2. During the week between Christmas
and New Year 2011, the number of
Google Mobile queries increased by
11 % compared to the previous
week. Meanwhile, the number of
queries made on a computer de-
creased by 2 %.
11/07/11 11/28/1111/21/11 12/12/11 12/26/1111/14/11 12/05/11 12/19/11
desktop mobile
5. 5
Introduction
SEM involves offering commercial
links, or adverts, on a search engine
results page. These results will be in
tune with the internet user's query,
making this form of marketing one
of the most accurate, effective and
non-intrusive available. This approach
thus contrasts with more traditional
techniques such as poster advertising,
which rely on a “push” principle.
SEM and Display are two of the main
communication channels. There are
other strategies that can be used to
get your name out there on the Inter-
net, such as e-mailouts, affiliation, so-
cial media etc.
While communication today still
mainlyuses“push”strategies,meaning
that it follows a top-down logic in
which the brand issues messages to
more or less well-targeted recipients,
we believe that in future, 80% of
communication will be of an opt-in or
bilateral (conversational) nature.
Searching, as an advertising channel,
has this characteristic which Google
has nurtured: it offers the most ac-
curate answers by taking into account
the intention behind the search, but
also of the circumstances surround-
ing the search (geographic location,
type of device on which the search has
been carried out, internet user search
history, etc.).
Yet nowadays, searching is no longer
something we just do on our comput-
ers: there are surges on other devices
during holiday periods, travel on pub-
lic transport and any periods when
smartphone users are far from their
computer.
“The medium is the message,” as
Marshall McLuhan used to say, un-
derlining how important the me-
dium itself is in determining how
a message is understood and per-
ceived, as well as how it is commu-
nicated.
In order to better understand how
mobile internet is developing, let us
go back a few years, and remember
the ways in which some media which
we are very familiar with today initially
developed. In its early days, television
was seen as a kind of filmed radio,
before people understood the power
and strength of images.
The Mobile Internet is undergoing a
similar development to that of televi-
sion. While it was initially a replication
of the “fixed” Internet, it is now find-
ing how to position itself, in particular
thanks to the specificities of the smart-
phones on which this new Internet is
broadcast. We now enjoy the possibil-
ity of directly calling a telephone num-
ber given in an advert just by sliding
our finger over it, or of being guided
6. 6
by GPS to the place we found on a
search carried out on Google Mobile,
just by clicking on the Google maps
link provided in the advert. The media
(in this case, the smartphone) effec-
tively shapes the message, improves it
and gives it more emphasis.
The age of mobiles has arrived! Now
let us examine how to get involved
with the world of mobile searching.
7. 7
3 questions to Robbie Douek
Head of Mobile Sales Operations, Google France
Hello Robbie. Could you tell
us what developments you have
observed at Google in the way
Internet users search for things
on their mobiles, in particular
compared to the way in which they
do this on a computer?
Hello! Smartphones and tablets have
proved that they are no longer just
aimed at the most geeky or clued up
among us. They have now become the
norm for everyone, and they are con-
stantly making changes to the way
people communicate, search and buy
online. According to our survey in co-
operation with IPSOS, carried out
l’enquête que nous avons effectuée en
partenariat avec IPSOS a little earlier
this year:
• 79% of smartphone users use their
telephone to help them make pur-
chases. They use it to compare
prices, gather more extensive infor
mation about a product, or find a
distributor. In order to achieve this,
they use all the options offered to
them by mobile searching.
• 70% use their smartphones in the
shops.
• 77% have searched for a company
using their mobile. As a result, 61%
of them rang this company, and 59%
visited the company in person.
• At Christmas 2011, we estimate that
44% of keyword searches connected
to last-minute gifts and addresses to
find a shop were carried out from
mobile devices!
We are thus not just talking about an
explosion in the sales of smartphones,
although these figures are increasing
ever more rapidly; we are also dealing
with the widespread use of a new way
of accessing information and prepar-
ing for consumption: in 2011, smart-
phones became an essential part of
the purchase decision.
On top of this, mobile Internet users
have different needs and desires
when they are using their mobile. They
use new ways of researching informa-
tion, which are both more complex
and better adapted to the device. For
example, more and more vocal
searches are carried out using the
Google mobile search engine. Users
need answers “on the go”, and search
while they are walking or while their
hands are full. Image search is also de-
veloping: taking a photo of a book, a
DVD, a monument, or a consumer
product such as a shampoo bottle in
order to find information about it has
become a key trend, which puts infor-
8. 8
mation at the centre of things and
which is made possible by tools such
as Google Goggles. Advertisers must
take all these changes into account,
and realise that searching using mo-
bile phones should be treated as a
channel in its own right.
