I. MOBILE WORLD
II FEATURES NEW TOOLS and ADWORDS of
III. INTERNATIONALIZATION
IV. INCREASE ROI WITH THE WEB
...................
I. MOBILE WORLD
Data:
- User smartphone spends 40% of the time calls 60% to navigate and stuff
- In 2010 it has doubled the number of mobile Internet users
- 32% have smartphones and of these 61% have accessed the Internet
- In 2013 Internet users mobile users to exceed connecting from a computer
- Search is one of the most used in the smartphone (48% have used a browser)
- The use increases throughout the day and has the peak at the output of work (unlike the computer)
mobile strategy
Of the 500 largest companies in USA, 56% still has no strategy on mobile devices, is now the opportunity.
Items to consider:
- Ads must be specific, "now called" reservation through your mobile "...
- The key words are slightly different, as
bids - In what has been done so far, the campaign focused on mobile devices have made these enhancements:
+80% -15% CTR
CPC +43% -15% conversion
CPA
1 º Campaigns :
- For Smartphone (full browser, Palm Tree , Nexus 1 iPhone) and WAP devices (your own browser )
- Best HTML and avoid flash (on iPhone does not work)
- Keywords max 2 / 3 terms terms generic brands work well
- Bidding aggressive: there is only room for 5 advertisers
- The Quality Score is calculated as in computers
- Use click - to - call
- We need to create campaigns only for WAP : only 2 ads, text ads
shorter - the moment only 3 major operators: Vodafone , Orange , MoviStar
- With GPS can use the geolocation (provided the user has activated)
Three types of campaign:
a) Search: hyperlocal various formats (for those who are registered with Google places, the terminal displays the distance to the business) the click - to - call (link below the ad with Tel can be a single national or more local telephone as the user's location) with extensions (where relevant) click to download (for downloading applications ).
b) Network Display: either on sites optimized for mobile devices (it looks much better) or not optimized (it looks more precarious). Ads can be text, images and extensions.
c) ads to promote applications : oriented by application or applications categories.
2 º Web Site :
can be viewed in three ways: directly HTML on the iPhone, a device optimized page or application. As for the optimized page:
-
very simple design - few and clear images
- buttons visible and identifiable
- limit scrolling, especially horizontal (deletion)
- useful content, taking into account that connect from a mobile
- giving the ability to browse and view the normal version of the page
- Analytics can track
- eliminate pop - ups, redirects , flash
and maybe javascript
Is it better to develop an application?
pages websites are easier to find in a search, cost less and maintenance is easier. But functionality, the customization , interaction and user experience is limited. The
applications allow spectacular developments, use of GPS, camera, voice, loyalty gives more (the user has an icon on your laptop) and do not need to connect to use. But it requires doing a promotion that requires the download and download (barrier).
Through Google Sites (beta) can create web pages simple mobile, depending on the target (download, subscription, contact ...
3 ° Measurement:
With AdWords, we can see what's next for mobile (enable it in keywords)
In Analytics see devices words campaigns, etc.
Success
1, 1-800 - flowers . com (USA): distance selling flowers, more than 2 million prints from mobile devices, CTR 2 / 3 times higher than on PCs, 1% of sales ($ 1 million in the last year, 114 in total) 2 º
Planet Sushi (France): CPC 50% cheaper, CTR 40% higher, 47% increase in conversions
3 º Securitas Direct (Spain): 3.3 % of sales last month thanks to mobile campaigns, 16% of conversions
What next :
- Analysis of the total traffic coming from computers, will be little but growing rapidly
- Identify the experience ideal of a user on the mobile
- See what your competitors are doing
- Define
conversion goals - Create campaign specific pages and / or specific
applications - Visit from different platforms to see how it looks
- continuously optimize
II and FEATURES NEW TOOLS of
ADWORDS 1. Broad match modifier
allows us to have more control than broad match to dry and more volume than the phrase matching.
Example: + rental car is wider than + car + rental
The only difference is that shows no synonyms or related searches (The wide)
Example: + vacation + Holidays in Italy Italy
YES
Hotels on the Amalfi coast tours
NO in Italy NO
best sites vacation in Italy
IF NO
rough holiday
Example: Vacation + Holidays in Italy Italy
YES
Hotels on the Amalfi coast
NO tours in Italy SI
best vacation sites in itali a rough holiday
IF NO
2. AdWords Campaign Experiments (ACE )
To test and accurately measure changes in the campaigns and more testing in less time.
The improvements observed in a campaign could be external factors (demand, crisis, climate offline actions ...) and not due to changes in the campaigns.
The experiments also allow a 50% every year and see what happens with the campaign and control the experiment. They both equally affected by external factors.
Another example, 20% of the campaign can use it to test an aggressive bid, or the inclusion of some key words or structure of the campaigns (the settings still can not).
Steps: 1 Specify
the experiment settings
2 Determine what you want to change
3 Monitoring and evaluation of results (over 95% of statistical significance)
4 Accept or reject changes
3. Optimizer campaigns display
Optimizer is like life conversions but steroids. Analyzes
sites where ads are running according to the history and performs optimizations Bidding to increase the number of conversions. It also seeks sites similar to those already working and eliminate locations that are not profitable.
The less good: you have to ask the manager is not available by default, have to leave the first 15 days to work alone, without touching anything, and must generate at least 15 conversions per day.
4. tool Contextual Targeting
be launched in the coming days.
is a new utility for content campaigns. Until now, creating ad groups you should think about the issues and from there, the keywords of each topic.
With this tool just thinking about the issues and the system will generate the words keys and automatically groups. You save work.
is only for display network but nobody stops you from using the information for search campaigns.
III. INTERNATIONALIZATION
COUNTRIES, have lower CPC that Spain:
Countries with fewer ads per search:
Export Tool Adviser: (currently only in English) evaluates the external potential tool combining keywords, Google translator and the estimator traffic. I indicates the countries with the most potential, searches by country and estimated CPC
Matrix opportunities in international markets : (must be ordered to account manager) countries situated in a matrix as market size and the margin. Instead of countries can see the products or services.
Translating: campaigns will result in 10 days in major world languages. Of course, you must have a minimum expenditure of 60 € per day and other requirements.
Google Insights for Search : charts showing the seasonality searches by country.
IV. INCREASE ROI WITH THE WEB
Why do you have to work to fund the web and not just AdWords campaigns? Google
charged when someone has made a clicking .
But you only get paid when someone becomes.
And the conversion depends on what is found on page web .
Securitas Direct changed web page and turned the number of leads .
Identifying problems
Analytics - Loyalty : see how much time you spend on the web , frequency, etc.
- Main content: high bounce rates is a bad sign
- The conversion funnel : we can visually detect the bleeding of users in each of the phases of a process. Without doubt, the best information Analytics
What we can change the web
- Webs
clear and concise - Focused action
- Examples
Google. Com , gocompare . Com , Kellogs . Com
- Maximize the consistency between the announcement and what it is, there are no shorts
- Make home helpful: Offers conspicuous
simple menus - to help the user navigate (heat map : attentiowizard . com): buttons visible bread crumbs, photos sufficiently large, and so on.
- Insert the web search engines and see what they look
- Make the content attractive, hierarchies, order, and classifying
- Provide the details when the user needs
- Build confidence, especially when paying: everything you are buying it broken, security icons, all deliveries info, registration should be optional
- Avoid distractions once they enter the process, indicate the steps are and where we
How test different options
With testing tools of the most widely used of the free: Google Website Optimizer
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