Official Canada Blog
News and notes from Google Canada
5 Ways Mobile Creates Value
Tuesday, May 14, 2013
Editor's Note: This post is part of our ongoing #MobileMonth series for May
Recently, we
launched
a tool to help marketers measure the
Full Value of Mobile
. Today, we’re highlighting why and how marketers need to think differently about measuring mobile.
Many marketers continue to evaluate mobile using traditional measurement metrics, such as last-click attribution. For example, if a consumer clicks on a mobile ad, visits your website and makes a purchase, the conversion would be directly attributed that mobile ad. However, marketers often don’t measure the other ways consumers on a mobile device are influenced to make purchases through other channels . Mobile frequently plays a role in leading consumers towards a purchase decision in five ways:
Phone Calls
- Clicks on click-to-call ads, or on website “call” buttons
Store Visits
- Clicks for directions in ads or on website “store locator” pages
Mobile Apps
- In-app purchases or activities
Cross-Device Purchase
- Research that starts on a smartphone, but is followed up by a purchase on another device, such as a desktop
Mobile Commerce
- Purchases made directly from the mobile device
It is important to measure and assign value to each of these five types of conversions so you can truly understand the contribution mobile plays to your business. If you only consider mobile conversions as purchases made directly on your mobile site, you may be significantly underestimating the true return on investment from mobile advertising. Building an attribution model to account for a variety of different mobile conversions is essential to understanding the full value of mobile.
Once you are tracking mobile signals across the various paths to purchase, you can use our Full Value of Mobile
calculator
to help you estimate the contribution each conversion activity is making to your business. In about 30 minutes, you can follow the step-by-step wizard to upload data from AdWords and your mobile website, and make some key assumptions to create your Full Value of Mobile estimate. Through the exercise, you’ll see the total value, value per click, and ROI that mobile is driving for your business across all mobile customer paths, not just your mobile website.
If you would like to learn more about mobile measurement and attribution, watch our
webinar
on the Full Value of Mobile.
Posted by Fab Dolan, Product Marketing Manager, Google Canada
What marketers need to know about mobile: Highlights from Eric Morris’ keynote at Mobile Day 2013
Friday, May 10, 2013
Note: This post is part of our ongoing #MobileMonth series for May.
This week, Eric Morris, Head of Search and Direct Response Advertising at Google Canada, delivered a keynote at
Mobile Day 2013
, presented by the Canadian Marketing Association and Marketing magazine. Eric spoke about the technological shifts empowering the mobile revolution, the consumer behaviours defining it, and how marketers can seize the opportunity to engage with mobile effectively. Here are a few of his key takeaways:
Mobile is so big you can’t have specialists thinking about it, you need everyone thinking about it.
Mobile plays a role at all stages of the purchase cycle, from research through consideration and purchase. Our recent
multi-screen research
has shown that 90% of people move between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TV. As a result, marketers need to think about mobile as an integral component to their overall marketing plans, and not something to be considered separately.
Context is important. Think about what your customers are looking for in mobile and give them the right information.
Signals like location, time of day, and the capabilities of the device people are using have become increasingly important. For example, a pizza restaurant probably wants to show one ad to someone searching for “pizza” at 1pm on their PC at work (perhaps a link to an online order form or menu), and a different ad to someone searching for “pizza” at 8pm on a smartphone a half-mile from the restaurant (perhaps a click-to-call phone number and restaurant locator). People want ads and information that are relevant for the context they are in.
Build your mobile sites for thumbs not mice.
Did you know: 8 in 10 consumers instantly abandon a mobile site if the experience isn’t up to par?
1
Mobile consumers have high expectations from businesses today. With Google mobile searches growing 400% in the last two years, it’s increasingly important for businesses to satisfy the needs of a mobile user by building a mobile-friendly site. A great mobile site will help your business by allowing people visiting your website on mobile devices to easily complete what they intend to do, such as making a purchase or contacting you.
Don’t shoehorn traditional metrics onto digital. Build an attribution model and assign value to all mobile conversions.
Mobile impacts many stages of the path to purchase. For example, a customer might purchase a product directly on their phone or they might simply look for directions to your local store. In both cases, mobile played a role in the sale. Understanding the full value of mobile means taking into consideration the contribution of mobile along the purchase journey. Editor’s Note: Check back next week for a comprehensive post on measuring the full value of mobile
Posted by Fab Dolan, Product Marketing Manager, Google Canada
Source (1)
Limelight Networks, Inc. 2011
May is #MobileMonth at Google Canada
Monday, May 6, 2013
Mobile device adoption in Canada is accelerating at breakneck speed. According to
comScore
, 62% of mobile devices in this country are now smartphones, which places us at the forefront of a generational shift towards mobile. Mobile devices are becoming so essential to our daily lives that as many as
79% of Canadians won’t leave home without them
. This month, we will be sharing insights, tips and stories on the mobile opportunity for marketers, as part of #mobilemonth at Google Canada.
First up, Eric Morris, Google Canada’s Head of Search and Direct Response Advertising, will be sharing his perspective on the mobile landscape at
Marketing magazine’s Mobile Day
. We’ll post Eric’s thoughts here later this week.
In the weeks following, we will discuss the many ways mobile marketing creates tailored consumer experiences by harnessing the powerful combination of location and intent. We’ll discuss how:
Mobile provides context - By refining offers based on location and type of device, you can directly address what potential customers are looking for, whether they are at home on the couch, or standing in your store.
Mobile bridges offline and online - Consumers use mobile devices to move seamlessly between their offline and online lives. Offline advertising can often lead to actions taken by consumers online using mobile devices.
Mobile engagement goes beyond advertising - The magic of smart mobile devices is that they are simultaneously powerful tools for utility and sources of endless entertainment. Marketers can harness these tools to offer not just advertising, but also
entertainment
and
utility
to create meaningful brand connections with consumers.
Stay tuned for more case studies, interviews with mobile experts, and tools to help your business succeed. As always, let us know if you have questions or suggestions by reaching out to us on
Google+
or
Twitter
.
Posted by Fab Dolan, Product Marketing Manager, Google Canada
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