Archive for the ‘admob’ Category
Sweet sound of success
By tweaking bids for device-specific ads, mobile ads targeted at iPads are demonstrating a better return on investment than any other tactic. “Because iPad leads are targeted to that device and iPads are popular among musicians and sound engineers, order values generated from iPads run a full 10% higher in value than orders generated from any other source,” says Matthew Mierzejewski, Vice President of PPC with RKG. “We were able to leverage iPad user data to increase our bids on that segment of the mobile audience. By leveraging this segmentation, we’ve been able to increase iPad CPCs by close to 90% compared to bundling smartphone and iPad devices together, efficiently driving more revenue for Sweetwater.”
Pleased with click-through-rates as well as the results from using tried and true keywords on smartphones like iPhones, Sweetwater is now making the most out of tablet-targeted mobile ads. With the help of Google mobile ads, Sweetwater:
- Increased conversions: iPad conversion rate was 30% higher than desktops and laptops rate, and orders originating from iPads had 10% higher value
- Improved ROI: Continuously tweaked ad copy, keywords, and bids based on performance by device
- Maximized successful sales model: Implemented the click-to-call feature to drive more leads into telephone service center, where hundreds of expert sales engineers nurture customer loyalty
Posted by Kevin Otsuka, Associate Product Marketing Manager
Android developers: Easier conversion tracking with AdMob
We’re rolling out a new feature that makes this even easier–automatic app conversion tracking for Android campaigns. All AdMob Android app download campaigns will now automatically report conversion data from the Android Market. This means that you’ll be able to see conversions from your app download campaign without configuring any special code.
To see conversion data for your Android download campaigns, simply go to the App Conversion Tracking section of your account. You’ll be able to see the number of downloads driven by your AdMob advertising campaign. In addition, you’ll be able to keep tabs on the cost per download and conversion rate so you can better optimize your campaign.
Posted by: Morgan Hallmon, Product Manager, Mobile Ads
New research: Global surge in smartphone usage, UK sees biggest jump with 15% increase
Mobile devices are mainstream. In fact, according to our newest research more consumers in the US, UK, Germany, France and Japan use a mobile phone (feature phone or smartphone) than a computer (desktop or laptop).
But our most significant findings centered on the clear consumer shift to smartphones. This trend was evident in all countries, with the UK showing the largest increase in smartphone usage from 30 to 45% of the total population. We also found that the demographics of smartphone owners are shifting. Smartphone usage among females increased in all five countries. Smartphone ownership also rose among those aged 45+ in the US, UK and France.
We partnered with Ipsos to conduct this research with a goal of gaining greater insight into consumer usage of mobile devices, the shift to smartphones and the emergence of tablets as a fourth screen. This study was fielded amongst the total population in the US, UK, Germany, France and Japan. Phase 1 of the research was conducted in January and February 2011 and Phase 2 in September and October 2011.
Some of the key findings of this new research include:
- Consumers are clearly shifting from feature phones to smartphones. Smartphone penetration reached 45% in the UK, 38% in the US and France, 23% in Germany and 17% in Japan.
- Consumers are increasingly using their smartphones for Internet access. Germany saw the biggest increase with the percentage of smartphone owners using their device for daily Internet access jumping from 39% to 49%, while Japan had the highest percentage accessing the Internet daily on their smartphone at 88%. A little over two-thirds of smartphone users in the US and over half of smartphone users in the UK access the mobile Internet daily.
- Smartphone owners are continuing to get online on their computers. Across all five countries approximately 75% of smartphone owners said they continued to use their computer to access the Internet daily.
- Consumers are embracing tablets as the fourth screen. Tablet usage increased across all five countries with the highest penetration amongst the total population in the US at 11%. The rate of tablet usage is even higher amongst smartphone owners – hitting 17% in the US, 11% in Japan and 10% in the UK.
Download the PDF report here to see the full set of data from this research.
Posted by: Nicole Leverich, Google Mobile Ads Marketing
New targeting options available to AdWords mobile advertisers
AdWords advertisers already have access to a range of campaign targeting options. For our advertisers running mobile campaigns,we offer the ability to run separate mobile and desktop campaigns, the ability to target tablet devices, or target specific mobile phone carriers in your country (1).
Today we’re introducing two advanced targeting options that are now available in your AdWords campaign settings: WiFi targeting, and targeting by mobile operating system version.
WiFi Targeting
To reach users when you know they’ll have a high speed connection, you’ll now be able to target your campaigns to mobile users specifically on a WiFi connection. If you’re currently targeting users on specific mobile carriers, you can now target users on WiFi connections too, and expand your reach. This is also useful if your campaign or landing page has high bandwidth content, like videos that you’d like mobile users to access.
To get maximum visibility for your ads we recommend targeting all available carriers and Wi-Fi traffic.
