We’re excited to announced that on June 16th we’ll be sharing the initial findings from a global research study conducted on behalf of Google by Ipsos GmbH and TNS Infratest.
As mobile continues to grow in different countries around the world, we wanted to learn more about how people are using their mobile devices and the readiness of businesses to engage consumers via mobile. Two separate surveys informed this study: an online consumer-facing survey of thousands of smartphone users in 30 different countries, and a business-facing survey conducted in 5 countries (U.S., U.K., France, Germany, Japan) which incorporated 1,000 phone interviews with marketing decision makers.
We are working closely with the MMA to help marketers better understand the mobile opportunity. The MMA’s North American Managing Director, Michael Becker commented, “As the study shows, smartphones are used extensively by consumers and are a powerful new tool in engaging the marketplace. We look forward to working with Google to help mobile ecosystem members identify opportunities worldwide leveraging the results of this research.”
Don’t miss this exciting launch. Gain more insight into mobile user behavior and business readiness at theMMA Forum in New York City on June 16th, where I will present the findings at 4:40 pm at the "Global Insights on Consumer and Business Mobile Adoption and Readiness"session. Additional data and insights will be rolled out over the course of the next few months.
We hope to see you at the MMA forum but if you can’t make it, we’ll be posting the presented findings here on the Google Mobile Ads blog after the session.
Posted by Owen Charlebois, Global Manager, Advertising, Marketing and Media Research
Over the last year, smartphones have become an indispensable shopping companion for mobile users on the go. Our recent Smartphone User Study found that 79% of smartphone consumers use their phones to help with shopping activities, such as finding more product info, comparing prices or locating a retailer. So today we are excited to announce that we’re bringing two desktop ad formats to the mobile platform that help advertisers meet these key mobile shopper needs: Product Extension Ads and Product Local Ads.
Product Extension Ads Product Extension Ads enable you to easily display relevant product images and details directly in your mobile search ads. Since many mobile users are searching for product information while they are in a store or on the go, including this type of information in your ads can help youstand out by highlighting the products you carry and help drive mobile conversions for specific products on your site. Product Extension Ads are enabled by linking your Google Merchant Center account to your AdWords campaign. When your mobile search ad appears, and your Google Merchant Center account contains products that are relevant to the searcher’s query, Product Extensions show the product images, titles, and prices of your products in a plusbox under your ad.
Product Local Ads An enhancement to Product Extension Ads, Product Local Ads show the actual availability of products in local stores along with the product image and price all within the mobile ad. This ad format takes advantage of one of the things that makes mobile uniquely powerful, the phone's greater location aware capabilities. That's why we're especially excited to bring Product Local Ads to mobile where location is even more relevant to user's searches. Now advertisers can better show what they have in-stock to users who are nearby and ready to buy their products. With the same Smartphone User Study showing that 54% of smartphone shoppers use their phones to locate a retailer and 34% search for a store’s product inventory, Product Local Ads help mobile shoppers complete their goals and can drive more in-store purchases.
Product Local Ads are eligible to show based on location signals such as as local search queries and device location which users opt-in to share. Currently available as a limited beta, Product Local Ads require you to submit your local product inventory data to Google through a Google Merchant Center account and submit your business information to Google through a Google Places account.Learn more.
Together both of these new mobile ad formats can help you build a strong cross-channel strategy as Product Extension Ads help drive online sales and Product Local Ads can help drive offline sales with increased foot traffic to local stores.
At this time Product Extensions Ads are available in the United States, United Kingdom, France, Germany, Italy, Spain, Netherlands, and Australia on mobile devices with full Internet browsers. Product Local Ads are available in the United States. For instructions on how to link your Google Merchant Center account with your AdWords campaigns to take advantage of these ad formats, please review this Help Center article.
We’re constantly working to bring new and better ways for our advertisers to connect with customers. We hope you’ll find Product Extension Ads and Product Local Ads for mobile useful in your campaigns and in growing your business.
Posted by Surojit Chatterjee, Product Manager, Mobile Ads
It’s time for our third post in our Mobile Insights series featuring expert views from our mobile ads team. This week’s guest contributor is Adam Compain, a Mobile Specialist at Google. Adam explains why it’s vital to create a mobile website now versus later.
In the early days of the Web, businesses didn’t believe their customers were online, nor did they think the Internet would become a viable medium for customer interaction. Companies were hesitant to build websites, let alone advertise online.
