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Google Mobile Ads I Success Story




                                                Sure Bet
                                                VEGAS.com uses Google mobile ads to extend
                                                ad coverage to vacationers on the go, reaching new
                                                customers and driving measurable ROI
                                                Never a gamble
                                                No one knows Vegas like VEGAS.com,
                                                a company with a mission to provide the
                                                most customer-friendly, innovative and
                                                comprehensive Vegas travel services on
                                                the planet. When travelers don’t want to
                                                gamble on their Vegas experience, they
Who they are                                    turn to VEGAS.com for the inside track
• www.VEGAS.com                                 on air and hotel ticketing, tours, shows,
• Travel services                               front-of-the-line nightclub passes and more.
• Las Vegas, Nevada
                                                More than 2.5 million unique visitors come to the VEGAS.com site every month.
What they needed to do
• Extend advertising reach to mobile users      One of VEGAS.com’s top objectives is driving healthy traffic volumes to its website.
• Easily manage both mobile and traditional     Since 2003, VEGAS.com has been using Google AdWords search-based advertising
  campaigns                                     to promote its site and become the premier destination for booking Las Vegas travel
• Achieve return on investment from
  mobile ads
                                                and activities. The company leverages its site as well as a fleet of contact center
                                                representatives to help travelers research their options and make reservations
What they did
• Implemented Google mobile ads, a form of      quickly and easily.
  AdWords ads, to reach mobile users            Because the deals VEGAS.com promotes rotate on a fairly regular basis, Scarlet
What they accomplished                          Lento, Internet Marketing Manager for VEGAS.com, requires a flexible advertising tool
• Achieved close to 20% clickthrough
                                                that allows her to make changes to her account quickly. Lento appreciates how easily
  rate (CTR) on some iPhone-targeted
  campaigns
                                                she can make edits and additions to keywords and create negative keywords to reach
• Compounded audience reach: Used               the most appropriate prospects, reduce cost-per-click (CPC) and increase return on
  click-to-call and click-to-website ads        investment (ROI). “Google provides advertisers with great tools like the free AdWords
  to tap into the large and growing audience    Editor application to help manage accounts more efficiently,” says Lento.
  accessing the Internet from their
  mobile devices
• Streamlined campaign management:              Improving the odds
  Easily maintained desktop and mobile
  AdWords campaigns in a single AdWords
                                                Having achieved a high degree of success with AdWords, Lento decided to expand
  account                                       her advertising reach. People researching Vegas travel opportunities on the go using
• Met ROI goals: With little effort, improved   their mobile devices rather than from home on their computers constituted a large
  overall returns from AdWords                  pool of potential customers. Seeing an untapped opportunity, VEGAS.com decided to
                                                go beyond the traditional Internet and branch out to the mobile Internet.
                                                “Many of our customers are already in Vegas, and they want to make arrangements
                                                for a show or other activity while they are there,” says Lento. “It makes total sense for
                                                us to extend our reach to users on mobile devices.”

