At Google, we have a number of free ... experience and allow a seamless transition across all devices - mobile, ... Thes
THE MOBILE MARKETING BRIEF
S E P T E M B E R 2016 The Mobile Brief
MO BIL E: THE GR OW ING STO RY
www.greenlightdigital.com
Mobile Insights
There’s no getting away from it -
At Google, we have a number of free
mobile plays a fundamental part
tools3 that help brands to get the
in supporting business growth. In
best out of mobile, such as tips for
the UK alone, there are over 75
creating a good mobile site, page
million phone subscriptions and,
speed insights and reviewing how
furthermore, 40% of all UK sales
customer-friendly your mobile site
take place on smartphones and
really is.
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tablets2. It’s clear the pressure really is on for businesses to provide consumers with a seamless experience in a mobile-first world.
The example to the right is from a London restaurant chain, Tootoomoo, and shows confirmation that its mobile site is indeed customer-friendly. For sites that
Ultimately, consumers want to encounter “ mobile sites that are easy to navigate, and that deliver fast results. If any of these elements are compromised, consumers have ample choice to take their custom elsewhere. “
don’t pass this test with flying colours, Google offers practical and quick ways to improve their mobile experiences. Along with these insights, Google is continuing to support a mobilefirst world with the recent launch of three new ad innovations: Expanded Text Ads, New Bid Adjustments, and Cross-Device Columns.
Source: https://www.google.co.uk/webmasters/ tools/mobile-friendly/
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www.greenlightdigital.com | +44 (0)20 7253 7000
Mobile Insights
EXPANDED TEXT ADS At the start of 2016, Google removed right-hand side ads in the search engine results pages in order to improve the user experience and allow a seamless transition across all devices - mobile, tablet and desktop. This led to the announcement of the new Expanded Text Ads. These are similar to Google’s standard text ads but there are several differences: Expanded Text Ads have two headlines
The display URL is now based on the final
instead of one, with 30 characters and
URL domain.
one long 80-character description line.
These text ads are now mobile-optimised.
The description line, which was originally two lines, has now become one field. In reality, this gives businesses 50% more ad text to highlight products, offers and services.
Standard text ad
Expanded text ad
Source: https://adwords.googleblog.com/2016/07/three-ad-innovations-for-mobile-first-world.html
www.greenlightdigital.com | +44 (0)20 7253 7000
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Mobile Insights
DEVICE BID ADJUSTMENTS Device Bid Adjustments offers businesses the option to maintain a single campaign, but with more control to set individual bids for each device; mobile, tablet and desktop. Aligning this, where relevant, with location, time of day, and audience allows businesses to optimise with greater precision.
CROSS DEVICE DEVELOPMENTS In this day and age, 61% of internet users and over 80% of online millennials start shopping on one device but continue, or finish their purchase, on a different one4. We know that consumers are constantly moving between devices, making it important to move away from a last click model and look at the whole customer journey when analysing a brand’s online performance.
Three years ago, Google introduced
and 2015, mobile queries rose close
cross-device conversions to allow
to 10% during this period, across all
marketers to fully measure this
categories7. So in order to capitalise
multi-device journey. As of 6
on this buoyant period in the retail
September 2016 cross-device
calendar, marketers must start
conversions will automatically
putting strategic cross-device plans
be included in the AdWords
in place now.
th
‘Conversions’ column, which will
And finally, when planning budgets
allow marketers to have a better
or creating new campaigns, keep
understanding of the full value of
in mind what Wendy Clark, former
mobile.
President at Coca–Cola, once said8, “If your plans don’t include mobile,
WHAT’S NEXT?
your plans are not finished”. So, let us raise a toast to mobile, embrace
With the busy Christmas period imminently upon us, it really is more important than ever to start putting these actions into place. Google
the direction the consumer is going in and join them on their journey. Here’s to a mobile-first world.
has identified that for big shopping days, such as Black Friday (the day after Thanksgiving) and Cyber Monday (the first Monday after Thanksgiving and Black Friday), UK
1. 2. 3. 4.
search queries are up 22% yearon-year5, sales on Black Friday are up 35% year-on-year and Cyber Monday sales are up 34% year-onyear6. Additionally, between 2014
5. 6. 7. 8.
We are Social - Digital in 2015 IMRG & CapGemini, Nov 2014 - Jan 2015 https://developers.google.com Google / Ipsos Connect, March 2016, GPS Omnibus,n=2,013 US online respondents 18+. Google Insights Google Insights Google Insights Econsultancy, 28 inspiring mobile marketing quotes, June, 2014
JILL WATCHORN INDUSTRY MANAGER, GOOGLE
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www.greenlightdigital.com | +44 (0)20 7253 7000
Mobile Insights
Source: https://adwords.googleblog.com/
www.greenlightdigital.com | +44 (0)20 7253 7000
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