in the United States, launched the first version of its mobile site in
2008. Sweetwater, partnering with top interactive agency RKG ,
became an early adopter of Google AdWords, and most recently
incorporated mobile search into its marketing strategies. Since
represneting 2.6% of total sweetwater.com traffic in 2008, mobile
traffic has now more than tripled to 8% of total traffic.
By tweaking bids for device-specific ads, mobile ads targeted at iPads
are demonstrating a better return on investment than any other tactic.
"Because iPad leads are targeted to that device and iPads are popular
among musicians and sound engineers, order values generated from iPads
run a full 10% higher in value than orders generated from any other
source," says Matthew Mierzejewski, Vice President of PPC with RKG.
"We were able to leverage iPad user data to increase our bids on that
segment of the mobile audience. By leveraging this segmentation, we've
been able to increase iPad CPCs by close to 90% compared to bundling
smartphone and iPad devices together, efficiently driving more revenue
for Sweetwater."
Pleased with click-through-rates as well as the results from using
tried and true keywords on smartphones like iPhones, Sweetwater is now
making the most out of tablet-targeted mobile ads. With the help of
Google mobile ads, Sweetwater:
Increased conversions: iPad conversion rate was 30% higher than
desktops and laptops rate, and orders originating from iPads had 10%
higher value
Improved ROI: Continuously tweaked ad copy, keywords, and bids based
on performance by device
Maximized successful sales model: Implemented the click-to-call
feature to drive more leads into telephone service center, where
hundreds of expert sales engineers nurture customer loyalty
Posted by Kevin Otsuka, Associate Product Marketing Manager
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