KEO Marketing

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Mobile Search: Optimize Your Paid Campaigns

mobile searchLast year, Google made a change to its AdWords campaigns that gave advertisers access to new, detailed information about the people who they could reach with their ads. This change to what Google calls “enhanced campaigns” allowed advertisers to specifically reach potential customers who fall into their ideal demographic categories. Advertisers could also gain better understanding about the people who are or will be seeing their ads.

Google’s enhanced campaigns features now give advertisers the ability to target users via a number of factors, including device. Of course, knowing which devices your target audience members are using doesn’t do much good if you don’t know what to do with that information.

Getting insights on your audience is a waste of time if you don’t make changes to best interact with those users. You need to figure out how to use this data to your advantage by optimizing your message and delivery to best appeal to mobile users. The enhanced campaign setup lets you customize your ads and settings, so you can show different ads to specific groups of users based on which device they are using at that particular time.

Now, exactly how should you best customize those ads for mobile users? Marin Software shares a few tips in their blog post, “6 Best Practices for Mobile Optimized Enhanced Campaigns.”

The first goal is, of course, to optimize the experience for mobile. There is where a responsive design or mobile site is essential. It can also be very helpful to make sure your text contains specific keywords, such as geo-targeting by mentioning the particular city or local region. Your call-to-action buttons and commands should be aimed at engaging mobile users and making things simple for them.

Creating your ads with mobile in mind is important, but you also must treat mobile visitors differently when it comes to analyzing your metrics. Think about the critical performance indicators that will be a priority with mobile. These will likely differ from those for your non-mobile visitors. For example, many mobile users may be viewing your ads and engaging with your site while in or near one of your physical locations, so their transaction may actually be completed via an offline/in-store purchase. You need to adjust your focus and expectations and establish specific key performance indicators for mobile.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.