Advanced Media Productions helps small businesses and large brand advertisers develop, implement and manage Google Adwords mobile search campaigns. With more than a decade of experience in planning and executing paid search campaigns we pride ourselves on our success maximizing mobile paid search investment of our clients.
Mobile PPC search advertising is becoming increasingly important for businesses and corporations seeking to reach potential customers who are searching for products and services with their mobile phones. 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 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.
Browser-based searches are conducted on Internet-capable phones with mobile Internet WAP browsers or smartphones such as the iPhone, Android-powered smartphones and other mobile devices with full (HTML) Internet browsers.
Mobile PPC search offers a variety of benefits to advertisers who want to get involved with mobile search advertising:
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 services 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 search advertising is dominated by Google with about 97% market share. 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.
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.
Many Internet-capable mobile phones today still have WAP browsers, which cannot support HTML web page rendering, online ecommerce transactions and standard web analytics programs. Advertisers who want to reach mobile users with WAP phones must create a Google AdWords Standard Mobile Ad Campaign and create mobile-specific text and image ads and a WAP formatted landing page that will only show on phones with mobile Internet (WAP) browsers. Standard mobile ads can appear on a Google mobile web search, the Google mobile search network, and the mobile content network.
The number of smartphones with full HTML browsers is growing fast. Smartphones with full HTML browsers can render HTML pages and Google Adwords ads as they appear on desktop and labtop computers. They also allow visitors to perform regular online ecommerce transactions and support standard Web analytic programs for campaign performance monitoring and reporting.
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.
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.
Standard Mobile Ad Campaign ads are targeted towards Internet-capable phones with WAP browsers. They 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 to support a click-to-call feature, which directs users to a business phone number instead of a mobile web site or both. The Google AdWords network also provides a mobile ad preview feature that allows advertisers to preview the rendering of mobile search ads.
Standard 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 desktop 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.
Although, smartphone Mobile Ad Campaign ads show on iPhone and Android devices and don’t necessarily require a mobile website, a mobile-optimized landing page or web site is highly recommended to drive significant mobile sales, leads and foot traffic. Smartphone campaign ads don't have a click-to-call option, but they do allow advertisers to direct users to destination landing pages, web sites and various other properties such as Google Maps, the iPhone App Store, Android Market or YouTube.
Mobile users are searching for relevant information, quickly and efficiently. It is therefore important that advertisers design web sites that ensure mobile customers can easily find the information or products they are searching for. At a minimum, it is essential for advertisers to have their web sites optimized for the smaller smartphones screen, with features that leverage location and touch-screen features.
The geographic targeting options that Google has developed for the Google Adwords PC search network are all available for the standard and smartphone mobile ad campaigns. This is particularly important for local advertisers who’d like to expand into mobile search.
Mobile PPC keyword and ad submission includes:
Monthly advertising budgets can be fixed for the entire month and will not exceed the allocated amounts.
The PPC Campaign Management and Analysis program includes the following features:
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