Hoe krijgen we de juiste boodschap aan de juiste persoon op het juiste moment op het juiste device. De mogelijkheden om gericht online te adverteren worden toegelicht zoals bijvoorbeeld TrueView In-stream Ads en Image Banners. Tevens staan zij stil bij mobile biedstrategien en rijken ze in hun presentatie een aantal KPI's aan voor een succesvolle strategie.

1. Google Confidential and Proprietary

2. Google Confidential and Proprietary
Mobile: a way of life for consumers
Source: http://www.securenvoy.com/blog/2012/02/16/66-of-the-population-suffer-from-nomophobia-the-fear-of-being-without-their-phone/

3. 2015 trends
Consideration for planning

4. BETTER TOGETHER
PROGRAMMATIC MOBILE VIDEO

5. SHIFT IN THE DIGITAL MARKET PLACE
1HOW
you buy
WHERE
it’s run2 WHAT
format3
Fastest growing segments

6. MOBILE IS THE FUTURE

7. Y E S T E R D A Y
T O D A Y
KILL TIME

8. 51%use their smartphone
to research or purchase
products

9. 6Bnhours of YouTube
watched every month
40%of watchtime comes
through mobile
devices

10. ALTHOUGH, IT HAS ITS CHALLENGES
Hard to track
Small screen

11. Google Confidential and Proprietary
In 2013, smartphone sales overtook PC sales
for the first time
Source: Business Insider/Gartner, IDC, Strategy Analytics, company filings

12. Media consumption increased and significantly changed
Source: eMarketer - July 2013

13. Google Confidential and Proprietary
www.consumerbarometer.com

14. Increasingly Google is seeing an “multi screen effect”
in consumer behavioural data
90%of people move
between devices to
accomplish a goal

15. Desktop Conversion rate & Transaction share
Year / Month
IndexedCvRandTransactionShare
(2012-01=100)
Desktop performance seems to improve over
time, but in fact it signals a shift towards mobile

16. INTERNAL: Google Confidential and ProprietaryINTERNAL: Google Confidential and Proprietary
Where does mobile fit in the purchase funnel?

17. INTERNAL: Google Confidential and ProprietaryINTERNAL: Google Confidential and Proprietary
Stimulus Second
Moment of
Truth
First
Moment of
Truth

18. INTERNAL: Google Confidential and ProprietaryINTERNAL: Google Confidential and Proprietary
Stimulus Second
Moment of
Truth
First
Moment of
Truth
Zero
Moment of
Truth

19. Let’s try something...

20. Mobile made digital
mainstream..
Mobile
Commerce
Cross Device
Capabilities
Store Visits CallsApps for the
power user

21. Embrace the uniqueness of mobile

22. Google Confidential and Proprietary
BREAK!

23. Google Confidential and Proprietary
Full Value Of Mobile
Casper Verhoofstad - Agency Account Strategist

24. Google Confidential and Proprietary
Adidas

25. Google Confidential and Proprietary
Full Value Of Mobile
LIVE DEMO

26. Google Confidential and Proprietary
Optimize For Mobile

27. Google Confidential and Proprietary
Right message
to the Right person
at the Right time
on the Right device
Billions of moments that matter

28. Google Confidential and Proprietary
The right message

29. Google Confidential and Proprietary
The right message!
1. KISS: Keep it short and simple
2. Call to action
3. Extensions
4. Mobile landing pages

30. Google Confidential and Proprietary
Mobile Ads

31. Google Confidential and Proprietary
Our Mobile Solutions
● Call Extensions
● Make it easy for customers to contact
you by including a call button in your
search ads.
● Location Extensions
● Guide customers to your business
location as they search for you while
they're on-the-go.

32. Google Confidential and Proprietary
Our Mobile Solutions
● Mobile Ad Sitelinks
● Give users the option of reaching
important pages of your website
directly by displaying links to those
pages in your ads.
● Text ads
● Be visible on Google search results on
users' smartphones, and reach them
the moment they are searching for you

33. Google Confidential and Proprietary
Our Mobile Branding Solutions

34. Google Confidential and Proprietary
Mobile
Bid adjustments..?

35. Google Confidential and Proprietary
Mobile Bid Adjustments?
○ Bid Adjustment = Relative
○ How do you set keyword bid?
Position
&
Impression Share

36. Google Confidential and Proprietary
Industry Data

37. Google Confidential and Proprietary
Platform Queries Impressions Clicks Ad CTR
YoY
Ad CTR
Avg
CPC YoY CPC Avg Ad Depth
YoY
Ad Depth
Overall 6.87% 23.92% 23.43% -0.40% 3.47% 18.76% $0.44 15.99% 5.90
Desktop -2.80% 12.20% 7.35% -4.32% 3.31% 21.43% $0.47 14.33% 6.35
Mobile 48.79% 63.32% 87.55% 14.83% 3.53% 35.78% $0.32 29.12% 4.24
Tablet 13.57% 48.81% 52.56% 2.52% 3.95% 15.57% $0.43 22.74% 6.10
Google Industry Trends
Desktop queries declined by -3%, while Mobile
queries grew by 49% and Tablet searches grew by
14% YoY in the same period
Queries grew by 7% in Q2 2014 in the
Home Audio & Video Category NL

38. Google Confidential and Proprietary
The right
expectations

39. Google Confidential and Proprietary
Setting the right expectations
1. KPI’s… Conversions vs IS
2. Right message + Right content
3. Users - Keywords - Devices?

40. Google Confidential and Proprietary
1. It’s not too late to be early
2. Mobile is taking over
3. Mobile is different
4. Set the right KPI’s
5. Optimize correctly
So What?!

41. Google Confidential and Proprietary
Tell a Tale of Mobile
Introducing Google Cardboard