M2 roadshow us jesse haines, google

Google Confidential and Proprietary 1

Mobile Advertising OverviewMobile Squared Roadshow USA

November 2, 2010


Growth is accelerating


5x moreOn high-end devices than traditional WAP phones

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searches

Source: Google Internal Data

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500%

in mobile search from 2008 to 2010

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growth


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20% ofare voice searches mobile searches


Visual search on the rise


Media bridging possibilities?

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Google Confidential and Proprietary

Find what you want (online or off) with Shopper

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Search along route in Google Maps

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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

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Number of Searches

Search criteria



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


Internet behavior is similar across full browsers

Mobile Search Categories on iPhone vs. Desktop



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


What’s

working?


Mobile Search: Click to Call


Esurance Reduced CPA with Click-To-Call

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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


Click-to-Call drives performance

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Phone Extension – 6% increase in average CTR

Location Extension – 8% increase in average CTR


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


Maximize local

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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


Store Locator Ad Format

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So What?


Your Mobile Search Presence

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Be ClearEngagement, Downloads, Conversions, Test drive

Be SmarterBe ReadyBe Found


Be Clear: What’s your strategy?


Be Found: Optimize for The Small Screen

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46% greater click-through rate

119% greater conversion rate

11% lower cost-per-acquisition



Be ready: Build a mobile site

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Be smart: Use the data to maximize mobile


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?

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Thank You!

M2 roadshow us jesse haines, google

Technology

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