How is Google responding to these
constant developments?
In order to help advertisers and our
partners to take full advantage of the
opportunities thrown up by the mo-
bile era, we have set ourselves 3 key
goals :
For a clear and “coherent” transi-
tion
We want to import the best features of
online advertising to mobile advertis-
ing. Our aim is to help marketing man-
agers and developers expand the
benefits of advertising on computers
to mobile device users, while easily
and effectively managing their cam-
paigns and the advertising space
through different channels.
Providing an “all-inclusive” offer
The mobile era is the era of fragmen-
tation... This is about much more than
just one device or format, or even just
one type of screen. The idea is to offer
inclusive advertising solutions for
searching, displays and applications,
which are relevant for a wide variety of
formats and devices.
Developing the “Made for Mobile”
offer
Mobile devices have unique character-
istics, such as their portability, touch
screens (and the possibility of making
phone calls!); these are all characteris-
tics which allow users to access infor-
mation more easily and thus create
unique opportunities for merchants.
We want to continue to innovate in
order to offer tailored advertising so-
lutions which will allow merchants, de-
velopers and publishers to benefit
from these specific characteristics of
mobile devices.
How do you view the way in which
advertisers are dealing with this
mobile search market? How is the
French market positioned com-
pared to other markets?
The mobile Internet has a penetration
of 27% in France*
, making it one of the
leaders in terms of use. However, a
survey carried out for Google and the
Mobile Marketing Association**
has
shown that French companies are not
yet using the full potential of the mo-
bile sector:
*Source: Mediamétrie Mobile Lens Avril 2011
**Source: Survey of smartphone usage, carried out by Google in partnership with Ipsos and MMA
9. 9
• Only a fraction of the companies in
the areas that were studied (France,
US, UK, Germany and Japan) have
developed websites that are opti
mised for mobile use: 12% in France,
43% in Japan, 33% in the US.
• Only 18% of French companies have
a mobile application (19% in the US
and 10% in Japan).
• 65% of the companies surveyed
stated that their mobile strategy is
aimed at the search phase of the
purchase process.
Smartphones and tablets are not little
desktop computers. They are new de-
vices which are used in a completely
different manner. This year, compa-
nies have started to integrate this idea
and many of them have understood
what an interesting and powerful im-
pact advertising campaigns that are
specifically aimed at mobile devices
have.
This may be difficult to believe, but in
spite of the real development of the
sector in 2011, we are still living
through the very beginnings of mobile
history. The tools available to us have
made huge progress in 2011, but the
best is still to come in 2012!
Robbie Douek, Head of Mobile Sales
Operations, Google France
10. 10
What are the aims of a mobile strategy?
There are four main groups of aims for which a mobile
search strategy can prove effective. They are defined in
terms of:
The advertiser's marketing objectives:
Image / Service or Business
The geographic perimeter and the implication
in terms of location: local or national
MOBILES AND SALES
PROMOTION
Directing mobile Internet
users to a purchase at a point
of sale
MOBILES AND STREET
MARKETING
Directing mobile Internet
users to a value-added service
that is available locally
MOBILES AND
E-BUSINESS
Recruiting potential customers
and/or selling directly online
via the mobile itself
(and/or with the support
of a call centre)
MOBILES AND MEDIA
Promoting the brand image
and bringing in services via
mobile media
BUSINESS
IMAGE/SERVICE
NATIONALLOCAL
11. 11
The setup and success of these various systems are subject
to 2 key factors:
Before it is activated, each strategy
requires a set up and specific
investments (creation of a website,
availability of a call centre, preparation of
point of sale etc.)
Each mobile strategy has its relevant
specific, measurable and most
effective KPIs
1
2
12. 12
Mobiles and Media
KPIs
- Visibility
- Image
- Intended purchase
Prerequisites
- A communication strategy and
a website that is optimised for
mobile devices and/or an
application
- A multimedia and/or web
system
- Creative messages that are
adapted to or specifically
created for mobile devices
Background
The Nestlé Dessert brand wanted to
launch an application that was aimed
at iPhone owners as an extension of a
CRM and social strategy that they had
already initiated several years earlier
via the latableadessert.fr website, and
more recently on their fan page on
Facebook.
