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Mobile Advertising
Using Google Adwords for Mobile Search and Display Advertising
The market for advertising on mobile devices continues to grow as feature phones, smartphones and tablet computers with full internet browsing capabilities are becoming more and more prevalent. Until now, Google has dominated search and search advertising on the desktop and on mobile devices, but with mobile display advertising poised to increase fourfold over the next five years, it is moving aggressively into mobile display advertising. In the mobile display advertising market it will compete head-to-head for market share with Apple, Yahoo/Microsoft and a large number of mobile ad networks. To be proactive in the pursuit of this market Google acquired last year AdMob, the largest mobile advertising platform, with the intent to also dominate this growing space. AdMob could be an extremely lucrative channel for Google, especially when the platform is integrated with AdWords and DoubleClick in the future.
Google AdWords for Mobile
Web users are increasingly spending time away from their desktop computers and are searching and browsing the web from mobile devices. To take advantage of this trend Google currently offers advertisers a low cost way to expand their reach to audiences that are on-the-go and engage with them one-on-one. Advertisers with an existing Google Adwords account can simply extend their desktop-targeted campaigns to include mobile features or create a completely new mobile-specific campaign.
Mobile Campaign Benefits
Mobile advertising campaigns typically do not cannibalize Google AdWord desktop search and display advertising campaigns and have a range of additional benefits:
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Advertisers can use their desktop-targeted search and content network campaigns and extend those to reach users of high-end mobile phones like the iPhone and Andoid-powered devices and standard (featured) mobile phones or they can set-up separate mobile-specific campaigns. |
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Advertisers can choose to pay for clicks to their mobile web sites or for calls to their businesses |
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Advertisers can reach mobile searchers with mobile text ads as well as mobile web site visitors with text and mobile specific display ads across the Google partner network of mobile web sites |
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Google Adwords Mobile Advertising Campaigns
While Google in the past has offered the tools to create search campaigns designed specifically for WAP-based mobile browsers, they have expanded their mobile advertising offerings from basic mobile search into mobile display advertising now that full Internet browsing is more common among mobile devices. It's now possible to set up a complete mobile search and display advertising campaign aimed directly at mobile users.
Keyword Research. When starting with mobile advertising using the Google AdWords network advertisers need to remember that all effective AdWords campaigns start with intensive keyword research. Google recognizes this, and has adapted its keyword research tools to meet requirements for mobile as well. Using the keyword research tool within AdWords, advertisers are able to call up the results specifically for mobile search by simply expanding the"Advanced Options" in the tool and selecting"Mobile Search" to narrow down the results.
Mobile Device and Carrier Targeting. One of the most important features Google has implemented for creating mobile campaigns is the ability to specifically target mobile devices and carriers. Within the Settings tab advertisers can find targeting settings for Devices. Here they have the ability to target desktop/laptop computers and/or mobile devices with full Internet browsers. Advertisers who are looking to create a campaign targeted for mobile only, simply need to"uncheck" the box next to"Desktop and laptop computers" and their ads will only show on mobile devices. It's important to note that this option is"checked" by default, so any new campaign that is created will have their ads automatically set to appear on desktop/labtop computers as well as mobile phones with full HTML browsers. Once this first setting has been activated advertisers are able to refine the targeting of their campaigns further by expanding the link"Advanced device and carrier options." From here they can narrow down the targeting of the campaign even further by selecting the specific mobile devices or mobile carriers they want to target with their ads. This will enable advertisers to target any text or display ad to a specific mobile device or carrier so that they appear in the format that is best suited for users of a specific phone or mobile carrier provider. For advertisers who are looking to create a campaign that only targets iPad users, or one that primarily reaches people using the Verizon network, this is the section where they would be able to set those target options.
Once the basic campaign settings have been entered there are a few more things advertisers can do to enhance their ads for mobile users. In many cases Google is able to determine the location of mobile users. They can do this via GPS, or by identifying the users' WiFi network, IP address, or even the cell phone tower that the user is near, and matching it with their existing database. Advertisers can make use of this information by utilizing other targeting settings available for AdWords campaigns.
Mobile Geotargeting Options
In the Ad Extensions section under the Settings tab are two important options that are specific to search campaigns: Location Extensions and Phone Extensions. In order to use Location Extensions advertisers need to have created a Google Place Page for their business. By linking the Adwords campaign to that Place Page using Location extensions, advertisers will be assured that their ads will include the physical address of their business in the ad text if the user is close to that location. This is a great way to drive foot traffic to a physical store. Advertisers can also use Phone Extensions to add a phone number to ads. Advertisers can have this phone number populate automatically from their Google Place Pages, or they can manually add the phone number in their AdWords settings. Once Phone Extensions are set up, mobile users will not only see the phone number in the text of their ad, but they will also be able to utilize a click-to-call feature that will automatically connect them to their business phone number.
