This document provides an overview of strategies for going mobile. It discusses the importance of mobile, with statistics showing large portions of users accessing the internet and doing searches from mobile devices. It then outlines four key components for going mobile: 1) Mobilizing your web presence by optimizing your site for mobile, 2) Optimizing ad campaigns for mobile, 3) Leveraging unique mobile ad features, and 4) Tracking and optimizing mobile performance. For each component, it provides guidance, best practices, and case studies. The presentation aims to help businesses understand why and how to adapt to the growing mobile landscape.

1. Going Mobile
Nabil Haschemie
Mobile Ads Marketing
Google Confidential and Proprietary 1

2. 925K Total
devices activated daily
Google Confidential and Proprietary 2

3. Agenda
Why Mobile? A quick recap
Going from Why to How: 5 key components
1. Mobilize your web presence
2. Optimize your ad campaigns for mobile
3. Leverage unique mobile ad features
4. Track and optimize mobile performance
Google Confidential and Proprietary 3

4. Why Mobile?
A quick recap.
Google Confidential and Proprietary 4

5. 43%
Use mobile internet while
commuting or travelling for work
and school
13% 43%
SMART
PHONE 77%
Use mobile internet when in a
Users
89% store
89%
Use mobile internet for research
and to read the news
Source: Google Ipsos “The Mobile Movement” Study, Apr 2011
Google Confidential and Proprietary 5

6. Automotive
16.8% of queries are Mobile
Source: Internal Google Data 2011
Google Confidential and Proprietary 6

7. Restaurants
29.6% of queries are Mobile
Source: Internal Google Data 2011
Google Confidential and Proprietary 7

8. Beauty and personal
14.9% of queries are Mobile
Source: Internal Google Data 2011
Google Confidential and Proprietary 8

9. Consumer electronics
15.5% of queries are Mobile
Source: Internal Google Data 2011
Google Confidential and Proprietary 9

10. A peak in mobile queries around Valentine’s Day
Daily query trend for restaurants queries
700000
Feb 14th
600000
Weekend
before V-Day
500000
400000
300000
200000
100000
0
2/6 2/7 2/8 2/9 2/10 2/11 2/12 2/13 2/14
desktop mobile tablet
Source: Internal Google Data 2011
Google Confidential and Proprietary 10

11. Going Mobile:
from why? to how?
Google Confidential and Proprietary 11

12. Going from Why to How: 4 key components
1. Mobilize your web presence
2. Optimize your ad campaigns for mobile
3. Leverage unique mobile ad features
4. Track and optimize mobile performance
Google Confidential and Proprietary 12

13. 57%
won’t recommend business
with poorly designed mobile
How does your site
site appear to
MOBILE
USERS? 40%
have turned to a competitor’s
site after a bad mobile
experience
Source: Compuware study, 2011
Google Confidential and Proprietary 13

14. What is a mobile-friendly site?
A website
made .
specifically for
the mobile
user.
Google Confidential and Proprietary 14

15. Which would you prefer to use?
Google Confidential and Proprietary 15

16. Mobile Drives In-Store Traffic
61% of users called after looking up a local business on
a smartphone, and 59% of users visited the business
Mobile Users Are Valuable Customers
51% of consumers are more likely to purchase from
mobile-specific sites
Retailers could increase engagement by 85% with a
mobile site
Source: Google User Behavior Study 2010, Google Internal Data 2010 Google Confidential and Proprietary 16

17. Determine your goals and scope
Figure out the best starting point for your mobile presence
1. Determine mobile marketing goals
• Mobile conversions (leads, purchases)
• Branding and awareness
• Traffic to specific products and services
2. Determine the scope of site development
Based on your marketing goals and what resources you have, choose to start at any one
of these stages
Product or Campaign Fully
Landing Page
Specific Optimized Site
(basic)
Microsites (advanced)
TIP:
You don’t have to start with a full site on mobile. Test and iterate with a simple landing page.
Google Confidential and Proprietary 17

18. Go Mobile: Learn all that
mobile has to offer
www.howtogomo.com
Provides businesses
and agencies with
tools and resources
to make websites
more mobile-
friendly.
18
Google Confidential and Proprietary 18

