In general, the rules applicable to computers advertisements also apply to mobile ads. However, they must comply with specific rules for links and specific instructions regarding the size of the ads. You will discover in this article the different points to respect and our advice to optimize your mobile ads.
The landing page
To show your ads to users and mobile sites, your landing page must be written in a supported mobile marking language. Here are the most commonly used marking languages:
- WML (WAP 1.x)
- XHTML (WAP 2.0)
- chum (mode, etc.)
- HTML compatible with personal assistant
Also be sure to tailor your content and location of your video by taking into account the fact that your page will be viewed on a small screen. It is necessary for the information to be presented clearly, and that the action you expect from your visitors is very simple to perform. Do not try to give too much information and get to the point.
Mobile text ads contain two lines of text, with a length of 12 to 18 characters per line, depending on the language in which you write your ad. If you choose to specify the destination URL, it will appear on a third line. If you select the option that allows customers to call you by phone (the “click to call”), a “Call” link will appear next to the destination URL. For your image ads, they can be formatted in .gif (for image and animated ads), .jpg and .png.
Here are the formats accepted by Google Adwords for mobile image ads:
Ratio 6: 1
- 300 x 50, for files smaller than 7.5 KB
- 216 x 36, file size less than 4.5k
- 168 x 28, file size less than 3k
Ratio 4: 1
- 300 x 75, file size less than 7.5k
- 216 x 54, file size less than 4.5k
- 168 x 42, file size less than 3k
Again, stick to the point because the placeholder for your ad is more limited than on a computer.
Our advice for your mobile ads
The market for popular keywords oriented for research from computers can be very competitive. Knowing that not everyone broadcasts mobile ads yet, some advertisers find that mobile ads campaigns can increase their visibility for a lower cost per click (CPC). Mobile ads are therefore an excellent opportunity to ensure a cheap presence on the web.
2. Start strongly
Start by making high bids to ensure your ad is on the first page of serach engine results, where more users will see it. Ad rank depends on a combination of their quality and their bid. Therefore, establishing a high CPC will reduce the cost of long term clicks if your ad is written correctly.
3. Develop your campaigns consistently
The first reflex is to divide your campaigns to improve your overall performance. Create campaigns and separate ad groups for ads on desktops, iPhones, Android phones, and standard mobiles. This allows you to evaluate more easily your results and increase your performance for each format with ads, auctions and customized keywords.
Remember that your campaigns will surely be brought to evolve. For example, you may also extend your target by adding ads and ad groups, or create a special campaign for this or that event (Christmas, Mother’s Day, Valentine’s Day, summer sales etc.). So plan this development upstream when you organize your campaigns. Indeed, an account can quickly become unmanageable if poorly organized.
4. Match your keywords to the mobile support
Generally, mobile phone users enter fewer keywords than when they use a computer. They will likely only type one word and click on one of the results proposed by the search engine. Voice search is also increasingly used and completely changes the search terminology used so far. Know that the most effective mobile campaigns typically use broad and general keywords to capture relevant traffic.
Keywords typed from a computer often take the form of a question or an issue (“How to choose a good digital camera,” “Finding a good cheap restaurant”). Users are therefore looking for detailed information, and they take their time to make their decision. For mobile ads, keywords are often composed of two or three words maximum (“Montreal Restaurant”, “Florist Sainte Catherine” etc.). Even though they write very few words, users are looking for specific information, and the size of their screen requires you to provide the right information as quickly as possible without forcing them to look for it.
5. Use geolocation
If there is one support where you have to use the geolocation to broadcast your ads, it is on your mobile phone. Indeed, you have here an excellent way to spread your budget based on the location of your visitors. Set up a budget and specific ads based on the radius where your visitors are located. Unlike the specific keywords used when your guests are away from your home area, you can use more generic keywords depending on the proximity of your visitors with your point of sale.
6. Use calls to action
A call to action will draw the attention of your targeted audience. Your introductory text can have a strong impact on the CTR (click through rate) and the conversion rate of your ad. Be impactful! For example, you can create a sense of urgency by explaining that your offer is limited in time (“Paris Florist: Special offer, click here!”), or get them to perform the action you expect them to have, without having to click on your ads (“Flower Liquidation: Call 514-xxx-xxxx!”). The less work your visitors have, more chances will there be to convert.
7. Do not overlook image ads
Mobile image ads are very powerful levers for promoting your brand. They can achieve higher click through rates and lower CPCs than standard image ads on desktops. Conforming to the MMA standard formats allows you to easily configure these ads. Again, the advertising market for mobile devices is still unexploited which offers advertisers, rates that are much lower than on other medias (in the range of 50% to 70% in some areas).
8. Test your ads
Enable conversion tracking to measure results on your mobile website, or use a personalized phone number to track responses to your ad “direct call WAP”. Since practice makes perfect, you should test the above-mentioned strategies and find the ones that suit you most. You can then study the results and adapt your strategy to achieve your goals.
As SEO specialists, we never throw a single ad per ad group when we start our clients’ advertising campaigns. Although our experience enables us to foresee the results of their campaigns, it happens regularly for us to find that for the same field of expertise, the campaigns of two of our customers do not react to the market in the same way. The best way to optimize your campaigns remains to test different scenarios and let the results speak before making your decisions.
If you liked our article, you will probably like this one: Use Google’s micro-moments for your mobile strategy.