GOOGLE MOBILE ADWORDS MARKETING STRATEGY

Google mobile Adwords marketing strategy: From 2011 to 2013, smartphone adoption in the U.S. grew from 36% to 61% (source). And tablet owners grew significantly. 4 in 5 consumers use search engines to find products, services, or experiences nearby. 84% use search engines on their computer or tablet and even more (88%) do so on their smartphone (source). Retailers are waking up to the power of capturing mobile demand. According to Digby 70% of top retailers now offer mobile apps. Further research indicates that 78% of fast food chains, 75% of casual dining brands, 77% of big-box retailers, 59% of specialty stores, and 58% of grocery stores have mobile apps (source). You can use the Consumer Barometer to understand the multi-screen world, the smart shopper, and the smart viewer, and share the graphs or export them as GSVs or PNG. “The Multi-screen World, The Smart Shopper, and the Smart Viewer can be used to understand the customer journey. 68% of mobile searches occur at home(source). W88% of clicks on mobile search ads are incremental to organic clicks. In certain industries, this figure can be as high as 97% (source). 80% of smartphone users use mobile phones for shopping research, and 80% of those shoppers do their mobile research in-store (source).

The use of mobile phones in stores has led to the phenomenon of “showrooming,” which turns brick-and-mortar stores into showrooms for products that are then purchased online or via mobile. Mobile can help you promote your app, drive calls to your business, drive online leads or sales, drive in-store sales, and help you build awareness. Apps offer unique ways to engage with your best customers, including connecting through social and gaming. They can also aid the offline experience,  driving e-commerce and loyalty. The biggest challenges of promoting an app are driving discovery and installation, driving engagement, and driving conversion of your most valuable customers. For many businesses, re-engagement is fundamental

1. 1. More usage (since you monetize by serving ads in your app, as a traditional media publisher)

1. More brand awareness (e.g., for key brands, driving continued awareness of the parent brand or specific product launches)

The key is identifying who you want to re-engage and deciding how you’ll do it. app indexing,  deep-linking, formats and targeting that are optimized for re-engagement. The easy-to-use remarketing lists leverage YouTube (videos watched), Google Play (automated), and Google Analytics (user segmentation), along with first- and third-party data.

1. 1. Build remarketing lists: Define in-app triggers (e.g., dropped out of purchase flow) or key segments (e.g., lapsed users) to target

1. 1. Do proactive outreach: Consider available channels (e-mail, app push notifications, back of register tape, in-app) to re-engage

1. 1. Offer something unique: Provide a unique experience (in-store reward, exploding offer, or discount)

1. 1. Deep-link: Develop your app so it directs people into deeper, more targeted sections

1. Track: Measure everything beyond installs to understand your most valuable customers and their behaviors (subscriptions, retail purhcases, etc.)

Mobile app revenue comes from in-app purchases. Measure the lifetime value (LTV) of your users with Google Analytics. AdWords lets you track conversions with a  codeless solution, use conversion tracking, and target cost-per-action (CPA) optimization. You can also identify and target customers based on segments.

• Creating a seamless checkout: For in-app purchases or e-commerce, make checkout a breeze (e.g., log-in/pay button, fewer clicks, and fields, 1-click purchase)

• Tracking purchases: Measure each customer’s (or segment’s) lifetime value and shopping behavior by monitoring conversions

• Offering something unique: Consider reputable third parties that can help with more-complex tracking/reporting (e.g., x-device, x-platform). Drive specific conversions (e.g., camera, location, QR codes, alerts, offline)

Consumers want a choice in how they reach your business — sometimes it’s easier to call. Consumers are calling more frequently than ever Don’t miss out on the demand for calls; they can generate sales and real results for your business Using SEO keywords/search ads and then using retargeting ads to lower CPA. Call extensions give you the ability to dial a number and should be used if you want to focus exclusively on driving calls. Call-only ads are a great option for advertisers with no mobile site or low mobile conversion rates. Google forwarding numbers enable rich call reporting. Calls are seamlessly routed through a dynamic number (different for every campaign, ad group, ad, and keyword). Your phone rings normally but the forwarding lets you:

1. 1. see which keywords, ads, ad groups, and campaigns might be driving calls to your business

1. 1. understand your return on investment (ROI) and make better-informed decisions about your ad spend

1. use flexible bid strategies (such as target CPA and target ROAS) that automatically optimize campaigns according to your business goals

You can see all the calls your ads drove to your business, including when they were made, whether they were connected, their duration, and their area code.  Count conversions from cross-device sessions call sourced from click-to-call actions, in-store visits, and purchases facilitated by store locator searches from smartphones, and those from your mobile app. Target consumers at the right locations, Drive them to your business with the right ad, Measure the offline impact of your online spend, and Optimize for omnichannel performance.

Use location bid adjustments to reach people nearby. If a mobile user is near your store, use location bid adjustments to raise bids by a percentage that you’ve pre-set. This gives your ad a higher rank and more visibility with these people. Relevant ads can show on Google Maps when someone does a search. They show on both desktop and mobile and include a title, text, and link for directions. Location extensions let prospective customers instantly get directions to your business or make a call from your ad. They give mobile users extra information, saving them from having to hunt down details. With one click, they can find out how close your store is and also get directions. Image-based local inventory search ads tell people you’ve got what they want, and how close they are to your store. When a shopper clicks on your ad, they go to a Google-powered local storefront that displays other inventory and prices in your store, based on your local inventory data feed. It’s easy for a prospective customer to pop into your store and pick up an item . . . and maybe more.

The AdWords geographic report can help you assess performance at different levels of targeting and identify location bid adjustment opportunities. You can see certain queries near your store, which can help you understand the offline impact. And you can use other tools, including store visits reporting and store transactions attribution, to help determine how online ads lead to store visits and drive in-store transactions. When people are in your store, for instance, searching for a different color or size of an item, they can also view your local inventory in the local storefront, helping them shop inside your shop. Budgeting and bidding decisions must incorporate the value of consumers’ offline actions that were influenced by your online advertising. Omnichannel seeks to provide the customer with a seamless shopping experience. To optimize omnichannel performance: online, app, offline. Google My Business is a good starting place. consumers do searches related to your business, they see your location, store hours, and phone number. If search gets you 2 offline sales for every online sale, and you’re not measuring that, you’ll undervalue your search spend. Your bids will be too low and you’ll leave sales and profits on the table — online and offline. In the long term, you won’t be able to compete with those who measure and bid based on a complete picture