OS Version Targeting
You can already target mobile users by their operating system platform. For example, you can specify whether you would like to reach Android, iOS or WebOS devices with your ads. We’re now giving you even more granular targeting options if your application or service is only applicable to particular platform versions, such as “iOS version 4.0 and above”.
Take advantage of these new campaign targeting options in your Campaign Settings. Stay tuned to the Google Mobile Ads blog for updates on new ways target and reach your mobile customers!
Posted by: Morgan Hallmon, Product Manager, Mobile Ads
A look back at 2011
Five major industry trends emerged in 2011 that will carry us into 2012, and beyond.
1 – Everyone goes mobile
Smartphones and tablets proved that they weren’t just for the geekiest – er, ‘tech savviest’ – among us. These devices are increasingly becoming the norm and they continue to change how people connect with each other, and with businesses, everywhere. According to our research with IPSOS earlier this year:
- 79% of smartphone consumers use their phones to help with shopping, from comparing prices, to finding more product info, to locating a retailer.
- 70% use their smartphones while in a store.
- 77% have contacted a business via mobile, with 61% calling and 59% visiting the local business.
It’s not just that more people are using smartphones and tablets (though the numbers are skyrocketing at an accelerating pace)—it’s that a huge, and fast-growing base of smartphone users, now expect to engage with businesses on mobile. The mainstream consumer got mobilized in 2011.
2 – Mobile search transforms shopping, forever
Analyzing mobile search trends helped the industry better understand how people were using their mobile devices in 2011. For starters, we learned a lot about the ‘timing’ of mobile and tablets. These devices enable us to be constantly connected to the internet, as mobile usage has proven to be complementary to the desktop. We got a clearer picture of how search is changing the ways we shop and connect with businesses. More people are looking for deals both en route to stores and within them on mobile – in the retail category, “Black Friday” related mobile queries were over 200% higher this year than in 2010. Users have also developed some mobile-specific shopping habits – for example, 44% of all searches for last minute gifts and store locator terms are projected to come from mobile devices this holiday season. For procrastinators, mobile has come to the rescue!
In October, we looked at some of the newest ways marketers can build their businesses via mobile search. But, this is only the beginning – whether people are trying to find or call a business, compare prices in a store, or visit a site or app directly from their phones, search and search ads will be the tools that shape a new shopping experience, enabling us connect with businesses, research and buy products on or offline, all via mobile.
3 – Progress with the mobile advertising pipes
As an industry, we came a long way in terms of improving the ‘pipes’ – the systems, products and technologies that advertisers use to build, serve, and measure mobile ads. It’s still early days, but the progress with standards like MRAID and the momentum behind HTML5, are helping to rally the mobile community and make it easier for marketers and customers to connect on the platform. Getting existing tools to ‘speak mobile’ has been another key to helping mobile advertising grow-up as quickly users and businesses want it to. Across search and display, the tools the industry is already familiar with are getting mobilized. There’s plenty of work still to do, but significant progress is being made – watch this space in 2012.
4 – Tablets join the mobile party
Tablets made quite a splash this year. Usage trends sharpened – we’re seeing that people people use these devices to shop, consume media, have fun, and they do so most frequently in the evenings. Tablets are a third screen to be reckoned with for marketers – we saw a 440% growth in traffic from tablets in November 2011 compared to December 2010 on the AdMob network. The business potential is tremendous: not only are users more inclined to shop and make purchases on tablets, but because campaigns can be more effective running across several screens instead of one, tablets offer an incremental opportunity for marketers. Our research with Nielsen showed that campaigns on several screens can be ‘Better Together’ – indeed, in cases like Adidas’, that proved to be true.
5 – Businesses start (actually) thinking mobile first
Smartphones and tablets aren’t small desktop computers – they’re new devices being used in entirely new ways. This year, businesses began to embrace this at scale and many saw good things happen when they built ad campaigns and websites specifically for mobile. Ticketsnow’s success with a mobile optimized site – increased site traffic, and more ticket sales – is just one example of the benefits of building for mobile. Initiatives like GoMo and platform-specific ad features will help businesses better connect with mobile customers in the coming months, and beyond.
It’s hard to believe, but as far as the industry has come in 2011, we’re still in the earliest chapters of mobile’s story. The ways people connect to businesses on their mobile devices and the tools they’re using to connect from them progressed by leaps and bounds this year and soon, we’ll see the mainstream shift that changes the way mobile connects people with brick-and-mortar storefronts as well. Mobile will be moving full speed ahead in 2012 so keep those sleeves rolled-up and those seatbelts fastened – we’ll see you then.
