Optimising Mobile Campaigns
Every effective advertising campaign has to be optimised for mobile. While mobile users may be looking for the same information as their desktop-using counterparts, the way in which they access it will be very different. With that in mind, here are three tips for making the most of your mobile campaigns.
Think in terms of see and swipe
Pictures play a huge role online and they’re especially important for mobile. It’s generally much easier and quicker for a mobile user to grasp the significance of a picture than for them to scan text. It’s also much easier for them to swipe horizontally than to scroll up and down a screen (particularly if they only have one hand with which to work the device). This is exactly why Google has introduced options such as product listing adverts, hotel adverts, price extensions and visual extensions.
Make the most of ad customisers
Ad customisers allow you to define fields in your advert to be filled by dynamic text, depending on the user’s search criteria (and the parameters you enter).
The opportunities offered by ad customisers are already very exciting. In short, they make it possible for you to precision-target your ads to each specific customer’s search and, what’s more, changing the data in the fields leaves your overall performance data unaffected, making for clearer reporting.
There are all kinds of variables you can use in ad customisers. Three of the most popular include: targeting by keyword; targeting across a campaign or ad group; and targeting by location. Targeting by keyword and targeting across a campaign or ad group are similar concepts and both tend to work best for advertisers that are mainly selling on the basis of inventory (be it goods or services). Targeting by keyword gives you the option to go into the specifics of each search item, whereas targeting by category is useful to cover your bases, in the sense that people may well search for item A but also be interested in items B, C, and D. Targeting by location is particularly exciting for the mobile market, since mobile users are particularly likely to reach for their phone (or tablet) for guidance when they are trying to find something in their near vicinity.
Test and track your creatives
This guidance is far from unique to the world of mobile advertising but it still needs to be emphasised. Even if you have a limitless budget, you still want to target it where it’s going to be most effective.
In terms of mobile advertising, one common and effective approach is to use a combination of click-through rate and conversion together with the percentage served. If one ad is being shown more than others, that is a good indicator that it is doing something right (or is at least performing better than the others), which is often a good reason to prefer it and to investigate further to see why it is doing so well.