Comcast is one of the nation’s largest Internet, phone, and cable television service providers for residential and business customers. High-quality customer service and products are central to Comcast’s business. To this end, Comcast closely evaluates how users engage their online site and find ways to improve upon their experience. With the surging rise of mobile Internet users, Comcast wanted to take better advantage of the growing mobile platform for advertising. Partnering with Google, Comcast developed a mobile campaign strategy that utilized mobile AdWords and mobile search ad extensions driven by top keywords and created mobile-optimized sites for all of its products.
The search campaign engaged users searching for Comcast keywords and directed them to mobile-optimized sites with mobile-specific functions including streamlined ordering, checking service availability nearest their location, and clicking-to-call for assistance. Comcast also implemented a mobile ad extension that allowed users to call Comcast directly from the search results page on their phone.
By advertising on the right channel with an approach optimized for mobile, Comcast capitalized on the many consumers already searching for Comcast services on mobile but who previously could not access needed information as easily. Making completing a Comcast order with a mobile device simple and convenient, the campaign led to a surge in mobile sales with mobile now driving over 10% of all online sales.
Posted by Kevin Otsuka, Associate Product Marketing Manager
The search campaign engaged users searching for Comcast keywords and directed them to mobile-optimized sites with mobile-specific functions including streamlined ordering, checking service availability nearest their location, and clicking-to-call for assistance. Comcast also implemented a mobile ad extension that allowed users to call Comcast directly from the search results page on their phone.
By advertising on the right channel with an approach optimized for mobile, Comcast capitalized on the many consumers already searching for Comcast services on mobile but who previously could not access needed information as easily. Making completing a Comcast order with a mobile device simple and convenient, the campaign led to a surge in mobile sales with mobile now driving over 10% of all online sales.
- Average of more than 1 million impressions on mobile per month
- More than 270% greater CTR than desktop for mobile search
- More than 100% greater CTR than desktop for mobile click-to-call
- Over 10% of all online sales driven from mobile
Posted by Kevin Otsuka, Associate Product Marketing Manager
Comcast mobile search campaign leads to mobile accounting for over 10% of online sales
Rating: 100% based on 975 ratings. 91 user reviews.
Rating: 100% based on 975 ratings. 91 user reviews.
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