Google Helping Marketers See the ‘Full Value of Mobile’

In an effort to help marketers better understand mobile’s impact, Google is introducing the Full Value of Mobile initiative. Johanna Werther, Google’s Head of Mobile Ads Marketing, spoke of the effort Tuesday morning on the official Google blog. The “Full Value of Mobile” initiative is designed to better educate advertisers on mobile ad-related expectations, expenses, …   Read More

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In an effort to help marketers better understand mobile’s impact, Google is introducing the Full Value of Mobile initiative.

Johanna Werther, Google’s Head of Mobile Ads Marketing, spoke of the effort Tuesday morning on the official Google blog.

The “Full Value of Mobile” initiative is designed to better educate advertisers on mobile ad-related expectations, expenses, and outcomes. Naturally, the effort also underscores Google’s commitment to the growth of its already massive mobile advertising business.

“The Full Value of Mobile Calculator provides simple equations and benchmarks to help you estimate the value that mobile drives for your business through calls, apps, in-store, mobile site and cross-device,” Werther writes.

In about 30 minutes, you can follow the step-by-step wizard to upload data from AdWords and your mobile website, and make some key assumptions to create your Full Value of Mobile estimate. Through the exercise, you’ll see the total value, value per click and ROI that mobile is driving for your business across all mobile customer paths, not just your mobile website. You’ll also see how cost-effective your mobile CPAs are.

Google hopes the Full Value of Mobile Calculator will help marketers begin to investigate mobile’s impact online and offline, whether they use it as a directional estimate of mobile’s value or to spark ideas on how to build deeper and more customized models.

To learn more about the Full Value of Mobile and how to use the calculator, Google is hosting a webinar on March 28 at 1pm EDT. To sign up, click here.

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