Mobile Exam at Google – My pass and Lessons learnt

19/03/16

I recently attended an advanced Mobile Certification Bootcamp at Google as part of my specialist advaanced training programme being undertaken at Google this year.

The Mobile exam is the newest of the exams by Google and isn’t mandatory, but is a big subject and a complex area – as let’s face it mobile isn’t going anywhere and is in a rapid period of growth.

In the spirit of transparency I will share with you my triumphs and failures….

I failed this exam at Google scoring 76%, the pass rate is 80%  – so 4% was a bitter pill to swallow!

It was my fault, I rushed though the exam and had 30 mins left.

It’s regarded as the hardest exam because of the technical issues across the differing platforms. IOS and Android don’t play nicely. I could give you several other reasons – but I won’t.

I happy to say I re-sat this exam 2 week later and passed at 90% so that’s great until next year when I need to renew…

Note to self: Below are my general notes – they’re just to refocus my research when preparing for the next exam and are fairly broad *Farky, Do your homework first because next year this exam will be different and harder. Your notes might not cover everything – they’re written around your learning style and have a few cheeky gaps, your genius can fill in the rest.

 

Mobile Exam Notes

  • Mobile use tends to be spread evenly throughout the day
  • Tablet use tends to peak in the evening
  • Ads can be excluded from those who already have installed the app
  • Showroooming is a concept where people visit the physical store and make the purchase on their phone
  • 55% of searches on a phone typically go in to purchase in 1 hour
  • Android is seeing a 236% rise in annual growth
  • Mobile ads don’t appear on the right hand side (No ads do in 2016)
  • For mobile this is partly due to screen size which is a consideration to interaction
  • Indicate that the website is mobile friendly by using a specific URL
  • Mobile can help understand the context, location, device type, time of day
  • Conversion rate optimiser for Apps take into consideration the above
  • 68% of searches occur at home / 71% including other devices 93% go on to purchase, 83% during the day – check usage reports for mobile – its moving quickly
  • Mobile call extensions always give the option of visiting the website
  • Call only adverts are only suitable for companies that wish to accept phone calls
  • Check the call details reports for data
  • Where possible always create a mobile site first
  • Getting an app install isn’t enough for engagement, they’re often used
  • Location extensions need to be opted into the search partners network for maps
  • The average user has 20 – 30 apps installed on their phone
  • Viewable impressions only pay for impressions
  • The top 2 positions gain the most amount of traffic for mobile – therefore use bid strategies to modify bids
  • For Cost-per-install use Conversion Rate Optimiser for Apps
  • When using call out users still can reach the website used
  • Call only ads reports are in the call details reports section
  • Usage data for re-marketing for apps
  • Target search page location for top of results page
  • Target outranking share sets bids to outranking other domains adverts
  • Target return on ad spend for different CPA values
  • Remember this formula: Mobile Conversion Rate / Desktop Conversion Rate the minus one to calculate mobile bid based on desktop performance
  • App Remarketing allows for previous use targeting
  • Flexible bids across multiple or single campaign uses historical data for bid optimisation
  • Max bid mobile at 300%
  • Call only cap does not apply
  • Smart Targeting for devices
  • Ad group bid overrides campaign level bids
  • If Mobile performs better then turn up bid using modifiers
  • Apps are part of the display network
  • Display Network only with all features or search feature with display select
  • No such thing as display only
  • Automatic bidding has the objective of maximising clicks
  • You can’t use Dynamic Structured Snippets on Mobile
  • Use App extensions when targeting keywords & App promotion
  • App extensions allow you to link to your mobile or tablet from text ads
  • Apps can install from a single click
  • Apps are in the GDN
  • App extensions go to the advertisers website
  • True view cannot run on the m.youtube
  • True View pay-per-watch
  • True View for AdWords – in general
  • A Deeplink goes to a page in the app
  • No such thing as a default deep link
  • You can have a custom deep link, website deep link app indexing is for Google search
  • Custom deep link for users who have already installed your app
  • Both custom and deep can be converted
  • To target apps in the GDN you can use a placement inclusion or separate the campaign into an ad group then structure it from there. – Target Mobile apps the set-up is good
  • Deeplinking is a specific destination URL that can be set within an advert to a LP in app device IOS or android
  • Custom Deeplinks open apps in apps
  • A lightbox is a new cross device format for mobile for taps, swipes
  • Deeplinks are not setup by default
  • Deeplinks work differently for android and IOS
