ADVERTISING

ON MOBILE
by Tuhin Ghosh
MBA (XLRI), Guest Faculty (IIM-L), Digital Marketing
Strategist and Consultant
ADVERTISEMENT ON MOBILE

INTRODUCTION
Advertisement on Mobile
ADVERTISEMENT ON MOBILE > INTRODUCTION

The consumption of digital content is growing in smartphones and tablets. So as a digital

marketer if your strategy does not include mobile you are going to miss the big opportunity
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OBJECTIVES
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ADVERTISEMENT ON MOBILE > OBJECTIVES

At the end of this module, you will be able to:

o See the importance of mobile marketing and how Google
helps the cause through its platform
o Understand the networks, formats and extension relevant to
mobile
o Understand the key objectives, considerations and strategies
for mobile marketing
o Learn about Apps marketing and conversion tracking and
different reports which should help in optimising
ADVERTISEMENT ON MOBILE

IMPORTANCE OF MOBILE
Opportunities to Leverage
ADVERTISEMENT ON MOBILE > THE GROWING MOBILE TRIBE

More than half of the visits is coming from mobile

Whether it is search or social
App is driving consumption

Source: Smart Insight

ADVERTISEMENT ON MOBILE > GOOGLE MOBILE ADVERTISEMENT

Google mobile advertisements helps your mobile

marketing strategy as:
It has the REACH

It has dedicated AD FORMAT

It has got tools to TRACK AND OPTIMIZE

Google Play gives added functions to TARGET and TRACK

ADVERTISEMENT ON MOBILE > THE MOBILE CONSUMER

Likes to search, compare

Search for local business-
prices and get
Always on the go restaurants, movers,
recommendations (even
cinemas, directions.
while physical shopping)
ADVERTISEMENT ON MOBILE > THE MOBILE MARKETING ECOSYSTEM

Services or Product
Marketers

Associations, device Media owners, or advertising

Associates Consumers Sellers
manufacturers et al solution providers

Enablers
Technology Platforms
ADVERTISEMENT ON MOBILE

MOBILE MARKETING
Key Objectives
ADVERTISEMENT ON MOBILE > KEY OBJECTIVES OF MOBILE MARKETING

Marketing mobile Apps and creating engagement

Connecting with customers with call campaigns through call

extension and call only campaigns

Using mobiles to increase your sales in your physical stores

Increase awareness for your brand especially to mobile

customers
ADVERTISEMENT ON MOBILE > MOBILE APPS CAMPAIGNS

Identify the Remain

Discovery and Engage with Valuable Relevant
Installation The App Customers
ADVERTISEMENT ON MOBILE > CALL CAMPAIGNS

Connect to You Measure performance

of your call

 When they are on the go

 Cutting down on a tedious task like
making appointment.
You can use ‘Google Forwarding Number’ to
 When they want to talk directly to you.
track performance across keywords, Ad, Ad
 You can use the AdWords tools: group and campaign.
 Call Extensions
 Call Only campaigns
ADVERTISEMENT ON MOBILE > INCREASE STORE SALES
Location Targeting
You can use bid
adjustments to spend more
money on customers that
are within a certain radius of
your business.
Use Correct Ads
Provide customers with
information they need,
without them researching too
much
Through:
 Google Map
 Location Extension
 Local Inventory Search
Measure Online
to Offline Results
You can have multiple
techniques to relate online
promo to offline visit and sales
like search queries, in-store
activities, and store
transaction attributions.
Optimize for
Offline Conversion
You can connect activities or
promotion in desktop, tablet,
phone, and physical location
and use attribution modelling
to optimise them and
enhance your ROI.
ADVERTISEMENT ON MOBILE

AD FORMATS AND NETWORKS

For Mobile
ADVERTISEMENT ON MOBILE > MOBILE NETWORKS

Search Networks:

 You can get discovered while searching and also create re-
engagement through deep links related to the query.

Display Network:

 Ad Mob: Used to monetize App through Ads

 Display Network: Used to target websites and Apps to show
Ad on

YouTube:

 You can target viewers who have interest relevant to your

Apps through ‘True View’.
ADVERTISEMENT ON MOBILE > TYPES OF MOBILE ADS

Image Ads:
App Promotion Ad:
Text Ads: They can link to your
It shows for devices
They show fewer text mobile website or App.
which are capable of
because of limitations. Ads inside App needs to
downloading your App
be 320x50

Mobile App install:

App Engagement Ad:
You can target mobile
These usually drive
operating system or those
engagement through deep
who have not downloaded
links or remarketing.
your App.
ADVERTISEMENT ON MOBILE > MOBILE APP EXTENSION
ADVERTISEMENT ON MOBILE

GOING MOBILE
Key Considerations
ADVERTISEMENT ON MOBILE > CONSIDERATION FOR MOBILE SITE

Make navigation clear and simple.