19. WHY GO MO?
1. Education
Read reasons why
mobile matters.
Download case studies
and learn best practices
for building a mobile site.
Google Confidential and Proprietary 19

20. TEST YOUR SITE
2. Test
The GoMoMeter tool
shows you how your
current site looks on a
smartphone, and
provides a free report
with personalized
recommendations
Google Confidential and Proprietary 20

21. Download a free
report with
personalized
recommendations
for your business
Google Confidential and Proprietary 21

22. BUILD YOUR
SITE
3. Build a site
Ready to build a
mobile site? Explore
our new mobile site
building tool and
convert your site today
Google Confidential and Proprietary 22

23. 10 best practices for mobile sites
keep it quick make it easy to convert
help mobile users, design your site
to load fast and make copy easy to focus on information that
scan. will aid conversion.
simplify navigation make it local
clear navigation, hierarchy and
vertical scrolling aid access to include functionality that helps people
information. find and get to you.
be thumb friendly make it seamless
design your site so even large hands bring as much of the functionality
can easily interact with it. of your desktop site to mobile.
design for visibility use mobile site redirects
give users a choice to go back to the
ensure your content can be read desktop site, but make it easy to
at arm’s length. return to the mobile site.
make it accessible learn, listen & iterate
ideally, your mobile site should work good mobile sites are user-centric,
across all mobile devices and all meaning they’re built with input from
handset orientations. your audience.
Google Confidential and Proprietary 23

24. Simplify navigation
Have a search box
prominently available
on complex sites
Minimize scrolling and
keep it vertical only.
Have a clear hierarchy
in menus and avoid
rollovers
Google Confidential and Proprietary 24

25. Be thumb-friendly
Use large
centered
buttons
and give
them
breathing
room to
reduce
accidental
clicks. Pad smaller
buttons to
increase the
clickable area.
Google Confidential and Proprietary 25

26. Case Study- Distinguished Young Women
Visits to site from new
visitors increased
85%
“Our mobile site is allowing us to connect with our potential participants, teenage
girls, in a way they are familiar with and have come to expect from companies
and organizations to which they are loyal.”
-- Stephanie Bradford, Communication Director
Google Confidential and Proprietary 26

27. Make it easy to convert
Reduce the number
of steps to complete
a transaction.
Use click-to-
call
functionality Keep forms short
for phone and use the fewest
numbers number of fields
possible
Use checkboxes,
lists and scroll
menus to make
data entry easier
Focus on
information that will
aid conversion
Google Confidential and Proprietary 27

28. Case Study: Spring Hill Medical Center
After optimizing for
mobile devices,
calls to Spring Hill
have increased by
80%
Visits to the site
and hospital have
increased by
20%.
Google Confidential and Proprietary 28

29. Make it local
Allow users to
check stock at
nearby stores.
Include local
Have your ads and deals.
address or
store locator
on the
homepage.
Include
maps and
directions.
Use GPS to
personalize
when
possible.
Google Confidential and Proprietary 29

30. Case Study- Gulf Coast Exploreum Science Center
The mobile-friendly
site results:
- 40% more calls
- 20% more sales
and site visits.
Google Confidential and Proprietary 30

31. Going from Why to How: 4 key components
1. Mobilize your web presence
2. Optimize your ad campaigns
3. Leverage unique mobile ad features
4. Track and optimize mobile performance
Google Confidential and Proprietary 31

32. Separate mobile campaigns from desktop
Avg. mobile click-
Computers Mobile
through rate increase Mobile
Only
11.5%
Google Confidential and Proprietary 32

33. Set up separate mobile-only campaigns in
AdWords
Google Confidential and Proprietary 33

34. Set up mobile-only campaigns using AdWords
Editor
Copy and paste
campaigns from the
AdWords Editor ‘tree’
and opt only into mobile.
Google Confidential and Proprietary 34

35. Use mobile-focused ad creative
Consider how your customer’s intent and
behavior may differ while on the go and
using their mobile phone.
Use calls-to-action that are appropriate
for mobile users, eg:
• ‘Call today for a quote’
• ‘Browse our catalog from your tablet’
• ‘Call us now!’
Google Confidential and Proprietary 35

