How to Get Started With Mobile Campaigns in Google AdWords
Mobile usage has seen explosive growth over the last decade.
More people than ever before are now accessing the Internet from their mobile devices. Try to find someone without a smartphone and you would be hard pressed to do so. As more consumers connect online using mobile devices, targeted marketing campaigns are a must.
According to data from comScore, global traffic on mobile devices has already overtaken traffic on desktops.
The number of global users on mobile devices will undoubtedly continue to grow.
These usage trends represent a major opportunity for businesses to increase their reach. Ignoring this trend ultimately means losing out on potential sales to your competitors.
Local businesses in particular can greatly benefit from targeted mobile advertising campaigns. According to data from Google, 4 out of 5 consumers use search engines to find local business information. Not surprisingly, a large number of those searches are done on mobile devices.
Mobile is clearly here to stay.
So how do you reach mobile users?
By advertising where your market is with Google AdWords.
AdWords is one of the best marketing platforms. Advertisers can drive highly targeted traffic to their pages by bidding on a selection of keywords that are relevant to their business. Google has since expanded the AdWords platform to include mobile as well.
Relevant ads that closely match what a user is searching for can bring highly targeted traffic to your mobile landing pages. Extensions are also available which allow users to interact directly with the ad (e.g. call your business, get directions, etc.). Each of these features make it even easier for your target audience to find your business.
Here we look at how to get started with your first mobile campaign.
1. Determine Relevant Keywords to Target
Keyword research is at the foundation of any PPC campaign.
Keywords you bid on trigger your ads in the search results whenever users search for them. Target the right keywords and you can attract highly relevant traffic to your landing pages. But target the wrong keywords and you will quickly burn through your marketing budget with nothing to show for.
Carefully consider the keywords that your market might search for to find your products or services. If you provide locksmith services to local customers, some of your keywords might include:
Locksmith services near me
24 hour locksmith services Perth
Emergency automotive locksmith
Local residential locksmith
You get the idea.
Context is incredibly important as you want to choose the right keywords that your target audience is searching for. The Keyword Planner tool from Google (accessible within AdWords) is a great place to start your keyword research. Enter in keywords that are relevant to your business for additional keyword ideas and traffic estimates:
Here are examples of mobile ads:
Compile a list of keywords to start with for your campaign. You can always add additional keywords to your ad groups later on.
2. Create a New Campaign
Google has made recent changes to how advertisers can reach mobile users.
Instead of having multiple campaigns that target different devices, Google has streamlined the process so that a single campaign now targets all devices by default. Login to your AdWords account, create a new campaign, and select Search Network Only.
This is what you will see under Devices:
Advertisers will still be able to set individual bid adjustments for each device type.
Finish setting up the rest of the campaign. We recommend setting a manual bidding strategy as this gives you a greater degree of control over your ad spending. Then set a daily budget with the amount that you are comfortable with spending.
If you are targeting local searchers, you have the option to add ad extensions to your campaign:
With ad extensions, users can interact directly with your ad. For example, enabling the call extension allows mobile users to tap the number and phone your business.
3. Craft Your First Ad
The next page is where you will be creating the rest of your ad.
If you have ever created an ad in AdWords, then you will already be familiar with this step. Here is a quick review of each component of your ad:
Headline: This is the main headline of your ad. Aim to include your target keywords here as Google will bold the text, which helps to draw attention to the ad.
Description: You only have two short lines to write a brief description about your products or services. So make it count and include a compelling call to action or offer to entice your target audience.
Display URL: This is the URL that gets displayed in your ad below the body description. If your URL is too long, enter in your homepage address or shortened URL that directs to the main page.
Destination URL: This is the URL that you want to direct traffic to such as a product or service page. Create an optimised landing page just for your mobile campaign.
To adjust bids for each device type, click on the Settings tab and click on Devices.
Note that this option only becomes available once your campaign has more performance data. Carefully review the rest of the campaign before it goes live.
As with any marketing campaign, tracking your results is simply a must.
AdWords is no different.
Tracking your results provides invaluable insight that you can use to optimise your campaign for even more conversions. If you notice that certain keywords are performing better for mobile search, you can allocate more funds to those keywords. Likewise, you can remove ad groups that are not performing as expected.
AdWords Mobile Best Practices
No doubt you are eager to get started with your campaign.
Follow these best practices to drive a higher return on your investment:
Optimise for mobile devices: Nothing is more frustrating than landing on a page that isn’t optimised for mobile devices. Responsive design is Google’s recommended configuration as sites dynamically adjust to fit all display sizes. Implement a mobile friendly design and check that it works before your campaigns go live.
Enable ad extensions: Ad extensions are particularly beneficial for local businesses. They are simple to set up and can have a huge impact on your campaigns.
Use dayparting: Dayparting is a feature that lets you run your ads at specific times of the day. If your business tends to attract more customers at night, you can increase your ad spending during those hours.
Use mobile bid adjustments: Advertisers are able to adjust bids for their keywords for each device type. You can set mobile ads as a percentage of what you are currently paying to display the ads for desktop devices.
Include a call to action: Include a call to action (e.g. call now, try a free trial, etc.) to entice mobile users to tap through to your page. Use action verbs to help users make a decision.
Analyse performance: Analysing your campaigns provides valuable insight that you can then leverage to optimise your ads. This helps you get the most out of your PPC campaign.
The number of users who access the Internet on mobile devices will continue to grow. This growing market represents major opportunities for businesses to reach even more of their target audience. And advertising with AdWords is one of the best ways to reach them.