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adCore University Presents:Enchères, Règles et Alertes

Optimizing for Mobile!

3

Client Success Manager

Ethel Berdah

Client Success Manager

Naomi Hauser

SEM Team Leader

Ronit Moll

Agenda

I. Introduction to Mobile advertising

II. Easy, Breezy, Simple!

III. The Near Me Effect

IV. Call Me Maybe

V. Crush dat app

VI.Track me if you can

INTRODUCTION TO MOBILE ADVERTISING

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World has gone Mobile

2014*

billion people worldwide are using a smartphone1.75

2015*

2.032017*

2.50

*Smartphone users and penetration Worldwide (billion) - Prevision for 2015-2017Source: eMarketer.com , Dec 2013

billion people worldwide will use a smartphone

billion people worldwide will use a smartphone

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Digital Time Spent on Mobile vs Desktop

VS

Mobile Desktop

Mobile Web

Mobile App

Desktop

+ 52%

+ 17% + 1%

Source: comScore Media Metric Multi-Platform & Mobile Metrix, U.S., June 2013-June 2014

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Mobile ad Spending

2015*

billion were spent in global advertising worldwide$578

2015*

30%2017*

40%

*Source: eMarketer.com , Dec 2013

Of global ad spending are allocated to the digital advertising

Of digital ad spending is for Mobile

Digital ad spendingNon Digital ad spending Mobile ad spending

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Why advertise on mobile?

Prove that users tend to spent more and more time on mobile, hence reaching a wider crowd

Results

Reaching directly and instantly. Direct interaction

Deep engagement Advertising on the go, targeted, local

Access anytime, anywhere

Statistics show that smartphone users are attached to their phone and it becomes a

vital necessity

The user’s best friend

EASY, BREEZY, SIMPLE

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Size mattersKeep it short and simple

Call to action Use direct short sentence to tell your users what to do

Preferred ad and Dedicated Ad copy

Mobile ad extensions Click to call and locations

Avoid downloadsShould be practical for mobile

Only for mobile

Use dedicated campaigns for mobile for easier tracking

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“Make it simple, but significant” - Don Draper

Design for Mobile!The simpler, the better! Be concise. Mobile website is a simplified version of your website

Make it fastFast loading and keep only the necessary pages by limiting navigation options

Don’t use Flash or JavaThat are not supported by Apple products

Button mattersShortcut to call and social media

Tips to optimize your website

Think fat fingersAnd use the space, icons. Avoid crowding information

Reduce text entry Use drop down menus, checklists and pre-populated field

Don’t use pop upAvoid additional frustrating information

Use mobile redirectTo always facilitate the user experience

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Examples

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Examples

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THE NEAR ME EFFECT

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Pick your exact positionReal-Time proximity. Use the user’s GPS Coordinates to target users based on physical location and exact position

Timing is everything Geo-targeting is based on actual location but also on browser history, retargeting- The message must be delivered at the right time

Hyper-Targeting

Context Behavioral Geo-targeting based on topics, interests, demographic, lifestyle zone, place visited.

Beat the competition Reaching the consumers with even more relevant marketing messages at the right place and time.

Up Close and personalPersonalized message for a limited time - Better user engagement. The user is not saturated with unnecessary ads

CALL ME MAYBE

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Verify your phone numbers

21

CRUSH DAT APP

Apps are for:

Pick the correct answer:

• Brand – loyal users• Brand awareness• Gaining new customers• Annoying your customers with ads!

How to create ad for APP:Step 1: Select the App Ad option Step 2: pick the App Platform

Mobile App Extensions

26InApp Promotion

Promote your ads within Google app inventory!Available formats:Text, Image (PNG, Static & Animated GIF, JPEG & HTML5 from GWD- NEW!)Both Texts & Images using verified clicks (1.5 Click model)Ad option/extension:Click to WebClick to CallInterstitial (Image directing to Web page)Targeting:Apps topics, Specific apps, Interest category marketing,Re-marketing (cross networks), Demographic (Age & Gender)

TRACK ME MAYBE

Use Google’s estimated total conversion metric to view ‘other’ conversions, that may have been completed using a different device.

*NOTE: Reporting is available at both the ad group and campaign levels. Reporting isnot available at the keyword level for estimated conversions.