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Tags:  esurance 
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Published:  October 29, 2011
 
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Slide 1: Mobile Advertising Overview Mobile Squared Roadshow USA November 2, 2010 Google Confidential and Proprietary 1
Slide 2: Growth is accelerating Google Confidential and Proprietary 2
Slide 3: Growth is accelerating Google Confidential and Proprietary 3
Slide 4: 5x more searches On high-end devices than traditional WAP phones Google Confidential and Proprietary 4 Source: Google Internal Data 4 © gv91
Slide 5: % 500 growth in mobile search from 2008 to 2010 Google Confidential and Proprietary 5 Source: Google Internal Data 5 © gv91
Slide 6: 20% of Google Confidential and Proprietary mobile searches are voice searches 6
Slide 7: Visual search on the rise Google Confidential and Proprietary 7
Slide 8: Media bridging possibilities? Google Confidential and Proprietary 8
Slide 9: Find what you want (online or off) with Shopper Google Confidential and Proprietary 9
Slide 10: Search along route in Google Maps Google Confidential and Proprietary 10
Slide 11: Google Confidential and Proprietary 11
Slide 12: Super Bowl 2010 – Mobile Search Behavior Number of Searches Search criteria dockers • the who • roger daltrey • pete townshend • how to impress a french girl • NFL • super bowl 2010 • peyton manning godaddy 7 Feb 2010 14:30 7 Feb 2010 15:00 7 Feb 2010 15:30 7 Feb 2010 16:00 7 Feb 2010 16:30 7 Feb 2010 17:00 7 Feb 2010 17:30 7 Feb 2010 18:00 Source: Google Internal Data Google Confidential and Proprietary 12
Slide 13: Search patterns suggest that mobile search is incremental to desktop search Mobile search peaks at night versus desktop search which peaks during the morning Google Confidential and Proprietary Source: Citi Investment Research and Analysis, iCrossing Mobile, 2010
Slide 14: Internet behavior is similar across full browsers Mobile Search Categories on iPhone vs. Desktop Google Confidential and Proprietary Source: Google Internal Data 14
Slide 15: Mobile consumers are looking for local information 1 in 3 mobile search queries have local intent Search near My Location Find local store hours Find friends nearby Get driving directions Call a local business Browse What’s Near Me Now Locate a business on maps Google Confidential and Proprietary 15 Source: Kelsey Group
Slide 16: What’s working? Google Confidential and Proprietary 16
Slide 17: Mobile Search: Click to Call Google Confidential and Proprietary 17
Slide 18: Esurance Reduced CPA with Click-To-Call “The click-to-call feature of Google mobile ads is key, because it allows a user to connect to us directly after a search – so customers have a great user experience, and we get a positive return on investment.” —Tolithia Kornweibel, Director of Online Marketing, Esurance What They Did Successfully deployed Google mobile ads’ click-to-call to connect mobile users with car insurance agents and drive increased revenue Results  Improved CPA: Acquired customers at about 20-30% less cost than through other marketing channels  Boosted conversion rates: Calls coming from click-to-call mobile ads were more likely to result in sales  Improved convenience: Enabled potential customers to reach the company faster and easier Google Confidential and Proprietary 18
Slide 19: Click-to-Call drives performance Phone Extension – 6% increase in average CTR Location Extension – 8% increase in average CTR Google Confidential and Proprietary 19
Slide 20: New Search Formats: Offers Test Results  Incremental store traffic: Weekly in-store coupon redemptions doubled  Increased sales: Offers drove higher average order value in stores than usual  Efficient & Effective Ad Format: Achieved CTR 28% higher than standard mobile ads, with CPC 32% lower Google Confidential and Proprietary 20
Slide 21: Maximize local Google Confidential and Proprietary 21
Slide 22: Hyperlocal “Since Enterprise RentA-Car has neighborhood and airport locations within 15 miles of 90 percent of the U.S. population, Google's hyperlocal ad feature is an excellent medium to help our customers find us at the exact moment they need us most.” -Laura Bryant, Enterprise Google Confidential and Proprietary 22
Slide 23: Store Locator Ad Format Google Confidential and Proprietary 23
Slide 24: So What? Google Confidential and Proprietary 24
Slide 25: Your Mobile Search Presence Be Clear Engagement, Downloads, Conversions, Test drive Be Found Be Ready Be Smarter Google Confidential and Proprietary 2 5
Slide 26: Be Clear: What’s your strategy? Google Confidential and Proprietary 26
Slide 27: Be Found: Optimize for The Small Screen 46% 119% 11% greater clickthrough rate greater conversion rate lower cost-peracquisition Source: Google Internal Data Google Confidential and Proprietary 27
Slide 28: Be ready: Build a mobile site Google Confidential and Proprietary 28
Slide 29: Be smart: Use the data to maximize mobile Google Confidential and Proprietary 29
Slide 30: Takeaways Be clear what is your strategy? Be ready is your site good to go? Be found are you available? Be smart what does the data say? Thank You! Google Confidential and Proprietary 30

   
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