Mobile users frequently have totally diverse stimulus and behaviors than the prospective audience on a desktop computer. Smartphone users are using smaller screens that are more difficult to read in case of a lot of content, and they usually have a dissimilar intention and necessity for their searches.
Mobile advertisers must think about these dissimilarities while creating their mobile AdWords strategy. Ads and keywords you use in these campaigns must be strictly intended for mobile audiences and not a copy of the ads and keywords you used for your desktop campaigns. You might find out how keywords that are not performing well on desktop devices are actually producing great results in your mobile campaign.
Mobile advertising is growing rapidly and Google’s recent enhanced campaign structure is a strong signal of how you should be growing your ROI in the mobile world-
Constantly maintain in mind that mobile users are able to access your ads on tiny screens with limited space. Can the audience understand what your ad is showing to them at a glimpse? If not, you need to rethink your communication strategy and make sure to go right to the point of what you want to say.
Setting up a great mobile friendly landing page is simply fundamental. What are the keys of a good mobile landing page?
- Legroom is restricted and precious. Take away superfluous images to save space for something more important.
- Include your telephone number or contact details. A lot of data phones or mobile devices include a tap-to-call technology enabling your audience to call your business straight away.
- Use complementary colors and straightforward fonts. A crisp and clean design is even extra significant on mobile devices.
- Put in order your content in a list and make certain significant provisions are bolded.
- Split test several landing pages and keep the ones that perform the best. Repeat the process testing new variations of successful landing pages.
- Make sure that your landing page loads fast. Internet users do not like long loading times. Also consider how not all mobile users are using the fastest connection and therefore you need to make sure that you current landing page can be visualized by as many users as possible with the lowest loading time possible.
- Be very straight forward and to the point. Having a lot of text on ads may be a bit confusing so this is important.
- Icons and links must be easily clickable by a thumb.
The mobile market is vast. Mobile users and searchers are becoming extra reliant on their data devices and smartphones. Although it may seem like a huge inconvenience to produce new campaigns customized expressly for mobile devices or smartphones, the long term return is going to be huge.
From an account point of view you should make sure to track desktop and tablet results separately than mobile ones. You can do that using the segment drop down menu at the campaign, adgroup, and keyword level. This will help you to figure out the effectiveness of your mobile campaign (this is particularly useful if you are running desktop, tablet and mobile devices in the same campaign).
If you would like to dedicate a big budget to mobile campaigns just make sure to segment your devices as much as possible. Playing with the new bidding features in enhanced campaigns you could actually be able to do so.
Do you want to know how to segment mobile and desktop devices in enhanced campaigns?
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Date: May 19th