Google Adwords Mastery » Go Mobile Series http://googleadwordsmastery.com Gaining competitive advantage through Google Adwords Mon, 06 Feb 2012 22:33:02 +0000 en hourly 1 http://wordpress.org/?v=3.0.1 Go Mobile! Series: iPad Device Targeting Now Available http://feedproxy.google.com/~r/blogspot/ATHs/~3/VkPbdbKZoVY/go-mobile-series-ipad-device-targeting.html http://feedproxy.google.com/~r/blogspot/ATHs/~3/VkPbdbKZoVY/go-mobile-series-ipad-device-targeting.html#comments Thu, 15 Apr 2010 21:45:00 +0000 Geoff Alexander we announced earlier this month, we’ve included the iPad in our list of mobile devices with full internet browsers, making it easy for you to run your campaigns on it.

Now that we’ve finished our rigorous iPad testing, we feel confident adding the iPad to the list of mobile devices that you can target specifically. To do this, simply edit the “Devices” section in your Campaign Settings, and select the iPad under 'Advanced device and carrier options:


A few things to keep in mind:
  • If your device settings are set for desktop and laptop computers only, your ads won’t show on the iPad.
  • If you’re already targeting selected mobile devices (such as iPhone or Android), your ads won’t show on the iPad. Make sure to select the iPad as well if you want to include it in your device-targeted campaign.
Also, remember that you can promote your iPhone/iPad or Android apps directly by linking to the download URL in your ads. This way people can download your app straight from your ads. To make things easier, we’ll handle the device targeting automatically when these ads show on mobile devices.

We’re excited to see the iPad and other innovative devices come to market and will continue to improve AdWords to help you reach and connect with your audience and your customers!

Posted by Dan Friedman, Inside AdWords crew
]]> http://googleadwordsmastery.com/index.php/2010/04/go-mobile-series-ipad-device-targeting-now-available/feed/ 0 Go Mobile! Series: Understand your click-to-call options http://feedproxy.google.com/~r/blogspot/ATHs/~3/SJxdCJRIeOI/go-mobile-series-understand-your-click.html http://feedproxy.google.com/~r/blogspot/ATHs/~3/SJxdCJRIeOI/go-mobile-series-understand-your-click.html#comments Thu, 08 Apr 2010 16:50:00 +0000 Geoff Alexander
One of the main features distinguishing a phone from a laptop or computer is its ability to make calls. With mobile click-to-call, Google allows customers to connect with businesses directly from their ads. It's easy to include click-to-call phone numbers in your ads, regardless of which type of phone the customer is using. We've discussed enabling click-to-call for devices with full Internet browses in this post about using a national phone number and this post about location extensions, but want to be sure you don't miss out on this feature when targeting users with WAP devices as well.

Click-to-call on WAP devices
The majority of mobile phones currently have WAP browsers. Originally, targeting these types of phones meant creating a mobile-specific webpage. But, if you include a click-to-call phone number in your ad, you don't need a website at all to advertise on these phones. With WAP devices, a click-to-call phone number will appear as a 'call' link at the end of your ad text. Simply include this feature in your ad if you'd like to enable customers to connect with your business by phone.

Visit the Help Center to learn more about setting up click-to-call phone numbers in mobile ads that appear on WAP devices.

Whether you're trying to reach people using devices with full Internet browsers or those on WAP phones, click-to-call offers an additional way for you to connect with all types of potential customers.

Posted by Katrina Kurnit, Inside AdWords crew
]]> http://googleadwordsmastery.com/index.php/2010/04/go-mobile-series-understand-your-click-to-call-options/feed/ 0 Go Mobile! Series: Your ads on the iPad http://feedproxy.google.com/~r/blogspot/ATHs/~3/2CAi1r8ScfA/go-mobile-series-your-ads-on-ipad.html http://feedproxy.google.com/~r/blogspot/ATHs/~3/2CAi1r8ScfA/go-mobile-series-your-ads-on-ipad.html#comments Fri, 02 Apr 2010 20:00:00 +0000 Geoff Alexander promise of tablet computers. Innovative products like the iPad are on the cutting edge of a whole new class of devices that promise to make accessing information and content easier and more fun.

Over the past year, we’ve been working to make sure that our advertising products work well on a different class of exciting new devices - mobile phones with full Internet browsers like the iPhone and those running Android. These mobile devices have exploded in popularity, and have allowed advertisers to achieve incremental reach and great results. With these high-end phones making up 50% of mobile search queries, it’s highly valuable for advertisers to connect with these users.

In many ways, an iPad is more similar to these mobile devices than to desktop and laptop computers. It runs on a mobile operating system, has a touchscreen, runs mobile apps, and is highly portable, suited for on-the-go browsing. For this reason we’ve decided for now to include the iPad as a mobile device in AdWords, which means that as AdWords advertisers, you can easily extend the reach of your current ad campaigns to these new types of devices.

To ensure that your ads appear on new mobile devices like the iPad, simply make sure that you have “all mobile devices” selected in your campaign settings under the “Networks and devices” section. You can also use the default setting, "All available devices."


