If you’re running ads to dektop users but not mobile, you’re leaving money on the table.
Mobile searches have quadrupled in the last 3 years.
Your potential customers are spending an ever increasing amount of time on mobile.
Luckily, this guide is here to help you get up and running with your first mobile adwords campaign.
Make Mobile Specific & Separate
As you venture into the world of mobile advertising it’s vital to keep your desktop and mobile campaigns distinct and separate.
Mobile users have different needs. They’re under different time pressures. They swipe and tap instead of scroll and click. They’re on the bus not at their desk.
Because of this they respond to different messages and offers. They search for different keywords. They complete different calls to action.
Google says that the average mobile campaign gets an extra 11% click through when it’s run and optimized separately.
So what exactly does “separate” mean?
A separate mobile campaign comes in two parts:
1. A mobile-only adwords campaign
2. A mobile-only landing page
Starting Your Mobile Adwords Campaign
To get started, log into your adwords account and create a new “Search Network” campaign.
Under the “Devices” heading select “Let Me Choose”
Make sure only the “Mobile devices with full browsers” option is selected, as shown in the image below.
Note: Don’t worry about 5 year old Nokias or Blackberrys without full browsers. Yes, some customers still use them, but they’re never online searching with them.
Crafting Your Mobile Ad
Set up the rest of your campaign as normal; picking your location, bid and budget.
You can ignore the “ad extensions” section for now, especially if this is your first mobile campaign.
Creating your ad text is the exact same process as a desktop campaign. Add a headline, description and URL.
As a rule of thumb we find that shorter sentences perform better on mobile, due to the limited screen space. So keep your headlines to a 3-4 word maximum.
Destination URL – Your Mobile Landing Page
Our time to shine! This is where your SparkPage landing page is used.
Every landing page created on SparkPage is given a unique url.
Your URL will be in one of two formats:
SparkPage: By default we will host your page at “http://www.SparkPage.com/view/your-campaign-name”. If you want to use this default url you will need to use “sparkpage.com” as the display URL in adwords.
Your Domain: We also give you the option to use a custom domain. When you set this up, your url will look something like “http://sp.Your-Domain.com/your-campaign-name”. Then you can use Your-Domain.com as the adwords display url.
After adding this custom domain once it will be available for all future campaigns.
The Right Keywords for Mobile
Next you need to pick the right keywords for mobile.
It’s important that you don’t just re-use the same keywords from your desktop campaign. Some will work, of course, but many may not.
According to Google, mobile users typically enter fewer keywords when they search. The most successful mobile campaigns use broad matching and more general keywords to capture relevant traffic.
To help you select new, mobile specific keywords, you can use the advanced features on the Google Keyword Tool.
Once you load the tool, click on “Devices: Desktop and Laptop” and you can filter down to just mobile devices with full browsers.
You should set up your tracking just like you would on a desktop campaign, using Google analytics on your landing page and throughout your purchase or signup flow.
Integrating Google analytics with SparkPage is simple. When you finish designing your page you should see a drop down menu called “Analytics Account.”
You can use this section to paste in your analytics code to track all visits to your mobile landing page.
Run, Review Refine
Once you’ve followed the steps above you should be up and running with your first mobile campaign.
As with all campaigns, your next step is to monitor progress over time. Then tweak, change, review and optimize:
- Try different headers and description in the ad.
- Stop poor performing keywords and experiment with new ones.
- Use our A/B testing tool to optimize your landing page.
Getting the most from Google Adwords is a game of continuous improvement. Mobile is no different.
Best of luck with your first mobile adwords campaign! If you need more detail than we’ve shared or have pointers of your own to share please do so in the comments below.