This application for smartphones ties
in perfectly with the type of service
which Nestlé dessert provides to its
consumers.
MOBILES AND MEDIA
To promote the brand image and bring in services via mobile
media
NESTLE DESSERT CASE
Aim
13. 13
Aims
The mobile campaign that was set up
had the aim of communicating around
the launch of the application in order
to boost the number of downloads of
the Nestlé dessert application.
Strategy
A multi-lever mobile strategy was set
up by Zenithmedia and Performics in
order to give the brand a high level of
visibility during the launch, but also to
list the application among the TOP 25
in the App Store.
This double approach aimed to in-
crease the number of downloads via
the App Store tenfold.
3 channels were thus activated:
• A main mobile search campaign
using a click-to-download strategy in
order to directly push traffic to the
App Store
• An editorial presence on
Appgratuites (mobile application,
website and Facebook page) in
order to make the application
known to the greatest possible
number of people and boost
downloads
• A display campaign with the aim of
making the launch of the application
visible in contextual environments
that are close to the brand DNA.
1st
in the Appstore TOP 25
Mobile search
RANKING
DISPLAY
Community management
ranking relay
14. 14
The mobile search strategy suggested
by Performics was conceived as an
add-on to the Desktop search cam-
paign, the aim of which was to gener-
ate traffic on the latableadessert.fr
website.
Results
The Nestlé Dessert application kept its
place in the TOP 25 of free applica-
tions on the App Store for 7 days, in-
cluding 4 days in the 1st
position.
It also stayed in the top position for al-
most 3 weeks in the “lifestyle” category.
The mobile search campaign, which
was activated in addition to the other
channels, was a strategic lever that
was particularly well-adapted to the
brand's identity, and redirected very
qualified traffic towards the App Store.
Click-to-Download allows you to
publish an advert including a
direct link to the page from which
the application is downloaded on
the Google results page.
It also strongly contributed to keep-
ing up the visibility of the application
on the App Store and allowed the
brand to benefit from the virtuous
circle of "positioning / downloads /
upkeep of position".
This application was downloaded
400,000 times.
A real success!
15. 15
Background
The Banque Populaire is trying to in-
crease its presence amongst students;
an analysis of this target group shows
that mobile Internet is playing an in-
creasingly important role in their
media consumption.
to this end, the company created a
mobile version of its labanquedesetu-
diants.com website, in order to offer
content that is accessible on mobile
devices to this specific target group
during key periods such as the end of
exams or the beginning of the aca-
demic year, by creating tailored media
or setting up mobile media campaigns.
BANQUE
POPULAIRE CASE
16. 16
Aims
The Banque Populaire wants to bene-
fit from the strong growth of mobile
queries in the banking sector, in order
to drive qualified traffic towards its la-
banquedesetudiants mobile website,
in order to make people aware of their
entire range of offers and generate
traffic into their branches.
Strategy
A main mobile search campaign set up
alongside the desktop search cam-
paign:
• A mobile-specific strategy: dedicated
budget and bid management
strategy
• An Ad site links format to provide
optimised surfaces for expression
and results
• Linkage to a mobile content
campaign (publishing of text adverts
on the Google contents network of
websites) in order to generate
incremental traffic.
Results
Visibility targets were reached: the mo-
bile search click rate was twice as ef-
fective as the desktop search click rate.
Performance connected to mobile
content was weaker in terms of click
rates. This mirrors the standards that
can be observed in desktop cam-
paigns.
Conclusive results regarding traffic
generation, with observation of a mo-
bile CPC that is much lower than the
Desktop CPC. Mobile content in fact
has the lowest CPC.
Desktop
Search
Desktop
Search
Mobile
Search
Mobile
Search
Mobile
Content
Mobile
Content
CPCCTR
-62 %
+102 %
-72 %
-94 %
17. 17
Mobiles and e-Business
Background
For over 2 years now, PMU has fully
integrated the nomad dimension into
its purchase strategy, be it by creating
media adapted to it or by setting up
mobile media campaigns.
There are now no fewer than 3 Smart-
phone applications (iPhone, Android,
Samsung Bada), an optimised smart-
phone website and a tablet website
making up the PMU ecosystem.
