Mobile search advertising with Bing

21 04 2010

This is the first of a series of post in which we’ll review mobile advertising and search networks to give you a heads up on what you are going to find when you decide to run a mobile advertising or mobile search marketing campaign. We’ll review the same points in all of them, so you can quickly get an overview on how much effort and money you have to put in.

Can I set up my campaign online? Yes

How long does it take to set up? Less than 10 minutes.

Payment options: Credit and debit cards, but not those with chip and pin security

Minimum payment: There is no minimum; it will depend on how your campaign performs

Bidding options: CPC, with either a monthly budget or a daily budget so you can adjust for heavier traffic during a promotion.

Targeting:

  • Day of Week
  • Hours of Day
  • Demographic : gender and age

Tricky bit: If you set up your account as English-UK or give a UK address, mobile won´t show up as an option. You need to set the account as English-United States. To be able to do a mobile campaign you need to have a PC campaign set up (even if it is just a draft) and after that you will be able to create a mobile ad for that campaign or ad group. This process is not very intuitive if you just want to create a mobile ad.

Annoying bit: When they let you know that some of your keywords have been disapproved they don´t say which ones or from which campaign, which means you have to check all your campaigns manually.

Great stuff: You can track conversions rates as long as the end user mobile phone can store cookies.

Analytics provided:

  • Classic ad network analytics with the exception of conversions as they were set up.
  • Impressions, Clicks, CTR, Average CTR, Spend, Average position. They offer an extensive list of reports that you can run, but they all offer the same info as I stated before, whether it’s for an ad, ad group, campaign or account level.
  • The time of the day goes in blocks of 4 to 5 hours

Would you like to see the result of this campaign on our demo account? Just follow these easy steps:

  1. Go to the Bango Analytics platform by visiting the bango demo
  2. Go to “Analytics reports” and change the date range to start from 24th March 2010
  3. Click on “Campaign and goals” on the left hand side and then click “Campaign parameters”
  4. Filter the report by clicking on “Create a new filter” at the top of the report and drag the “Campaign parameter” tab across.  By selecting the relevant “Source” you will be able to see the results and also compare all the other mobile advertising campaigns we ran at the same time.  For the Bing campaign choose Bing_Adcenter_BMI and if you want to compare results with the other campaigns we ran choose one or more of the following Decktrade_BMI, Google_Adwords_BMI and Mojiva_BMI and apply filter (will add a screenshot)
  5. On the main results table, open the drop down menu and filter by source so you can see the results by ad network.

How to measure conversion rates:

The call to action for this campaign was to download a free application, a BMI calculator. You can check the conversions as Bango Analytics can track how many visitors clicked on the download button. These clicks can be linked to the campaign parameter and, as a result, you can see in just a couple of clicks how well your mobile ads performed:

  1. Simply edit the filter you have previously set up and drag the “Page title” tab across. Select BMI Calculator DOWNLOADS and apply the filter. You can see how many people downloaded the application and how successful each of the ad networks were.   From this figure you can also calculate your conversion rates.
  2. If you export this report, you can actually see the unique user id of each of the users that downloaded the application. This is very good as you can reward these users if they come back again or offer them different content based on their previous behaviour.

Feel free to check other filters and play with the different reports. If you like what you see and you would like to try Bango Analytics, sign up now for a free trial.

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Accurate info on your Google Mobile AdWords campaigns

14 10 2009

Last week, I started running a Google AdWords campaign using the Bango parameters for mobile campaign tracking. I set up two different text ads, each one with a different keyword group so I could analyse which ad was being served more times and therefore which keywords are more effective. Here are the two different urls I used (note different values for the parameters). I also targeted Google content network with these ads.

http://mobislim.com/bgo_campaign=fun_slimming_tips&bgo_source=google&bgo_medium=adwords&bgo_content=short_ad&bgo_term=adgroup_mobislim&bgo_owner=sanchez

and

http://mobislim.com/?bgo_campaign=get_slim_today&bgo_source=google&bgo_medium=adwords&bgo_content=long_ad&bgo_term=adgroup_slimming&bgo_owner=maria

My ultimate goal was to understand the behaviour of the users that come to my site via specific keywords. While AdWords reports are quite thorough on keyword performance they don’t show me the behaviour of the individual users. With Bango, every visitor gets a unique user ID that shows me exactly this; the behaviour of every single user when they arrive to my site. The parameters I specified are linked to this unique user ID and are passed on as the user navigates my site. Here is an example:

The visitor with the User ID 470841589 got to the site homepage at 6:02 via Google Mobile with the keyword “lose+weight”. This user comes from the United States, via Sprint and is using a LG LX265 handset. From the home page we can see that he or she visited different pages of our site and we can actually see the exact time he spent on each page.