                                                Mobilizing AdWords
                                                In 2008, VEGAS.com launched a mobile website at mobile.vegas.com and started
                                                using Google mobile ads to raise awareness of the company’s services. Mobile ads
                                                are a form of AdWords ads that appear on mobile websites, and are available as either
                                                text or image ads. Google mobile ads enable the company to reach Google’s mobile
                                                search and content networks; track impressions, clicks, and conversions; and target
                                                by country, language, and mobile carrier. With either text or image ads, VEGAS.com
                                                has the option to direct prospects to the company’s mobile web page, or to connect
                                                them via phone to one of VEGAS.com’s contact center representatives.
According to Lento, it was easy to get started with
About GooGle AdWords                          Google mobile ads – the process mirrors the one used
                                              for regular AdWords campaigns. The company started
Google AdWords™ is a performance-
based advertising program that enables
                                              with standard mobile ads that appear on Wireless
businesses large and small to advertise on    Application Protocol (WAP) browsers. Lento leveraged
Google and its network of partner websites.   much of the same ad copy and many of the same
Hundreds of thousands of businesses           keywords used for non-mobile AdWords campaigns,
worldwide use AdWords for text, image, and
video ads priced on a cost-per-click (CPC)
                                              with one important difference. Reasoning that mobile
and cost-per-impression (CPM) basis. Built    searchers would have an easier booking experience
on an auction-based system, AdWords is a      over the phone than on a mobile website, the company
highly quantifiable and cost-effective way    started out by adding a click-to-call number to the
to reach potential customers.
                                              mobile ads that would connect users to the VEGAS.
For more information, visit                   com customer contact center. To track which calls were
http://adwords.google.com.
                                              derived from Google mobile ads, VEGAS.com created a custom vanity phone number
                                              for the click-to-call ads. The company also complements its mobile ads by mentioning
                                              the mobile site on VEGAS.com and through email marketing.
                                              Since its initial successful foray using standard Google mobile ads that appear on
                                              WAP browsers, VEGAS.com has started displaying ads on iPhone, Android, and other
                                              high-end mobile devices that use regular Internet browsers. One advantage is that the
                                              company can deliver the VEGAS.com site in its entirety – without modifications – to
                                              these mobile devices. Lento has been impressed with the performance of both the
                                              standard ads, as well as those delivered to iPhone and other similar high-end devices.
                                              “Google mobile ads are working in our favor,” Lento says. “Sometimes clickthrough
                                              rates are a lot higher for mobile ads than for ads delivered on the desktop – and we’ve
                                              seen impressive returns on the iPhone with CTR nearing 20% on some campaigns.”
                                              Lento notes that VEGAS.com is ahead of the mobile advertising game with mobile ads
                                              and says you never know how something will work until you test it. “So far, we are
                                              100% satisfied with what we’re seeing in terms of Google mobile ads meeting our ROI
                                              goals,” she says.
                                              While mobile traffic is still lower than activity on the company’s traditional site, Lento
                                              is convinced that mobile traffic will grow over time. “We’re glad to have a jump on
                                              mobile advertising,” says Lento. “With Google tools, we have a solid platform and
                                              strategy that will help us take advantage of the growing mobile audience – mobile
                                              advertising is going to be huge before we know it.”




                                              © 2009 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc.
                                              All other company and product names may be trademarks of the respective companies with which they are associated. 090630

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Case study google_mobile_ads_vegasdotcom