36. Exercise control over bids and budgets
Competitive bids
• While ad space is limited on mobile
phones, they are more prominent than on
desktop search
• Ensure you are bidding for positions 1-2
on mobile. Start by increasing your mobile
bids to 2x your desktop bids and optimize
your ads accordingly for CPA
Budgets
• Set budgets for mobile specific campaigns
Google Confidential and Proprietary 36

37. Use mobile-unique keywords
Use AdWords tools:
The Keyword Tool can
help find mobile-specific
keyword ideas and traffic
estimates
Google Confidential and Proprietary 37

38. Going from Why to How: 4 key components
1. Mobilize your web presence
2. Optimize your ad campaigns
3. Leverage unique mobile ad features
4. Track and optimize mobile performance
Google Confidential and Proprietary 38

39. What are your performance goals?
Mobile Site Calls Store Traffic &
Sales & Leads In-Store Sales
Google Confidential and Proprietary 39

40. Goal: Phone Sales
Google Confidential and Proprietary 40

41. 30% of searches have local intent
77%
contacted a business after
looking up info on their
smartphone
59%
visit
Source: Emarketer Google Confidential and Proprietary 41

42. Show a clickable phone number and url with click to call
only allow phone calls with
“call only” format
click to call
include other characters
with vanity numbers
Google Confidential and Proprietary 42

43. esurance improves performance with click-to-call ads
The click-to-call feature of Google mobile ads is key, because it allows
a user to connect to us directly after a search – so customers have a
great user experience, and we get a positive return on investment.
Tolithia Kornweibel,
Director of Online Marketing, esurance
ü Improved CPA: 20-30% less than other
marketing channels
ü Better conversion rate:
Cick-to-call leads were more likely to
result in sales
ü Improved experience: customers were
linked with call center in one click
Google Confidential and Proprietary 43

44. Goal: mCommerce
Google Confidential and Proprietary 44

45. we know people are active on
their smartphones
9 out of 10
take action after searching
Google Confidential and Proprietary 45
Source: OTX Smartphone User Research, April 2011 Google Confidential and Proprietary 45

46. Drive people deeper into your site and closer to a
conversion with mobile sitelinks
sitelinks showcase inventory with
product ads
Google Confidential and Proprietary 46

47. Goal: In-Store Sales
Google Confidential and Proprietary 47

48. Make it easy to find your store with click to call location
extensions, plus hyperlocal shows how close they are
Show your business location on a
hyperlocal
location map and multiply your bids based on
extensions someone’s proximity to your store.
store 5x 2x
1 mile 5 miles
Google Confidential and Proprietary 48

49. Set clear expectations for performance
If your goal is: Metrics to measure Mobile search ad product
sales, mobile site traffic, • text ads
mCommerce & white-paper downloads, call • sitelinks
Site traffic center cost savings, lifetime • product ads
value • offers
• click-to-call
# of calls, length of call, geo
Phone sales interest, conversions
• “call only” format
• vanity phone numbers
• location extensions + hyperlocal
sales, coupon redemption, # • offer ads
In-store sales of map interactions, loyalty • bid by distance
program, up-sell opps • store locator ads
• product local ads
Google Confidential and Proprietary 49

50. Going from Why to How: 4 key components
1. Mobilize your web presence
2. Optimize your ad campaigns
3. Leverage unique mobile ad features
4. Track and optimize mobile performance
Google Confidential and Proprietary 50

51. Mobile Reports in AdWords
Analyze mobile traffic on campaign/adgroup level.
Segment by Device Segment by Click Type Advanced Segmentation
Campaign 1
Campaign 2
Campaign 3
Google Confidential and Proprietary 51

52. Mobile Reports in Analytics
Analyze mobile traffic across your entire website.
Mobile Visitors Reports Advanced Segments: Mobile Traffic
Google Confidential and Proprietary 52

53. Recap of today:
1. Mobilize your web presence
2. Optimize your ad campaigns
3. Leverage unique mobile ad features
4. Track and optimize mobile performance
Google Confidential and Proprietary 53

54. www.themobileplaybook.com
Available across all screens
If you can, check out the site from your tablet device
Google Confidential and Proprietary 54

55. Q&A
55
Google Confidential and Proprietary 55

56. Thank you!
56
Google Confidential and Proprietary 56