Setting up a mobile campaign on Google? Consider these best practices.
Take me as the perfect example. I can't go anywhere without my mobile phone. It's the first thing I look at in the morning and the last thing I use before I fall asleep. With mobile activity on the rise in Asia Pacific, every advertiser should be jumping on the mobile advertising express and tapping into mobile search engine marketing campaigns.
High impression volumes, greater variety of ad formats, and targeting options make Google a better test bed for understanding the potential of mobile. While Google dominates the APAC region with most of the mobile searches, there are some best practices to consider when setting up a mobile campaign on Google.
Don't make it complicated. Start with three campaigns and gradually expand your campaigns over time.
1. Start with the Top Converting Terms
2. Add your High Traffic Terms and Must-Win Keywords
3. Brand Terms
Remember that most mobile searches are less than three words. With this in mind, what kind of match type strategy should be used?
Make sure you have separate mobile search campaigns set up.
Start to optimize your Google mobile campaigns by opting in to a few mobile initiatives.
Ensure your ads show EVERY time a user searches on a keyword you're eligible to show for so you may want to accelerate your delivery. Make sure your ads are fixed on rotate to allow for A/B testing.
1. Mobile Sitelinks
2. Location Extensions
3. Click to Call Location Extensions
4. Google Offer Ads (Limited Release)
5. Mobile Brand Logos (Limited Release)
Concurrently, apply effective mobile SEO best practices in tandem to your mobile site to enhance search ability. Conduct a mobile site audit to evaluate keyword rankings and competitive research. Develop and optimize your mobile site content to improve your overall ranking.
Last month Google released a list of recommendations for building smartphone-optimized websites, the best chance of performing well in Google SERPs. Also consider optimizing your digital assets such as your social media pages to help enhance search engine rankings.
Mobile is here to stay. It's time to start setting up your mobile campaigns and establishing a quality score. Get in there before the competition does.
Below are three takeaways when setting up a mobile search campaign.
Luke Janich is the Regional Director for iProspect Singapore, a leading global digital marketing agency. Luke is based in Singapore with 8 years of search engine marketing (SEM) experience. Originally from the United States Luke moved to Singapore in 2009. Luke has rich experience across both Paid (PPC) and Organic Search (SEO). Luke experiences ranges across many verticals from Technology, Finance, FMCG, Luxury, and Retail. Luke's background in search engine marketing / PPC /SEO started in Seattle, Washington. Luke will continue to drum the beat of the Search Engine Marketing (SEM) mantra across brands in Asia Pacific.
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December 2, 2015
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