Мобильные сервисы - революция или миф? Можно ли на этом зарабатывать? (Optimization 2013)
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The document discusses the growth of mobile usage in Central and Eastern European countries from 2012 to 2013 based on survey data. It also examines trends in smartphone queries, clicks from mobile searches, and optimization strategies for mobile advertising campaigns, including adjusting ad text for user context, improving mobile website design, and using click-to-call and coupons. The presentation emphasizes the importance of mobile and providing value to users over short-term campaigns.
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Мобильные сервисы - революция или миф? Можно ли на этом зарабатывать? (Optimization 2013)
- 1. Mobile - revolution or marketing myth? Is it possible to make money on that? Mariusz Gąsiewski Kiev, 18.10.2013 Google Confidential and Proprietary
- 2. What about mobile? Source: D. Van Duyne, J. Landay, J. Hong: The Design of Sites Google Confidential and Proprietary 2
- 3. Smartphone usage 2013 Bulgaria 28% Czech republic 42% Hungary 34% Lithuania 35% Poland 35% Romania 28% Slovakia 46% Ukraine 14% Source: TNS Intratest 2013 Google Confidential and Proprietary 3
- 4. Smartphone usage 2012 2013 Bulgaria n.a. 28% Czech republic 17% 42% Hungary 22% 34% Lithuania n.a. 35% Poland 15% 35% Romania 12% 28% Slovakia 14% 46% Ukraine 7% 14% Source: TNS Intratest 2013 Google Confidential and Proprietary 4
- 5. Growth of smartphone’s queries in Ukraine Source: Internal data Google Confidential and Proprietary 5
- 6. PL 33% „I would rather give up TV than my smartphone” RO 28% HU 29% UA 52% Source: Our mobile planet 2013
- 7. Who does your client want to target? W 25-44 Source: TGI, MillwardBrown SMG/KRC, july - december 2012 Google Confidential and Proprietary
- 8. Monthly income > 750 EUR Source: TGI, MillwardBrown SMG/KRC, july - december 2012 Google Confidential and Proprietary
- 9. Did you have trip by airplane during last 12 months? Source: TGI, MillwardBrown SMG/KRC, july - december 2012 Google Confidential and Proprietary
- 10. Google Confidential and Proprietary 10
- 11. there are not many clicks from mobile
- 12. Clicks in search - example Google Confidential and Proprietary 12
- 13. Clicks in search - example 5,35% 6,42% 2,34% 2,02% 4,19% 1,53% 1,15% Google Confidential and Proprietary 13
- 14. Clicks in search - example Google Confidential and Proprietary 14
- 15. The winner takes it all 7,27% 4,11% 0,41% 0,29% 0,35% Google Confidential and Proprietary 15
- 16. The winner takes all Google Confidential and Proprietary 16
- 17. Remember Google Confidential and Proprietary 17
- 18. Increase visibility of ad Google Confidential and Proprietary 18
- 19. Google Confidential and Proprietary Google Confidential and Proprietary 19
- 20. Ad text adjusted for user’s context
- 21. Google Confidential and Proprietary 21
- 22. Position in mobile is evan more important than in desktop Google Confidential and Proprietary 22
- 23. AdWords optimization? Google Confidential and Proprietary 23
- 24. AdWords optimization? Google Confidential and Proprietary 24
- 25. Optimization for location Google Confidential and Proprietary 25
- 26. Click to call
- 27. Online to store via mobile click to call: Starwood Hotels Goals • Allow potential guests to bypass lengthy forms Results • 200% increase in mobile traffic • 20x increase in mobile paid search ROI • 20% month to month mobile booking growth Google Confidential and Proprietary 27
- 28. Google Confidential and Proprietary 28
- 29. Poor mobile website? Google Confidential and Proprietary 29
- 30. Mobile website
- 31. 5% 4% 13% 10% Google Confidential and Proprietary 31
- 35. Cloze Test Google Confidential and Proprietary 35
- 38. -42%
- 39. Google Confidential and Proprietary
- 40. Przy uruchomieniu pierwszej odsłony aplikacji głównym założeniem było sprawdzenie, w jaki sposób grupa docelowa wykorzystuje takie narzędzie. Przy budowie wersji 2.0 postawiliśmy sobie bardziej policzalne cele: osiągnięcie 200 tysięcy pobrań, podniesienie średnich ocen aplikacji do poziomu 4.5/5. Google Confidential and Proprietary
- 41. Which content is most important?
- 42. Fast way to find problems
- 43. Google Confidential and Proprietary 43
- 44. Reasearched via smartphone... Source: Our mobile planet 2013 Google Confidential and Proprietary 44
- 45. Call tracking in mobile Google Confidential and Proprietary 45
- 46. Coupons Approach • Offered $5 discount for customers signing up from mobile devices As a special mobile-only offer, sign up now to receive your certificate for only $24.95 (normally $29.95) Results • 12% of total sales from mobile devices • $5-off coupon increased sales initiated from mobile by 35% Google Confidential and Proprietary 46
- 48. Online + offline 1 unique ID Customer recognition 2 3 Mariusz Gasiewski MG10010 + ID matching Google Confidential and Proprietary 48
- 50. App download 2 EUR New „visits” versus returning 1:5 Total number of „visits” 6 Cost of visit 0,3 EUR Time spent in app 17 min
- 51. How to eat an elephant?
- 52. Deliver value not campaigns Mobile is not only about engagement Learn to use data Knowledge is money To do or not to do...? Google Confidential and Proprietary 52
- 53. Thank you gasiewski@google.com www.ittechnology.us Google Confidential and Proprietary