Google Adwords: 4 Tips for Mobile Campaigns
Today it is no longer necessary to clarify that the target audience of practically any business uses mobile devices in their daily lives, however taking advantage of the possibilities offered by mobile advertising can be a challenge.
In the case of Adwords, this implies having a very well thought out strategy that fulfills a specific purpose within the user experience.
1) Optimized mobile experience
It is important to have a website or landing page that can meet the needs of the mobile user.
It is not enough that the landing page simply looks good on the device that the user uses, but must take into account their need and purpose at the time they are using a mobile device.
A user who is browsing from a mobile device is less likely to make a purchase or complete a contact form, normally the visit from a mobile device is a first step to obtain information and then finish the search from a PC.
Recommendations for creating a mobile-friendly experience:
- Concentrate all the content of the landing page in a single column.
- Use less text than in the version for desktop devices.
- Make use of Click-To-Call functions.
- Use shorter contact forms than in the desktop version of the website.
2) Device preference
Adwords ads have the "Device Preference" option, which allows us to suggest to the Adwords system that we prefer to show a specific ad on mobile devices.
With the help of this function we can use different ads for our mobile campaigns
Although this is not the only distribution control method that Adwords offers for our ads, with the limited options offered by the "Advanced Campaigns" we must use all the tools at our disposal.
3) Bid Adjustment by Device
The Bid per Device setting is a very useful option that allows us to increase or decrease our default CPC bid depending on the device from which the user visits us.
This option allows you to reduce the offer for mobile devices by 100% or increase it to 300%, which gives us a lot of flexibility when managing our CPC offers.
In the event that you do not have a mobile-friendly landing page, perhaps the best thing for now is to use a mobile bid setting of “-100%”, that is, do not advertise on mobile devices.
It is important to note that if you use the Conversion Optimizer you will not be able to use the offer adjustments per device.
If the Conversion Optimizer is an integral part of your strategy, then creating an optimized mobile experience is a very high priority, as you will not be able to avoid generating traffic from those devices.
4) Call Extensions
Call extensions allow mobile device users to easily contact the advertiser with a single tap and directly from the search results page.
Typically most advertisers with local businesses are primarily looking to generate phone calls through their ads on the Search Network.
For this reason, it is important to display the advertiser's telephone number in all instances of the user's browsing.
The cost of a click on a call extension is equal to the cost of a click on the ad, so there really is no reason not to use this tool in our ads if we are looking to generate phone contacts.
To create call extensions we must go to "Ad extensions" and then select "View: Call extensions".
Getting the most out of our mobile campaigns is undoubtedly a very interesting challenge for 2014. How do you approach your mobile strategy?
