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
Theoretically the following values can be inserted:
(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
• 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
Alteration to ad group or device for bid settings.
(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.