Optimize your Google AdWords campaigns for mobile

According to recent data, 30% of US  of mobile owners are accessing their internet browsers on their phones and mobile is one of fastest growing media channels. Advertisers need to take advantage of the various mobile options that Google AdWords provides. Are your PPC campaigns optimized for it? Here are three tips for success:

  1. Create a separate campaign opted into mobile devices only and opted out of desktop and and laptop devices. This will allow you greater control and an easier overview of how mobile is performing for you. On your Google AdWords campaign settings page, under Networks and devices, choose to opt your campaign into iPhones and other mobile devices with full Internet browsers
  2. Enable Phone extensions to display your number on iPhones and other mobile devices with full internet browsers. Calls are often more valuable than online leads and this feature allows you to side-step the website visit option and get that call right away, increasing the chance of converting a visitor to a lead.
  3. Create WAP mobile ads. In my experience they get better CTRs and lower CPCs. WAP mobile ads are shorter versions of your full text ads, optimized for the online browsing experience and with a click-to-call option. Mobile text ads contain two lines of text with 18 characters per line. The display URL is limited to 20 characters only. Consider leaving out the www. if you are running out of space. To create a mobile ad, go to your mobile campaign, click tab Ads -> New Ad and choose the WAP mobile option from the drop down.

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