Use images and content that loads quickly.

Reduce or eliminate the amount of scrolling.

If you need users to click on something, make sure they are large and
easy to click on.

In certain cases its better to have a separate mobile site with

customised content.
ADVERTISEMENT ON MOBILE > CONSIDERATION FOR MOBILE ADS

Use mobile extensions and formats.

Think of truncated yet effective headline and descriptions.

Use display URL to signal mobile friendliness of your landing page.

Use relevant banner sizes - 320x50, 300x250, 728x90.

Make sure your metrics are also relevant to mobile consumer

behaviour.
ADVERTISEMENT ON MOBILE > CONSIDERATION FOR MOBILE APPS

Centre around a focussed use – Utility and or Entertainment

Prioritise development as per the largest mobile platforms.

You can create hybrid App that scales for tablet and mobile.

Build in-App functions like notifications

Make sure your metrics are also relevant to mobile consumer

behaviour.
ADVERTISEMENT ON MOBILE

MOBILE STRATEGY
Specific to Device
ADVERTISEMENT ON MOBILE > MOBILE BID ADJUSTMENT

Example:
Mobile conversion rate: 9%
Computer conversion rate: 14%
𝐦𝐨𝐛𝐢𝐥𝐞 ÷ 𝐜𝐨𝐦𝐩𝐮𝐭𝐞𝐫: 𝟗 ÷ 𝟏𝟒
𝟗 ÷ 𝟏𝟒 = 𝟎. 𝟔𝟒𝟑
𝟏 − 𝟎. 𝟔𝟒𝟑 = 𝟎. 𝟑𝟓𝟕
Since conversion rate is higher on computers, you should
decrease your mobile bids by 4%

You can choose the bid for better conversion in a device which is performing better
ADVERTISEMENT ON MOBILE > TARGET OPERATING SYSTEMS

It is important to target only the OS that your App is built for.

ADVERTISEMENT ON MOBILE

APPS MARKETING
Create, Engage and Monetize
ADVERTISEMENT ON MOBILE > KEY AREAS OF APPS MARKETING

Estimate the value of an App download

Driving downloads of your App

Driving engagement with your App

ADVERTISEMENT ON MOBILE > KEY AREAS OF APPS MARKETING

Estimate the value of an App download

 The amount you can expect to earn from
Driving downloads of your App in-App purchases.
 Physical store purchases that you can
Driving engagement with your App attribute to your App.
 The value of orders placed by phone, that
were a result of your App.
 The Ad revenue you earn from the Ads you
run on your App (AdMob revenue).
ADVERTISEMENT ON MOBILE > KEY AREAS OF APPS MARKETING

Estimate the value of an App download

Driving downloads of your App

 Have an attractive Apps store page with
benefit, ratings or reviews, clear visuals,
Driving engagement with your App updated (and bug fixed).
 Use universal campaign or promote to
individual networks.
ADVERTISEMENT ON MOBILE > KEY AREAS OF APPS MARKETING

Estimate the value of an App download

Driving downloads of your App  Use conversion oriented bidding for mobile
App engagement

Driving engagement with your App  Re-market based on relevant events

 Use deep linking:
 Custom deep link
 Website deep link
 App Indexing
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MOBILE ANALYTICS, REPORTING AND

OPTIMISATION
Track, Analyse, Optimise and
Improve
ADVERTISEMENT ON MOBILE > GET FULL VALUE OF MOBILE

Cross-Device Conversions: Calls:

wherein the conversion begins on one where the conversion is completed over
device and ends on another. phone

In Store:
where the customer begins the
In App:
conversions on their device, but the conversion begins on the device, but
complete the purchase at a physical gets completed inside the App.
store.
ADVERTISEMENT ON MOBILE > TRACKING CONVERSIONS

App Download (mobile only)

Call Conversion (mobile only)

Website Conversion (mobile + desktop)

Offline Conversion- at store (mobile + desktop)

ADVERTISEMENT ON MOBILE > MEASURING SUCCESS

Search Network: Install, Re-engagement.

Display Network: Install, View through

AdMob: In App action Example: deeplink. Engagement and

retention
YouTube: Click Conversion; View through conversion
ADVERTISEMENT ON MOBILE > CONVERSION TRACKING
SDK Conversion Tracking
SDK conversion tracking is used when
you use conversion tracking SDK in
your App. You would use this to tag
specific actions as conversion events,
and tag specific user activity to add
them to different remarketing lists.
Android + IOS
Server-to-Server (S2S) Conversion Codeless Conversion Tracking
Tracking
In server-to-server conversion tracking, Since Google owns Android and
conversion tracking details are sent from AdWords, App installs can be tracked
your server to Google’s server at the without your having to add code to
time of conversion. It is chosen above your Android Apps.
SDK because:
 Ease as compared to SDK
 Multiple SDK makes it bulky
 Avoid bugs
Android + IOS ONLY Android
ADVERTISEMENT ON MOBILE > TRACKING CONVERSION FROM CALL

From the drop-down

Click the +
Click the Tools tab menu, select
Conversion button.
Conversions

Click Name to enter a

Click ‘Calls from Ads meaningful name for
Select "Phone calls".
using call extensions’ the phone call
conversion.

