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Mobile Search Marketing
Google Adwords for Mobile PPC Search Advertising - Part II
In the last issue of this newsletter we covered the various mobile phone services and advertising options that are available today. In this issue we focus primarily on Google Adwords program for mobile PPC search advertising.
Google mobile PPC search ads are targeted text ads that are served on the mobile phones of an ever-growing audience. Google is offering this new search advertising opportunity 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.
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.
Due to the fact that search queries on mobile devices are performed from a mobile phone keypad, rather than from a traditional computer keyboard, mobile searches 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 keyword set.
The geographic targeting options that Google has excelled at developing for the Google Adwords PC network are all available for the mobile ad campaign (with the exception of placement targeting). This is particularly important for local advertisers who’d like to expand into mobile search.
The features of the Google Adwords ad network also offer mobile carrier targeting. This allows mobile advertisers to choose which mobile carrier service provider network(s) they want their ads to be served on.
Mobile ads can appear in both the Google AdWords Search and Contextual network. Mobile users searching on Google will be served text ads for Search. Content ads will appear to mobile users browsing sites that are a part of the Google content network.
Mobile search ads work on a pay-per-click as well as a pay-per-call basis. Text ads have a shorter character limit, forcing advertisers to make their messaging even more concise. Every ad contains 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.
Image ads are available for display in the content network, but only in specific formats. Advertisers need to make sure their image ads fit within the Google AdWords’ requirements before the display ad files are uploaded to the ad network.
Mobile Web Site 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 the 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 the 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. In many cases, the layout of existing landing pages may need to be adjusted to properly render on mobile phones.
Alternatively, users can construct a free, mobile device compatible AdWords Business landing page. This Adwords business page can include basic information about a business (location, description, hours, etc.) that will display for any mobile user. This option is great for smaller, local businesses that do not have a Web site.
Pay-Per-Click and Pay-Per-Call
Mobile ads have two pricing schemes: one for the standard pay-per-click ads, another for pay-per-call ads. Mobile ad pricing is similar to ads running on the PC Google 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. The click-to-call link can drive traffic from people who are already using their phones to businesses that are looking to increase phone leads through mobile ads.
As with any other online ad campaign, it’s important to track results. For mobile ad campaigns, Google offers most of the same reports that are available on the PC ad network. However, reporting for mobile image ads is not yet available. With mobile ads, it should be a priority to track the phone calls that the campaign generates. This could be accomplished by getting a separate phone line for mobile ad click-to-call conversions so that those can more tracked accurately.
Google has led the way in expanding the AdWords ad network into new territory. While mobile search and display advertising is still a new medium, the rapidly increasing number of mobile Internet users offers a great opportunity to those looking to expand their online advertising reach. Since the mobile Internet is expected to become mainstream soon, it makes good business sense to explore and execute mobile search and display advertising for your products or services early in the game.
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Speaking Engagements
128 Business EXPO
Westin Waltham-Boston Hotel, Waltham, MA
September 12th, 2008, 1:30 pm
“Using Social Media to Connect with Prospects and Customers”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Strictly Business EXPO
Christina’s, Foxboro, MA
October 16th, 2008, 4:00 pm
“Social Media for Business”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
WebMasterWorld - PubCon
Las Vegas Convention Center, Las Vegas, NV
November 12th, 2008, 2:50 - 4:05 pm
“Word of Mouth Marketing”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Past Presentations
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
"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 © 1996-2008. 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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