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Friday, 30 January 2009

AdWords Mobile - Getting the most from mobile AdWords marketing

Today is almost the last day of our reports covering the differences between AdWords PC & AdWords Mobile.



We've looked at a number of areas so far, including mobile ad components, ad creative, price strategy and the sort of mobile user you're likely to find using Google Mobile. Today we turn the tables and look at what limits the mobile advertiser sets for their own campaigns and how much can achieved with a marketing budget when success is recognised.

Download: Day 4 - Mippin AdWords Mobile Ad Report

For the the first three reports, click here:

Download: Day 1 - Mippin AdWords Mobile Ad Report

Download: Day 2 - Mippin AdWords Mobile Ad Report

Download: Day 3 - Mippin AdWords Mobile Ad Report

Next week we will be publishing the final report which is a compilation of all of this weeks, plus a quick reference summary and chapter conclusions. Let us know what you think and if there's anything that perhaps could be included in the final summary next week?

Thursday, 29 January 2009

AdWords Mobile - Back To The Future

It's the fourth day of our series exploring the differences between AdWords PC and AdWords Mobile and there's still much to cover! However its come to our attention that in the enthusiasm to get the first three reports out, a few points were missed out which provide some greater context to our experiences. In additon, some of the reports needed a tidy up, especially the first day :) so without further ado, please find below links to the three reports we've published to date with the changes included.

Download: Day 1 - Mippin AdWords Mobile Ad Report

Download: Day 2 - Mippin AdWords Mobile Ad Report

Download: Day 3 - Mippin AdWords Mobile Ad Report

They're worth a re-read if like us you're using AdWords to target mobile users as we've discovered there's not yet much information on the web about. Plus check tomorrow for our next installment too! In the meantime, on the subject of Back to the Future, does anyone know when Nike will launch their power laces range??

Wednesday, 28 January 2009

AdWords Mobile - Start Swimming!



As we move on to the third of our reports in our series examining the differences between AdWords PC and AdWords Mobile, we take a look at how to reach out to mobile search users using techniques that incorporate ad creative designed for the mobile experience. It shows how mobile advertisers can help users navigate Google's mobile search service, to ultimately discover a mobile optimised product or service.

Download here: Day 3 - Mippin AdWords Mobile Report

We’ve previously examined the impact of click through rate on Quality Score here: Day 1 - Mippin AdWords Mobile Report and how to get the most from a mobile marketing budget here: Day 2 - Mippin AdWords Mobile Report.

Today’s report is all about maximizing the opportunities discussed in both previous reports so that all the different elements of a mobile ad campaign can work as efficiently as possible, to lower cost and increase return on investment from mobile by helping users discover a product / service. The existing state of advertising through AdWords Mobile means now is a great time to advertise and reach new users. We hope that Mippin is helping you achieve your mobile marketing goals, especially in today’s stormy climate!

Tuesday, 27 January 2009

AdWords Mobile - A Balancing Act

Time for the second of our reports focusing on the differences between AdWords PC and AdWords Mobile. Continuing the theme of yesterday and our focus on the impact of click through rate on mobile ad campaigns, today we explore its impact on mobile traffic and how to balance the AdWords Mobile campaign settings to get the most value, as is a normal objective with all AdWords PC campaigns too.

To get the second report click here: Day 2 - Mippin AdWords Mobile Report



If you’ve not read the first report click here: Day 1 - Mippin AdWords Mobile Report We’ve tidied it up very slightly since yesterday but if you’ve read it already check out the full compilation report to be published at the end of the week. This series of reports is part of Mippin’s commitment to unravel the complexities of mobile and to offer back some useful information to bloggers who helped us improve our own campaigns with their posts about AdWords. We hope you’re enjoying them but let us know what you think, especially if you have a different experience of AdWords Mobile.

Monday, 26 January 2009

Spot the Difference – AdWords PC & AdWords Mobile


In October 2007 Mippin launched into a rapidly expanding market for web-based mobile consumer services. To grab a share of the market, Mippin began investing in customer acquisition across a number of different mobile advertising channels and networks. As a startup it was essential to keep costs as low as possible while striving for a strong return on investment.
Since launch Mippin has used a variety of advertising services targeting internet on mobile users, including
Yahoo!, MSN, Vodafone, Get Jar, Three UK, AdMob, Nokia, Millennial Media, AdModa, Mkhoj, in addition to working directly with independent sites and smaller networks. Each one has offered great value, with a combination of some low CPM / CPC rates and access to sizeable numbers of internet on mobile users. However the one advertising network that Mippin has used more than any other is Google AdWords for Mobile.
With our own advertising campaigns now in the next phase of acquisition and with so much free information about AdWords on the internet contributing to the success of our own campaigns, we thought the time is right to publish our own observations about how to use AdWords to target internet on mobile users. What follows is a link to the first in a series of five reports highlighting the main differences between AdWords for PC and Google AdWords for Mobile.



