Making The Most Of The Mobile Generation Through AdWords
The year of the mobile phone is here. People are spending more and more time on their mobile and using it for an increasing number of daily tasks. A recent study by Ericsson showed that 35% of Android and iPhone owners engage with apps before they even get out of bed.
Bearing this in mind, it would be crazy to not take advantage of this ever expanding market through PPC. If you are opted into ‘All Available Devices’ then it is easy to segment by device to see the difference in performance. This enables you to see what positions, CTR and conversions you are getting from the different devices (although tablet data still appears to be coming through as ‘mobile’).
We recommend that you separate out devices into separate campaigns. PPC ads show differently on mobiles than on normal computers, with only two ad spaces above the natural listings, and three below. Therefore, different bidding tactics are needed. Avg CPCs are normally lower on mobiles, so it shouldn’t cost more to target these top positions.
Next, optimise your ads. Phrases Like ‘Buy Now On Your Mobile’ can impact massively on CTR. ‘Buy Now On Your iPad’ unfortunately will get disapproved as it is trademarked and the chances are, you are not selling iPads. ‘Buy Now On Your Tablet’ is another alternative, however will initially get disapproved for pharmacy related content. As always, test different variations to see which works best and optimise from here.
Then, add extensions. Anything you can do to make your ad stand out will improve the CTR. Click to call is the obvious one for mobiles. Site links are also a good option and help navigate the user to more relevant landing pages, shortening the conversion process.
Final stage; sit back and watch the data come in. Chances are ROI will differ so you might be able to increase it at account level by cutting out a low performing device.
