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No time like the present to optimize for mobile paid search

Published: March 14, 2013

Author: Molly Shotwell

Today’s post is by Christy Belden, VP of Media + Marketing at LeapFrog Interactive.
Your business might be advertising on mobile, but have you optimized your mobile campaigns? With the upcoming release of AdWords Enhanced Campaigns – the biggest change to AdWords in almost a decade, and one clearly designed to shift more focus to mobile ads – now is the time to optimize.
The steps below are crucial to help control costs and effectively drive conversions in mobile advertising campaigns.
Keyword Bids Specifically for Mobile
User intent on a mobile phone can be very different. Geo-location is a critical factor in this intent. Research has found users will use their mobile phones in purchase research and comparison shopping, as well as to buy. However, many of these intents are dependent upon geo-location. Therefore, bidding on keywords around different intent AND location will help successfully target users at the most appropriate time.
Mobile Landing Pages or Sites
One of the most important pieces of mobile paid search is the landing page. For mobile paid search to be effective, you must send browsers to a mobile site. Sending users to a desktop site and asking them to communicate with your brand using forms or numbers they may not be able to see sets up a campaign for failure. A poorly thought-out user experience will lead to high bounce rates, low CTR, and potentially low Quality Score.
Mobile sites and landing pages should have a very clear headline with specific detail of what to expect. If there is a form, the number of form fields should be short and ask the most minimal information possible. The final button or phone number should be easily identified on the page. This ensures no matter the size of the screen the person is using to view the page, they have no barriers to conversion.
Mobile Ad Copy
Mobile ad copy should be direct and lead users to a mobile landing page, phone number, or download. If an ad group has all three CTAs, then you need to have three different ad copies available within the ad group. The same rules apply for mobile ad copy as for mobile ad copy: relevancy is key. Therefore, you should maintain tightly knit ad groups around mobile keywords only with those keywords represented in your ad copy.
Mobile Conversions
One of the great advantages of a mobile paid search campaign is that you can take advantage of a phone’s features and drive users to take those actions. The most advantageous for companies with a brick and mortar store is the click-to-call feature. Mobile search ads placing a phone within the ad will trigger the phone number and allow users to call immediately, minimizing the number of clicks to action.
Other types of conversions unique to mobile paid search are app downloads, turn-by-turn directs through your GPS, ability to write ratings and reviews, and check weather. Tracking these conversions is becoming easier with new innovations around click-to-call and app downloads.
Our goal with these tips is to not pass judgment on the changes Google has made– no matter what we think, Enhanced Campaigns will be implemented in all accounts by June. With that in mind, now is the time to get your mobile campaigns in shape.
Build your landing pages and ad copy. Leave yourself plenty of time to test. And optimize away!
– Christy Belden, VP of Media and Marketing at award-winning digital agency LeapFrog Interactive, has been in digital marketing for seven years. She’s worked with clients on PPC, SEO, social media marketing, ecommerce, email marketing, mobile marketing, and PR. Follow her on Twitter: @christy_belden.

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