Internet advertising has become comparatively popular and Google advertising is one of the largest platforms on the internet. Google Advertising is highly scalable, which is why many businesses spend millions of dollars per year on it. There are some steps involved before creating and managing advertising campaigns. The good news for Google adverts is we have a lot of tools and functionalities that can be used to advertise our products and services over internet including ecommerce for Google shopping. Ecommerce websites can definitely increase their reach and benefit from Google shopping ads. Here you can find out how business could improve the odds of AdWords campaigns reaching your customers. Here are the 14 tips for better mobile advertising by Google AdWords experts:
Ad Formats and Mobile Friendly Extensions are Significant
- Call extensions are necessary if you accept phone calls
- Sitelink extensions are required if you intend to give users the option of directly landing on specific pages
- App extensions, app engagement ads and add install ads
- Location extensions for physical storefronts
- Callout extensions and review for highlight specific business attributes
The most crucial part of any mobile campaign is having a clear goal in mind that connects sellers and buyers. The basic point of any AdWords campaign is growth in sales as opposed to generating brand awareness. The advertiser is required to know what specific action they are initiating in order to get target market to perform. Before going live, make sure you have identified goals and know how you would measure its results.
Call to action (CTA) in Ads
While writing ads, make sure that your ad attracts the attention of the audience and raises customer interest by convincing them that they really desire the product. You need to lead customers towards taking action and satisfy them when they choose the website.
Relevant and Accurate Ads
Your mobile ads need to be accurate for the landing page advertised. The top keywords need to be used in content and included in landing page as well as the ad’s text. Never mislead the audience and make sure that each ad group is entirely relevant for the landing page you promote and is being displayed for relevant queries.
Using Negative Keywords
Never forget to include negative keyword targeting. Negative keywords help streamline the ad and present it on relevant search result pages. This drives better traffic and leads to landing pages while improving Google AdWords.
Your Ads Need to Be Targeted
Three kinds of keyword targeting need to be implemented into the targeting strategy – phrase match, exact match and broad match. You need to bid the most for an exact match keyword and least for broad match keywords. You need to separate ad groups by keyword type, besides the category to keep the campaign organized. If you wish to, you can choose to place your ad on a specific website and keep it there.
Don’t Ignore Mobile Users
Make sure you use mobile preferred ads within enhanced campaigns. This permits customized message and mobile specific calls to action which speaks directly to your cell phone users. Coupling it with a mobile optimized landing page results in a positive user experience and high conversion rates.
Use Multivariate & A/B Testing
Once you have identified your AdWords action, do plan and execute different tests to maximize the outcome. Begin by identifying keywords to bid on, ad copy to be used, design of the landing page and follow it on email marketing campaigns. Run one test at a time and change your landing page design by adding new keywords. Create variations in your ad and monitor which gets the more clicks. Once you realize what works best, keep those ads which perform well.
Implementing Conversion Tracking
Keywords that trigger sales or leads are huge in bid management. Without the right tracking in place, you cannot promote and trace the successful keywords, themes and ads. Conversion tracking allows ongoing optimization centered on data.
Tweak and Monitor Campaigns
It is hard to manage a good campaign by yourself. It needs to be regularly tweaked and monitored. Doing it once a week keeps costs low and eliminates ineffective keywords. AdWords setting can be adjusted during the duration of each campaign. You need to take advantage of the opportunity and make changes when the campaign is on. Some campaigns change and include pausing keywords and ads with low clicks. Using search term reports, you can in fact clear keywords that are obsolete or low performers. Replace them with new keywords that perform better.
Use Mobile Specific Ads
Mobile sites have various inventories when compared to desktop. Target them with correct Ad sizes.
Make it Social
Social networks like Facebook and Twitter are born as mobile platforms and attribute huge portion of their activity to mobile sources. Make sure you give your mobile advertising campaign some extra legs by social sharing. You can make your campaign viral and high yielding. Users tend to share content via their phones than desktops. You can amplify your message on the next mobile advertising campaign.
Remarketing feature by Google
Never neglect Google’s remarketing option. Google’s big data tracks visitors who visit the website and identifies who is statistically more likely to convert. Google pushes the data back to AdWords for your use in the AdWords campaign for remarketing. It is a powerful tool that many know about or have talked for making the most out of your Ad dollars.
Getting Your Ads Above Google Search Results
Ads above the results get prominence and noticed on smaller mobile screens. There are no ads on the right side of displayed results on mobile.
In case you have a well-rounded mobile marketing and advertising strategy, integrate the mobile elements to work and reinforce overall brand message. You can have a successful advertising campaign as the mobile marketing industry has evolved through many stages of growth. Advertising and mobile marketing are maturing. People now understand that mobile app does not make a mobile strategy. Always think about how mobile marketing would fit in with overall marketing program and how it may enhance the existing relationship with customers. Make sure to create messages that are relevant and compelling.
Deepak Wadhwani has over 20 years experience in software/wireless technologies. He has worked with Fortune 500 companies including Intuit, ESRI, Qualcomm, Sprint, Verizon, Vodafone, Nortel, Microsoft and Oracle in over 60 countries. Deepak has worked on Internet marketing projects in San Diego, Los Angeles, Orange Country, Denver, Nashville, Kansas City, New York, San Francisco and Huntsville. Deepak has been a founder of technology Startups for one of the first Cityguides, yellow pages online and web based enterprise solutions. He is an internet marketing and technology expert & co-founder for a San Diego Internet marketing company.