Of course, the Internet ramped up faster than anyone imagined. Companies that hesitated were left behind and those that took action became industry leaders, reinventing their business models to become more efficient and profitable marketers. In this new age of mobile computing, how can you ensure your business remains present? Build a mobile site. Research has shown that web retailers can increase consumer engagement 85% with a mobile-specific website (1).
At Google, we’ve worked with many advertisers who’ve already built excellent mobile experiences for their users. Each one of the examples showcased below focuses on the needs of a mobile user and is designed for ease of navigation on a mobile device. These sites, all stemming from different industries, prioritize content, use a simple layout and are designed specifically for touch interaction with large buttons.
Blue Nile esurance CreditCards.com
Meanwhile, 79% of large online advertisers do not have a mobile site (2). Those who have not taken action may be harming their relationship with potential customers: 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% said they’d visit a competitor’s mobile site instead (3). Throw in the astonishing rate of mobile web adoption - which is ramping 8x faster than the desktop web did in the mid 90's - and the importance of having a mobile site is clear. (4).
Think about the 4-inch mobile screen as your new storefront. It may be the most important one you ever have: it’s always open; it’s in the hands of nearly everyone, and it’s increasingly how people are finding your business. As important as it is to have a mobile advertising strategy, it’s even more vital to build a mobile website that delivers a seamless and satisfying experience to your users.
Avoid falling into the trap of marketers in the mid 90’s who didn’t think the Internet would evolve into a viable medium for customer interaction.
In late May, to celebrate the 1 year anniversary of joining Google, AdMob launched an update to its free House Ad tool for developers. With so many apps available to users, developers are realizing that marketing the app can be more challenging than building it. Now developers can access more ad formats, including full page graphical interstitial ads, to cross-promote their apps while gaining more control over their campaigns by setting impression goals, targeting by device or geography and creating ad groups.
For developers using the latest AdMob SDK, the enhanced AdMob House Ad tool gives you access to a range of new high-end ad formats to promote your apps including:
Crossfade Banner: A banner ad that fades between as many as 10 different images and directs user to the app download page
Click to Full Screen Expandable: A banner opens to a full screen experience. Simply upload screen shots of your app and define the transitions between them
Graphical Interstitial: This full screen takeover experience can be placed at transition points within the app and does not require a user to click on a banner
Developers set an impression goal to control how often House Ads are shown in comparison to ads served by the Google AdMob ad network. By setting an impression goal, your House Ads are now weaved into your ad inventory so that they show over the course of the campaign start and end dates that you assign. The new AdMob House Ads tool also allows you to roadblock all of your inventory if you only want to show House Ads during a certain time frame.
With device targeting, you can ensure that only devices that support your app will see the ad and geographic targeting enables you to target specific countries and even cities for U.S. and UK markets. In the next few weeks, we will also be adding conversion tracking so that you can more easily track performance of your House Ad campaigns. To get started today, log into your AdMob account, click on the “Sites & Apps” tab and select “House Ads”. Click on the “Learn More” link to get to the upgrade page.
For more instructions on how to set up your first campaign and to learn more about the new ad formats click here.
Posted by Jason Morse, Product Manager, Mobile Display Ads
If you’ve been reading this blog for a while, you’ve probably noticed that we frequently advise our advertisers to create mobile specific AdWords campaigns. This is because separating out your mobile and desktop campaigns is a powerful method of driving performance on mobile. In fact, advertisers have experienced an 11.5% average increase in mobile clickthrough rates when they’ve ran and optimized a mobile only campaign.
So today we are happy to share a new resource that will help guide you in setting up a mobile specific campaign. Watch the video below and learn how to create a mobile-only campaign directly in your AdWords account or by using the AdWords Editor tool.
After you’ve set up your mobile-only campaign, follow these optimization tips to gain competitive advantage and maximize your performance on mobile.
Exercise more control and flexibility: By using a separate mobile-only campaign you’ll gain better visibility into your mobile specific performance. Use this information to optimize your bids, keyword lists and creatives without impacting your desktop campaign.
Budget and bid separately for mobile: Since less ads show on mobile devices, bid aggressively to ensure your ads are competitive and appear in the top spots.
Tailor your ad creatives for mobile: Create mobile specific ad copy and calls to action such as “Receive a quote on your phone” which could attract more attention from mobile consumers.
Make the most of mobile: You can take better advantage of powerful mobile-specific ad features such as Click-to-call and location-based ads which offer more relevance and convenience to users on the go.
