When people turn to their mobile device to get answers or take action, it’s a chance for brands to deliver. Are you there? For More Information Visit; https://www.180fusion.com webinar@180fusion.com

1. Confidential + ProprietaryConfidential + Proprietary
Presenters:
Jessie Hochhalter Brad Keys
Sales Strategy & Enablement | Google Director of Sales | 180fusion
The Mobile Opportunity

2. Confidential + Proprietary
The Mobile Revolution is already here
people with
smartphones globally
1.5B 87%of millennials say their phone
“never leaves their side”
50%people use mobile as
their primary device
5Bnext 5B will come
online via mobile

3. Confidential + Proprietary
We don’t go online. We live online.

4. Confidential + Proprietary
http://www.nydailynews.com/life-style/addicted-phones-84-worldwide-couldn-single-day-mobile-device-hand-article-1.1137811
Smartphones are always on, always with you
84%
cannot spend a
day without their
smartphone

5. Confidential + Proprietary
Proprietary + Confidential
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Average time spent per day by US adults
shifts toward digital
Source: eMarketer 2015 - via US Census
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
TV Radio Print Digital Other
2011
2015

6. Confidential + Proprietary
Proprietary + Confidential
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Most of the growth in digital from here on
out will be from mobile
TV Radio Print Digital Other
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
2011
2015
D+L M
D+L
M
Source: eMarketer 2015 - via US Census

7. Confidential + Proprietary
Mobile search ads Mobile display ads Mobile app ads
Mobile will account for 72% of total U.S. ad spend by 2019
emarketer.com/Article/US-Digital-Ad-Spending-Will-Approach-60-Billion-This-Year-with-Retailers-Leading-Way/1012497

8. Confidential + Proprietary
Mobile is everywhere

9. Confidential + Proprietary
Midnight 3am 6am 9am 12pm 3pm 6pm 9pm
Google internal, 2014
Mobile is all the time

10. Confidential + Proprietary
Mobile changes the way we shop

11. Confidential + Proprietary
Location
Extensions Mobile
Sitelinks
Call
Extensions Mobile
Preferred
Creative
Mobile changes the way we shop

12. Confidential + Proprietary
8:30 am
On phone
Scooter RepairScooter Repair
Dave’s Scooter Repair Shop
example.com
Free Estimates. Schedule your
Repair Today!
Schedule Online – Store Locator
Call
11:14 pm
On phone
Dave’s Scooter Repair Shop
example.com
Free Estimates. Schedule your
Repair Today!
Schedule Online – Models Serviced
Mobile changes the way we shop

13. Confidential + Proprietary
Step 1: A Great Mobile Website

14. Confidential + Proprietary
61%will leave your site if
they cannot find
information
right away
Source : Google Mobile Ads Blog

15. Confidential + Proprietary
67%are more likely to buy
a product or service,
if the website is
mobile - friendly
74%are more likely to
return to a website if it
is mobile - friendly
Source : Google Mobile Ads Blog
Great mobile websites help drive sales and
customer loyalty

16. Confidential + Proprietary
Site Optimization Drives Conversions
Source: Criteo State of Mobile Commerce Report Q2 2015

17. Confidential + Proprietary
(7.083 seconds = avg load time for US retail mSites*)
*Source: www.businessinsider.com
Mobile-friendly sites: webpage speed

18. Confidential + Proprietary
40%
abandon if a
site takes >3 sec
to load
47%
expect a page
to load in <2 sec
52%
say fast load time
is important to
brand loyalty
Source: Kissmetrics
Mobile-friendly sites: webpage speed

19. Confidential + Proprietary
Compared to a page that loads in 1 second
Source: http://conversionxl.com/
seconds
3seconds
-22%
pageviews
-22%
conversions
+50%
bounce rate
Mobile-friendly sites: webpage speed

20. Confidential + Proprietary
>>Ease of Finding Products, Store Hours,
and Locations most requested features
for mobile users three years running!*
DELIVER CONTENT
SIMPLY AND
EASILY
and you’ll be the clear leader
91%
of consumers say
access to content
any way they want
is important.
Source: Exact Target http://www.exacttarget.com/sites/exacttarget/files/deliverables/etmc-2014mobilebehaviorreport.pdf
Source: http://www.siteworx.com/globalassets/white-papers/mobile-commerce-2015.pdf?_cldee=bGl6enlnQGdvb2dsZS5jb20%3d&urlid=4

21. Confidential + Proprietary
Attribution Models

22. Confidential + Proprietary
Typical attribution
Oh, I was just
walking by...
How did you hear
about us?

23. Confidential + Proprietary
The most common attribution model – is it fair?
Last Click

24. Confidential + Proprietary
Proprietary + Confidential
0% credit 0% credit 0% credit 100% credit

25. Confidential + Proprietary
Mobile Changes The Way We Shop

26. Confidential + Proprietary
● Checkout/form complexity
● Navigational complexity
● Barriers to conversion
● Site speed
Why Might Mobile Traffic Not Convert?