Bango campaign parameters with Google Adwords campaign

The search term “lose+weight” triggered our “fun slimming tips” ad, (named in the spreadsheet as this “short_ad”), which is using the specific keyword group “adword_mobislim” and whose campaign owner is “sanchez”.

Bango campaign parameters with Google Adword campaign

If the ad had been placed in any of the content network sites, the referrer information would also have been recorded.

Being able to see this granularity of how our visitors behave on our site gives us invaluable information about their interest, the trends that they follow and how to optimize the site using keywords, geo-information, time of the day and handsets. The Bango campaign parameters can be used to drill down to specific keywords, as we can define a different url for different keyword groups. You can use these parameters to attribute monetary value or to measure the performance of different landing pages. You have 6 different variables that you can use whichever way you like!

Find out more about why Bango can accurately identify users or learn more on how to best use the Bango campaign parameters.

If you would like to check the performance of this campaign by yourself, just follow these easy steps:

    Log in to our Bango analytics demo account

    Change the dates to 24th to the 29th of September

    Export a traffic report

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New white paper by Bango “Increase your campaign ROI with mobile analytics” ready to download

8 10 2009

Bango has released a new white paper with the title “Increase your campaign ROI with mobile analytics” as part of a series of educational white papers to help people make the most of the mobile ecosystem. You can download the white paper for free at www.bango.com/campaignanalyticswp
Reading this white paper you will learn:

  • The key mobile advertising metricsIncrease-your-campaign-ROI-with-mobile-analytics
  • How to measure conversions on mobile
  • Mobile complexities affecting accuracy and ROI
  • The importance of accuracy as a foundation for success
  • Effective targeting and quick reactions to increase ROI

It also provides you with good resources and hints and tips to help you develop your mobile advertising strategy. Keep this white paper close when looking for mobile advertising networks, mobile search engines and effective tools to measure your campaigns.

Enjoy!

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Would you like a piece of the BlackBerry pie?

8 09 2009

We have been talking lately about the increase of smartphones accessing the internet via Wifi connections, how iPhone is gaining positions on our device ranking and today Bango published a free whitepaper Increasing your slice of the BlackBerry pie, to help us understand and overcome the challenges of how can we accurately identify BlackBerry users for tracking, CRM and marketing campaign purposes; and also how is it possible to enable these customers to make transactional payments on their mobile phone bill, just like any other phone.

Smartphones have become the standard handset of choice in the mobile phone market – even during global recession the growth in smartphoneBlackberry WP banner sales continues to soar. Gartner reported a global smartphone sales growth of 27% year-on-year in Q2 2009 compared to a 6% drop in cell phone sales during the same period. And the numbers in the USA were even more dramatic during the second quarter. The research firm NPD Group reported US smartphone sales grew by 47% and accounted for 28% of all handset sales.

Get your copy of the white paper and find out:

•Why BlackBerry has become a popular consumer device

• How BlackBerry users consume data services

• The challenge of capturing identity and delivering payment to Blackberry users

• Optimizing your mobile services to overcome these challenges

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Mobile Analytics shows iPhone gaining positions on device ranking

28 08 2009

With all the hype around the iPhone, we couldn’t help but wonder how many iPhones are accessing our mobile site. So we checked our Bango analytics package and had a look to the most popular devices accessing our mobile site since February. The data reveals the following:

Month iPhone position
February 5th
March 7th
April 5th
May 4th
June 4th
July 26th *
August (so far) 2nd

*we run a mobile campaign in June targeting everything but iPhones.

More and more mobile advertising networks have now specific targeting options aiming at iPhones. There are specific publisher groups so ads can be displayed on iPhone apps.

Taking all of this into consideration we have decided to create our own  iMobislim. Yes, you read it right. Our own iPhone specific site is on its way. Our wap master , Tom Thurston from Mobile Impossible is developing the site and this is what he has to say:

Bango analytics told us that iphone users were spending less time on pages, viewing less pages and were becoming an increasingly large proportion of our users. Tests found that due to O2 image transcoding, our iPhone users were seeing poor page presentation. So we decided to give our iPhone users cool ajax based slidey screens, some glossy iPhone icons, and we used png format instead of gifs and jpeg, which escape the dreaded transcoder. The site looks a lot cooler on iPhones now, almost like a native app – we’re hoping that our next analytics run will show an improvement in browsing stats for our iPhone users.
We also found out that even iPhones are going up in popularity the percentage of traffic that represent is not so high in absolute values. So don’t stop advertising to the rest of the handsets, because you will have not such a big market to engage with. Just fine tune your targeting capabilities and the creatives when advertising to iPhones. You can find out all the information about handsets by accessing our live Bango Analytics package and clicking on devices. To get more in depth data, filter the reports.

