Headquartered in Princeton, New Jersey, Rosetta is a top ranked digital agency focused on Retail & Consumer Products, Healthcare, Financial Services, Communications, Media & Technology, Travel & Leisure and B2B markets.
After learning about what they could do with Google Mobile Ads, Rosetta was excited to take advantage of the mobile opportunity. One of their financial services clients, a Fortune 500 company, was the perfect candidate. Already working with the client on Google desktop search campaigns, Rosetta saw mobile as a great way to drive additional web traffic and conversions.

To accurately measure performance and optimize conversion costs, Rosetta set up separate mobile search campaigns targeting phones with full Internet browsers -- including iPhone and Android devices. Separating out the mobile from the desktop campaigns allowed the agency to have more control over their bids as well as the flexibility to shift their budget on the fly.

As a result, campaign performance exceeded expectations. Mobile click-through rates were almost eight times higher than desktop CTRs and the lift in incremental web traffic from mobile was significant. Most importantly, users were signing up for the client’s services via their phones.

“It’s shocking and amazing to see people on their mobile phones converting at a decent rate,” says Jason Tabeling Director of Search Media at Rosetta, “especially when they were completing the quote process for a new account [via] desktop, which is upwards of six pages.”

By investing in mobile optimized campaigns, Rosetta not only delivered results but also demonstrated the value of mobile to their client. “[Mobile] traffic is not a waste for us - it’s something that’s been incremental,” explains Tabeling.  “And it’s growing… as mobile continues to grow, we are excited to bring the opportunity to more of our clients.”

To learn more, please download the full case study here. To read about other case studies, check out our Mobile Success Stories.
Posted by Lauren Usui, Google Mobile Ads Marketing Team

Samsung and its agency, MediaVest, partnered with AdMob to promote a new line of LED 3D televisions to mobile users.

Samsung leveraged AdMob’s range of engaging ad units and network of premium sports sites to connect with it's desired audience of male sports fans ages 18-49. The Samsung team also ran an Insight Express brand study to measure the impact of mobile advertising on key brand metrics. 

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The campaign was very successful in helping Samsung achieve its goals and is a great example of how mobile is a measurable and effective solution for driving brand awareness. According to the brand study, users exposed to the campaign registered a 27% increase in intent to purchase a 3D TV and a 117% increase in agreement with the statement “Samsung brought the first 3D TV to the market" over the control group. Additionally, AdMob delivered 198K visits to Samsung’s post click experience and 50K video views on the mobile site.

To read the full Samsung case study, please click here.

Posted by Johanna Werther, Google/AdMob Mobile Ads Marketing Team

Earlier this year we launched click-to-call functionality, which enables customers to connect with businesses by phone directly from a mobile ad.  How are advertisers using the click-to-call feature? And is it working?  We’d like to share a case study that showcases how one national financial services advertiser used click-to-call to achieve their marketing goals.

Esurance is a San Francisco based auto insurance company dedicated to improving the way customers shop for, buy and manage their car insurance.  To support their new brand positioning -- “people when you want them, technology when you don’t,” the marketing team wanted to enable mobile phone users to quickly reach an agent live or interact with the company through the mobile web.

To do this, Esurance developed an iPhone app that provides users with quotes, insurance information and claim resources. They also launched mobile optimized landing pages for the campaign so that potential customers could easily get information via the mobile web.  Additionally, Esurance ran click-to-call ads on both feature and high-end mobile phones.  With click-to-call, an interested person could get in touch with an agent to obtain a personal quote in just a few steps.  To track the results of the campaign, Esurance used unique 800 numbers in their ads and optimized performance as soon as the campaigns went live.

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The results were impressive. Esurance significantly reduced acquisition costs, acquiring customers at 30% less than through other marketing channels. They also boosted conversion rates.  Click-to-call mobile ads drove a 30%-35% higher response and a 5-10% lower cost per click on mobile than on online.

Tolithia Kornweibel. Director of Online Marketing at Esurance, summed up her experience saying, “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.”

To learn more about Esurance’s approach, please download the full case study here. To read about other case studies, check out our Mobile Success Stories. 

Posted by Jesse Haines, Google Mobile Ads Marketing Team

Earlier this year we launched click-to-call location extensions for search ads appearing on mobile devices with full Internet browsers.  Today we’re excited to announce more ways location extensions can be used to connect with local users on the go, whether they are using their phones to browse the mobile web or engage in their favorite mobile apps. 

Many mobile consumers use maps to locate a business and get directions on their phones. With AdWords location extensions you can now  feature your business location and phone number on an expandable map ad  that can appear on mobile websites and apps in the Google Display Network. The ad appears as a banner text ad with a business icon that expands to show your business location on a Google map along with your ad creative, click-to-call phone number and option to get directions. Since ads can be served based on the user’s location, a potential customer will see the phone number and map of the store location that’s nearest to them.  By providing mobile consumers more options to connect with your business you can drive more traffic to your store, visits to your website or calls to your business.

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This new ad format is available on mobile devices with full Internet browsers and allows you to expand your advertising campaigns to reach highly engaged mobile users with relevant local information as they use their favorite apps or websites to check the weather, read the news, play games or pursue other mobile interests.  Advertising with location extensions on mobile devices is also great value because you’re  only charged when a user clicks to call the business or clicks to visit your website.  You are not charged when users click to expand the map or gets directions. The cost of a click to call your business will be the same as the cost of a click to visit your website.

Getting started with location extensions for mobile apps and websites 

1. Ensure your campaigns are opted into the Google Display Network. As a best practice, we recommend setting up separate location extensions campaigns for Search and Display networks.

2. Set up location extensions and add your business phone number and address.  Be sure to also upload your business logo or icon, or choose from the set of icons available. Your ad will display a default icon if none is chosen.

3. Check that you've chosen to show your ads on iPhones and other mobile devices with full Internet browsers.

That’s it! You don’t need any special programming skills to create the map, we’ll automatically generate it for you based on your business location. 

We hope that you’ll take advantage of this new ad format and the power of location extensions to create mobile-specific, locally relevant ads to reach mobile users on the go!

Posted by Dai Pham, Google Mobile Ads Marketing Team

It’s hard to believe that only a month ago the AdMob team moved from San Mateo to Google’s Mountain View campus. It feels great to be one team – the Google Mobile Ads team.

It’s an invigorating time to be at Google and in mobile advertising. Right before our eyes the audience is shifting beyond desktop to mobile. Advertisers and publishers are developing personalized and interactive mobile experiences. Simply put mobile is no longer just an addendum to an online ad campaign and the Google Mobile Ads team has been instrumental in driving this shift.

As we begin to figure out how to put our products together, I want to say that I’m very proud of this combined Google Mobile Ads team. This is an extremely talented group of people. Together we brought the Internet developer model to mobile, fostered an environment where advertisers can take advantage of desktop user behavior while leveraging the unique opportunities of mobile, and pioneered innovative ad formats. And we can’t wait to apply our collective strengths in reach, relevancy and accountability to take the mobile industry further.

So with that I’m very happy to introduce the new Google Mobile Ads blog, a place where the mobile community can learn about new developments from the Google Mobile Ads Team.

I’m excited for a great rest of the year. Keep on reading.

Omar

Posted by Omar Hamoui, Google Mobile Ads Team