Mobile will require advertisers to redefine how they measure success

Mobile introduces exciting new opportunities for measuring the success of marketing campaigns, but connecting consumers’ mobile activities with advertisers’ business outcomes can be challenging. Increasingly, advertisers are redefining their direct response marketing strategies for mobile in order to more accurately measure the success of mobile campaigns. We recently sat down with Kerri Smith, Director of Mobility at iProspect, a leading, global digital marketing agency to discuss this topic.


Google: How are you helping your clients to assign dollar values to mobile all along the funnel?

Kerri: This really depends on the client. In most cases, clients are assigning value based on a number of factors used to determine the lifetime value of a customer. For example, one of our brands assigns an average order value (AOV) on app downloads based on the usage they’ve seen through analytics and resulting revenue from their aggregated app users. For another brand, call extensions have proven very effective, though it’s been difficult to track conversions and resulting revenue as the consumer is taken offline. Therefore, we use an equation that allows us to measure the likelihood of an actual conversion. Knowing the average call duration, which indicates level of interest, and the agent conversion rate, the brand helped to formulate the following equation:

6 minute call duration = an interested consumer
Agents convert 30% of interested consumers
Interested Consumers * 30% = # of conversions

This allows us to quantify a return where 1-to-1 measurement is difficult, and to understand the impact the channel is having on the brand’s overall business.

Google: What types of clients have you seen be successful with understanding the value of these micro- conversions?

Kerri: We’ve seen our retail brands be the first to embrace these micro-conversions - especially in the case of location-based responses, due in large part to the known “intent to visit” derived from these and previous testing. We’ve been able to use coupons to measure the revenue opportunity in stores from mobile and to prove the value in attributing dollars to these actions. Retailers have seen enough of these trends and subsequent lifts in revenue to value these actions.

Google: What success stories or best in class examples can you share?

Kerri: One of our clients had a goal of directing mobile users to their app download page to increase conversions, and we worked with Google to help them run a two month test of Mobile App Extensions. During the test, we disabled all sitelinks, location extensions and product extensions in order to focus on the primary goal of driving app downloads. The test showed phenomenal results: 92 downloads, 89:1 ROI and a 334% lift in ROI when they began attributing value to app downloads.

Google: What's iProspect POV on where mobile is going?

Kerri: Where is mobile not going? Mobile devices (smartphones and tablets) have already become so ingrained in our everyday lives that the full impact is literally boundless. Mobile is the channel that connects all others. It doesn’t fit in the traditional conversion funnel -- it runs alongside it, involved at every stage. This presents a challenge to brands who still segment advertising channels with separate budgets and directives instead of focusing on how they impact each other. Mobile will highlight the need to evaluate all channels together to create a truly integrated approach - one that enhances the consumer’s interaction with the brand. Applying a value to the multitude of “responses” available in mobile is just the first step. Advertisers will also need to evaluate the impact of those responses relative to other brand initiatives (both online and offline) in order to determine the role each plays in contributing to their bottom line. The ubiquity of mobile will force advertisers to redefine their approach and how they measure success.


Posted by: Samantha Podos Nowak, Product Marketing Manager, Mobile Ads

Mobile Websites vs Responsive Design: What’s the right solution for your business?

The following post originally appeared on the Google Mobile Ads Blog.

As more of your competitors Go Mo, building a mobile-friendly site becomes more of a priority for your business. Over the past two years alone, mobile search traffic has increased five-fold. Customers are searching for your business from their mobile phones, and you need to engage them with a mobile experience designed for completing on-the-go tasks from their small screens. Recently many businesses have been asking us about an emerging trend among web developers—responsive design—and if they should use it. While we believe that building a separate mobile website is an appropriate solution for certain businesses, it’s also important to understand how responsive design might fit into your plans to Go Mo.

What is responsive design? It is a website design technique that allows you to create a single website that will adapt to the device on which it’s being viewed, whether it’s a laptop, smartphone or tablet. A site built with responsive design will automatically resize for different devices, but it is up to you to prioritize the content that matters most to the mobile user. For example, a mobile user might need to quickly find your phone number or directions, whereas a tablet user might want a simpler way to make couch-surfing purchases. A site built using responsive design could prioritize click-to-call and click-to-map buttons, while the tablet site would focus on simplifying the shopping cart. For the technical details on how responsive design works for building mobile-friendly sites, read this blog post from the Google webmaster team.

So how do I know if I should build a separate mobile website or use responsive design?  

Here are some guidelines to help you decide what makes sense for your business:

If I decide responsive design is a better fit for my business, do I have to build my site from scratch?

Not necessarily. A sophisticated web developer might be able to adapt an existing site with responsive design, but there will still be costs in terms of time and budget. 

Will a site built with responsive design have more than one URL?

