schedule your Repair Today!Schedule Online – Store Locator

Call

11:14 pm

On phone

Dave’s Scooter Repair Shopexample.comFree Estimates. Schedule your Repair Today!Schedule Online – Models Serviced



Step 1: A Great Mobile Website


61%will leave your site if

they cannot find information right away

Source : Google Mobile Ads Blog


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


Site Optimization Drives Conversions

Source: Criteo State of Mobile Commerce Report Q2 2015

http://www.criteo.com/media/2501/criteo-state-of-mobile-commerce-report-q2-2015-ppt.pdf


(7.083 seconds = avg load time for US retail mSites*)

*Source: www.businessinsider.com

Mobile-friendly sites: webpage speed

http://www.businessinsider.com/retailers-look-at-the-mobile-web-opportunity-2014-12#ixzz3M4u6d8ej


40%abandon if a

site takes >3 secto load

47%expect a page

to load in <2 sec

52%say fast load time

is important to brand loyalty

Source: Kissmetrics


http://blog.kissmetrics.com/loading-time/?wide=1


Compared to a page that loads in 1 second

Source: http://conversionxl.com/

seconds3

seconds

-22%pageviews

-22%conversions

+50%bounce rate



>>Ease of Finding Products, Store Hours, and Locations most requested features for mobile users three years running!*

DELIVER CONTENT SIMPLY AND EASILYand 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.pdfSource: http://www.siteworx.com/globalassets/white-papers/mobile-commerce-2015.pdf?_cldee=bGl6enlnQGdvb2dsZS5jb20%3d&urlid=4

http://www.exacttarget.com/sites/exacttarget/files/deliverables/etmc-2014mobilebehaviorreport.pdf


Attribution Models


Typical attribution

Oh, I was just walking by...

How did you hear about us?


The most common attribution model – is it fair?

Last Click



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Mobile Changes The Way We Shop


● Checkout/form complexity

● Navigational complexity

● Barriers to conversion

● Site speed

Why Might Mobile Traffic Not Convert?


“I don’t see much value coming from our mobile campaigns. Let’s decrease the spend there.”

Why Else?


Adjust Your Mindset


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


90%of consumers start on one device and end on another




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


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?


Analyze Mobile Friendliness

google.com/webmasters/tools/mobile-friendly/

https://www.google.co.uk/webmasters/tools/mobile-friendly/


Analyze Page Speed

developers.google.com/speed/pagespeed/insights/

https://www.google.co.uk/webmasters/tools/mobile-friendly/


Let’s take advantage of this...

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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


1. Page Speed load time2. Clear and Focused Content3. Simple Menu and Navigation4. Design for Touch5. Image Compression6. Mobile Specific Features

Bonus!!

1. Structured Data2. AMP - Accelerated Mobile Pages

Mobile Site Best Practices


Display AdvertisingSocial Advertising

Search (Intent)Branded Search

Remarketing- Google Display Retargeting- Social MediaEmail RemarketingOrganic Social

Your Digital Funnel(Example)


Take up the Mobile Real Estate


This is no longer what ecommerce looks likeOptimize:




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”



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



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 GoogleDisplay Network ads

Create “Audience” list of visitors*

* Create and edit a remarketing list:http://support.google.com/adwords/answer/2454064

How it works

http://support.google.com/adwords/answer/2454064

http://support.google.com/adwords/answer/2454064

RLSA: The Data looks Great!!


● 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

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Opportunities: Text Ads for Lead Generation


Opportunities: AMP

Accelerated Mobile Pages load four times faster and use eight times less data than traditional mobile-optimized pages

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Thank you!Questions?

[email protected]

Google and 180fusion Present: The Mobile Opportunity

Technology