<< by on March 9th, 2010
Last Wednesday the Google team including Meredith Papp, Jason Rissman and Bon Mercado presented Mobile-ize Your Business and gave advice on how to set up a successful Google Mobile advertising campaign within AdWords. Before Paige and I (yes this is part 1 which means there is a part 2 written by Paige Payne) give you 10 tips for creating a successful Google Mobile campaign let’s talk about why mobile is important.
Why is Google Mobile Advertising Important?
With the arrival of Mobile Internet in 2008-2009 it became apparent that people were now walking around with a computer in their pocket and where there’s a computer there’s internet and there’s an opportunity to advertise. Of course when the computer is a mobile phone it makes sense that most people will be searching for items they need there and then. One example the Google team gave was the number of search queries for restaurant
related terms on mobile phones with full browsers in the US which was up 200% over the past 5 months (September 2009 to February 2010). With the launch of many new smart phones in the past 3 years, there has been a tremendous growth of 3000% in the number of Google Mobile “Shopping” Category Queries. It’s obvious that Mobile phones with full internet browsers are here to stay which makes it important to know how to advertise toward Mobile devices now rather than later. So without further ado we give you 10 Tips for Google Mobile Advertising:
10 Tips for Creating a Successful Google Mobile Advertising Campaign
1. Separate Campaigns - First and foremost mobile advertisers should separate their mobile campaigns from their Desktop / Laptop campaigns. Simply create duplicate campaigns targeting one campaign solely to Mobile devices and the duplicate campaign solely to Desktop / Laptop devices. Separating your campaigns will help when it comes to minimizing your cost-per-click and determining which medium is the best for your products and services. In addition, Mobile advertising is currently factored in to your overall quality score, however, the Google team says that it may eventually become a separate quality score.
*Hint: If you have a large account with many campaigns and can’t fathom the idea of creating duplicate campaigns yourself, call your Google representative and ask them to create the duplicates for you.
2. How / Where to Opt-In - Google AdWords advertisers are automatically opted-in to advertising on Mobile devices. However, as tip #1 says, your Mobile and Desktop / Laptop search campaigns should be completely separate so it’s important to know where you can change these settings. Simply, enter into a specific campaign’s “Settings” tab and under the “Networks, devices, and extensions” section click “Edit” next to Devices. Then click the radio button for “Let me choose…”. If this campaign will serve as your Mobile campaign make sure to check only the box next to “iPhones and other mobile devices with full Internet browsers”. If this campaign will serve as your Desktop / Laptop campaign make sure to check only the box next to “Desktop and laptop computers”.
3. How to Target a Mobile Campaign – Targeting a Mobile Campaign is very similar to targeting a Desktop / Laptop campaign. Like the Desktop / Laptop campaign if you decide to participate in the Content Network, be certain to choose your placements wisely only advertising on sites relevant to your products or services. You may also target your Mobile campaign by Geographic location the same way you may in a Desktop / Laptop campaign. Geographic targeting may be done by Regoin, City and metro, within a defined radius, or within defined borders that you the advertiser draws. Geographic targeting may be set under the “Locations, Languages, and Demographic” section within the campaign Settings tab. According to the Google Team,
“Mobile advertising allows you to reach customers who are close to point-of-sale and want to spend now… One in three mobile search queries have local intent. 15% of iPhone applications are local.”
Finally Mobile campaigns may also be targeted to select Devices including: Android, iPhone / iPod Touch and/or Palm webOS. In addition, Mobile campaigns may be further targeted based on the specific Carrier including: AT&T, Cricket Communications, Metro PCS, Nextel, Sprint, T-Mobile and/or Verizon. Choosing to target specific Devices and/or Carriers may be found under the “Advanced device and carrier options” under the “Networks, devices, and extensions” section within the campaign Settings tab.
4. Test Ad Copy – This is another perk of tip #1, by separating your Mobile and Desktop / Laptop campaigns you are able to develop more relevant ad copy. According to the Google Team, ad copy that was mobile-specific, for example mentioned the iPhone, resulting in over 9.3% more conversions. Therefore it is important to write and test compelling and relevant ad copy to lure your customers.
5. Cost-per-Click vs. Cost-per-Call - Unlike the typical cost-per-click method that Google uses to charge their advertisers, Mobile advertisers may also be charged by the cost-per-call method. Using the cost-per-call method, Google will charge the advertiser if the searcher clicks the phone number within the Mobile ad to call the business rather than click through to the site. The cost-per-call charge is the same as if the searcher had clicked through to the site (same as cost-per-click). Last Wednesday the Google Team announced that there are now 2 types of Click-to-Call phone numbers that an advertiser may use within the ad. First, the advertiser may use the location extensions to display the local business phone number to nearby users on mobile devices with full browsers. Secondly, advertisers may now use a phone extensions to display the business’ national phone number to all users on mobile devices with full browsers instead! It was found that “Advertisers who participated in [the] click-to-call beta trial saw a 5-30% increase in CTR, without cannibalizing URL clicks.”
*Hint: Do keep in mind that on the average smart phone there are typically only 5 ads per screen so when setting bids for your keywords make sure your ads are showing within the top 5 positions for maximum visibility.
And now I turn you over to Paige Payne for the final 5 tips, 10 Tips for Google Mobile Advertising – Part 2.