Presentation on theme: "Can you hear me? Great! We will get started soon. Did you download the App? No Yes Click here for international #’s XXX-XXX-XXX# XXX-XXX-XXX I don’t."— Presentation transcript:
Can you hear me? Great! We will get started soon. Did you download the App? No Yes Click here for international #’s XXX-XXX-XXX# XXX-XXX-XXX I don’t want to No
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
Agend a 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
KOMPLET 6 World has gone Mobile 2014* billion people worldwide are using a smartphone * * 2.50 *Smartphone users and penetration Worldwide (billion) - Prevision for Source: eMarketer.com, Dec 2013 billion people worldwide will use a smartphone
KOMPLET 7 Digital Time Spent on Mobile vs Desktop VSVS Mobile Desktop Mobile Web Mobile App Desktop + 52% + 17% + 1% Source: comScore Media Metric Multi-Platform & Mobile Metrix, U.S., June 2013-June 2014
KOMPLET 8 Mobile ad Spending 2015* billion were spent in global advertising worldwide $ * 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
KOMPLET 9 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
KOMPLET 11 Size matters Keep 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 downloads Should be practical for mobile Only for mobile Use dedicated campaigns for mobile for easier tracking
KOMPLET 12 “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 fast Fast loading and keep only the necessary pages by limiting navigation options Don’t use Flash or Java That are not supported by Apple products Button matters Shortcut to call and social media Tips to optimize your website Think fat fingers And use the space, icons. Avoid crowding information Reduce text entry Use drop down menus, checklists and pre-populated field Don’t use pop up Avoid additional frustrating information Use mobile redirect To always facilitate the user experience
KOMPLET 13 Examples
KOMPLET 14 Examples
18 Pick your exact position Real-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 personal Personalized message for a limited time - Better user engagement. The user is not saturated with unnecessary ads
20 Xxx-xxx-xxxx Verify your phone numbers
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 optionStep 2: pick the App Platform
Mobile App Extensions
26 InApp 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 Web Click to Call Interstitial (Image directing to Web page) Targeting: Apps topics, Specific apps, Interest category marketing, Re-marketing (cross networks), Demographic (Age & Gender)
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 is not available at the keyword level for estimated conversions.