KPIs
- Cost per Click (CPC)
- Cost per Action (CPA)
- Turnover
Prerequisites
- An optimised mobile website
(SEO)
- A tracking system on mobile
devices
- A conversion funnel that is
optimised (mobile and/or call
centre)
- Products / services adapted to
purchases using a mobile
A mobile website: pmu.fr
MOBILES AND E-BUSINESS
Recruiting potential customers and/or selling directly online
via the mobile device (and/or with the support of a call centre)
PMU CASE
Aim
18. 18
Aims
The strong growth of queries linked to
the PMU brand and to online betting
naturally led Performics to integrate
the mobile search dimension into its
media systems, with the final aim of
recruiting new clients at less expense
on the mobile website.
Strategy
Alongside display on performance test
campaigns, a strategy of consistent
presence was set up via a click-to-site
campaign. The choice of click-to-site
was dictated by the aim of opening ac-
counts via the registration form. The
campaigns were managed according
to the CPA.
PMU's mobile search strategy was tai-
lored to the various terminals (mobile
website / application / tablet) in order
to fit user habits.
A specific auction strategy for each
type of terminal
• different competitors depending on
the terminal
• suitable target CPAs.
Adverts that are adapted to the mo-
bile device
• Editorial: rewriting for a mobility
context and according to space
constraints
• Use of Ad site links, in order to
maximise the surface of the adverts
and to refine PMU's response
As with other media, the user jour-
ney has been optimised according
to the type of player:
• Purchase: potential customers are
redirected to a specially designed
landing page (general, poker, horse
racing depending on the mobile
Internet user's query) and towards
the specific mobile form.
• Bets: mobile Internet users who are
already PMU clients are redirected
to a games/betting page so that they
can log on.
An advert in search results also
usually leads to a single
destination. Ads Site Links allow
the company to offer links to
different pages on the website
from the same advert.
19. 19
Results
This refined strategy enabled PMU to
strongly improve its performance on
nomad devices vs the performances it
recorded on desktop devices, both in
terms of CPC (Cost Per Click) and of
CPA (Cost Per Acquisition).
The combination of a large number of
potential queries and of the good per-
formance of acquisition costs led to
multiplying the budget assigned to
mobile search by 8.5 in the space of 18
months.
Desktop DesktopMobile MobileTablet Tablet
CPC CPA
-65 %
-35 %
-62 %
-75 %
1 click on the mobile or tablet
sea advert
redirection to a landing page that has
been specially designed for mobile or
tablet formats
redirection to the registration
form or access to the account
2 3
POTENTIAL CUSTOMER
WELCOME PAGE
ACCOUNT OPENING PAGE
CLIENT IDENTIFICATION PAGE CLIENT ACCOUNT PAGE
The various observations made
abroad with other gambling operators
show that nomad devices (mobile and
tablets) play a key role in making sport-
ing bets (example of live betting on
nomad devices while watching a
match on television). Nomad devices,
and particularly searching on such de-
vices, have thus become a key ele-
ment in our acquisition strategy.
Kuider aKaNi, PMU Acquisition Director
20. 20
Mobiles and Sales Promotion
Background
It is estimated today that around 40%
of mobile search queries are made lo-
cally. These mobile queries are fre-
quently related to the need to travel.
Requests include adding keywords for
towns, timetables and telephone
numbers etc.
Toyota has a key, year-long strategy of
implementing campaigns aimed at gen-
erating traffic on its website, in order to
encourage requests to test its vehicles.
An analysis of mobile searches carried
out by Performics led to a considera-
ble increase in queries related to
brands, models and dealers on Mobile
terminals.
MOBILES AND SALES PROMOTION
Directing mobile internet users towards purchase at a point of sale
KPIs
- Traffic at the point of sale
- Acquisition cost
- Turnover
Prerequisites
- A distribution network that has
been made aware of the
operation
- An attractive promotional offer
- A measuring system both On
and Offline to measure ROI
TOYOTA YARIS CASE
Aim
21. 21
In this favourable environment, Per-
formics offered Toyota a strategy that
was tailored to new digital user habits
connected to mobility access termi-
nals:
• by developing advertising formats
which included geolocation
information.
• allowing for the speeding up of
decision-making by responding to
information that is a priority in
terms of mobility usage.
Aims
The mobile campaign that was carried
out on smartphones had the aim of
driving more traffic to dealers.
Strategy
Set up of the hyperlocal format that is
likely to promote travel to a dealer, by
providing direct access to geolocation
information from the search engine.
