Looking to reach out to your customers on mobile? Join us for our live streamed discussion on February 10th, 1:05pm EST with Mary Meeker, Partner at Kleiner Perkins, Google’s Dennis Woodside, SVP of Americas Operations, and Jason Spero, Head of Americas Mobile Advertising on the future of mobile and mobile marketing. To learn more about the event and live stream, please visit the Google Mobile Ads blog.
Posted by Suzanne Mumford, Google Mobile Ads Marketing Team
Imagine driving to work and your Check Engine light comes on. After pulling over and calling a tow truck, you realize you’ll need another car to get to work while yours is getting repaired. You pull out your phone and search for “car rental,” hoping that you can find one nearby. From a Google search ad result you discover there’s an Enterprise Rent-A-Car location just half-a-mile away! You click on the phone number listed in the ad and are instantly connected with the car rental service. Soon, an Enterprise representative is on his way to pick you up.
Visit the Google Mobile Ads blog to read more about how a new hyperlocal ad feature provides distance information to help you know a business is nearby and helps businesses better connect with mobile users on the go.
Posted by Surojit Chatterjee, Google Mobile Ads Product Manager
Recently we announced a new feature that allows advertisers to add a clickable phone number to their mobile ads, making it easy for customers to connect with the local business they're looking for directly by phone. This week, we're expanding click-to-call phone numbers for national advertisers. Now advertisers can add a national phone number to the last line of ad text for any existing or new campaigns, making it easy for customers to connect with the business by phone directly from the ad, regardless of their location.
This can be especially helpful when you're trying to connect with the business call center rather than a specific business location. After searching for a travel services, for example, you might want to call to discuss trip planning with an agent. Or after searching for car insurance, you might want to call for a quote. Now, if you're using an iPhone, Android device, or Palm Pre, you can just click the phone number to call the business without needing to navigate to a new page. If you're an advertiser and would like to learn more about how to add a clickable phone number to your mobile ads, check out this post on the Inside AdWords blog for more details.
Posted by Surojit Chatterjee, Product Manager, Mobile Ads
Sometimes when you're searching for a local business on your mobile device, you're not looking for their website, but rather to connect by phone. After searching for a restaurant, you might want to call and make a reservation. Or, after searching for a video store, you might want to find out if they have the video you want. Calling the business is now easier thanks to a feature that allows advertisers to add a clickable local phone number to their mobile ads. If you're using an iPhone, Android, or other smartphone, you just click the number to call the business. What's more, the ads and phone numbers you see are based on your location. So, if a store or restaurant has multiple locations, you'll be calling the nearest one, and not making reservations in some other city. You can use My Location to make sure you get search results that are tailored to your location.
Of course, if you're going to be in another city next week and you want to call ahead to make your reservation, include the city in your search query to get the most relevant results.
If you're an advertiser and would like to learn more about how to add a clickable phone number to your ads that appear on mobile devices, check out this post on the Inside AdWords blog for more details.
Posted by Surojit Chatterjee, Product Manager, Mobile Ads Team
Since we launched printable coupons on Google Maps a few years ago, people are increasingly using their mobile phones to find local information when they're away from a computer. With more of you going mobile to search for this information, it makes sense for coupons to go mobile too.
So just in time for the holidays, we've made it easier to find discounts when you're on the go. If a business adds a mobile coupon to its Google Local Business Center listing, you'll be able to access it from your mobile device. Just go to google.com on your phone and search for a local business. When you land on its Place Page, you'll see any coupons or discounts that might be available. Then simply show the participating business the coupon, right from your phone, to redeem the offer.
We hope you find these mobile coupons useful and that they help you save money, trees (fewer printed coupons), and your hands (from paper cuts) when you're on the go. Mobile coupons are currently only available in the US. For more information check out the Lat Long Blog.
Last week, we introduced expanded mobile reporting features in Google Analytics. To help developers, this launch includes features that make it easy to see how people are using specific parts of their iPhone and Android applications. The same Google Analytics reports that provide insights into website traffic and engagement are now available for mobile apps.
As with websites, there are two basic categories of user interaction you can track: pageviews and events. Since mobile apps don't contain HTML pages, developers simply determine when their apps should trigger pageview requests. Google Analytics then aggregates this data in the Content reports to display the number of visits, session length and bounce rates. The data gives insight into how your users interacted with the app. Developers can also track visitor actions that don't correspond directly to pageviews using Event Tracking. These user actions can include views of embedded videos, button clicks, downloads and more. App developers can then use this data to understand which features are most popular and inform decisions about which features should be promoted or prioritized for further development. Redfin, an online brokerage for buying and selling homes, recently tested Google Analytics on their mobile application. Watch this video to learn more about their experience:
To get started using Google Analytics to understand and optimize how people use your iPhone or Android mobile app, check out the SDK and technical documentation.