Posted by: Karim Temsamani, VP Mobile Ads
AdWords on mobile helps Regtransfers reach its on-the-move customer base
With Google AdWords, Regtransfers had driven users to its desktop website with considerable success, so they began their mobile activity by creating an AdWords for mobile campaign and simply replicated the keywords used in the desktop campaign.
They’d also found Sitelinks useful in the desktop campaign, and since mobile search ads offer the chance to present two Sitelinks, Regtransfers was quick to take advantage. The first Sitelink on their mobile search ads clicks straight to the inventory search facility; the second Sitelink employs click-to-call. This enables a potential customer to automatically reach the call centre without navigating to the website. There’s no need to copy, dial or re-key a phone number, making it that much easier to convert a browser into a customer.
Next Regtransfers launched an iPhone app to let customers search for registrations, make enquiries and complete purchases. As with click-to-call, the app removes barriers that might otherwise prevent easy engagement.
Finally, Regtransfers implemented remarketing campaigns both for desktop and mobile web users. Search ads first drive traffic to the site, but then if a visitor doesn’t sign up for future communication, download the app, obtain the magazine, make a phone call or email an enquiry, Regtransfers can remarket to them by displaying tailored ads on sites throughout the Google Content Network.
So what about the numbers? Since implementing their AdWords mobile campaign, Regtransfers’ mobile traffic has increased 100%. With a cost-per-conversion that is 48% less on average than on desktop, the click-through rate across the mobile campaign is 93% better than the desktop campaign that it’s based on. Regtransfers’ mobile AdWords campaigns are now delivering 73% more calls than when they first began.
To download the full Regtransfers case study, click here.
Posted by: Matt Brocklehurst, Product Marketing Manager
Analyzing Christmas presents: Make merry, go mobile
E-commerce is more important than ever this Yuletide, and mobile is driving a lot of this. While an eDigital study shows that one in three UK smartphone users engaged in M-commerce in the build-up to Christmas last year, conversions don’t tell the whole story. Many mobile users are turning to their phones to browse products, compare prices and search for physical store locations as well.
An analysis of UK search volumes on desktop versus mobile has found that in November 2011 mobile searches on popular Christmas gifts represented 14.60% of the online total – a jump from 1.83% in 2008 and still growing steadily. Mobile search is becoming increasingly critical in driving footfall too; Google predicts that 44% of total searches for last minute gifts and store locations will be from mobile devices this holiday season. We’re also seeing that 24% of UK consumers use their mobiles for in-store comparison.
Google research also reveals a “triple peak opportunity” on mobile. Data from the past two years show that UK mobile queries for top retail brand terms spike three times in the season of giving. The first peak arrives at the end of November with the last payday before Christmas. The second is in the final days before the holiday itself, and the third coincides with the kick-off of January sales. And this opportunity is growing. These kinds of search queries demonstrate 166% year-on-year growth.
Tablets and smartphones remain among the most desirable of gifts, so it’s worth remembering that mobile display advertising offers a chance for brands to engage with mobile owners from the day they take their new device out of the box. We’ve studied post-Christmas daily AdMob activity in the UK and know that impressions ramp up immediately after Christmas Eve, driven by the acquisition of new smartphones and tablets.
This doesn’t stop when Santa kicks off his boots. Once Christmas and Boxing Day are out of the way, post-holiday sales drive renewed online activity. Queries on mobile recover from the temporary lull more quickly than desktop. Search volumes of the top 1,000 commercial queries illustrate that in the week after Christmas, mobile queries increase 35%, while on desktop the rise is just 2%.
So what can you do to have a merry mobile Christmas? We’ve made a list of top tips for the season:
- Remember that mobile is the link between online and offline shopping and design mobile sites and campaigns accordingly.
- Align messaging across your TV, desktop, mobile and tablet advertising for maximum impact.
- Optimise your search campaigns for mobile for greatest performance.
- Activate the click-to-call and hyperlocal features in your mobile search ads. This will enable users to reach you easily and get locally-relevant information including distance and directions to find and navigate to your business.
- AdMob’s latest targeting options allow you to serve ads specifically to newly activated mobiles. Use the network to engage users with your brand name, products and offers on their new devices.
- Ensure mobile search and display campaigns have sufficient budgets over the Christmas holidays when mobile usage peaks.
- Read our presentation on the research outlined here plus lots more insight on the power of mobile advertising at Christmas by clicking this link here.
Posted by Matt Brocklehurst, Product Marketing Manager
Going mobile in Mobile, Alabama
What happens when a community commits to mobilize together, over the course of three days? It sounds like a theoretical question, but thanks to Mobile, Alabama’s, hospitality and innovation we had the opportunity to find out. That’s how a clever play on words turned into Mobilizing Mobile–a three-day celebration of local community, small business and the mobile web.
