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mobile optimized ads

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# 1
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Hi.

 

I'm sorry if this has been talked about elsewhere on the forums, but I could not find it...

 

My question is: with enhanced campaigns, if you have both mobile optimized and "regular" (no device preference selected) ads in an ad group, are you guaranteed that the mobile optimized ads show to mobile users and the other ads to desktop/tablet users?  I believe the answer to this is yes, but the documentation is confusing to me.

 

First, the ones that seem to say "yes" -- that if you have both types of ads in an ad group, mobile optimized ads will always be shown to mobile users and the other ads to desktop/tablet users:

 

http://support.google.com/adwords/answer/2472776 is the most clear and seems definitive: "Bear in mind that if your ad groups contain ads that are eligible to appear on all devices and ads that are mobile-optimised, only your mobile preferred ads will show to users on mobile devices."

 

http://adwords.blogspot.com/2013/03/new-valuetrack-parameters-for-enhanced.html says, "If you must specify different landing pages depending on device, you have two options. If the landing page varies by creative, you can simply create mobile-optimized ads by setting the device preference to 'Mobile'."  The rest of the article talks about how to accomplish a different landing page per device if the landing page is dependent upon keyword, not ad/creative.  This seems to imply that if you just set an ad to mobile optimized, that's all you have to do to make sure those ads (and their destination URLs) are always used on mobile devices.

 

If these were the only documentation, it would be clear, particularly as the first explicitly says so.  However, here are what seem to be somewhat contradictory statements:

 

Google's upgrade guide  (http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/adwords/enh...) says, "Mobile optimized ads will tend to show more often than other ads on mobile devices. Other ads (not set as mobile optimized) will tend to show more often than mobile optimized ads on desktop and tablet devices," which seems to imply that mobile optimized ads can show on desktop/tablet and vice versa (because they "tend to show more often").  

 

Similarly, the upgrade guide says, "If you have keyword level URLs or your ad has destination URLs for your mobile site, update them with the ValueTrack parameter, then redirect users to the correct landing page based on the device where the ad is served."  (It's referring to the new {Device} ValueTrack parameter.)  It seems like if your ad has a destination URL for your mobile site, it'd be much easier to just mark the ad as mobile optimized rather than add a ValueTrack parameter and modify your website -- so that also seems to imply your ad, even if marked as mobile optimized, might be shown to non-mobile users, so you should use the {Device} parameter.

 

http://support.google.com/adwords/answer/2909484 and http://support.google.com/adwords/answer/1722117 both say, "on mobile devices, your mobile-optimized text ad will be given preference over standard text ads. On desktop or laptop computers and tablets, your standard text ad will be given preference over mobile-optimized text ads."  "Given preference", to me, implies the same thing as "they will tend to show more often", which is definitely not "always".

 

Anyone (particularly from Google) know for sure?

 

Thanks,

Greg

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Accepted by MosheTLV (Top Contributor)
September 2015

Re: mobile optimized ads

Google Employee
# 4
Google Employee

Hi All,

 

Thanks for the post.

 

I spoke with an enhanced campaigns specialist yesterday and they let me know that the help center article is correct. If you have both types of ads in an ad group, only your mobile ads will show to users on mobile devices, and desktop ads will show to other users.

 

I hope this helps clarify!

 

Anne

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Re: mobile optimized ads

Top Contributor
# 2
Top Contributor

Hi Greg, and welcome to the Community.  Great question, if you find the answer, let us know Smiley Happy

 

Just kidding.  My personal understanding was that it's a "tend" rather than an "absolute", but that the "tend" is pretty strong.  I have absolutely no figures or proof of this for you, it's just what's filtered into my head since I've begun reading about Enhanced Campaigns.  I do think it's likely the split will differ from Account to Account, Keyword to Keyword, Ad to Ad so it's possible there is no definitive answer.

 

Anyway, this does deserve a definitive answer from technical so I'll escalate it and watch this space!

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: mobile optimized ads

Top Contributor
# 3
Top Contributor

My understanding of the vague and ambiguous language Google is using is that it cannot technically guarantee mobile ads for mobile while "regular " ads for desktop;

But in practice, mobile optimized ad will be shown on mobile, while the classic ads will be shown on desktops.

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’
Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
September 2015

Re: mobile optimized ads

Google Employee
# 4
Google Employee

Hi All,

 

Thanks for the post.

 

I spoke with an enhanced campaigns specialist yesterday and they let me know that the help center article is correct. If you have both types of ads in an ad group, only your mobile ads will show to users on mobile devices, and desktop ads will show to other users.

 

I hope this helps clarify!

 

Anne

Re: mobile optimized ads

Top Contributor
# 5
Top Contributor

Thanks Anne, that's useful to know.

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: mobile optimized ads

Follower ✭ ☆ ☆
# 6
Follower ✭ ☆ ☆

Thank you very much, Anne, I appreciate it.

 

Greg

Re: mobile optimized ads

Visitor ✭ ✭ ✭
# 7
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great, i was asking myself the same question Smiley Happy

Re: mobile optimized ads

Collaborator ✭ ✭ ✭
# 8
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I think the reason for this +1 Ad for desktops is described here by Googler Coco :

 

https://www.en.adwords-community.com/t5/Set-up-and-basics/Click-to-call-only-option-flakey/m-p/17751...

 

(2) If your campaign is only targeting mobile devices, your ad should only be showing on mobile devices. But on occasion, a device that doesn't permit calls (i.e. iPod touch) is seen by the system as a mobile device, and since the device can't make calls, the website link is what's clickable.

Re: mobile optimized ads

Visitor ✭ ✭ ✭
# 9
Visitor ✭ ✭ ✭

Hi all, after going through Google forums for mobile-only campaigns/ad groups, i thought i will give back by doing a sumary of what I have learnt:

 

Latest update: After the mandatory update to Enhanced campaigns, we no longer can create Mobile-Only campaigns. Instead, Google makes our lives easier by asking us to check the "mobile-preferred" box if you want the ad to show for mobile only. 

 

SUMMARY:

There are 3 suggestions to create an MOBILE-ONLY campaign.

1) Use "Mobile preference" Ads. 

 

When you edit an Ad, you'll see now you have a small checkbox that gives you the ability to say that you'd like this Ad to be shown on mobiles.

 

If you have both types of ads in an ad group, only your mobile ads will show to users on mobile devices, and desktop ads will show to other users. (from Google)

 

It is not possible to have all mobile-ads in an ad group. Some forums users have suggested adding a low ctr desktop ad in the ad group. 

 

There are mixed answers from the forums, saying that the mobile-preferred ads will still show on desktop. Lets test it out. 

 

2) Pick only banners that are in the size for mobile devices. 

 

The sizes will be:

 

320x50

300x250

300x100

250x250

200x200

 

3) Mobile-optimized landing pages.

 

Sources: 

https://support.google.com/adsense/answer/2953032?hl=en

https://www.en.adwords-community.com/t5/Advanced-Features/Mobile-only-settings-for-Enhanced-Campaign...

https://www.en.adwords-community.com/t5/Performance-Optimization/Mobile-only-campaigns/td-p/120590

https://www.en.adwords-community.com/t5/Performance-Optimization/Can-I-have-a-search-campaign-only-f...