How to: Setting Up a Mobile Paid Search Campaign

Posted on Wednesday, May 11th, 2011 by Print This Post Print This Post

Categories - Featured, Mobile, SEM

In case you didn’t have the chance to tune into The Search Agency’s webinar on mobile search with comScore, we have pulled together the key best practices we discussed for executing a mobile search campaign.

Smartphone devices offer users a more dynamic experience, and in turn provide marketers with highly targeted, inexpensive contact with their consumers. These behavioral differences, coupled with a wealthier, younger user demographic, have resulted in improved key search metrics. According to TSA’s research, cost-per-click on mobile campaigns is 30 percent lower than for desktop search. What’s more, mobile click-through rates is 5 times higher than desktop campaigns. These improvements can be attributed to both thebehavioral difference between mobile and PC search behavior as well as limited ad space.

Unfortunately, launching a mobile paid search campaign isn’t as simple as duplicating your desktop campaigns. Mobile users are looking for relevant information, quickly. In order to succeed in mobile search, marketers need to target their mobile campaigns to the specific needs of mobile searchers. Here’s a brief summary from our webinar to get you started:

Campaign Setup:

  • Start with your end goal. Begin mobile campaigns by establishing your end goals for sales, leads, site visits, YouTube, views, app downloads, foot traffic, etc.
  • Assess mobile assets. Do you already have a mobile website, landing page or call center? These are all mobile assets. Figure out your mobile footprint by reviewing how much of your current mobile traffic generates revenue.
    • By default, Google and Bing run new campaigns on mobile devices.
    • If 10% or more of your campaigns clicks generate from mobile devices, consider targeting mobile devices separately.
    • If your traffic is sufficient, target within Google by device, operating system and carriers.  [Couple iPads and tablet devices with desktop campaigns, as the user experiences are more comparable than on mobile devices.]

Targeting Mobile Users:

  • Mobile search differs from desktop. The mobile search experience differs from desktop. Users are looking for information while on the go, on a relatively poor-resolution device. As a result, queries tend to be based on real-time, task-driven, and location specific.
  • Combination of broad and local targeting. Google and Bing usually geographically modify mobile search automatically. Broader terms that may have been superfluous on desktop campaigns could work on mobile.
  • Open advanced settings and filter for mobile traffic.

Optimizing Content

  • Target Call-to-Action for mobile users. Mobile users typically have a shorter attention span compared to their desktop searching counterparts.  Target your call-to-action to mobile searchers, by making them quick, accessible and to the point!
  • Test various ad extensions. Test various ad extensions to ensure that you are providing the right information, quickest. Location extensions, for example, promote your business location on a map. If you don’t have a mobile website, use click-to-call-only ads, where only the phone number is clickable.

Optimizing Landing Pages:

  • Choose landing page based on your conversion goal. Your landing page should line up with your conversion goals. Conversion-path options should lead to either a call, mobile landing page, download, video, map , interstitial or lead form.
  • 15-second rule: Can the user complete the action in 15 seconds?

Measuring Data:

  • Have well defined conversion metrics goals. Know your end goal, track across all channels (both on-and offline),  and optimize for conversions.

Bid Management:

  • Launch new mobile keywords with aggressive bids. Bidding aggressively on new campaigns will work towards both establishing a strong mobile quality score and one of the top two positions.

–      Mobile screens are small. Top 2 ads show above organic results

–      Mobile queries are short, so bid aggressively on general keywords.

If you are interested in learning more on launching or optimizing your mobile paid search campaign, download our new white paper on the topic “Mobile Paid Search: Dial Up Your Online Marketing Results.”

 

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4 Responses to “How to: Setting Up a Mobile Paid Search Campaign”

  1. Kevin Warhus says:

    Very helpful. I think that these are great tips to to well in the mobile web field. It is certainly the next frontier and marketers need to understand it throughly so they can help their clients in the best ways. Good post. Thanks for sharing.

  2. Camille says:

    Thanks for your comment, Kevin.

  3. Thanks for the auspicious writeup. It in truth was once a entertainment account it. Look complex to more brought agreeable from you! By the way, how can we be in contact?

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