Part of the GoMo initiative, Mobilizing, Mobile was an event where business owners of Mobile were invited to learn and take action in order to “Go Mobile” with a little help from Google, DudaMobile, and Mobify. The event kicked off at Space 301 where Mobile’s Mayor Sam Jones and Winn Hallett, President of Mobile’s Chamber of Commerce, welcomed Google to their city. Several of Mobile’s businesses including LuLu’s at Homeport Marina talked about the importance of mobile and we unveiled the first two newly mobilized sites: Distinguished Young Women and the Festival of Flowers. That evening Red Square hosted an event for agencies where Jason Spero, Director of Google Mobile Ads, and Edward Bocches, Chief Innovation Officer at Mullen, spoke on the importance of mobile for ad agencies.
The next day, the real mobilizing began as hundreds of business owners poured into Space 301 to create mobile-friendly versions of their websites, attend mobile business seminars, explore the Google expo and enjoy some delicious local fare.
Check out the action in this quick recap video:
In just 48 hours, nearly 500 mobile-friendly websites were created and launched. You can see some great “Before and After” shots here. Over 400 businesses committed to “going mobile” by signing the GoMo Pledge and hundreds learned about how to grow their businesses with mobile and digital tools in classroom sessions. You can find more event highlights on the Mobilizing Mobile, AL recap pages on the GoMo website.
As we look ahead to next year (and beyond), mobile’s role in our lives will only continue to grow. We can look to Mobile, Alabama, for inspiration, as we watch how the sites created during Mobilizing Mobile affect consumers and businesses alike. And, for the rest of us, ‘tis the season for New Year’s resolutions! The commitment to ‘GoMo’ may be a good one to add to your list for next year. We’re looking forward to more Mo’ in other cities, and countries, in 2012.
Posted by: Jesse Haines, Google Mobile Ads Marketing
eBay Boosts App Downloads using Google AdMob Mobile Ad Network
eBay the world’s leading online marketplace connects millions of buyers and sellers globally. In 2010, the total worth of goods sold on eBay globally was US$61.7 billion.
eBay’s entire portfolio of mobile applications surpassed 50 million downloads globally since
the launch of mobile in 2008. In 2010, consumer’s bought nearly US$2 billion worth of goods
globally through eBay’s mobile applications. This is expected to increase to almost $5 billion in 2011.
eBay’s main iPhone application is available in eight languages and 190 countries and has been downloaded more than 20 million times since its debut in 2008. The company’s Android app is gaining ground apace as Android usage accelerates worldwide.
Down under—all over mobile
Australia is one of eBay’s hottest mobile markets. Between 5 to 10 per cent of Australian iPhone owners log into eBay’s mobile app daily.
On an average day on eBay.com.au, an electronics item is sold every 6 seconds; a laptop every 13 minutes; a sports item every 25 seconds; a car every 22 minutes; and the list goes on.
With AdMob, eBay saw an opportunity to capitalize on the growing popularity of smartphones,
which constitute almost half of traffic in the AdMob network. (1) The company also looked toward to taking advantage of the “stickiness” of smartphone apps: users of iOS and Android platforms regularly spend at least 79 minutes a day using apps. (2)
From tried to true
During the AdMob push, Android app downloads increased 48% when compared with the same time period pre-campaign. Cost-per-click was significantly lower than traditional online display advertising, and cost-per-download. To further advance its mobile initiatives, eBay has created a new mobile-optimized website for eBay.com.au and plans to expand mobile advertising activities.
(1) May 2010 Mobile Metrics Report from Google AdMob (metrics.admob.com)
(2) May 2010 Mobile Metrics Report from Google AdMob (metrics.admob.com)
Posted by Ryan Hayward, Product Marketing Manager
PrivacyStar scales Android business with AdMob
PrivacyStar had used a variety of marketing channels to promote their app, including desktop display and television advertising. While successful, this initial acquisition strategy resulted in relatively high cost-per-acquisition (CPA), with downloads costing upwards of $5. Seeing the need to reach their audience while on specific smartphone devices and slash CPA, the PrivacyStar team decided to try in-app advertising across a number of mobile ad networks to drive users to download their app directly to their devices.
AdMob was able to deliver and quickly become their most effective channel of advertising. Other mobile ad networks struggled to maintain a low CPA as they grew on Android inventory. The team then began optimizing their advertising within other mobile apps on the AdMob network—informed by data from Google Analytics. App placements were limited to particular app categories to focus their audience and placements that didn’t meet the aggressive CPM targets were excluded. Within a month of these optimizations, cost per acquisition fell to less than $2, a fraction of their initial acquisition cost. Additionally, the quality of downloads that AdMob drove were far superior, with more users upgrading to a monthly subscription.
The success that PrivacyStar has achieved with AdMob and Google Analytics has them poised for continued growth on Android. For more details on PrivacyStar’s approach, check out the full case study.
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