Understanding and utilizing mobile advertising and a mobile presence is key in optimizing new paths to purchase in the B2C environment. Between 2011 and 2016, Gartner predicts that mobile advertising revenue will grow 400%. But with mobile advertising and mobile traffic increasing at such a fast rate, marketers are struggling to keep up with data and may be undervaluing mobile campaigns.
Google, the world’s current advertising leader, has put together a calculator to help businesses that use Google advertising services – specifically users of Google AdWords – realize the full value of mobile.
The Full Value of Mobile Calculator claims to help advertisers “consider online and offline conversions in a way you may not be measuring yet.”
Currently, most advertisers are accounting only for the sales made through mobile, and overlooking the traffic, calls, and clicks which help drive sales. Mobile activity can contribute heavily to a sale, even if the buyer eventually makes the purchase somewhere other than the mobile site.
Enter the Full Value of Mobile calculator which helps shed light on the value of many different aspects of a mobile marketing campaign. The Go Mo calculator computes how mobile drives things like in-store sales, cross-device purchases, mobile site purchases, valuable phone calls, and app downloads, showing marketers a bigger picture.
According to Google, the calculator can be setup in about 30 minutes, then a business’s data can be entered either manually or uploaded from a customer’s AdWords account. Each step of the process has tips and tools for figuring out your rates of clicks and purchases, with the option to skip steps as needed.
Other companies in the mobile advertising game are catching on to how useful this tool is. Yelp, a competing mobile advertiser, released its own business impact estimation tool, called the Revenue Estimator, the same day as Google.