Click Value to assign

a value for each call.
You can also select
‘Donot assign value’.
ADVERTISEMENT ON MOBILE > TRACKING CONVERSION FROM CALL

Click Call length to determine how long a call must be for it

to count as a conversion.

Click Count to count either all conversions or unique

conversions.

Click Conversion window to determine how long after an

Ad click you want to track conversions.

Click Category to segment your conversion reports in a

way that is meaningful to you. This can be changed later.

(Optional) Click Optimization to add conversion data to a

column ‘Conv. (opt)’, and to use automated bid strategies.
ADVERTISEMENT ON MOBILE > TRACKING CONVERSION FROM CALL

Click Go to call extensions, and either select an existing

call extension or create a new one.

Select A Google forwarding phone number and use call

reporting.

Click Advanced, and check the box Count calls as

phone call conversions.

Select the name of the newly created conversion action.

ADVERTISEMENT ON MOBILE > APP OVERVIEW REPORT

Gives an overview and it can customised as per your requirement

ADVERTISEMENT ON MOBILE > ACQUISITION REPORT

This report gives you information about how users find your App (from what device,
operating system). It also gives you data on how often your App is downloaded
ADVERTISEMENT ON MOBILE > OTHER REPORTS

Behaviour Report:

• This report help in visualising how users use your App;

screens seen per session, order of viewed screen, technical
errors experienced and loading time.

Audience Report:

• Gives you information like user location, devices, how long

they use your App.

Conversion Report:

• This report helps to monitor conversion data against goals

you have set.
ADVERTISEMENT ON MOBILE

CASE STUDY
Driving Engagement and
Satisfaction Through Augmented
Reality
ADVERTISEMENT ON MOBILE > CASE STUDY

Ikea is one of the leading manufacturer and supplier of furniture.

Lots of customers came back with furniture that did not fit their home.
Once bought it was difficult to transport the heavy stuff back and forth. So some others were stuck
with something they donot like

Source: http://www.gizmag.com/ikea-augmented-reality-catalog-app/28703/
ADVERTISEMENT ON MOBILE > RESULT

They developed an interactive App to find fit of the furniture in the customer’s home
Customer has to take a pic of their living space in their smartphone and a virtual preview of the
chosen furniture is generated as it got mapped to the space.
Customer did not have to ‘imagine’ and later be disappointed
The App promotion, installation was driven through mobile Ads
Repeat purchase was encourage through in App promotions and deep links.
Increased engagement and sales
ADVERTISEMENT ON MOBILE

CHECK YOUR
UNDERSTANDING
ADVERTISEMENT ON MOBILE > CHECK YOUR UNDERSTANDING

1. While doing your Apps marketing you can use Google tool to optimise your App installs by all
except _______________.
a. Time of day

b. Smartphone brand

c. Location

d. Click through rate

It cannot optimise as per the smart phone brand

ADVERTISEMENT ON MOBILE > CHECK YOUR UNDERSTANDING

2. Mobile text ads show ______ text as compared to a desktop Ad.

a. Fewer

b. Greater

c. Equal

d. Totally different

Mobile shows fewer text ads due to limited space

ADVERTISEMENT ON MOBILE > CHECK YOUR UNDERSTANDING

3. One of the best examples of deep link is

a. Having a site extension which links to the App store

b. Having a sitelink which opens the purchase section in your App

c. Ad linking to your blog in the website

d. Ad linking to the shopping cart in your website

Deep links are meant for apps and links to an inner function of the App for re-engagement.
ADVERTISEMENT ON MOBILE > CHECK YOUR UNDERSTANDING

4. You can relate mobile marketing for physical sales at your store.

a. TRUE

b. FALSE

You can have multiple techniques to relate online promo to offline visit and sales like search queries,
in-store activities, and store transaction attributions.
ADVERTISEMENT ON MOBILE > CHECK YOUR UNDERSTANDING

5. Which of the following is not a mobile Ad extension?

a. Call extension

b. Social extension

c. Location extension

d. Site Link Extension

This is no longer a part of any Ad extension

ADVERTISEMENT ON MOBILE > SUMMARY

Key points discussed in this module:

o Evolution and importance of mobile marketing
o Ad formats, networks and extensions in mobile marketing
o Objectives, considerations and strategy for mobile marketing
o Apps marketing and what is important for that
o Using reports and conversion tracking to optimise campaigns
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