If you want to target the iPad specifically, our engineers are busy at work doing the final testing on an option to enable you to do just that. It will appear in the coming days when you choose to “target only selected mobile devices”. And don’t worry - if you’ve already changed your AdWords settings to not appear on these mobile devices, your ads won’t appear on the iPad.

Of course, the world of devices like the iPad is in its infancy, and these devices may evolve in ways that we haven’t anticipated yet. So we’ll continue to watch the space and ensure that no matter which direction the devices go in next, we'll make sure to give advertisers the reach, control and features they’ll need to get great results from their ad campaigns.

Posted by Paul Feng, Group Product Manager for Google Mobile Ads
]]> http://googleadwordsmastery.com/index.php/2010/04/go-mobile-series-your-ads-on-the-ipad/feed/ 0 Go Mobile! Series: Reach local customers http://feedproxy.google.com/~r/blogspot/ATHs/~3/buEoT8i7hrc/go-mobile-series-reach-local-customers.html http://feedproxy.google.com/~r/blogspot/ATHs/~3/buEoT8i7hrc/go-mobile-series-reach-local-customers.html#comments Thu, 18 Mar 2010 01:17:00 +0000 Geoff Alexander

1) Control how your business appears in organic search results
Since more people search for businesses online than anywhere else, it's important to make sure your business listing can be easily found on Google.com and Google Maps. Creating a business listing in the Local Business Center helps ensure potential customers find you, and allows you to maintain full control over how your listing appears.


If your business already appears as a search result, you can use the Local Business Center to claim your listing and enter additional information like photos, hours of operation, website, and more.

2) Reach more potential customers near you
Whenever you create a campaign in your Google AdWords account, you can use location targeting to show your ads only to people close to your business. You can target potential customers within a given city, region or metro area. You can also define a radius around a certain point or set your own borders for more precise reach. Location targeting can help you improve the ROI on your ad campaigns by focusing on people who are nearby and therefore more likely to take action.



3) Drive local action with location extensions
A location extension is an optional additional line of ad text that shows your nearest business address to potential customers based on their location or search terms. People can click on the address to see a map of the area around your location. When the ad appears on mobile devices with full internet browsers, potential customers can also see a click-to-call phone number to connect directly with that business location by phone.


You can easily set up location extensions with the business information in your Local Business Center account or by manually entering the information in your AdWords account. While your ad will appear to users in any geographic location you chose to target, only people whose location signals indicate that they're close to one of your businesses will see your location extension.

4) Put it all together
How do geo-targeting and location extensions come together when ads appear on mobile devices? Let’s say you own a flower shop with several locations in the area. John is a potential customer who wants to pick up flowers on his way to a housewarming party. John can use his mobile phone to search for ‘flower shop.’ Since he’s close to one of your stores, your ad appears with a location extension showing the closest business address and phone number. John clicks on the business address to see a map and get driving directions. He then clicks on your phone number to call and make sure that you’re open for business and have ready-made bouquets in stock. Thanks to you, geo-targeting, and location extensions, John can quickly pick up a beautiful bouquet of lilies and make a great impression at the party!

Mobile users are often looking to take action immediately, whether it’s driving to a store or calling ahead to make sure that store has what they’re looking for. Try out these features to enable your customers to easily engage with your business.

Posted by Katrina Kurnit, Inside AdWords crew
]]> http://googleadwordsmastery.com/index.php/2010/03/go-mobile-series-reach-local-customers/feed/ 0 Go Mobile! Series: A case study in optimizing mobile campaigns http://feedproxy.google.com/~r/blogspot/ATHs/~3/EwB4uYmVvBY/go-mobile-series-case-study-in.html http://feedproxy.google.com/~r/blogspot/ATHs/~3/EwB4uYmVvBY/go-mobile-series-case-study-in.html#comments Wed, 10 Mar 2010 23:19:00 +0000 Geoff Alexander More and more people are accessing the internet on their mobile devices. Take advantage of this trend by making sure that your ad campaigns are opted in to show on mobile devices with full internet browsers. If you’d like to take things to the next level, create separate mobile-focused campaigns so that you can optimize your keywords, ad text and landing pages for people using mobile devices.

To help you understand what mobile optimization looks like, we thought we'd share the approach that Razorfish, a global digital advertising agency, took for one of their retail clients:
  • The Razorfish team started by duplicating the existing desktop campaigns and switching the settings to target mobile devices with full internet browsers.
  • Since their client had a well-known brand name, they focused on branded keyword terms with enough traffic to help them learn quickly about what was working best for their campaigns.
  • To measure performance, they tracked several conversion metrics including whether a mobile user looked up the brick and mortar store location or downloaded a coupon from the website. Right away, they saw a 7.5% lower cost per conversion on mobile devices, encouraging them to test ways to optimize their mobile campaigns.
  • Razorfish tested whether variations in the campaign’s landing page would affect conversion rates. The team hypothesized that mobile users might be looking to take a specific action, and by starting the user’s experience closer to that action, the client would see better results. As it turned out, for this client, they saw much higher conversion rates when the user was directed to a landing page that showed nearby store locations.
  • Finally, they tested variations in the ad text. Four versions of ad text were tested, including the original copy used in desktop campaigns. Each of the three new versions provided over 9.3% lift in conversion rate over the strongest performing copy in their desktop campaigns.
We hope you can learn from Razorfish's success and apply some of these strategies to your own mobile campaigns.

