If you have a Google Adwords account, but are not running a mobile-only campaign, you may be missing out on a great opportunity. Especially if you own a local business, running a separate mobile-only ad campaign in your Adwords account is a really simple way to improve click through rates, cost-per-clicks, and gain valuable data about your users.
To get started, go to your Analytics account, segment by mobile users, then check out your Top Content, Keywords, and Mobile Devices (In Adwords, you can target desktops, mobile devices with full browsers, and tablets with full browsers) reports. From there, you’ll see what’s important to your mobile audience and can build a campaign accordingly.
Keep the following in mind…
- Make sure your landing page is actually optimized for mobile. Because A.) You want your visitors—who were motivated enough to click your ad (and spend your money)—to be able to access your content. (Quite simply, don’t waste the opportunity!) Also, B.) Just like with regular desktop ad campaigns, a quality landing page is important to the fine people at Adwords and helps your quality score, which can lower your cost-per-click. And that’s always nice. Remember to stick to the most important content for people on-the-go (likely contact info, menu, reservations, etc. Look back at that Content report to be sure).
- May seem obvious, but easy to forget: Be sure to remove mobile devices from your other campaigns. Truly separating your desktop and mobile ad campaigns will help you write smarter, more targeted ads and structure the mobile campaign around different keywords, if need be (and possibly more importantly, different negative keywords!).