1. Google Confidential and Proprietary 1
Mobile Advertising Overview
Mobile Squared Roadshow USA
November 2, 2010

2. Google Confidential and Proprietary 2
Growth is
accelerating

3. Google Confidential and Proprietary 33
Growth is
accelerating

4. Google Confidential and Proprietary 4
5x more
On high-end devices
than traditional WAP
phones
© gv91
searches
Source: Google Internal Data
4

5. Google Confidential and Proprietary 5
500%
in mobile search
from 2008 to 2010
© gv91
growth
Source: Google Internal Data
5

6. Google Confidential and Proprietary 6
20% of
are voice searches
mobile searches

7. Google Confidential and Proprietary 7
Visual search on the rise

8. Google Confidential and Proprietary 8
Media bridging
possibilities?
8

9. Google Confidential and Proprietary
Find what you want (online or off) with Shopper
9

10. Google Confidential and Proprietary
Search along route in Google Maps
10

11. Google Confidential and Proprietary 11

12. Google Confidential and Proprietary 12
Super Bowl 2010 – Mobile Search Behavior
godaddy
dockers
• the who
• roger daltrey
• pete townshend
• how to impress a
french girl
• NFL
• super bowl 2010
• peyton manning
7 Feb 2010
14:30
7 Feb 2010
15:00
7 Feb 2010
15:30
7 Feb 2010
16:00
7 Feb 2010
16:30
7 Feb 2010
17:00
7 Feb 2010
17:30
7 Feb 2010
18:00
Number of Searches
Search criteria
Source: Google Internal Data

13. Google Confidential and Proprietary
Search patterns suggest that mobile search is
incremental to desktop search
Mobile search peaks at night versus desktop search which peaks during the morning
Source: Citi Investment Research and Analysis, iCrossing Mobile, 2010

14. Google Confidential and Proprietary 14
Internet behavior is similar across full browsers
Mobile Search Categories
on iPhone vs. Desktop
Source: Google Internal Data

15. Google Confidential and Proprietary 15
Mobile consumers are looking for local information
Find local
store hours
Get driving
directions
Browse
What’s
Near Me
Now
Locate
a business
on maps
Search near
My Location
Find friends
nearby
1 in 3 mobile search queries have local intent
Call a local
business
Source: Kelsey Group

16. Google Confidential and Proprietary 16
What’s
working?

17. Google Confidential and Proprietary 17
Mobile Search:
Click to Call

18. Google Confidential and Proprietary
Esurance Reduced CPA with Click-To-Call
18
Results
 Improved CPA: Acquired customers at
about 20-30% less cost than through
other marketing channels
 Boosted conversion rates: Calls coming
from click-to-call mobile ads were more
likely to result in sales
 Improved convenience: Enabled potential
customers to reach the company faster
and easier
“The click-to-call feature of Google mobile ads is key, because it
allows a user to connect to us directly after a search – so
customers have a great user experience, and we get a positive
return on investment.”
—Tolithia Kornweibel, Director of Online Marketing, Esurance
What They Did
Successfully deployed Google mobile ads’
click-to-call to connect mobile users with car
insurance agents and drive increased
revenue

19. Google Confidential and Proprietary
Click-to-Call drives performance
19
Phone Extension – 6% increase
in average CTR
Location Extension – 8% increase
in average CTR

20. Google Confidential and Proprietary 20
New Search
Formats: Offers
Test Results
 Incremental store traffic:
Weekly in-store coupon
redemptions doubled
 Increased sales: Offers drove
higher average order value in
stores than usual
 Efficient & Effective Ad
Format: Achieved CTR 28%
higher than standard mobile
ads, with CPC 32% lower

21. Google Confidential and Proprietary
Maximize local
21

22. Google Confidential and Proprietary 22
Hyperlocal
“Since Enterprise Rent-
A-Car has
neighborhood and
airport locations within
15 miles of 90 percent
of the U.S. population,
Google's hyperlocal ad
feature is an excellent
medium to help our
customers find us at
the exact moment they
need us most.”
-Laura Bryant, Enterprise

23. Google Confidential and Proprietary
Store Locator Ad Format
23

24. Google Confidential and Proprietary 24
So What?

25. Google Confidential and Proprietary
Your Mobile Search Presence
2
5
Be Clear
Engagement, Downloads, Conversions, Test drive
Be SmarterBe ReadyBe Found

26. Google Confidential and Proprietary 26
Be Clear: What’s your strategy?

27. Google Confidential and Proprietary
Be Found: Optimize for The Small Screen
27
46% greater click-
through rate
119% greater
conversion rate
11% lower cost-per-
acquisition
Source: Google Internal Data

28. Google Confidential and Proprietary
Be ready: Build a mobile site
28

29. Google Confidential and Proprietary 29
Be smart: Use the data to maximize mobile

30. Google Confidential and Proprietary
Takeaways
Be clear what is your strategy?
Be ready is your site good to go?
Be found are you available?
Be smart what does the data say?
30
Thank You!