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Mobile Optimized Campaigns

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Good morning all,

 

Currently, I am running "search only" campaigns within AdWords. They are performing well and I would now like to optimize our campaigns for mobile devices.

 

I'm curious to know what is the best practice regarding creating mobile ads. Should I,

1. Create duplicate campaigns and make all of the ads "mobile only"?

2. Or should I just create duplicates of the ads within my current campaigns and make the ads "mobile only"?

 

I have a couple of other questions regarding mobile ads also.

1. If I set extensions for mobile ads at the ad group level, will these supersede the account/campaign level extensions?

2. I have made mobile bid adjustments on my "search" campaigns. Would I take those adjustments back to zero after making a "mobile" ad or campaign? Will the bid adjustment interfere with my mobile ads?

3. Can I use the same code for the "call tracking number" on my mobile site that I used on my desktop site?

 

Thank you in advance,

Jess

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Jessica D
September 2015

Re: Mobile Optimized Campaigns

Rising Star
# 2
Rising Star

Hi Jessica D,

 

I'd suggest the following within the same campaign:

 

  • Use mobile bid adjustment for better position on mobile devices
  • create mobile specific ad copies and opt into 'mobile preferred'
  • If you have a mobile specific landing page, use it in the advanced URL options, to take mobile users there
  • Have mobile preferred sitelinks & call outs


Further answers here:

1. If I set extensions for mobile ads at the ad group level, will these supersede the account/campaign level extensions?

 

Yes, the most granular extension (ad group in this case) would trump others

 

2. I have made mobile bid adjustments on my "search" campaigns. Would I take those adjustments back to zero after making a "mobile" ad or campaign? Will the bid adjustment interfere with my mobile ads?

 

Creating a mobile only campaign isn't 100% possible, as you wouldn't be able to avoid desktop traffic completely. This is because desktop devices do not have bid adjustments like mobile devices. You can try minimizing it by reducing keyword level bids and increasing mobile bid adjustment, but cannot avoid desktop traffic completely.

 

3. Can I use the same code for the "call tracking number" on my mobile site that I used on my desktop site?

 

Yes, that should be fine. You can anyways segment your reports to get device level conversion data.

 

Feel free to write back!

 

Sumanth

Sumanth Sridhar

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Jessica D
September 2015

Re: Mobile Optimized Campaigns

Rising Star
# 2
Rising Star

Hi Jessica D,

 

I'd suggest the following within the same campaign:

 

  • Use mobile bid adjustment for better position on mobile devices
  • create mobile specific ad copies and opt into 'mobile preferred'
  • If you have a mobile specific landing page, use it in the advanced URL options, to take mobile users there
  • Have mobile preferred sitelinks & call outs


Further answers here:

1. If I set extensions for mobile ads at the ad group level, will these supersede the account/campaign level extensions?

 

Yes, the most granular extension (ad group in this case) would trump others

 

2. I have made mobile bid adjustments on my "search" campaigns. Would I take those adjustments back to zero after making a "mobile" ad or campaign? Will the bid adjustment interfere with my mobile ads?

 

Creating a mobile only campaign isn't 100% possible, as you wouldn't be able to avoid desktop traffic completely. This is because desktop devices do not have bid adjustments like mobile devices. You can try minimizing it by reducing keyword level bids and increasing mobile bid adjustment, but cannot avoid desktop traffic completely.

 

3. Can I use the same code for the "call tracking number" on my mobile site that I used on my desktop site?

 

Yes, that should be fine. You can anyways segment your reports to get device level conversion data.

 

Feel free to write back!

 

Sumanth

Sumanth Sridhar

Re: Mobile Optimized Campaigns

Rising Star
# 3
Rising Star

Additionally, here's a hangout about mobile advertising and best practices you might want to join.

 

Sumanth

Sumanth Sridhar

Re: Mobile Optimized Campaigns

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
Thank you so much, Sumanth. Your suggestions were quite helpful and I have now implemented our mobile campaign. I can't wait to see how it performs!