Get Cheaper Adwords Clicks With a Mobile Optimised Website
This week Google announced that having a mobile optimised webpage and Adwords strategy will now have a positive influence on the quality score that your mobile PPC keywords will receive. Quality score of course is a key element in how click costs are calculated – the higher your quality score, the lower your click costs. Google’s aim is to improve user experience, so gains in Quality Score for mobile keywords are dependent on you having a mobile optimised website in place AND having an Adwords campaign that is optimised for mobile internet users.
If you don’t already have a mobile optimised website for your business, the promise of cheaper clicks is yet another incentive to jump that hurdle.
If you’re ahead of the curve and your business already has a mobile optimised website then see my Top 5 Adwords Tips below! These tips will help you to set up mobile optimised Adwords campaigns that can deliver those click cost savings.
Mobile PPC Top 5 Tips
- Ensure you have campaigns separately targeting Desktop devices, Android devices and iPhones. If you have access to Adwords editor, it’s quite easy to copy your existing desktop campaigns and adjust the devices targeting accordingly. Once you have created your mobile campaigns, make sure your original campaign is set to exclude mobile devices. This makes sure all of your mobile clicks go to your new mobile campaigns.
- Ensure the ad text in each of your new campaigns is relevant to smartphone users. You can write ad text that includes mobile specific calls to action, such as “call now”, or “buy online with your smartphone”. This is a standard practice for our teams at Latitude, and we have found that substantial improvements in click-through rate can be achieved by doing this.
- You can target your campaign to specific mobile carriers if it is relevant to your offer. For instance Cinemas may want to have a campaign that targets customers with Orange contract phones for the Orange Wednesday offer.
- Make sure your keyword bids are set to reach the top 2 positions on Google, as these are the most visible on a mobile device. There are 5 Adwords slots on a single Google mobile search results page – the first two ads are highly prominent above the organic links, while the other 3 positions are somewhat hidden away at the bottom of the page.
- Finally, target shorter keyword terms, typically one to three words in length. Anyone with a smartphone knows that typing can sometimes be a little fiddly, so short search queries tend to be more popular.
If you want to set up a mobile website quickly and for free, Google have a great tool for you. A useful article on this can be found via the following link.
To see the Google article on Mobile websites influencing quality score in full, take a look at Google’s Mobile Blog.
READ OUR Get Cheaper Adwords Clicks With a Mobile Optimised Website INSIGHTS
- Adwords Newsflash: Enhanced Campaigns
- Maturing PPC Market
- UAE Mobile User Behaviour
- One in four e-commerce visits will arrive via tablet and smartphone by end of 2012