Mobile Optimized Search Ad
According to Google, searches on mobile devices with full internet browsers have grown 4 times over the past year. This is not surprising considering smart phones are selling like hot cakes these days. With iPhone and BlackBerry constantly introducing umpteenth apps and features, it’s almost hard to ignore these little tools of great technology. According to another study done by Mobile Marketing Watch, Mobile Search revenue will soar to $8B in year 2015 which will represent 11% of total search revenues. Google currently manages 97 percent of queries searched on mobile devices. These numbers indicate only one thing – start planning for Mobile Advertising on Google Search.
Even though a normal search campaign targets mobile devices as well, it’s never an ideal way to target your mobile audience. To make it effective, you must optimize your mobile campaign separately. First, create mobile friendly web pages with easy call-to-actions. Next, set up your campaign on Google targeting mobile devices only. You can do this on the Google Adwords interface or Adwords Editor. You can always pick only the high volume terms to run for this campaign. So what are the benefits of doing this? Here’s a list!
Bid Optimization – Buying traffic on Mobile advertising is relatively cheaper than non-mobile (i.e. desktop, laptop, netbook) traffic which means if campaigns weren’t separated, you would most likely be paying higher CPC (cost per click) overall. Also, on Mobile you are competing on 5 spots compared to 10 on non-mobile. Once you learn the pattern of Mobile traffic, you can bid accordingly and manage keywords.
Text Ad Optimization – You can create mobile specific ads that are shorter in length with calls to action such as “Get quote on your phone now”. You can also add features next to your ads such as Ad Sitelinks, Click-to-Call and Location.
- Ad Sitelinks – A great way to provide other important links in your site which will be listed below your ad. Links such as “Branch/Store Locator” or “Popular Products” are quite beneficial.
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Click-to-Call – Another wonderful feature to provide your call center numbers along with your ad. As users click on your phone numbers and connect to your call center, you will be able to track performance even better.
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Location – You can also add your location. If you have multiple locations, create geo-targeted campaigns.
All these features can be found under Ad Extensions on your Adwords interface. These are also available for your desktop campaigns, but they are more geared towards mobile campaigns.