This format highlights all of the neces-
sary information related to visiting a
dealership in the advert:
• localisation of the nearest dealership
• directions and location on a map
• information of the nearest dealer's
telephone number so that the user
can ring them directly.
Click-to-call is the functional which allows users to pull up a
telephone number in an AdWords advert. Thus, the mobile
Internet user has the option of ringing the number provided in
the advert without needing to copy it, record it or carry out
any other action. All he/she needs to do is to click on it, or
slide a finger over it(depending on the type of Smartphone).
Click-to-call is the functional which allows users to pull up a
telephone number in an AdWords advert. Thus, the mobile
Internet user has the option of ringing the number provided in
the advert without needing to copy it, record it or carry out
any other action. All he/she needs to do is to click on it, or
slide a finger over it(depending on the type of Smartphone).
Click-to-call is the function which allows users to pull up a telephone
number in an AdWords advert. Thus, the mobile Internet user has
the option of ringing the number provided in the advert without
needing to copy it, record it or carry out any other action. All he/she
needs to do is to click on it, or slide a finger over it(depending on the
type of Smartphone).
Click-to-Maps allows a mobile
Internet user to display the
location of a physical place that
corresponds to the result of his/
her search.
22. 22
Results
This campaign was a real success, and
benefitted from the near-totality of
the Toyota network in France, with 267
dealers being displayed (97%).
• Better click rates with extensions
(telephone and maps) vs traditional
adverts: 6.24% without ad site links
versus 9.76% with extensions
• Extensions make up 5% of clicks but
are very engaging... and generated
around 900 calls to Toyota dealers in
2 months.
• The telephone extension performed
best (87%) vs the address extension
(13%) in terms of optimised clicks
generated.
A combination of click-to-call and geolocalisation
Request
Phone
extension
Location
on a map
Natural
listing
Classic ad
23. 23
Background
Google is convinced of the importance
of issues known as Online to Store, or
Mobile to Store, and has developed
Google offer Ads. Google and Adidas
tested this process in order to meas-
ure the impact that mobile searching
was having on in-store sales.
Aims
ADIDAS launched a mobile search
campaign in order to increase its traf-
fic in stores and its sales.
Set up
In order to achieve this aim, Adidas
launched a mobile search campaign
with couponing in the US in partner-
ship with Google. When the mobile In-
ternet user would click on “offer”, he/
she would be given the option of
downloading a discount coupon.
The advert also contained information
which gave the mobile Internet user
easier access to the point of sale: click-
to-call in order to come into direct con-
tactwith the point of sale, click-to-map
in order to locate points of sale near-
by.
Finally, he/she had the option of send-
ing him/herself the coupon by email or
sms, in order to use it at a later date.
Results
• The use of coupons allowed for
an increase of traffic to shops.
• Increase in sales: the offers
generated a larger average shopping
basket during this period.
• Effectiveness of the format: the click
rate was 28% higher than average
for campaigns using standard
mobile formats, with a 32% lower
CPC.
ADIDAS CASE
Offer Ads (Couponing)
This advertising offer, which is still currently on trial in the United States,
consists of providing the mobile Internet user, in his/her search results, with
a promotional code that is valid in a shop of which the address and itinerary
are available through an additional click.
24. 24
Street marketing generally involves
reaching a target locally.
Mobile searching is a lever which can
be used to generate traffic in a Street
Marketing operation, or in branding or
event-based communication .
The use of Google's “click-to-maps”
functions allow the company to ad-
dress target markets in the street, via
their smartphones, and to direct them
to the relevant event. It's like distribut-
ing flyers, but with all the power of the
Internet behind it!
The people who were targeted in this
way have expressed an interest in the
brand / issue that is being promoted
(since they saw the advert appear on
Google Mobile following a related
query), and are therefore particularly
qualified. This qualification can be fur-
ther refined by the targeting enabled
by Google Adwords technology: “I only
want to talk to mobile Internet users
who are using an Android or iPhone
terminal, or to those who are using
this particular operator's network
rather than another's.”
In addition, the terminal's on-board
GPS allows the user to navigate to the
required location.
This type of format perfectly meets
brand commitment aims, which is an
approach that is still very rare in
France. Here, originality is fuelling
effectiveness!
