Google Mobile Ads team has released two case studies: First is, Adidas, a major sports apparel manufacturer and retailer, and the second is Roy’s Restaurants, a high-end national restaurant chain with 31 locations around the country.
Adidas was already testing mobile search ads to drive traffic to their mobile site and when Google offered them Offer Ads beta, they took the opportunity — the beta allowed them to experiment with using mobile to drive foot traffic to their stores.
“Mobile Offer Ads enable advertisers to place coupon offers right into their sponsored search listings on Google.com.”
“In their ad, the company offered customers 15% off purchases made in an Adidas store of $75 or more. Interested users could store the offer either via email or SMS. In addition to the coupon, the ad also provided a phone number and map of a local Adidas store, giving consumers all they would need to go in-store, redeem the offer and make a purchase. With a click-through rate 28% higher than their past mobile advertising, the mobile Offers Ads campaign doubled in-store coupon redemption and increased the average in-store order value.”
In the case study, Roy’s Restaurants has landed on a recipe for success with Google Mobile Ads. By using hyperlocal advertising and creating mobile-only AdWords campaigns, Roy’s was able to drive 40% more calls and ultimately more customers to their stores.
Roy’s was able to achieve click-through rates 539% higher on mobile than on desktop by investing in mobile-specific campaigns and hyperlocal advertising.
“With Google Mobile Ads we saw an 800% return on investment on our mobile-only campaigns, roughly doubling our ROI from when we had blended mobile/desktop campaigns. Google Mobile Ads have allowed us to reach our target consumers and enable them to transact with us in much more effective ways than any other medium,” said Scott Dunagan.