Millenial Media’s July SMART shows this same trend on their device highlights:

  • iPhone continued to dominate the top devices category with a 12.21% share, a 3.62% increase over June.
  • iPhone/iPod Touch impressions increased 29% across the network in July.
  • Apple continued to close the gap; however, Samsung remained the top device manufacturer in July.
  • Two new mobile devices entered the top 20 in July –the LG enV2 and the Samsung SCH-U410.

You want to have a preview of iMobislim? Check this out! Browse the whole site on http://iphone.mobislim.com/

iMobislim homepage iMobislim radish diet iMobislim registration

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GoMo News Mobile Advertising list – the top 136 companies

11 08 2009

The folks at GomoNews have updated their list GoMo News Mobile Advertising list – the top 136 companies. Thank you GoMo News for

compiling and updating this list! I think this was much needed for the market place as acentral point to access, when thinking about your mobile marketing strategy. It’s also great for beginners to help to differenciate between ad networks, mobile platforms and mobile analytics.

GoMo News mobile advertising list - the top 136 companies

GoMo News mobile advertising list - the top 136 companies

The list has been broken into six categories, to make it easier to browse. Descriptions of each are below:

A: Agencies

An advertising agency manages and runs campaigns for mobile brands.

B: Ad Networks

An Ad network is usually a self-service platform where brands and consumers can manage the sale of ad inventory online.

C: Ad Enablers

An ad enabler is an exchange that can serve adverts from a number of mobile ad networks to your mobile site. Enablers also manage in application advertising for games and iPhone applications.

D: Ad Based Business Model

These are mobile companies with an advertising based service. An ad insertion platform or those that offer SMS and MMS advertising.

E: Mobile Platforms

These are platforms that serve mobile adverts and can be sold into companies and operators.

F: Mobile analytics

These are mobile analytics companies. They can track your users on your mobile site. Bango Mobile Analytics is in this section. Just to give you a head up Bango Analytics gives you the most accurate data in real time.

Download now the Mobile Advertising list – the top 136 companies in pdf format.

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Mobile marketing over Wifi connections, interesting idea?

5 08 2009

I want to share this valuable information that Andy Bovingdon, VP Product Marketing at Bango, shared last week:

Recent reports clearly show a rapid increase in mobile phones browsing using Wi-Fi – according to recent Bango research over 20% of your customers are now connecting via Wi-Fi (see Bango Wi-Fi stats). Millennial Media also reported 22% Wi-Fi use in the USA as part of their June U.S Scorecard for Mobile Advertising Reach and Targeting (SMART) report (see Millenial Media report).
Bango goes on to predict that over a third of all mobile customers will use Wi-Fi by 2010. Combine this with the increased growth in smartphone sales with 38.1 million units sold worldwide in the first quarter of 2009, and it represents a very large percentage of your customers. Using Wi-Fi makes browsing your store fast, easy and cost effective, but it also introduces significant challenges which, if not addressed, will lose 20% of your sales.

Last week Bango launched operator billing over Wifi connections. This means customers accessing your site over a Wifi connection can pay for your content on their mobile phone bill – the same quick and easy payment experience familiar to them when connected via their operator gateway. Watch this video to see the payment experience for yourself. You’d think that more companies are doing this, but actually Bango is the only one!

With the increase in mobile visitors connecting over Wifi have you thought about how this will affect your mobile marketing strategy? Will you start using different techniques to engage with these Wifi connected visitors or will you treat them the same? If you think you’d treat them the same let me put this into perspective – would you have the same messages for someone that shares a flat and someone that owns a mansion with a swimming pool?

Of course you wouldn’t, so let’s understand the opportunity here and get creative! Once connected over Wifi mobile visitors are not so worried about how much data is being downloaded or uploaded. So don’t be afraid to offer them some richer content and get them engaged.

For example, why not try surprising your mobile visitors with an engaging MMS message. Interact with them by offering video content or ask them to upload a video, a picture or a voice recording from exactly where they are.
You can now detect visitors using a smartphone device with tools like Bango Analytics. You can also identify when they come back again to make the most of your mobile marketing.

People with smartphones love their phones (if you have one, you know what I mean!) and best of all, they know how to use it and want to get the most out it. This is an open door to new creative mobile marketing campaigns!
If you’ve recently undertaken some creative mobile marketing campaigns that you’d like to share with us – get in touch we’d love to hear from you.

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