Mobiles and Street Marketing
KPIs
- Local traffic
- Local activity
Prerequisites
- An attractive Street Marketing
operation
- A unique and engaging
animation
- A measuring system both On
and Offline to measure ROI
MOBILES AND STREET MARKETING
Directing mobile Internet users towards a value-added service that is
available locally
Aim
25. 25
Conclusion
Karim Eid, Performics CEO
Searching on a mobile device has to a
large extent been adopted and allows
each user to save time and to access
the right information from anywhere.
It offers extremely attractive advertis-
ing presence opportunities for brands,
on two levels.
In terms of volume
Mobile searching accounts for 2 to
10% of clicks on search engines (de-
pending on the sector).
But this opportunity remains largely
under-expoited, since investments
into mobile searching only account for
4% of mobile investments (while desk-
top searching accounts for 42% of web
investments*
).
This is therefore an opportunity to
reach a target market and to recruit
via an unsaturated qualitative environ-
ment (only two premium links), (low
bids vs desktop), on the most profita-
ble channel in terms of direct acquisi-
tion (search).
In terms of quality
Searching on a mobile is obviously a
way of extending a company's pres-
ence in a traditional search, but it does
not end there. This lever allows the
company
• to integrate geolocalisation in a na-
tive manner and to directly connect
the communication to the point of
sale (coupon) or to the localised
event (invitation)
• to directly connect, through the
same device, the Internet and the
telephone by transferring the client
to a call centre
• To differentiate brand communica-
tion and the connection between all
media: Poster advertising & Mobiles,
TV & Mobile (according to a survey,
in the US 80% of people surveyed
use their mobile while they watch
TV**
).
Nevertheless, in order to take full ad-
vantage of these opportunities, it is
necessary for brands to mobilise fi-
nancial and human resources.
We are entering a new era, in which the efforts of agencies and
advertisers must focus on understanding and exploiting the
possibilities offered by mobile Internet.
*Source: SRI-UDECAM-Capgemini Consulting / Observatoire de l’ePub – 7th
edition – January 2012
** "Mobile Internet – Delivering on the Promise of Mobile Advertising", Yahoo!, March 2011 –
http://advertising.yahoo.com/industry-knowledge/mobile-internet-whitepaper.html
26. 26
SEM campaigns on mobiles and on
tablets must be specifically managed,
even though they currently only repre-
sent a small volume of users. It is also
necessary to invest in the creation of
mobile websites specially designed for
this platform and for Internet users'
habits, as well as in the development
of the natural referencing of mobile
websites.
This investment will be all the more
profitable for the first entrants onto
this lever, who will be able to build up
a strong experience curve, on a chan-
nel which offers phenomenal perspec-
tives for growth thanks to:
• the increase of queries as the mo-
bile Internet is adopted
• the daily use of searching by mobile
Internet users
• the multiplication of search meth-
ods offered up by new technologies:
vocal search, photo search, video
search and increased reality
• Future products which will make
daily life easier, such as Google Wal-
let, which will necessarily integrate
advertising (or data collection for
the purpose of targeted advertising).
If we project ourselves into a more dis-
tant future, according to the Razorfish
Outlook Report that was carried out in
the US (November 2011), on the cur-
rent growth of the mobile sector, the
investments on this lever should not
only exceed web investments, but
also TV investments in the next 10 to
12 years (depending on the method of
calculation).
Karim Eid, Performics CEO
27. 27
1/Click-to-Call
Click-to-Call is the function which allows a telephone number to be displayed in
an Adwords advert. The mobile Internet user is thus able to call the number pro-
vided in the advert without needing to copy or record it or carry out any other
action. All the user needs to do is click on the number or swipe his/her finger over
it (depending on the type of Smartphone) directly on the Google results page.
Smartphone specificities used
Smartphones are the ideal medium to generate calls, since telephone communi-
cation is part of their DNA. Mobile Internet users are all the more likely to make
a phone call since they have the smartphone in their hands.
Who is it for?
This function is particularly relevant for advertisers who want to generate phone
calls to one or several stores, to a call centre, to a national telephone number or
to numbers which can vary depending on the whereabouts of the mobile Inter-
net user
How does it work?
The “click-to-call” solution is as flexible as it is intelligent. It is possible to decide to
display the same number regardless of the whereabouts of the mobile Internet
user is, if for example a centralised call centre is receiving the phone calls, or it is
possible to set up the system in such a way as to ensure that the calls end up on
a different number depending on the whereabouts ofthe mobile Internet user. If
I am a car manufacturer who wants to drive phone traffic towards my dealers, I
will ensure that a mobile Internet user who is located in the 15th
arrondissement
in Paris will see the dealer closest to his/her location displayed on his/her screen
– and this will not be the same location for a mobile Internet user who is just
outside Paris, in Levallois-Perret.