No. A site built with responsive design will have the same URL for desktop, mobile and tablets. When building a separate mobile optimized site, typically there is a different mobile url, but the users will be taken there automatically as long as your desktop site is enabled with the auto redirect code.

How much does it cost to use responsive design for mobile?

Prices vary across developers and agencies. We recommend reaching out to a developer and/or agency for help on getting started. 

Responsive design can definitely minimize long term maintenance of your site, but many businesses can effectively connect with their customers with a separate mobile-friendly site. If you have the technical resources and a clear business need, then responsive design is a more advanced way to make your site mobile-friendly. No matter how you go about it, you need to ensure you are designing for mobile first, and engaging your customers when they're using their mobile phones to search for your business. 

For additional resources on the value of mobile, testing your site and finding developers to help you build your mobile-friendly site, visit howtogomo.com. 

Posted by Jessica Sapick, Associate Product Marketing Manager

DoubleClick Search: Compare performance by date range

DoubleClick Search has just announced its date range comparison feature, one of the many new product features that will be launching this summer to help marketers easily manage search campaigns, at scale.

Date range comparison now gives search marketers the ability to evaluate campaign performance over time and see the impact of changes -- all part of our mission to drive insights (not just data) to improve your campaign results.

For more information on the date range comparison tool, visit the DoubleClick Search blog. 

Compare performance by date range

DoubleClick Search (DS) now gives you the power to evaluate the performance of campaigns over time and see the impact of changes. With the new Date Comparison feature, advertisers have another valuable tool to manage and improve the results of their search ad campaigns. You can:

• See performance changes at a glance for all metrics in the scorecard, or for a single metric in the chart.


• Easily compare to prior period or prior year: Comparing this week to last week is just a click away in the UI, as is comparing this month to the same month last year.


• Set your own date ranges with Compare custom date ranges.


• Download date comparison reports to Excel for more in depth reporting.


• Compare by percentage change or absolute change so you can rely on the metric that is most important for your business.


• See date comparisons in columns to easily sort and view multiple items.


• Detect trends even with day of week variations with a chart that smartly aligns to show you the most meaningful performance comparisons.


• Work effectively over longer time periods with automatic aggregation to weeks for ranges 3 months or longer.

To compare date ranges:

1. In the upper righthand corner of the UI, select the first date range as usual.


2. Select the Compare to past check box.


3. Select the second date range in the dropdown that appears.


4. Click Apply.

That’s it! You’ll see a visual comparison of the two date ranges in the performance summary graph, a summary of the changes in the scorecard below the graph, and more detailed information in the statistics table below the scorecard. Learn more about Date Comparison in the Help Center.

Posted by the DoubleClick Search team

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Add flexible search and Google reviews to your local apps with the Google Places API

We launched the Google Places API at Google I/O last year to enable developers to search more than 95 million places, such as businesses and landmarks, around the world. We have continued to enhance the API since then, adding a number of features requested by developers such as keyword search, rank by distance, and support for Events. At Google I/O this year we continued to respond to your feedback, with the launch of Google Reviews, Text Search, Opening Hours, and Paging.



Google Reviews

By far the most popular request from developers since the day we launched has been access to the Google Reviews offered on Google+ Local. We’re therefore delighted to announce that the top 5 Google Reviews for a Place are now included in the response to a Place Details request. Each review is accompanied by additional information such as the scores given by the author, author details, and the date that the review was submitted.

Text Search

Today we are introducing Text Search, a whole new way of searching that broadens the scope of the Places API to any device that can accept text input, be it from a keyboard or from voice recognition.



Text Search brings the flexible capabilities of the Google Maps search field to your application. Rather than requiring the user’s location to search around, Text Search interprets free text queries that can include both what the user is searching for, and where they are searching for it. For example, you can submit a search for “Pizza in New York”, or “Sushi near Sydney”. You can also bias queries to a particular area, so that even queries with no address component can be correctly interpreted.

Opening Hours

Another popular request from developers has been access to the opening hours for businesses. The Place API now returns the 7 day opening hours for a Place in the Place Details results where available. Place Search results also now include a property that indicates if a Place for which opening hours are available is currently open.

Paging

Today we are also introducing support for paging, which increases the number of search results that can be retrieved to 60. Applications can now request two additional sets of 20 results after the initial request has been made.

You can try these new features with the below demo. Enter a search query to see 20 matching results, with more loaded when you scroll to the end of the list. Click on a result to see the reviews for that place under the map, and the opening hours for today in the InfoWindow on the map.







To accompany these launches we’re also pleased to announce a new dedicated home page for the Places API at developers.google.com/places. In addition to the Places API web service, all of the above new features are also available in the places library of the JavaScript Maps API v3.



If you want to know more about how your application can benefit from the power of the Google Places API join our developer community on Stack Overflow. We look forward to seeing the innovative new apps that these great new Places API features inspire you to develop.



Posted by Thor Mitchell, Product Manager, Google Places API