Mobile Advertising in Belgium and how to implement this successfully? by Lieselotte Van Tieghem & Kenneth Tallir (Wijs)

Mobile Day20 november 2014

Hi! I’m Lieselotte.

Hi! I’m Kenneth.

We work at WijsA digital Agency in Ghent

Mobile is boring

!

‣ 2009: the year of mobile ‣ 2010: the year of mobile ‣ 2011: the year of mobile ‣ 2012: the year of mobile ‣ 2013: the year of mobile ‣ 2014: the year of mobile

→

Smartphones/tablets became your

life companion

The consumer is …

The consumer is …

always connected

The consumer is …

always connectedalways on

The consumer is …

always connectedalways on

all over the place

every marketeer

RIP AIDA

RIP SILO

Team Traffic

Team WebsiteTeam Conversion

Team Usability

RIP simplicity

RIP simplicity

It’s all about continuity, context and

relevance

But what possibilities do we have in Search Engine Marketing to makes this a reality?

An e-commerce website

A brick-and-mortar website

Mobile growth of Meubis

Mobile growth of Van Marcke

Mobile advertisingGet it right.

‣ Focus on mobile behaviour!

‣ Brick and mortar: often focused on connecting with or finding info on stores

‣ E-commerce: browsing / saving for later >> buying

Mobile advertising

KEEPIT SHORT & SIMPLE

MOBILE ADS

Mobile preferred callout extensions

Call Extensions

Mobile preferred Ad Extensions

LOCATION EXTENSIONS

Results

!Meubis' call extensions delivered 3.892 direct calls

since January 2014. !!!!

Van Marcke's location extensions received 191.151 impressions and 19.281 clicks since January 2014.

Results

Don't disappoint your customer.

Get it right after the click.

Mobile-first design

Checklist:

☑ Most important info first

☑ Easy navigation

☑ Clear call-to-actions

☑ Performant site search

...

Track every action that matters to you.

Appointments

Contact page or form

Clicks on e-mail address

Use of store locator

...

Phone number clicks

Call back forms

...

Wishlist / bookmarks

Catalogue downloads

Account creations

Mail subscriptions

Social actions

...

What is the return of mobile advertising?

E-commerce: easy.

1 7,44

3,71

Return on ad spend

1

Brick and mortar: value every conversion.

703 Appointments or contact

7.348 Clicks on phone number

Map all your conversions

MACRO CONVERSIONS MICRO CONVERSIONS

41.002 Views oflocation details

15.809 Catalogue downloads

Value each conversion appropriatelyDE WAARDE VAN MOBIEL 1 augustus 2014 - 31 oktober 2014

Ingevulde contactformulieren

Klikken op locatie-extensies

Klikken op oproepextensies

Bezoek winkeldetails

Oproep vanop de website

Sociale acties

Downloads van brochures

9

61

893

87 96

18

NA

288

180

9699 0 0

NA

3040

10 5 2 5 5

1

1

90

305

1786

435 480

0

18

2880

900

19398 0 0

0

3040

DE WAARDE VAN MOBIEL 1 augustus 2014 - 31 oktober 2014

Ingevulde contactformulieren

Klikken op locatie-extensies

Klikken op oproepextensies

Bezoek winkeldetails

Oproep vanop de website

Sociale acties

Downloads van brochures

9

61

893

87 96

18

NA

288

180

9699 0 0

NA

3040

10 5 2 5 5

1

1

90

305

1786

435 480

0

18

2880

900

19398 0 0

0

3040

1.091

6.257

938 3.758

0

0

Filled out contact forms

Clicks on location extensions

Use of store locator

Clicks on call extensions

Calls from website

Catalogue downloads

10

5

2

5

5

194 15.715

22 681 220 6.810

3.976 32.330

4.690 18.790

7.952 64.660

12.514 0

05.455

94 15.715

DE WAARDE VAN MOBIEL 1 augustus 2014 - 31 oktober 2014

Mobiele Waarde

Desktop/Tablet Waarde

Mobiele Investering

Desktop/Tablet Investering

3114 Euro

1246 Euro

26218 Euro

19908 Euro

Mobiele ROI = +150%

Desktop/Tablet ROI = +30%

30.925 €Mobiele waarde

12.370 €Mobiele investering

105.975 €

80.469 €Desktop/tablet investering

Desktop/Tablet ROI = +30%

Mobiele ROI = +150%

Desktop/tablet waarde

Mobile will continue to rise.

Mobile is not new. Users are simply evolving, and so should you.

Mobile is becoming a bigger part of the picture.

‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)

5 Key takeaways

‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)

‣ Users behave differently on mobile (For real??)

5 Key takeaways

‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)

‣ Users behave differently on mobile (For real??)

‣ Make your search engine advertising campaigns mobile-ready

5 Key takeaways

‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)

‣ Users behave differently on mobile (For real??)

‣ Make your search engine advertising campaigns mobile-ready

‣ Match your website with the expectancy of your mobile visitors

5 Key takeaways

‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)

‣ Users behave differently on mobile (For real??)

‣ Make your search engine advertising campaigns mobile-ready

‣ Match your website with the expectancy of your mobile visitors

‣ Measure every relevant action, no matter how small

5 Key takeaways

‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)

‣ Users behave differently on mobile (For real??)

‣ Make your search engine advertising campaigns mobile-ready

‣ Match your website with the expectancy of your mobile visitors

‣ Measure every relevant action, no matter how small

‣ Calculate the full value of mobile advertising

5 Key takeaways

‣ Lieselotte Van Tieghem

‣ [email protected]

!

‣ Kenneth Tallir

‣ [email protected]

‣ be.linkedin.com/in/kennethtallir

‣ twitter.com/kenneth_tallir

Questions?