To learn more about the approach Razorfish took to optimize their client’s mobile ad campaigns, or read about other case studies, check out our Mobile Ads Success Stories.

Posted by Miles Johnson, Inside AdWords crew
]]> http://googleadwordsmastery.com/index.php/2010/03/go-mobile-series-a-case-study-in-optimizing-mobile-campaigns/feed/ 0 Go Mobile! Series: Enhanced click-to-call phone numbers http://feedproxy.google.com/~r/blogspot/ATHs/~3/4Qa71DP2MtQ/go-mobile-series-enhanced-click-to-call.html http://feedproxy.google.com/~r/blogspot/ATHs/~3/4Qa71DP2MtQ/go-mobile-series-enhanced-click-to-call.html#comments Tue, 02 Mar 2010 15:51:00 +0000 Geoff Alexander Recently, we announced new click-to-call phone numbers for local ads that appear on mobile devices with full internet browsers, like iPhone, Android or Palm Pre. This week, we're bringing the same click-to-call benefits to national advertisers through phone extensions. Phone extensions allow you to add a phone number that will be displayed whenever your ad is triggered, regardless of the user's location. Your number will appear as the last line of any ad text within existing or new campaigns. This enables customers to connect with your business by phone directly from the ad and can be especially useful if you have a call center to handle customer inquiries.


To display your national business phone number on mobile devices with full browsers, follow these two steps:

1. Set up phone extensions and add your business phone number. Customers will be able to click to call your business directly from your ad.


2. Ensure that you've chosen to show your ads on iPhones and other mobile devices with full Internet browsers in your campaign settings.


You can review how many calls you've received for each keyword, ad group, or campaign from the Campaigns page within AdWords.

On the Campaigns, Ad groups or Keywords tabs on the Campaigns page, click the 'Segment' button above the statistics table.

Select 'Click Type' to see which clicks resulted in visits to your website or phone calls.

To learn more, check out the AdWords Help Center.

Posted by Katrina Kurnit, Inside AdWords crew
]]> http://googleadwordsmastery.com/index.php/2010/03/go-mobile-series-enhanced-click-to-call-phone-numbers/feed/ 0 Go Mobile! Series: Join us for a free mobile webinar http://feedproxy.google.com/~r/blogspot/ATHs/~3/snDi_SnXOXM/go-mobile-series-join-us-for-free.html http://feedproxy.google.com/~r/blogspot/ATHs/~3/snDi_SnXOXM/go-mobile-series-join-us-for-free.html#comments Thu, 25 Feb 2010 00:26:00 +0000 Geoff Alexander The Internet is going mobile. Every week, tens of millions of people search on Google from their mobile phones and generate hundreds of millions of searches. Using mobile ads, you can reach these consumers while they're on-the-go.

Please join us for an upcoming webinar about what we're seeing in the mobile ad space and how you can incorporate mobile advertising into your marketing strategy.

Specifically, we'll cover how you can:

* Understand mobile trends and what they mean for your business
* Drive consumer action online and in the store
* Optimize your strategy for the mobile platform

Register here for the webinar to be held on March 2, 2010 at 11:00am PST / 1:00pm CST / 2:00pm EST.

Posted by Katrina Kurnit, Inside AdWords crew
]]> http://googleadwordsmastery.com/index.php/2010/02/go-mobile-series-join-us-for-a-free-mobile-webinar/feed/ 0 Go Mobile! Series: Targeting options to make your mobile ads relevant http://feedproxy.google.com/~r/blogspot/ATHs/~3/Ed5tzPo127A/go-mobile-series-targeting-options-to.html http://feedproxy.google.com/~r/blogspot/ATHs/~3/Ed5tzPo127A/go-mobile-series-targeting-options-to.html#comments Fri, 19 Feb 2010 18:19:00 +0000 Geoff Alexander
Last week, we showed you how to use Google Analytics to understand how mobile visitors interact with your website. We also showed you how to use that information to optimize your AdWords campaigns. This week, we'll show you how you can tailor your campaigns to reach the most relevant mobile audience.

What mobile device are they using?
Ensure that your ad is only displayed to the right mobile audience. For example, if you sell iPhone accessories, your ad is likely not relevant to Android device owners. With advanced mobile device targeting options, you can ensure that only users with an iPhone, as seen in this example, will see your ad.


Where are they located?
With Google Analytics, you can also see where your mobile traffic is coming from. If you notice that a lot of visits are coming from a place where you have a physical business location, you may want to display your business address or phone number alongside your ads. This makes your ads more relevant. It also provides mobile customers with the ability to click to call your business from within your text ad so they can take action right away.


We hope these tips help you mobile-ize your campaigns to help you reach the right audience while they're on-the-go.

Posted by Katrina Kurnit, Inside AdWords crew
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