Google Confidential and Proprietary 1

Mobile Advertising OverviewMobile Squared Roadshow USA

November 2, 2010

Google Confidential and Proprietary 2

Growth is accelerating

Google Confidential and Proprietary 33

Growth is accelerating

Google Confidential and Proprietary 4

5x moreOn high-end devices than traditional WAP phones

© gv91

searches

Source: Google Internal Data

4

Google Confidential and Proprietary 5

500%

in mobile search from 2008 to 2010

© gv91

growth

Source: Google Internal Data

5

Google Confidential and Proprietary 6

20% ofare voice searches mobile searches

Google Confidential and Proprietary 7

Visual search on the rise

Google Confidential and Proprietary 8

Media bridging possibilities?

8

Google Confidential and Proprietary

Find what you want (online or off) with Shopper

9

Google Confidential and Proprietary

Search along route in Google Maps

10

Google Confidential and Proprietary 11

Google Confidential and Proprietary 12

Super Bowl 2010 – Mobile Search Behavior

godaddy

dockers

• the who• roger daltrey• pete townshend

• how to impress a french girl

• NFL• super bowl 2010• peyton manning

7 Feb 201014:30

7 Feb 201015:00

7 Feb 201015:30

7 Feb 201016:00

7 Feb 201016:30

7 Feb 201017:00

7 Feb 201017:30

7 Feb 201018:00

Number of Searches

Search criteria

Source: Google Internal Data

Google Confidential and Proprietary

Search patterns suggest that mobile search is incremental to desktop search

Mobile search peaks at night versus desktop search which peaks during the morning

Source: Citi Investment Research and Analysis, iCrossing Mobile, 2010

Google Confidential and Proprietary 14

Internet behavior is similar across full browsers

Mobile Search Categories on iPhone vs. Desktop

Source: Google Internal Data

Google Confidential and Proprietary 15

Mobile consumers are looking for local information

Find local store hours

Get driving directions

Browse What’s

Near Me Now

Locate a business

on maps

Search near My Location

Find friends nearby

1 in 3 mobile search queries have local intent

Call a local business

Source: Kelsey Group

Google Confidential and Proprietary 16

What’s

working?

Google Confidential and Proprietary 17

Mobile Search: Click to Call

Google Confidential and Proprietary

Esurance Reduced CPA with Click-To-Call

18

Results

Improved CPA: Acquired customers at about 20-30% less cost than through other marketing channels

Boosted conversion rates: Calls coming from click-to-call mobile ads were more likely to result in sales

Improved convenience: Enabled potential customers to reach the company faster and easier

“The click-to-call feature of Google mobile ads is key, because it allows a user to connect to us directly after a search – so customers have a great user experience, and we get a positive return on investment.” —Tolithia Kornweibel, Director of Online Marketing, Esurance

What They DidSuccessfully deployed Google mobile ads’ click-to-call to connect mobile users with car insurance agents and drive increased revenue

Google Confidential and Proprietary

Click-to-Call drives performance

19

Phone Extension – 6% increase in average CTR

Location Extension – 8% increase in average CTR

Google Confidential and Proprietary 20

New Search Formats: Offers

Test Results

Incremental store traffic: Weekly in-store coupon redemptions doubled

Increased sales: Offers drove higher average order value in stores than usual

Efficient & Effective Ad Format: Achieved CTR 28% higher than standard mobile ads, with CPC 32% lower

Google Confidential and Proprietary

Maximize local

21

Google Confidential and Proprietary 22

Hyperlocal

“Since Enterprise Rent-A-Car has neighborhood and airport locations within 15 miles of 90 percent of the U.S. population, Google's hyperlocal ad feature is an excellent medium to help our customers find us at the exact moment they need us most.”

-Laura Bryant, Enterprise

Google Confidential and Proprietary

Store Locator Ad Format

23

Google Confidential and Proprietary 24

So What?

Google Confidential and Proprietary

Your Mobile Search Presence

25

Be ClearEngagement, Downloads, Conversions, Test drive

Be SmarterBe ReadyBe Found

Google Confidential and Proprietary 26

Be Clear: What’s your strategy?

Google Confidential and Proprietary

Be Found: Optimize for The Small Screen

27

46% greater click-through rate

119% greater conversion rate

11% lower cost-per-acquisition

Source: Google Internal Data

Google Confidential and Proprietary

Be ready: Build a mobile site

28

Google Confidential and Proprietary 29

Be smart: Use the data to maximize mobile

Google Confidential and Proprietary

Takeaways

Be clear what is your strategy?

Be ready is your site good to go?

Be found are you available?

Be smart what does the data say?

30

Thank You!