With 800 retail stores across the UK and Ireland, Carphone Warehouse is the UK’s largest independent mobile phone retailer. Working alongside Adobe Media Optimizer, Google and Carphone Warehouse designed an experiment using a geo-based methodology to develop insights around this phenomenon of consumers conducting research on potential product purchases on the mobile web then completing subsequent transactions elsewhere. Specifically, they sought to find an answer to the question “Does mobile search advertising with Google drive consumers to buy in-store?”

In December 2012, the IT vendor Fujitsu tested a new mobile campaign format with a layout similar to its website to present its high-quality notebook series in six different countries. 

• Replicate desktop site as closely as possible

• Facilitate multi-platform access

• Created mobile site using a transcoding solution

• Used Google Mobile Ads and app to drive site traffic

• Mobile site now attracts 22% of total visits

• Penetrate the mobile market to ensure customer reach and relevance

• Minimize cost per lead

• Maximize number of leads

• Target mobile users via Google’s search and display advertising

• Website optimized for mobile browsing with added click-to-call and store locator functionality

• Facilitate site conversions on all devices

• Improve user experience and customer journey

• Built website using responsive web design (RWD)

• Increased investment in mobile search marketing

• Increase efficiency in campaign management

• Tailor ads according to usage trends and device

• Capture users to drive online and offline sales

• Upgraded all AdWords advertising to enhanced campaigns

• Adjusted bids by device, location and time of day

• Build an engaging and competitive multiplayer game

• Grow a significant user base across multiple countries

• Monetise game to enable users to play for free

• Drive sales of paid version among engaged fans

• Build Ruzzle for both Android and iOS