Mobile PPC Search Management

Mobile PPC search advertising is becoming increasingly important for businesses and corporations seeking to reach potential customers through PPC search advertising. The potential of the mobile platform as an online advertising vehicle is enormous as more and more consumers and business professionals are using their mobile phones to search for products and services while they are on-the-go.

Today, mobile phone and PDA users have two search options: SMS or browser-based search. SMS is typically used for quick information look-ups such as stock quotes, weather and sports scores, while browser-based searches are conducted when more detailed information is required such checking out a local restaurant with user reviews and ratings.

Mobile PPC Search Advertiser Benefits

Mobile PPC search offers a variety of benefits to advertisers who want to get involved with mobile search advertising:

• Extended PPC search reach - While mobile advertising is still a new medium, the increasing number Internet users that use are using their mobile phones to search for products and services offers a great avenue for those looking to expand their online advertising reach.
• Early adopter advantage - Early adopters of mobile PPC search have an advantage over their competition, reaping the benefits from low cost-per-click prices, early experiences, and testing and historical data gathering.
• Local search - Mobile PPC search offers great benefits to those who are looking to promote local products and services through per-per-click and pay-per-call search advertising, because an estimated 10 to 15 percent of mobile searches have a local intent.

Mobile PPC Management Services

Google mobile PPC search ads are keyword-targeted text ads that are served on the mobile phones of an ever-growing audience. Advanced Media Productions is offering Google PPC search management service to advertisers who want to extend their brand message, products and services to millions of mobile phone users through the Google Adwords search ad network.

Mobile PPC Bid Management

Google mobile search ads appear when a mobile phone user performs a browser-based keyword search on Google.com or on a Google syndicated partner site or as result of an “on-deck” search on a mobile phone supported by a Google wireless network partner. Advertisers have the option to choose which mobile carriers are enabled to show Google mobile search ads to their subscribers.

Campaign Set-up. When establishing a mobile search campaign on the Google Adwords ad network we recommend setting up a separate ad campaign for mobile ads within the Google Adwords ad network. This allows advertisers to better monitor campaign data, generate statistical information specific to the mobile campaign and optimize the campaign performance for mobile ads.

Keyword Research. Due to the fact that search queries on mobile devices are performed from a mobile phone keypad, rather then from a traditional computer keyboard, mobile search tend to perform better on shorter, more generic keywords. We therefore, recommend that Google mobile advertisers conduct extensive keyword research specifically for mobile search campaigns before settling on a final keyword set and not copy the keywords phrases from an existing PC desktop campaign.

PPC Keyword and Ad Submission. Google AdWords PPC search ad network enables advertisers to select the keywords they want to target, write customized text ads for each keyword or group of keywords, as well as select the web page(s) and/or landing pages they want to direct the traffic to. Mobile search ads have a shorter character limit than the regular Google Adwords text ads, forcing advertisers to make their messaging even more concise. Mobile text ads contain a headline and a description with a maximum of 18 characters each. The third line contains the site URL or a telephone number or both. The Google AdWords network also provides a mobile ad preview feature that allows advertisers to preview the rendering of mobile search ads.

PPC and Pay-Per-Call. Mobile search ads are charged on a pay-per-click or pay-per-call basis. Pay-per-click ads work similar to regular ads running on the PC Google Adwords ad network. Every mobile ad includes a click-to-call link that will cause the mobile phone to immediately dial up the business’s phone number. This is very important for businesses that sell services requiring a phone sales pitch. For businesses that are looking to increase phone leads through mobile search ads can drive traffic from people who are already using their mobile phones.

Geographic Targeting. The geographic targeting options that Google has excelled at developing for the Google Adwords PC search network are all available for the mobile ad campaign. This is particularly important for local advertisers who’d like to expand into mobile search.

Mobile Web Design. Once text and display ads have been created advertisers have to determine where they want to send mobile users after they click on ads. They could land on any related landing page on an existing Web site. However, businesses and online marketers who are considering investing resources and budget into a mobile PPC advertising campaign should consider designing a mobile version of their site or at least optimize the existing landing pages for proper rendering on mobile devices. Web sites or landing pages that are written in XHTML, WML and CHTML will most likely render correctly on most mobile phones.

