Last week, we presented a webinar,“Going Mobile: From Why to How?” on the five fundamental components to a mobile advertising strategy to help you get started. Google Product Marketing Manager, Sonja Lee and Mobile Specialist, Angela Sherman presented key statistics surrounding the current state of the mobile landscape, particularly looking ahead into the holiday season, and presented a deep dive on the five things that every mobile advertiser should do:
1. Mobilizing your web presence 2. Set up separate mobile-only campaigns 3. Think Local with Mobile 4. Utilize mobile-unique ad formats 5. Track and optimize your mobile performance
Are you reading this post from your PC at work, from your mobile phone as you wait in line at a cafe or from your tablet at home before bed? The screen a user chooses to engage with is largely driven by context and users are matching their device type to their situation. At Google Mobile Ads, we’re interested in the way the proliferation of these screens is impacting user behavior, especially search behavior. We looked separately at searches from tablets, PCs and mobile devices. The data show that during the workday users are searching from their computers and they use smartphones steadily throughout the day with a lift during commute time and in the evening. Tablet usage spikes dramatically in the evening. While both tablets and mobile are portable devices that can be used in a variety of places, this data points to the fact that tablets are used primarily at home as “lean back” devices while sitting on the couch, whereas smartphone devices may be used in a similar way but are also used in the office and on-the-go throughout the day.
Google Internal Data 2011. % of each platform's traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
If you’re an advertiser, you might be wondering which is the best screen to reach your customers on. The answer is: all of them. These screens are better together. Each screen fills a specific need state consumers have for information at different, complementary points in the day. Failing to invest in any of these three digital screens not only leaves the door open for competitors to engage with your customers, but also could mean a missed opportunity for brand awareness and sales either on the device itself or through driving potential customers into your place of business.
Posted by Johanna Werther, Product Marketing Manager, Mobile Ads
Box, a Silicon Valley based start-up focused on providing solutions in online content management, has been growing exponentially since it launched in 2005. Box has seen success with their online advertising campaigns but wanted to ensure they were in front of all prospective clients, so they tested mobile as another way to acquire new users. With Google Mobile Ads, Box was able to setup a mobile-targeted search campaign in just minutes. In the first month of running mobile search ads, more than 30% of Box’s overall conversions from Google came from their mobile campaigns, demonstrating the great potential for B2B businesses on mobile.
Hear more from Box below in the video case study about their experience on mobile and advertising with Google.
The best consumer experiences on mobile devices happen on websites that are designed for mobile. We all know the difference that sites designed for mobile make in pure usability - they are designed for the smaller touchscreen, making it easy to find what you are looking for and interact with. We believe that giving consumers the best possible experience on their mobile device is critically important. A poor mobile web experience can negatively shape a consumer’s opinion of a brand or company and make it hard for them to engage or make a purchase. A recent study which asked users about the performance of mobile websites found that 61% of users# are unlikely to return to a website that they had trouble accessing from their phone.
Last year, we began to limit ad serving on high-end mobile devices if they pointed to landing pages with Flash-heavy content. This was an initial step taken to improve the experience for mobile users. In the coming weeks, we will be introducing the mobile optimization of a website as a new factor of ads quality for AdWords campaigns that are driving mobile search traffic. As a result of this change, ads that have mobile optimized landing pages will perform better in AdWords -- they will generally drive more mobile traffic at a lower cost.
We encourage you to visit the website for your business on a mobile phone, and experience your site as your customers do. If your site is not mobile optimized, we are committed to helping you get started. We recently launched a free Google Sites tool to help you create simple mobile pages. Here is a webinar that has useful best practices for mobile sites. There are casestudies from businesses who created successful mobile sites, and a series of blog posts (1, 2, 3) with tips on how to build a mobile friendly site. These are some resources that can help businesses get started.
Stay tuned to theGoogle Mobile Ads blog for news of upcoming events and initiatives related to mobile site optimization.
Posted by David Nachum, Product Manager, Mobile Ads
However you say it, Get Mobilized, Jouez La Carte Mobile, Mobil Werben or Get Mobilised, the time for mobile is now! With our Get Mobilized website now available in 3 new languages there has never been a better time for your business to join the mobile revolution. Don’t feel left out Japanese readers, you can モバイル最適化のおすすめ too! Your version is due to drop soon, keep your eyes on this blog for more information.
You just have to look around you to see how smartphones are radically changing the way consumers connect the real world with the online world. They are out and about, their smartphones are with them 24/7, they need your services and 82% of US smartphone users notice mobile ads. Is your business ready for them? They are searching more and more, in fact, at Google, we are seeing mobile search grow at an exponential rate, increasing five-fold worldwide in just the past two years - a rate comparable to the early days of desktop Google Search. No matter what your business size, you can get started with a few some simple steps to connect with your customers and grow your business with mobile advertising.
From tips on optimizing your mobile campaign performance to how to drive more calls to your business, there’s lots of getting started resources with short videos explaining the benefits of each key mobile ad solution. Want more clicks? Want more calls? Want more customers in your store? We’ll show you how.
Begin on the path to mobile advertising success by watching this introduction to mobile advertising video and don’t forget to Get Mobilized!
Posted by Jon Garwood, Google Mobile Ads Marketing Team
Incorporating social recommendations into display advertising will make ads more relevant for users and impactful for advertisers. Today the Google+ project is expanding to the Google Display Network.
The +1 button will start to roll out on AdSense for Mobile Content publishers for both text and image ads by early October.
The +1 button will appear on the left side of the ad and recommendations will appear for several seconds, then
fade out.
Advertisers interested in learning more about the +1 button can view today’s announcement or the AdWords help center for more details.
In the next several weeks, we will share the details of how developers can incorporate +1 ads into their mobile applications. Mobile web publishers who prefer not to show the +1 button can opt out starting today by signing in to your account at google.com/adsense.
We’re excited with the broad consumer engagement with the +1 button throughout the web. Find out more about the latest developments to the Google+ project here.
Posted by Neha Pattan, Software Engineer, Mobile Ads
We know that many of you have spent the better half of this year learning about how big the opportunity is to reach your customers on mobile. This Wednesday (9/21/11), we’re taking on a deeper dive of the five things every advertiser needs to have to get their business mobilized in a webinar, “Going Mobile: From Why to How?".
Are you ready to take your business and your clients forward with mobile? Sign up for our webinar today. To register, please visit this link:goo.gl/KFpeb We look forward to seeing you on September 21st!
Posted by Sonja Lee, Product Marketing Manager, Google Mobile Ads
