Often times the biggest barrier for launching campaigns targeting mobile devices is that advertisers do not know where to start or they are worried they do not have the right tools to get started. Sometimes the best solution is just to jump in and get your feet wet. If you are using Google Analytics, you can already get information on how mobile visitors are interacting with your site, so learn from that data move forward and optimize your campaigns for mobile. The below 5 frequently asked questions will help you get started and hit the ground running for launching mobile AdWords campaigns.
1. What if I do not have a designated mobile site or landing page?
You are not alone! Majority of websites lack mobile specific sites or dedicated mobile landing pages, but that should not keep you from testing mobile campaigns. Test your campaigns targeting mobile devices to see how user friendly your site is. If your site is generally functional, mobile is another opportunity to target your audience.
2. How do the mobile visitors I currently receive interact with my site?
Google Analytics has mobile specific reports that will allow you to see how mobile visitors currently interact with your site – because remember, even if you’re not specifically advertising to mobile devices, users are still likely to find you via organic search or directly navigate to you on their mobile device. The Google Analytics mobile reports are broken down by device and carrier, so advertisers can see the difference in engagement metrics for specific devices. Before you launch any mobile campaign, first take a deep dive into the analytics and see how your current mobile visitors are interacting with your site. If your bounce rates from mobile are very high, then this likely tells you that your website is not providing an optimal user experience because they are quickly leaving.
3. What keywords are people searching for on their mobile devices?
Google AdWords’ Keyword Tool allows you to understand mobile search volume for your target keywords. In the advanced settings of the Keyword Tool you have the option to select different devices under the “Show Ideas and Statistics for” section. For mobile keyword research, select the “Mobile devices with full internet browsers” to best understand keyword traffic from mobile devices.
Google Analytics is also a valuable tool to determine what current keywords are bringing traffic to your site from mobile devices. Create a custom report in Google Analytics, like the one below, for keyword data from mobile devices.
4. What types of AdWords campaigns should I test with mobile targeting?
If you are hesitant to launch mobile AdWords campaigns because of site usability concerns, try testing your branded campaign first. Since branded visitors tend to convert better than non-branded, testing a branded campaign can be a safe way to begin. If after launching your mobile campaign you determine that branded visitors are not interacting with your site in a positive way, this is an indicator that you might need to consider developing a dedicated mobile site. If branded customers can not navigate around your site, just think how customers unfamiliar with your brand will feel…
5. Ok, I’m ready to try it – now how do I create mobile AdWords campaigns?
If you are unsure where to start with AdWords mobile campaigns, Google recommends creating a mobile campaign that mirrors your existing desktop/laptop AdWords campaign. In AdWords Editor simply copy and paste your existing campaign, update the device targeting settings to mobile devices, then optimize for mobile performance (make updates to ad text, update bidding strategy, etc). Once you have created the mobile campaign in Editor you can then go into the AdWords interface to define your targeting settings even further. For example, if you only want to target Android devices because you are promoting a product specific to users of the Android operating system, make sure to only check the Android box, as shown below.
When it comes to your PPC campaigns, testing is key and mobile campaigns are no exception to this rule. I hope the answers to these 5 frequently asked mobile questions will help in launching your new mobile campaigns. Still not sure about launching mobile AdWords campaign? Feel free to ask your questions in the comments below!
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Heather Schwartz, has been working as an Account Executive with Anvil Media, a Portland based SEM agency, since 2008 specializing in B2C ecommerce clients such as lucy activewear and non-profit clients like The Nature Conservancy, developing SEO, Social Media and PPC campaigns to increase clients’ online visibility and ROI.
