Mobile Search: The Time Has Arrived!

< continued from page one

...all search traffic generated via mobile handsets will be jumbled in with your general Google Adwords traffic. By creating two separate campaigns, one opted in to search but not mobile, the other mobile but not search, you will get full visibility on your mobile traffic and how people find your site via mobile handsets.

Optimise for mobile

Once you have a campaign specifically built for mobile search you need to make sure it is optimised for mobile search. Mobile searchers act in a different way to general web searchers so make sure you build your campaign to match this. The...

...average search query on a mobile handset is 2.93 words so you can remove all of those long tail keywords from your campaign. Keep things short and punchy.

Think about your call to action

Think about how people are likely to interact with your ad/website on a mobile phone and amend your call to action accordingly. There’s no point writing ads which tell people to apply now if you have a 5 page application form which is illegible in a smart phone screen. In most cases “Call now” is going to be the most suitable call to action on a mobile ad.

Utilise Google click to call

If you are going to have a call to action of “call us today”, you may as well make it easy for somebody to do so! You can add telephone numbers at campaign level within your Google account to activate click to call and allow searchers to call you directly from your ad. If you have unique phone numbers available then you should use these so you can track any calls or offline conversions generated.

Consider the finite ad space

On a standard Google SERP there are 11 ad slots, on a mobile... continued on page three >

 

 

Advertisement

Advertisement