According to recent Google blog post, mobile searches are on the rise during the holiday season. But are your campaigns optimized for mobile?
US Mobile Searches
Here’s a couple tips to get started on optimizing for mobile:
- It is a good idea to create separate campaigns and ad groups for your ads that appear on mobile devices. This makes it easier to customize ads, keywords and bids to optimize performance.
- Put your call to action in a spot on your landing page that’s easy to find. Keep in mind that it’s a bit more difficult to navigate websites on a mobile device, so consider shortening your checkout process.
- Most mobile phones don’t support flash, so make sure your landing page is written in HTML and contains little or no Flash.
Now, any optimization is all about the data, so here’s what to look at (and where to find it!) to make sure your AdWords campaigns are optimized for mobile.
1) Start by looking at viewing device statistics. The data can be found under Campaign Summary -> Ad Groups, or Keyword reports within AdWords. Just select the “Device” segment option under the “Filter and Views” drop down (see screenshot below):
Mobile Device Stats in AdWords
2) Now, look at data for clicks, impressions, CTR and other performance metrics for desktop vs. high-end mobile devices.
Note: this data only dates back to June 3, 2009.
Computer vs Mobile Device: Compare Impressions, Clicks, CTR
Any other tips for mobile optimization?
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Thanks for sharing this important information. So many companies think they can simply put their existing website on to a mobile platform and experience the same results. Truth is, mobile (sites and advertising) is a completely different medium. Even SEO is different for mobile. With tips like yours, awareness can grow, as we push forward with this emerging trend.