  • 1. Google Mobile Ads I Success Story Sure Bet VEGAS.com uses Google mobile ads to extend ad coverage to vacationers on the go, reaching new customers and driving measurable ROI Never a gamble No one knows Vegas like VEGAS.com, a company with a mission to provide the most customer-friendly, innovative and comprehensive Vegas travel services on the planet. When travelers don’t want to gamble on their Vegas experience, they Who they are turn to VEGAS.com for the inside track • www.VEGAS.com on air and hotel ticketing, tours, shows, • Travel services front-of-the-line nightclub passes and more. • Las Vegas, Nevada More than 2.5 million unique visitors come to the VEGAS.com site every month. What they needed to do • Extend advertising reach to mobile users One of VEGAS.com’s top objectives is driving healthy traffic volumes to its website. • Easily manage both mobile and traditional Since 2003, VEGAS.com has been using Google AdWords search-based advertising campaigns to promote its site and become the premier destination for booking Las Vegas travel • Achieve return on investment from mobile ads and activities. The company leverages its site as well as a fleet of contact center representatives to help travelers research their options and make reservations What they did • Implemented Google mobile ads, a form of quickly and easily. AdWords ads, to reach mobile users Because the deals VEGAS.com promotes rotate on a fairly regular basis, Scarlet What they accomplished Lento, Internet Marketing Manager for VEGAS.com, requires a flexible advertising tool • Achieved close to 20% clickthrough that allows her to make changes to her account quickly. Lento appreciates how easily rate (CTR) on some iPhone-targeted campaigns she can make edits and additions to keywords and create negative keywords to reach • Compounded audience reach: Used the most appropriate prospects, reduce cost-per-click (CPC) and increase return on click-to-call and click-to-website ads investment (ROI). “Google provides advertisers with great tools like the free AdWords to tap into the large and growing audience Editor application to help manage accounts more efficiently,” says Lento. accessing the Internet from their mobile devices • Streamlined campaign management: Improving the odds Easily maintained desktop and mobile AdWords campaigns in a single AdWords Having achieved a high degree of success with AdWords, Lento decided to expand account her advertising reach. People researching Vegas travel opportunities on the go using • Met ROI goals: With little effort, improved their mobile devices rather than from home on their computers constituted a large overall returns from AdWords pool of potential customers. Seeing an untapped opportunity, VEGAS.com decided to go beyond the traditional Internet and branch out to the mobile Internet. “Many of our customers are already in Vegas, and they want to make arrangements for a show or other activity while they are there,” says Lento. “It makes total sense for us to extend our reach to users on mobile devices.” Mobilizing AdWords In 2008, VEGAS.com launched a mobile website at mobile.vegas.com and started using Google mobile ads to raise awareness of the company’s services. Mobile ads are a form of AdWords ads that appear on mobile websites, and are available as either text or image ads. Google mobile ads enable the company to reach Google’s mobile search and content networks; track impressions, clicks, and conversions; and target by country, language, and mobile carrier. With either text or image ads, VEGAS.com has the option to direct prospects to the company’s mobile web page, or to connect them via phone to one of VEGAS.com’s contact center representatives.
  • 2. According to Lento, it was easy to get started with About GooGle AdWords Google mobile ads – the process mirrors the one used for regular AdWords campaigns. The company started Google AdWords™ is a performance- based advertising program that enables with standard mobile ads that appear on Wireless businesses large and small to advertise on Application Protocol (WAP) browsers. Lento leveraged Google and its network of partner websites. much of the same ad copy and many of the same Hundreds of thousands of businesses keywords used for non-mobile AdWords campaigns, worldwide use AdWords for text, image, and video ads priced on a cost-per-click (CPC) with one important difference. Reasoning that mobile and cost-per-impression (CPM) basis. Built searchers would have an easier booking experience on an auction-based system, AdWords is a over the phone than on a mobile website, the company highly quantifiable and cost-effective way started out by adding a click-to-call number to the to reach potential customers. mobile ads that would connect users to the VEGAS. For more information, visit com customer contact center. To track which calls were http://adwords.google.com. derived from Google mobile ads, VEGAS.com created a custom vanity phone number for the click-to-call ads. The company also complements its mobile ads by mentioning the mobile site on VEGAS.com and through email marketing. Since its initial successful foray using standard Google mobile ads that appear on WAP browsers, VEGAS.com has started displaying ads on iPhone, Android, and other high-end mobile devices that use regular Internet browsers. One advantage is that the company can deliver the VEGAS.com site in its entirety – without modifications – to these mobile devices. Lento has been impressed with the performance of both the standard ads, as well as those delivered to iPhone and other similar high-end devices. “Google mobile ads are working in our favor,” Lento says. “Sometimes clickthrough rates are a lot higher for mobile ads than for ads delivered on the desktop – and we’ve seen impressive returns on the iPhone with CTR nearing 20% on some campaigns.” Lento notes that VEGAS.com is ahead of the mobile advertising game with mobile ads and says you never know how something will work until you test it. “So far, we are 100% satisfied with what we’re seeing in terms of Google mobile ads meeting our ROI goals,” she says. While mobile traffic is still lower than activity on the company’s traditional site, Lento is convinced that mobile traffic will grow over time. “We’re glad to have a jump on mobile advertising,” says Lento. “With Google tools, we have a solid platform and strategy that will help us take advantage of the growing mobile audience – mobile advertising is going to be huge before we know it.” © 2009 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. 090630