Another important aspect to remember is to use correct geographic targeting when setting up a mobile campaign. The actual targeting options for a mobile campaign are the same as for desktop AdWords campaigns. However, when advertisers are utilizing features such as Location Extensions it's important that their geographic targeting is in line with the location they are promoting. For instance, a campaign intended to drive foot traffic to a store in Boston, does not need to be targeted to all of Massachusetts.
Text and Display Ads. Once advertisers are familiar with the settings that are unique to mobile campaigns, it is important that they check the overall AdWords campaign settings as they also apply to mobile campaigns. They can set up their campaigns to appear in either the Search or Content Network. Search network text ads will appear whenever a mobile user does a search query on Google or one of Google's search partners. Content Network text and display ads will appear on partner sites that Google has identified as having relevant content, or on sites and mobile applications that the advertiser has specifically targeted. It's important to note that Google has recently released Adsense for Mobile, which allows publishers to include ads on sites that where specifically created for mobile, including mobile applications.
Campaign Monitoring and Reporting
As with all paid advertising campaigns, it's important to track the campaign results in order to evaluate the campaign's ROI and improve the performance of campaigns continually. The Google AdWords reporting system for mobile ad campaigns provides the same basic information as desktop-targeted campaigns. Advertisers will be able to use report setting options to pull up the data that relates to the mobile campaign, even for campaigns that are targeting to both mobile devices and desktop/laptop computers.
Advertisers who are using Google Analytics for monitoring web site traffic and have it linked up with their Google AdWords campaigns can gain valuable information about the performance of their mobile campaigns once those visitors reach the web site. Even if Google Analytics and Adwords accounts aren't linked, Google Analytics enables advertisers to break out the mobile traffic easily in order to provide up-to-date statistical information about the performance of their mobile campaigns.
As the use of smartphones continues to grow we will continue to see existing Google products be upgraded with mobile options and new products be built for mobile first. With the new mobile targeting settings available in Google AdWords, advertisers, marketers and agency media buyers have even more control over how they want to target their ads to specific mobile users. These options are in place to help them advertise more effectively, whether they are looking to drive more visitors to their web sites or want to generate more foot traffic to their physical stores.
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Past Presentation
CBS Scene 2010
May 2010, Foxboro, Massachusetts
"Deep Understanding of Search"
Presenter: Louise Rijk
Vice-President Marketing and Sales
Advanced Media Productions
Click here to play the video.
128 Business Expo 2009
Friday, October 9, 2009 - 12:00 noon
Westin-Waltham Hotel
Waltham, Massachusetts
"Twitter and Blogging for Business"
Presenter: Louise Rijk
Click here to play the video
Middlesex Savings Bank Business Success Seminars
Thursday, June 18, 2009 - 7:30AM
Crowne Plaza Hotel,
1360 Worcester Street, (Rt 9), Natick, MA
"Using Internet Marketing to Build Your Business"
Presenter: Louise Rijk
Click here to play the video
Clark University
Thursday, May 14, 2009 - 8:45-12 noon
Grace Conference Room
Clark University, Worcester, Massachusetts
“Search and Digital Asset Optimization”
Presenter: Louise Rijk
Click here to play the video.
WebmasterWorld PubCon 2008
Las Vegas
“Integrating Word of Mouth Marketing (WOMM) into the Advertising Mix”
Presenter: Louise Rijk, Vice President of Marketing and Sales
Click here to play the presentation
128 Business Expo 2008
The Westin Waltham-Boston Hotel
“Using Social Media to Connect with Prospects and Customers”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
495/MetroWest Business Expo
Sheraton Framingham Hotel
Pre-Expo Keynote Presentation
“A Strategic Approach to Integrated Marketing”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
Bentley College, 2008
Waltham, MA
“Planning and Integrating a Targeted Internet Marketing Campaign”
Click here to play the video.
WebmasterWorld Pubcon 2007
Las Vegas, NV
“Planning and Integrating a Word of Mouth Marketing (WOMM) Campaign”
Click here to play the video.
BizAction 2007
Washington DC
"Email, Social Media and Search in the Overall Marketing Mix"
Click here to play the audio.
128 Business Expo 2007
September 2007
"Blogging and Podcasting For Business"
Click here to play the video.
495/Metrowest Business Expo
Pre-Expo Keynote
"The Rise of the Internet as a Mass Advertising Medium"
Click here to play the video.
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If you would like more information on Internet Marketing, Consulting, Search Engine Marketing, Social Media Marketing and Email Marketing, please
click here.
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Copyright © 1996-2010. Advanced Media Productions, Inc.
Advanced Media Productions, Inc.
251 West Central St., Suite 28, Natick, Massachusetts 01760, USA
Tel: 508-647-5151 Fax: 508-647-5150
E-mail: info@advmediaproductions.com
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