Mobile PPC keyword and ad submission includes:

• Mobile search keyword research and selection
• Determine projected rank position for each selected keyword phrase, estimate monthly number of click-throughs and assessment of the maximum average bid cost
• Determine daily/monthly ad campaign budget
• Grouping of selected keyword phrases into "themed" ad groups
• Writing unique headlines and ad text for each ad or ad group in accordance to the mobile ad submission guidelines
• Keyword data and text ad entry
• Testing mobile ad rendering through the Google Adwords mobile ad preview feature
• Optimization of existing landing pages for proper rendering on mobile phones or the development of a special Adwords Business page
• Linking ads to relevant web site pages and/or landing pages
• Setting maximum bids for each keyword or keyword group, daily budget amounts, ad run schedule, keyword matching options and ad serving options
• Resolving any problems regarding Google AdWords rejected mobile ads
• Day parting set-up by scheduling on what days and times mobile ads will run

Monthly advertising budgets can be fixed for the entire month and will not exceed the allocated amounts.

Mobile PPC Bid Management and ROI Tracking

After the mobile PPC keyword and ad submission has been completed the established ad rankings, cost-per-click bids and daily ad budgets must be monitored against competitive bids and other fluctuations. The click-to-sale, click-to-lead and pay-per-call conversions must be tracked to calculate the return on investment (ROI) for each keyword phrase in the campaign portfolio.

Bid management and ROI tracking for mobile ads monitors the daily ad budgets, maximum bid cost, ad rankings and keyword performance. They have become an essential part of any PPC search campaign when using more then 20 keyword phrases.

The mobile PPC Bid Management and ROI Tracking program includes bid management program set-up, monthly bid management and ROI tracking.

The monthly Bid Management and ROI Tracking program includes the following features:

• Entering campaign data and parameters into the bid management program, the installation of URL tracking code and the downloading of initial server log files
• Set-up monitoring for pay-per call phone calls and mobile click-to-call conversions
• Daily monitoring of keyword bids, keyword rankings and adjustment of bid amounts within pre-set parameters to maintain desired ranking positions
• Ongoing optimization of keyword bids for bid positions that yield the best return on pre-determined business objectives, e.g. Cost per Action (CPA), Profit Margin (PM) and Return on Investment (ROI)
• Daily monitoring of pre-set daily and monthly ad budgets
• Ongoing monitoring of lost impression share
• Campaign maintenance - Access to a senior paid search account manager as needed to discuss recommendations and changes to the keyword set, bid amounts, bid positions, bid rules, ad run schedule, keyword matching options and updates to the daily ad budget - Improving existing ads to create a better match of keyword to ad header, more compelling ad text and a more coherent call to action
• Campaign review - Monthly ROI Reports via email for monitoring of campaign activity and results, including cost-per-click, number of visitors, leads and sales. Provide client with strategic and tactical guidance for campaign improvements

Mobile PPC Campaign Management and Analysis

Mobile PPC campaign results must be measured, analyzed, optimized and re-optimized at regular time intervals to achieve the maximum ROI for the paid search advertising effort. Through our Mobile PPC Campaign Management and Analysis service, we help our clients with evaluating the performance of their mobile PPC campaigns.

Our Mobile PPC Campaign Management and Analysis Program includes:

• Daily monitoring of keyword performance (traffic, sales, cost per acquisition and return on investment numbers), keyword evaluation and adding, removing and reconfiguring of keyword phrases, ad groups and ad copy to grow the total number of productive keyword phrases on a monthly basis
• Ongoing mobile search keyword research and expansion of the keyword base, including the writing of new ad text
• Periodic campaign structural reorganization by breaking existing ad groups into separate groups, with new ads and different landing pages
• Create and test multiple mobile ads for each keyword or keyword group to improve average click-through rate, raise average position and decrease cost-per-click
• Analyze current landing pages through multivariate testing to improve quality score (Google) and landing page conversion rates
• Incorporate and expand the current campaign with new mobile phone compatible landing pages as required
• Quarterly evaluation of the competition, keyword fluctuations and forecasting of the upcoming quarter, based upon historical data along with seasonal market considerations
• Click fraud monitoring and review