mobile: the growing story mobile: the growing story - Greenlight Digital

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

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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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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


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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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Mobile Insights

Source: https://adwords.googleblog.com/


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