Annex
Description of Google Products
28. 28
2/Click-to-Maps
Click-to-maps allows a mobile Internet user to display the location of a physical
place which corresponds to the result of his/her search.
This option allows the mobile Internet user to view a Google Maps map on the
results page, and then to pinpoint the location of the advertiser's physical place
and to navigate towards this location if he/she desires.
Smartphone specificities used
This uses the smartphone's ability to pinpoint its location (by GPS or by triangula-
tion), as well as its transportability.
Who is this for?
All advertisers who have physical representations towards which it is useful to
generate traffic can benefit from this option.
How does it work?
Click-to-maps can be configured in two different ways. The first method involves
manually entering one or several addresses into the Google Adwords account.
This method is quicker and more practical in cases where the advertiser only has
a few physical locations to promote.
The second method is nevertheless preferable. This involves filling in “forms” on
a Google Contacts account. The Google Contacts account will then have to be
connected to the Google Adwords account in order to enable click-to-maps type
adverts. This method makes it possible to enter a large number of addresses and
for them to appear in natural Google search results as well as in Google Maps.
3/Click-to-Download
The benefits offered by smartphones and by mobile communication include ap-
plications. These have partly contributed to the success of the Google Android
and Apple iOS platforms. Many brands have already understood this, and pro-
mote their content using applications. Once these applications have been creat-
ed and put online on download platforms (Android Market or Appstore), it is
29. 29
necessary to make the public aware of them and to generate users, and there-
fore downloads. Click-to-download allows companies to publish an advert con-
taining a direct link to the application's download page on the Google results
page.
Smartphone specificity used
Ability of smartphones to support applications.
Who is this for?
Advertisers who wish to promote their mobile application. Developing a mobile
application is a good thing, but the most important KPIs to monitor are the num-
ber of downloads, the usage rate, the purchases carried out using the application
etc. It is therefore necessary to ensure that the application is well distributed.
How does it work?
Click-to-download is a procedure which involves choosing a link directing the
user to the Android Market as the destination url for example, or to Apple's App
store, directly to the application selected, enabling an immediate download.
4/Ad Site Links
An advert in search results usually leads to a single destination. Ad Site Links
allow you to offer links to several pages on your website via the same advert.
Generally, the main link leads to the homepage, and “subsidiary” links lead to
pages deeper in the website. These links are usually highly relevant and generate
very qualified traffic.
This is because they shorten conversion paths, since they allow the mobile Inter-
net user to access the page he/she is interested in without getting lost in the
website's tree structure. It also allows you to communicate more messages from
the results page, and ensures that the people who click on the links really are the
most interested ones.
Who is it for?
Ad Site Links are relevant to all advertisers.
30. 30
How does it work?
Several deep links must be entered (up to 10) leading to different pages on the
website, and the system optimises the whole thing by making the most relevant
links appear depending on the query entered etc.
The links are only displayed when Google Adwords considers that a high level of
relevance has been reached.
5/Offer Ads (Couponing)
This advertising offer, which for the moment is still on trial in the United States,
involves providing a mobile Internet user with a promotional code that is valid in
a shop of which the address and itinerary are available through an extra click on
the search results page. The mobile Internet user simply saves the code (by sms
or email), then goes to the point of sale and is given a discount. The shop pro-
cesses the discount coupon at the till, and identifies the origin of the sale.
Smartphone specificity used
Mobility
Who is this for?
This offer would be aimed at merchants whose aim is to drive traffic into their
physical shops and at the same time analyse this traffic.
31.
32. PERFORMICS
Philippe SEIGNOL, President
philippe.seignol@performics.com
Pierre-Emmanuel CROS, CEO
pierre-emmanuel.cros@performics.com
Karim EID, CEO
karim.eid@performics.com
Pascale MIGUET, Deputy Managing Director
pascale.miguet@performics.com
Tony CARPENTIER, Deputy Managing Director
tony.carpentier@performics.com
47/53 rue Raspail – 92300 Levallois-Perret
Tél. : +33 (0)1 41 40 71 00
GOOGLE
Arnauld MITRE, Head of Agencies Google SEEMEA
Arnauld@google.com
Robbie DOUEK, Head of Mobile Sales, Google France
rdouek@google.com