High-end mobile phones, like iPhone, Android-powered devices and the Palm Pre, continue to grow — Gartner estimates that global sales of smartphones will soar by 27% in 2009, to 177 million units. Naturally, as a result more and more people are browsing the web on the go.
Because these devices offer a browsing experience that is similar to desktop computers, advertising on smartphones is a natural extension for any AdWords campaign. However, it's not always been easy for advertisers to reach people on smartphones. That's why we're investing in new high-end mobile advertising products such as our search ad options for high-end phones and AdSense for mobile applications. We hope to make advertising on high-end mobile devices as intuitive, effective and user-friendly as our existing AdWords tools.
Today, we're excited to announce a new feature for our AdSense mobile publishers that enables them to serve text and image ads on their sites — specifically on these high-end smartphones. This helps mobile publishers earn revenue and fund more mobile-specific sites and web content.
New features like this help to nurture the smartphone ecosystem by encouraging the creation of more mobile content and by helping advertisers to grow their businesses by reaching new audiences. Our users' experience is also improved, with increasingly relevant and device-optimized mobile ads that load faster and fit better on small screens.
In December, we launched ads for iPhone and Android devices. This feature allows advertisers to target their standard AdWords text and image ads to the iPhone, Android devices, and other mobile devices with full (HTML) Internet browsers. Before that, advertisers who wanted to reach mobile users had to create mobile-specific text and image ads that would only show on phones with mobile Internet (WAP) browsers. Now that mobile ads can be targeted for both full HTML and WAP browsers, some of you advertisers may be wondering, "which mobile ads are right for me?"
Standard mobile ads show on mobile devices with WAP browsers and usually direct users to a mobile website -- most likely written in a mobile markup language such as XHTML, WML, or CHTML. Standard mobile ads also offer a click-to-call feature, which lets you direct users to a business phone number instead of a mobile website. If you have a mobile website or want to collect leads via phone, standard mobile ads may be right for you. You can learn how to create standard mobile ads here.
High-end mobile ads show on iPhone and Android devices and don’t require a mobile website. High-end mobile ads don't have a click-to-call option, but they do allow advertisers to direct users to various other properties such Google Maps, the iPhone App Store or Android Market, or YouTube. If you specifically want your ads to show on iPhone or Android devices, these ads might be right for you. They are also a good choice for new mobile advertisers because they are easy to enable through your campaign settings.
Of course, depending on your needs, you can also use both types of mobile ads. To summarize, here's a table with information on standard and high-end mobile ads.
Posted by Alexandra Kenin, Product Marketing Manager, mobile ads
Last December, those of you who responded to our 100th mobile blog post said that you wanted more editorial content and mobile industry insight. Here are a couple of recent mobile-related articles that you might find interesting from Google executives.
The first article went out yesterday on TechCrunch from Vic Gundotra, our VP of engineering for Google's mobile and developer products. Vic talks about the nature and prerequisites of surging mobile internet usage. Straight-forward and flat-rate data plans, modern mobile web browsers, and easy access to mobile apps -- that's what you want, right? This chart, for instance, compares mobile search traffic from one carrier (MetroPCS) that offers a simple, flat-rate data plan with a larger carrier that does not offer a comparable plan.
The second article was published today on MediaPost from Doug Garland, our VP of product management for mobile advertising. Doug offers suggestions on how to make mobile advertising work and describes the benefits of experimenting with new opportunities.
As always, feel free to leave questions and comments below or in our forum.
Posted by Lawrence Chang, Product Marketing Manager, Google mobile team
Today, the Google mobile ads team is announcing a new campaign-level option that allows those of you who are AdWords advertisers to show your desktop text and image ads on the iPhone, the T-Mobile G1, and other mobile devices with full (HTML) Internet browsers. The ads can point to desktop landing pages so you don't need to create mobile landing pages or ads in mobile formats. The ads will have many of the same benefits as our standard mobile ads, such as the delivery of mobile-specific calls-to-action and reaching mobile users that are searching with their phones more than ever -- especially during the holiday season.
You may have seen ads running on the iPhone and G1 already. That's because Google Search on these devices used to show desktop results pages modified for these phones. Recently, the Google mobile team launched new results pages formatted specifically for the iPhone. Now, advertisers will be able to display ads exclusively on these mobile devices, create campaigns for them, and get separate performance reporting. If you prefer not to show your desktop ads on these phones, you can opt out and show ads only on desktop and laptop computers.
To target ads for G1 and iPhone, go to your campaign settings tab in your AdWords account. Then for the "Device Platform" option under "Networks and Bidding," select "iPhones and other mobile devices with full internet browsers." As additional devices that use full browsers enter the market, your ads will show on those phones, too. You can visit the AdWords Help Center for more detailed instructions and watch my video below for a quick demo. If you currently have an AdWords campaign running, by default your campaign will show ads on desktop and laptop computers, as well as iPhone and G1.
