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AdWords Tips for Holiday Advertising - #6 - Target Mobile Devices

Participant ✭ ✭ ✭
# 1
Participant ✭ ✭ ✭

We've talked already during this series on how queries will increase during the Holiday Season, we just haven't talked about on what devices they'll increase.  While queries will be increasing across all devices, they'll be increasing at a higher percentage on mobile devices.  In fact, many estimates predict that 2015 will be the year that mobile queries will surpass those on traditional desktop computers.  This brings us to our next Tip - Target Mobile Devices.

 

AdWords Holiday Tip #6 - Target Mobile Devices

 

As a way to attract more traffic and extend the Reach of AdWords Campaigns, advertisers should Target Mobile Devices.  With the proliferation of mobile devices, every year we see more and more queries take place on mobile devices, and often queries performed on mobile devices are performed while a searcher has access to a desktop and/or tablet computer.  

 

Targeting mobile devices is actually quite simple - Enhanced Campaigns automatically opt advertisers into targeting mobile devices.  By default, mobile is targeted.  However, because there are less ads shown on mobile devices, and because performance will vary on mobile devices, advertisers should approach mobile advertising differently.  Below are three tips for effectively targeting mobile devices.

 

1.  Set a Mobile Bid Adjustment - Mobile Bid Adjustments allow advertisers to customize their AdWords Max CPC Bids for Impressions that serve on mobile devices.  Not only could traffic perform differently on mobile devices, but there are also less Ads shown on mobile devices so advertisers may want to customize their Max CPC Bids.

2.  Create Mobile Preferred Ad Copy - As of October 2014, Google AdWords modified how they serve Ads on mobile devices.  With this change, the Line 2 of an Ad may or may not show.  Because of this, AdWords advertisers should create Ads specifically for mobile devices.  When creating Ads, simply check the "Mobile" box and make sure to write a short, direct and concise Ad.

3.  Use Ad Extensions - One of the factors for determining Ad Rank is an advertisers Ad Extensions.  If Ad Extensions provide a better user experience and perform better when displayed, an advertiser is likely to receive better positioning, and results.

2 Expert replyverified_user

Re: AdWords Tips for Holiday Advertising - #6 - Target Mobile Devices

Community Manager
# 2
Community Manager
Thanks for posting Brian! Looks great!

Re: AdWords Tips for Holiday Advertising - #6 - Target Mobile Devices

Participant ✭ ✭ ☆
# 3
Participant ✭ ✭ ☆
Great article! According to a study done by the National Retail Foundation, over 55% of respondents in a US based survey intend to use their mobile phones while holiday shopping. To your point, mobile is very important!

Re: AdWords Tips for Holiday Advertising - #6 - Target Mobile Devices

Rising Star
# 4
Rising Star
Another great set of pointers here Brian! *ThumbsUp*

Shashank
Cheers,
Shashank Singh, AdWords Rising Star |
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Re: AdWords Tips for Holiday Advertising - #6 - Target Mobile Devices

Follower ✭ ✭ ✭
# 5
Follower ✭ ✭ ✭
Thanks Brian for provide the mobile devices optimization useful information.....I want to know the How to Optimize Mobile devices Banners & which sizes performs better on mobile devices?
Jitender

Re: AdWords Tips for Holiday Advertising - #6 - Target Mobile Devices

Follower ✭ ☆ ☆
# 6
Follower ✭ ☆ ☆
Many thanks giving great tips Vkore