Mobile Search

5 Steps to Launching a Mobile Search Campaign

Mobile search continues to explode. According to eMarketer, mobile search spending will grow 81% over the next two years. So there’s no better time to get a jump start on your mobile search campaigns. Here are 5 key steps to launching a mobile search campaign in AdWords:

1. Measure your current mobile clicks

googlemobile 5 Steps to Launching a Mobile Search Campaign

How many of your current visitors are on mobile devices? Google recently added a mobile tab to the visitor report in Google Analytics. It tells you a) the number of mobile visitors b) their device and c) their mobile carrier. This will give a benchmark of your current stats, and give you a good idea of how mobile savvy your visitors are. If more than 5% of your visitors are on mobile devices, NOW is the time to start developing mobile-specific search campaigns.

2. Find our what your current mobile clicks are searching for

Google’s new mobile visitor reporting also tells you what keywords your mobile visitors are searching for. This data can help you craft your keyword set. How do the mobile visitors’ search queries differ from regular queries?  Is their intent different? How does their interest differ from your regular keywords?

3. Craft your ads + your keywords

After you gather data on your current mobile search queries, craft your mobile-specific AdGroup. The size limit of ads for smartphone browsers (iPhone, Droid) is the same as regular “desktop” ads, but the interest and intent of your mobile visitors is going to be different than your regular browser. Google recommends keeping your keywords shorter & more generic.  Your ads should reflect urgency & the short attention span of mobile visitors. For local businesses, AdWords also offers clickable phone number functionality for mobile ads, so you can catch incoming calls & measure their clicks.

iPhoneLandingPage 5 Steps to Launching a Mobile Search Campaign4. Optimize your landing pages for mobile devices

Your mobile ads need device-optimized landing pages. Start by creating mobile-optimized landing pages for the most popular device according to your device report in Google Analytics. iPhone landing pages should render for a 480 x 320 resolution, Droid landing pages should render for a 854 x 440 resolution, etc. Keep the copy simple and the call-to-actions big & bold. All the best practices of landing page optimization apply, but on a smaller scale. Also, make sure your phone number renders as text, so your visitors — whether local or nationwide — can click & call you easily.

5. Ready, set, launch!

In Google AdWords, launch your mobile-optimized campaign. Create a regular campaign, but when you get to the stage where it asks you what devices to target, select Let Me Choose > iPhones & other mobile devices with full Internet browser. AdWords also lets you drill down further & target to specific devices, including the Android, iPhone, and Palm webOS. If you want to get even more specific, you can target by carrier. I haven’t seen any differences between AT&T & Verizon users, but as your campaigns mature, you may start to notice differences.

adwords mobile 5 Steps to Launching a Mobile Search Campaign

All of the great reporting I covered in step 1 will be available for your mobile campaigns. The same rules for desktop AdWords campaigns apply — you just need to keep your mobile visitors needs in mind, and treat them separately than your desktop visitors. So start targeting campaigns for mobile, and get a head start over your competition in 2010.

Megan Leap is Marketing Manager at ion interactive, a leading provider of advanced landing page software. As Marketing Manager, Megan manages search, email, webinar, and social media campaigns. She has extensive experience in conversion rate optimization and social media marketing, and when not championing high-ROI online marketing strategies, can be found running marathons across the U.S. She is also a frequent contributor to the Post-Click Marketing Blog. Follow Megan on Twitter: @MeganLeap.

 5 Steps to Launching a Mobile Search Campaign
Megan Leap is Marketing Manager at ion interactive, a leading provider of advanced landing page software. As Marketing Manager, Megan manages search, email, webinar, and social media campaigns. She has extensive experience in conversion rate optimization and social media marketing, and when not championing high-ROI online marketing strategies, can be found running marathons across the U.S. She is also a frequent contributor to the Post-Click Marketing Blog.

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6 thoughts on “5 Steps to Launching a Mobile Search Campaign

  1. Way back when SELand had an interesting article: a thorny issue detecting mobile search click fraud.
    Since then Facebook is setting the tone by claiming that advertisers have to pay for the clicks whether legit or not:
    http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=121682
    Facebook showing their true colours?
    I’d be interested to see whether the advertisers have improved their handling of the major aspects of click fraud prevention on mobile:
    Cookies
    IP Address
    Geolocation
    Pay-for-performance & conversion rate data
    I suspect, given their benefiting from it, it’s not much…

  2. Great Article Megan. I especially like the part where you give the dimensions for the landing pages. When I worked for T-Mobile I can’t tell you how many times customers asked me, “Why is this not shrunk down?” “This one is, but this one isn’t?”. When pages are optimized for mobile browsing it makes it a lot better experience.

  3. Great article. I wasn’t aware of the ability in Google Analytics to track Mobile clicks. For ecommerce sites this is another great advantage and reason to create mobile friendly landing pages. It will be interesting to watch the mobile side of SEO develop.

  4. Well… really you should re-direct to a mobile site that has been designed for mobile rather than squash what you have into a small screen – not just in terms of visuals – but also taking into account that mobile users have very different goals when visiting a site compated to a fixed line user. Most sites, “optimised” still offer a frustrating and poor experience compared to one bearing the “mobile context” in mind. Of course, there should always be an option to view the full site.

  5. Interesting article. In terms of Mobile ad platform, you should try Aditic. They have sharp metrics and targeted audience. My agency uses their ad platform for its Mobile Ad campaigns and we are pleased with our ROI.www.aditic.com

  6. Interesting article. In terms of Mobile ad platform, you should try Aditic. They have sharp metrics and targeted audience. My agency uses their ad platform for its Mobile Ad campaigns and we are pleased with our ROI.www.aditic.com