Note that if you're currently running our mobile ads, this new option for desktop ads does not affect your campaign. You can still create mobile ads that show up on other mobile devices like before. For a refresher on our mobile ad formats, check out my past posts on the Google mobile blog and past videos on the mobile blog YouTube channel.
Posted by Alexandra Kenin, Product Marketing Manager, Mobile Ads team
Posted by Alexandra Kenin, Product Marketing Manager, mobile ads
Back in April, we launched our mobile image ads based on the recommended guidelines of the Mobile Marketing Association (MMA). At about the same time, the MMA published its new mobile advertising guidelines. The new guidelines set forth suggested sizes for image ads that were different from its previous guidelines, so our image ad sizes were not in line with the new recommendations.
We're delighted to announce that our mobile image ads are now MMA-compliant. Google mobile image ads now come in six sizes -- three sizes for each of two different aspect ratios: 6x1 and 4x1. We've also increased our file size allowances so you can do even more with your advertising creatives. Watch the video below to see a comparison of the old and new image ad sizes.
We think that working with industry standards like those proposed by the MMA will help us create the best experience for our advertisers and users. We will continue to work with the MMA to ensure consistency between our formats and future guidelines.
And don't worry, if you have an ad in an old format that's already uploaded to your account, it will continue to run. From here on out, though, we'll be accepting uploads only in the MMA-compliant formats. To take a look at our new offering, refer to our mobile image ads example page. You can also get a refresher on our mobile image ads policies.
Posted by Alexandra Kenin, Product Marketing Manager, mobile ads
Last week we launched our new mobile image ads, which give mobile web publishers the flexibility to display image ads in addition to text ads on their sites. As of today, AdSense for mobile content publishers who have configured their sites to display mobile image ads can now have ads served to their sites from DoubleClick Mobile. This means more advertisers for AdSense for mobile content publishers, more inventory for DoubleClick Mobile advertisers, and more ad relevance for browsers of the mobile web.
Posted by Alexandra Kenin, Product Marketing Manager, Mobile Ads
In my last post, some of you expressed concern that intrusive and oversized advertisements on a small screen could result in a poor mobile user experience. You asked how we strike the delicate balance between ensuring a good user experience while providing effective advertising. At Google, we care very deeply about this balance and we're constantly striving to make sure that you have the best experience possible. In this post, I'll tell you more about some of the things we're doing to try to achieve this.
At the core of striking this balance is working hard to improve ad quality. The more relevant the ads, the fewer ads there need to be. In fact, when you go to google.com on your phone and do a search, we now return no more than two text ads per query. These ads can appear above or below the organic search results and most take up just two lines of text on larger mobile screens. And while a single ad may appear at the top or bottom of a mobile content page, a double ad unit can only appear at the bottom of a page. Watch the video below to learn more about ad size and placement.
Of course, we also want to make sure our advertisers have a good experience with Google mobile ads. Fewer ads per page can be beneficial for an advertiser because there is less clutter on each page and each ad gets more visibility. More importantly, showing relevant ads and maintaining a good user experience results in better click-through rates and return on investment.
I hope this addresses some of your questions. Thanks so much for your comments on my last post and keep submitting more questions. This is your opportunity to guide the direction of this series!
Posted by Alexandra Kenin, Product Marketing Manager, Mobile Ads
You may have heard a lot of talk about mobile advertising, but it might still be hard to make sense of this rapidly growing and constantly changing market. To help us all understand this industry, its trends, and Google's part in the market, I wanted to start this column -- and hopefully a dialogue -- about mobile ads.
First, let's define what exactly mobile advertising is. In its simplest form, mobile advertising may be an SMS or an MMS sent to your phone. On phones with data plans, mobile advertising is more likely to be text or display ads on the mobile web's search and content pages. On more sophisticated devices, you may also see broadcast TV or video advertising.
The mobile ad market, however, faces a number of challenges. While industry leaders like Japan have the technology and scale for mobile ads to thrive, other markets face a chicken-and-egg phenomenon in the development of the mobile web. Some potential mobile website owners aren't sure how much they will be able to monetize a mobile website, or whether WAP will soon be replaced by HTML. And since the mobile web remains smaller than the regular web, mobile advertisers may not feel they have enough places to put their ads -- or enough viewers to see them.
The times are changing, though. The combined impact of mobile advertising promises to be huge -- and is projected to reach some $4B by the end of 2008. By 2011, this number is expected to increase to $11.3B. There are a few key reasons this market holds a lot of potential. For one, there are nearly more cell phones in the world than televisions, telephones, and personal computers combined. Secondly, smartphones that offer unlimited data plans and easy mobile web browsing are becoming increasingly popular. Smartphones already account for a majority of data traffic and are gaining in sales. Finally, mobile ads are still cheaper than their online counterparts right now.
