Articles written in June, 2011

June 30 2011

Formulating a Strategy to Reach Mobile Users


The mobile market is booming.  In fact, one would be hard pressed to find someone without a cell phone. However, a big question is what strategies businesses should use to reach people on their mobile devices? Businesses have to learn how people interact with their mobile devices, in order to craft a proper strategy to reach them.

It’s no surprise that mobile users are constantly on the move and looking to get information quickly when searching for it.  Therefore, businesses have to make information quickly and easily accessible to them.  For example, let’s say a business has a landing page with a lead generation form. In order to get more details, a person has to fill out the form. This is fine for computer users, but probably not the best way to reach mobile users. It would be better to have a landing page with a phone number that says to call for more information.  For a mobile user, calling a business is easier than trying to fill out an online form.

Another way to reach mobile users is through geo-targeting; specifically physical location targeting. Basically, physical location targets device-based location signals and only shows your ads to people who are physically in your target area.  A local business can truly benefit from using this targeting strategy.  Let’s say a couple from North Carolina is visiting family in New York. They are driving around looking for a good restaurant. They check their mobile device and receive an advertisement from a restaurant that is only 2 miles away and decide to try it out. This restaurant benefitted by using physical location targeting. If they had just targeted the New York area, they might have missed out on the couple from North Carolina. However, by doing physical location targeting they were able to reach the North Carolina couple because the couple’s actual location was only a few miles from their restaurant.

They are many different strategies which can be employed to reach mobile users, and businesses should sit down and decide on the best ways for their business to proceed. Once the strategy is created, implement it and make adjustments as you go.

June 21 2011

Targeting Mobile Devices in Google


The world of mobile marketing continues to grow. There was a time when only computers and laptops could be targeted with advertising, but that has changed. Now, advertisers have the capability to engage in targeted advertising to reach mobile users on their mobile devices. By making simple adjustments, a company can have their ads show on mobile devices. 

One of the first steps in targeting mobile devices is to create a separate campaign.  Having a separate campaign allows more flexibility with targeting and also allows you to see pure mobile results and how they are performing. Google allows companies to target mobile users by the device they use and by their carrier. A company could get very granular in how they target mobile users. However, we suggest  that you start with a basic mobile

Targeting Mobile Devices in Google
marketing campaign before getting into advanced options.

It’s good to target every available mobile user unless there is a legitimate reason not too.
Keep in mind that the mobile settings in the campaign tab are for phones that support full internet browsers. It’s safe to say that most people who view the internet on their phone are using a smartphone. However, there are cases where your company may only want to target certain types of phones.  For example: If your site uses Flash it would be wise to not target iPhones/iPod Touches and iPads, because they don’t support Flash. It could actually frustrate a user to click on one of your ads and be taken to a website that won’t work on their phone. 

Targeting mobile devices in Google can be a breeze. Some might be hesitant, but why not test mobile marketing?  Mobile marketing is continuing to grow and more people are upgrading to smartphones. There’s no reason not to embark on a mobile marketing test.

June 15 2011

Mobile AdWords Ads Mirror Desktop Ads


Google AdWords has extended its Ad Extensions from desktop to mobile devices to help strengthen mobile AdWords campaigns. See what new features your mobile campaigns can implement to bring more qualified traffic to your mobile sites.

Location Extensions are a way that searchers can easily connect with your products and services when your business has multiple locations. They help raise awareness for a customer who may be physically close enough to visit your brick and mortar location. In addition to your ad text and URL is your business information, which may include your business name, address and phone number. Users may even click on a plus box to extend your ad to show your business’ location on a map.

Mobile AdWords Ads Mirror Desktop Ads

Product Extensions work with your Google Merchant Center account to include your products directly in your search ads. Product Extensions appear as boxed images of your products, with a brief product description and price. They can appear as a plus box underneath a standard AdWords ad or as a stand-alone ad.

Mobile AdWords Ads Mirror Desktop Ads

Also, now available for mobile devices is Instant Preview of landing pages, where you can easily preview the landing page of an ad before you click-through. Generally, Google Instant Previews highlight the relevant sections based on the user’s search query. This feature allows the searcher to quickly compare results on a SERP page and choose a result that best fits  his/her query.

Mobile AdWords Ads Mirror Desktop Ads

These Ad Extensions perform well on a regular desktop, and I recommend implementing these new tools from Google AdWords to maximize your mobile campaign results, while bringing more qualified traffic to both your online and offline stores.

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