We now live in a time where everything is multiscreen. Ever since the rise of Google, they have been developing solutions in order for marketers to cope up with the consumers knowing that they are using different devices to get online such as smartphones, personal computers and tablets. Majority of marketers still utilize personal computers for their job.
In an attempt to educate them and get them to catch up with new trends, Google conducted a compelling research which in turn motivated them to launce what is called the Enhanced Campaigns. In addition, they have widened the tracking of conversion for those using AdWords. The company also released a mobile calculator that can measure ROI.
The ROI mobile calculator, The Full Value of Mobile, is part of Google’s site called How To Go Mo. This will contain videos, case studies as well as ROI calculators that can be used for various mobiles that have multiple screen types.
According to the website, the Full Value of Mobile calculator offers simple equations and it also has a feature for benchmarking to aid those who are looking to find the approximate value of revenue that mobile is contributing to the business through different channels such as cross-device, mobile site, in-store, applications and calls. All it takes is 30 minutes of your time since there will be a wizard guiding the entire process of uploading the data coming from AdWords and the mobile website. It will then create assumptions in order to provide an estimate by Full Value of Mobile. With the use of the exercise, one will be able to see the total value and the value for every click, together with the ROI that mobile is contributing to the entire business. This value includes all mobile customer paths and not just the ones found on the mobile website. Users will also be able to determine how mobile CPAs can be cost-effective.
The goal of the website is to show a wider view of the marketing ROI calculator for the marketers and to make them realize how the methods can be used in mobile especially involving multiscreen.