With our own advertising campaigns now in the next phase of acquisition and with so much free information about AdWords on the internet contributing to the success of our own campaigns, we thought the time is right to publish our own observations about how to use AdWords to target internet on mobile users. What follows is a link to the first in a series of five reports highlighting the main differences between AdWords for PC and AdWords for Mobile.



Click for Mippin report.

One quick point / disclaimer here - we've assumed a certain level of familiarity with AdWords already, to enable us to focus just on the main differences. If you need to find out more about AdWords, you won't go far wrong by reading "AdWords for Dummies" by Howie Jacobson.

Happy reading and make sure to check back tomorrow for the second in the series.

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Tuesday, 20 January 2009

Mippin harnesses the power of touch


Readers of the Mippin blog will know that we've been concentrating our development on touchscreen devices for the past few weeks, and today marks another important product announcement:

Mippin is now perfectly optimised for iPhone and Android.

If you're thinking 'but Mippin been optimised for these devices for some time!' you'd be right. The difference now is that we're offering a markedly richer and cleaner interface and some key new functionality.

The question that prompted our development was one every mobile (or content company) should be asking themselves: "how best can we utilize the touchscreen interface to simplify our user experience?"

As a mobile start-up we're only too aware of the fallacy that surrounds much of the marketing for devices like the iPhone (that the full web works like a dream).

Sites like Flickr, Amazon, Facebook, Dabr and Ebay all understand this (offering, as they do, impressive sites optimised for touchscreen devices), though other good examples are still - incredibly - few and far between.

Today, our hope is that Mippin joins that illustrious list as an example of the improved user experience that can be offered via these new devices. So what exactly have we done?

The most obvious change is the use of a carousel to offer your personalised headlines direct via the Mippin start page.

Where previously there was a simple link, iPhone and Android users will now find the top 20 latest published stories from their favorite sites available - at a glance. We think this offers a brilliant new way to stay in touch with the news and content that matter most to you, more easily and quickly than ever before (and - it's worth noting - anywhere else on a mobile phone!).

Elsewhere, we're also surfacing much more of our considerable content via the new navigational techniques available via both phones (the iphone 'wheel' for example).

We've also included some updates for our entire audience, of course. You'll now find the most ardent users of our service appearing within our category pages. That means if you browse a lot of technology sites for example, you might find yourself appearing as the 'fan' of that category.

These users add huge value by allowing others to find new and interesting content (see here for more). By collecting and sharing the most pertinent sites and content together, it's now easier than ever to discover content you like via people similar to yourself by simply clicking on another user's profile picture.

We think our latest updates make our product more unique than ever. We hope you agree.

The Mippin team.

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Tuesday, 6 January 2009

We love Android - official


In an earlier post we highlighted the success of our Android application.

It's a subject worth revisiting as our stats indicate that the HTC Dream is now one of the most popular devices used to access Mippin.


It's a remarkable story, given that Google's first Android phone was launched a snip over three months ago.

Since our own app hit the Android store (on December 15th 2008), the number of G1 users accessing Mippin has increased by a mammoth 1500%. And, crucially for any company involved in mobile content services, these users display some favorable characteristics; they are both significantly engaged and impressively loyal.

How engaged? To add some context, users of the HTC Dream spend an average of nearly seven minutes (6.52 to be precise) using Mippin. This compares favourably indeed to the iPhone (currently our fifth most popular single device) whose users spend 3.32mins using our product. While both these lie some way behind users of the Nokia N73 - who notch up an average of 10minutes - we're still incredibly happy to report these figures.

How loyal? Android users also offer significantly reduced bounce rates. I won't go into too much detail, but suffice to say that for every 100 new users who visit the service using a G1, almost all are still using the service one month later. Here too, Android beats Apple, though both are just behind users of the N95, who remain the most loyal Mippin users of all.

It's clearly still way too early to say with confidence that 2009 will be the breakout year for mobile, but these figures do indicate that despite the current economic gloom, there's still room for huge optimism. With more and more manufacturers embracing Android and smart phones gaining in market share, we're very definitely at the start of a significant shift in mobile browsing habits.

This was succinctly summed up by one of our user testers before Christmas, who told us: "I do find myself going to the same old places on my phone, but I'm really keen to discover more!"

Now, clearly, this was music to our ears, as one of key benefits of using Mippin is the ease with which it's possible to explore and discover new content (for the record Mippin now houses over 50,000 sites and nearly 35m stories). But it's also reflective of the 'new' type of user, someone who - backed by a solid payment plan and hi-end device - is unafraid to experiment on mobile.

In fact, we've produced a new video just for them (well, actually for the Mobile Monday Peer Awards, ahem). Here it is:



(For those interested the track is 'Setting Sun' by the Chemical Brothers)

Our other videos are here:

Get Social With Mippin
Make your site mobile in 60 seconds
The Mippin iPhone [Pepsi] Challenge
Mippin: The original launch video (Director's Cut)

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