Case study category:

Implementation of Mobile Specific Ad Copy Vital for Expanded Text Ad Success

Mobile Specific Ad Copy Vital for Expanded Text Ad Success

Mobile phones or more dearly known as smart phones are gaining huge popularity. Mobile preference is taking giant steps and hence it is necessary to have strategies in place. Conversions are easier, when mobile phone users can comfortably & securely complete purchase processes just over click of a button. First half of 2016 with popular search ad test worked as a yardstick of click- through rates for Ads. Google and Bing representatives worldwide confirmed that CTR’s went almost double, when mobile optimized ads were compared to no preference ads. Sites that gave a try to implementing and testing these mobile specific Ad copy, experienced huge success, not only that but SERP also served these sites in higher-ranking positions while SEM’s developed creative, which was friendly to mobile searches. As a result device based target setting at ad level, is changing preference to being able to make adjustments at the campaign and ad group levels.

Device-specific ad copy associated tests can be installed in two ways by advertisers.

1. Making use of device-based Ad customizers

Best practices by Google, advice to keep bidding options broad to a possible extent, as it reduces the overhead cost, making it much easier to manage the account. This for sure is a valid point, as Adwords provide some fantastic tools to keep ads relevant, even though multiple devices are targeted in the same campaigns or Ad groups’ .Adwords provide two options for customization, “mobile” or “all devices”. Features like ad customizers, permit user to dynamically insert ad text, under defined parameters.

Theoretically the following values can be inserted:

Headlines, Pathway 1, Pathway 2 or Descriptions precisely for mobile ads. Two things need to be taken care of

(a) there should be an ad running alongside which does not contain ad customizers,
(b) Use of specific content for “Desktop only” or “tablet only” is not possible.
This option works well with Adwords accounts having campaign structures containing similar ad groups. Though this comes with a caution stating that, if big enough changes are noticed in performance amongst ad groups in the same campaign, it indicates signs of campaign being too broad.

2. Creation of Mobile Ad Groups or Campaigns

There are major benefits associated with creating campaigns or ad groups targeting the mobile market specifically. Well, it does take some extra efforts but the results are big. Making use of mobile optimized ads have potential to double CTR’s, it also has the ability to break or make the success funnel, based on user expectation.

Advantages include

• Easy implementation and testing of ad copy variations by the device.
• Set up budgets by device.
• It enhances the ability to separate performance data and implement day parting by device
• It helps customizing and localizing digital experience for mobile devices.

The implementation road map

Ad copy gives liberty to choose device targeting at campaigns or ad group level. This step is totally dependent on the ad group structure and management preferences, many a times SEM’s copy campaigns and device bidding is handled at campaign level. For larger Ad groups it would be chaotic to get this done at the ad group level.

Alteration to ad group or device for bid settings.

(a) For original campaigns adjust the mobile bid to 100%
(b) For Desktop and Tablets the bid should be set to a 100%
Mobile creative and extensions can have a hyper-focused control; it is one of the prime benefits to be taken advantage of. Google has accurate thoughts on increased management efforts , this model is inappropriate if a good amount of time is not spent on monitoring and adjusting campaigns keeping the results in mind.

Read more about Adwords features you didnt know existed

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