Formats
Acronyms
Optimizing for Mobile
Vertical Knowledge
Mobile Usage Category
100
A type of ad extension that allows advertisers to include their business phone number in a text ad
What are Call Extensions?
100
The marketing campaign in which Google "mobilized" the town of Mobile, Alabama, centered around empowering everyday advertisers to build full mobile sites
What is GoMo?
100
By doing this, advertisers will on average see a 29% increase in clicks and a 13% increase in CTR.
What is breaking out a mobile-only campaign?
100
The vertical with the greatest % of queries coming from mobile, by far the greatest mobile spend, with the greatest # of relevant mobile-specific formats.
What is Local?
100
By this date, over half of mobile subscribers in the U.S. will have a smartphone.
What is end of this year?
200
An enhancement to location extensions that lets your customers know how close they are to your business. Available on high-end mobile devices, this feature provides users with down-to-the-block-level detail about your business including your address, phone number, and your location on Google Maps for Mobile.
What is Hyperlocal Distance Information?
200
This quick entry form produces automated mobile pitches with useful data such as % of mobile queries, and a mobile scorecard
What is M@S?
200
This is the mechanism that causes CPCs in hybrid campaigns to be discounted to normalize for conversion cost differences across mobile and desktop.
What is smartpricing in search?
200
The only vertical with 12 MoMoney wins
What is Tech?
200
According to Neilsen (12/1), 44% of people in US have this
What is a smartphone?
300
This ad format enables users to download mobile applications directly from iTunes or the Android Market after clicking on the ad.
What are Fancy Sitelinks or Click to Download?
300
The Q4 sales contest rewarded tier0 mobile breakout goals for the highest DCS spenders to achieve over 50% of their mobile spend in mobile-only campaigns
MoMoney
300
90% of mobile search clicks come from here
What are the top 2 ad positions?
300
This intrepid vertical has been closest to hitting their mobile target throughout Q4.
What is Auto?
300
At the end of 2010, there were this many phones globally.
What is 5 billion?
400
An enhancement that works with Phone Extensions this format ensures that your phone number is the only clickable part of your mobile ad.
What is Call only Creative?
400
This feature simply costs a click on mobile devices, but $1 on desktop.
What is C2C?
400
When advertisers split out their mobile campaigns from their desktop campaigns, this is the average increase in clickthrough rate.
What is 11.5%?
400
The vertical with the greatest % of advertisers engaged.
What is Financial Services?
400
Local searches on mobile account for 1 in every this many searches.
What is 3?
500
A feature for search-based ads that lets you include additional links to other content on your site that's not on the main landing page.
What are Ad Sitelinks?
500
The apps that you can easily target from the AdWords front end are part of this app network.
What is AFMA?
500
This is a best practice for campaigns opted into tablets.
What is to direct the user to the desktop landing page?
500
As expected, these two verticals saw a biggest percentage increase in mobile revenue during the week of Black Friday.
What are Retail and CPG?
500
In a survey of Google's top 1000 clients in early 2011, this percent had a mobile optimized site.
What is 21%?
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