27. Confidential + Proprietary
“I don’t see much value coming from our mobile campaigns.
Let’s decrease the spend there.”
Why Else?

28. Confidential + Proprietary
Adjust Your Mindset

29. Confidential + Proprietary
Online to Offline Online Commerce
via PC
via Store Lookup
via Click to Call
via Store to Online
(Showrooming)
via PC
via Mobile App
via Mobile Web
via Cross-Device Activity
Mobile Means a Whole New World of Conversions

30. Confidential + Proprietary
90%of consumers start on one device and end on another

31. Confidential + Proprietary

32. Confidential + Proprietary

33. Confidential + Proprietary
On mobile, the top 2 ad positions generate the vast
majority of the clicks, as consumers often don’t scroll
to the bottom of the mobile results page
● For Driving Phone Calls: Make sure you bid
enough to be seen, in the top 1-2 spots
● For ROI goals: Use mobile value to determine
mobile bid adjustment - this will make sure you
are optimizing for conversions. E.g.
Are you consistently on top for mobile searches?
Mobile Strategy and Campaign Development

34. Confidential + Proprietary
34xWas the increase in Google search interest for near me since 2011
and nearly doubled since last year.
Do you have a “near me” strategy?

35. Confidential + Proprietary
Analyze Mobile Friendliness
google.com/webmasters/tools/mobile-friendly/

36. Confidential + Proprietary
Analyze Page Speed
developers.google.com/speed/pagespeed/insights/

37. Confidential + Proprietary
Let’s take advantage of this...

38. Google Confidential and Proprietary
Organic Paid

39. Confidential + Proprietary
180fusion- Mobile Philosophy
● Mobile Responsive Site UX
● Know Your Funnel
● Take Up the Real Estate
● Track Metrics (ie: Call Tracking)
● Optimize for profitability
● Leverage Opportunities

40. Confidential + Proprietary
1. Page Speed load time
2. Clear and Focused Content
3. Simple Menu and Navigation
4. Design for Touch
5. Image Compression
6. Mobile Specific Features
Bonus!!
1. Structured Data
2. AMP - Accelerated Mobile Pages
Mobile Site Best Practices

41. Confidential + Proprietary
Display Advertising
Social Advertising
Search (Intent)
Branded Search
Remarketing- Google Display
Retargeting- Social Media
Email Remarketing
Organic Social
Your
Digital
Funnel
(Example)

42. Confidential + Proprietary
Take up the Mobile Real Estate

43. Confidential + Proprietary
This is no longer what ecommerce looks like
Optimize:

44. Confidential + Proprietary

45. Confidential + Proprietary
Proprietary + Confidential
Optimize: Split Test Ad Copy
● Ads that use the word “expert” are ~47% more likely to get clicks to
the website than those that use the word “pro”
● Ads that use the word “expert” on average cost 46% less per click
than those that use the word “pro”

46. Confidential + Proprietary
Proprietary + Confidential
Everyone is Different -
Optimize Based on Metrics
● Click Costs between Mobile and Desktop
● Higher Position on Mobile (between 1-2nd position = Mobile is still less expensive)
● Cost per conversion on Mobile is considerably lower thus positive mobile bid adjustments

47. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Opportunities: Remarketing Lists for Search Ads (“RLSA”)
Remarketing pixel placed on your
site (or Google Analytics, or
Google Tag Mgr)
RLSA
Targeted AdWords search
campaigns: Desktop,
Mobile, and Tablet
Targeted Google
Display Network ads
Create “Audience”
list of visitors*
* Create and edit a remarketing list:
http://support.google.com/adwords/answer/2454064
How it works

48. RLSA: The Data looks Great!!

49. Google Confidential and Proprietary
● Email marketing yields an average 4,300% return on investment for businesses in the
United States. (Direct Marketing Association)
● Small business owners estimate that getting an extra hour in their day back from doing their
own email marketing (and other activities) is worth $273/hour.
(Constant Contact)
● For every $1 spent on email marketing, the average return on investment is $44.25.
(EmailExpert)
● 70% of people say they always open emails from their favorite companies. (ExactTarget)
Opportunities: Email Marketing

50. Proprietary + Confidential
Opportunities: Super Remarketing

51. Google Confidential and Proprietary

52. Proprietary + Confidential
Opportunities: Text Ads for Lead Generation

53. Confidential + Proprietary
Opportunities: AMP
Accelerated Mobile Pages load four times faster and use eight times
less data than traditional mobile-optimized pages

54. Confidential + ProprietaryConfidential + Proprietary
Thank you!
Questions?
webinar@180fusion.com