We hope that you’ll enjoy this new resource and find it useful in optimizing your mobile marketing campaigns.
Cross-posted on the Inside AdWords blog Many advertisers use location extensions to automatically show the most relevant addresses and business information in the ads they run on Google both on desktops and mobile devices. Along with address and phone numbers, these ads also show directions to the business location. A click to access directions enables customers to map the quickest route from where they are located to a business that they want to visit.
We’ve also observed that location extensions with “directions” are beneficial to users and lead to more interactions with the ad. And, in January, we launched a report in AdWords to help you measure these useful interactions.
And, over the next few weeks, you’ll see performance metrics for “directions” alongside those for clicks and phone calls. We’ll also begin to charge for “directions” clicks in the same manner as a click on your ad’s headline and/or phone number. If your campaign has a high number of “directions” clicks, this indicates that your customers are interacting with your ads to get directions to your business.
Below are some answers to a few questions that you may have as a result of this change: Where will I see the performance metrics for “directions” clicks?
You can see the number of directions clicks in the same place as your other click metrics (select Segment, thenClick type from your summary tables). You can review the performance of “direction” clicks to determine if they are helping you meet your marketing goals.
How will “directions” appear in ads on desktop and mobile devices?
For AdWords campaigns with location extensions enabled, a “directions” link will be eligible to appear in the ad and on sponsored map bubbles in Google Map on desktops.
On mobile search ads, a “Get directions in Google Maps?” pop-up will appear when the user clicks on the expandable map. Clicking on “OK” in the pop-up allows users to access directions and will be charged.
Where can I see past performance of “directions” clicks?
For a report, select the Free clicks view within the Dimensions tab of your AdWords account. If you don't see theDimensions tab in your account, click the arrow button next to the existing tabs above your performance table, and select Free clicks in the dropdown menu.
I do not want to pay for “directions” clicks. How can I opt out?
You can do this by removing location extensions associated with your campaign. However, location extensions provide valuable information to your customers about your local business, so we encourage you to carefully analyze your campaign performance before doing so.
As we approach the first anniversary of AdMob’s arrival at Google this Friday, it’s amazing to look at how much the mobile industry has grown since last year: an estimated 300 million smartphones were shipped, average smartphone data-usage doubled and hundreds of thousands of new mobile apps have been created.
Many thousands of mobile publishers and developers use ads to support their businesses, so we’re excited to see rapid growth in mobile advertising, too. For example, in the last year, traffic on the AdMob network has grown more than three and a half times, and we now get more than 2.7 billion ad requests every day. We have thousands of advertisers both large and small getting great results every day on AdMob’s network of more than 80,000 mobile apps and sites. To celebrate AdMob’s first year at Google, today we’re introducing a set of new products and features for mobile advertisers and publishers.
New ad formats for tablets In the last six months alone, traffic from tablets on the AdMob network has increased by 300 percent. To help advertisers better connect with tablet users, today we’re launching a variety of new, tablet-specific rich media ad formats. These new HTML5-based ad formats are built specifically for tablets’ larger, high-definition screens, and make use of features like touch, tap and swipe. Together, these features will enable advertisers to develop rich, engaging campaigns and run them across multiple mobile platforms.
Enhanced tools for mobile app developers To help app developers grow their app businesses, we’re releasing a significant upgrade to our AdMob “House Ads” product, which developers can use to promote their own products within their mobile apps. The new version includes improved campaign management, new ad formats and better ad targeting options.
In the coming months, we’ll also improve mobile app developers’ ability to use AdMob to deliver the most valuable ad by integrating a new “mediation” feature that selects the best ad from multiple, competing ad networks directly into the Google AdMob Ads SDK.
Deeper integration with Google advertising products
Many advertisers, agencies and publishers use DoubleClick’s ad serving and measurement tools to manage their digital ad campaigns. We envision a single platform that enables seamless management of ads across desktop, video, mobile and tablets. Our announcement earlier this week about the availability of DoubleClick Rich Media ads on the AdMob Network on the AdMob network is one example of this commitment. In a few weeks, we’ll also add support for mobile to our DoubleClick for Publishers (DFP) Small Business ad serving product, which thousands of web publishers use today to manage ads that appear on their sites.
The last year has seen incredible growth, but it’s just the beginning. We believe that the products we’re announcing today will further accelerate the growth of mobile advertising, enable marketers and developers to rapidly grow their businesses and help to fund more great mobile content and apps for users.
Posted by: Clay Bavor, Product Management Director, Mobile Display Ads