  • For Viewable CPM you only pay 50% for more than one second of their view
  • Instream appears for 2 seconds
  • Use location extensions for Mobile
  • Google Maps for a search partner
  • Scheme Host and Path
  • Deeplink Scheme identifies which app to open
  • The host and path state the location in the app where the content resides
  • Deeplinks are not set-up automatically and work differently on IOS and Android
  • An App engagement advert is for driving people back to the app once they have installed it
  • Encourage, remind, help, use, recommend
  • A mobile app install campaign – for installs
  • Ads in Mobile to broadcast within apps
  • Remember Ads are in the search network too
  • GDN, YouTube, in app, search partners – maps gmail etc
  • App installs can be created from templates within the gallery
  • Mobile app installs from the google play store
  • App engagement for Deeplinks to a landing page
  • There are no DKI or cookies used
  • Smart targeting for auto app promotions
  • App engugemeent campaign on the search network are only for android devices
  • Use appp extensions when you target keywords but want to give the option of downloading your apps too
  • App install doesn’t use keywords
  • App extensions for websites option of download
  • App promotion ad keywords for app downloads
  • App promo extension, keywords search
  • App install ads only on Mobile and Tablet devices
  • App installs ads are from the templates
  • App extensions will allow you to link to Mobile
  • App extensions can be for OS and start downloading from a click
  • CPI Cost Per Install
  • App Extensions headline will take you to the advertisers website
  • Install campaign for Remarketing and the GDN
  • Mobile install campaign specifically for installs – obvious but true
  • Universal app for android
  • App engagement you can deep link
  • App engagement doesn’t use cookies
  • Cross device part estimate on the GDN admob
  • App overview report provides health and trends
  • Acquire Behaviour Conversions (Consideration)
  • App overview report available in GA
  • Adding multiple SDK will increase the size of the App
  • 3rd party only want to use 1 due to size of bloat
  • 3rd party best to give only 1 SDK
  • IOS app install via confirmation of event
  • Server to Server Install Feedback
  • IOS can give install confirmation on Android you use codeless SDK
  • Therefore you can’t use Codeless on IOS / vice versa
  • You can track installs and app downloads via android on play
  • IOS Tracking only display
  • Codeless is possible in play because Google own the platform
  • Don’t need a business account for call tracking
  • Third party convert to 1 SDK
  • Full value calculator estimate leaked conversion
  • You can use 3rd party tracking in Mob apps but they can re-direct to the final URL
  • IOS tracking only on display
  • You need an active call extension with one google call forwarding number and is set-up to count calls as conversions
  • Call forwarding available in many counties – please check the complete list
  • Call tracking doesn’t work on, low traffic, GDN, outside of ad, they work on desktop
  • The acquisition report overs information about app installs and opens
  • The conversion report includes sessions for a user to complete a purchase
  • Android app downloads – or in app conversions can be measured
  • Behaviour report includes screens, order, technical errors, crashes and load times
  • Custom segments for mobile and device
  • Audience reports for frequency and duration
  • Advanced segments for devices
  • YouTube you can view though and use call extensions
  • Billable event then convert to VTC – view though- conversion
  • Segment campaign by type of mobile conversion
  • Admob ads for promoting android or website or app
  • Android is counted when downloaded
  • IOS is counted when it is run for the first time – therefore check the differences
  • Codeless and post install events are available for youtube on mobile
  • Call tracking can be as short as one week or 60 days
  • Use server to server over SDK because it is easier to implement
  • Consider the full value of Mobile, Cross device Mobile, Instore in app
  • YouTube has two conversion types View Through and Click Conversion
  • A click YouTube event occurs when a user reaches a billable event
  • Use bid Modifiers for YouTube
  • Remember formats like, text, image, video, promo, html5
  • QS is only when you’re using extensions, call location, site, apps
  • Conversion optimiser looks at the above and 100’s of signals
  • Extensions increase CTR
  • Call extentions can use call forwarding – set preference as mobile
  • Click to call is a cool extension
  • Use location extensions for Google maps
  • View device reports to see mobile performance and adjust bids, based on screen size, device. OS etc
  • Estimated total conversions are now all conversions cross device conversion on other devices, people often use different browsers on the same device
  • All conversions require actual conversion tacking and needs a good level of conversion data to make informed decisions when optimising the account
  • Consider the application of universal analytics when looking at the path, overlap, channel, location, time.