Article Archive by April Nelson

December 9 2010

Tips for Optimizing Your Mobile-Only AdWords Campaigns

by April Nelson

The mobile advertising market is growing at an enormous rate.  According to BIA/Kelsey’s US Mobile Advertising Report, search alone went from $59 million in 2009 to $163 million in 2010; and forecast to practically double in 2011! 

US Mobile Advertising Report

Advertisers who leveraged mobile-targeted campaigns in 2009 benefited by seeing higher click through rates on their ads at a lower cost per click (CPC) than campaigns targeting desktop / laptop users using the same keywords.  While this is still possible to achieve in today’s mobile advertising market, it is more challenging.  The influx of advertisers entering the space and high adoption rates of new mobile devices (i.e. Netbooks and ipads) can be leveraged to fine tune your campaign targeting and help generate more revenue.

Here are 3 tips for maximizing your mobile-targeted AdWords campaigns.

1. Be aggressive.

You will be competing to have your ad serve on 5 ad spots versus 10 ad spots with traditional search results on a laptop or desktop. As a guideline, try starting out with 2x your search bids for similar keywords. 
2. Use short keyword phrases versus long tail keyword phrases.

Use general keywords to help increase impression volume.  Mobile searchers tend to use shorter queries, so your longer tail keywords will not generate the same amount of impressions in mobile search.

3. Add negatives. 

Think about how the intent of a mobile searcher may be different than a searcher using a desktop / laptop computer.  For example, help weed out users who are looking for driving directions by adding negatives like “map”, “directions”, “locator”, etc.  Don’t forget to use the same negative keywords you have in place for other campaigns you are running.

November 8 2010

Enhance Your AdWords Performance with Mobile-Only Search Campaigns

by April Nelson

Mobile-only search campaigns can drive stronger performance and generally see higher click through rates than traditional laptop and desktop campaigns.  Having mobile-only campaigns also allows you to have greater control over budgets, bids, keywords, and ad creative.

Setting up a “mobile only” campaign is easy; here are 3 simple steps.

  1. Duplicate / copy an existing search targeted campaign.
  2. Within the Campaign settings for Networks and devices, select only “iPhones and other mobile devices with full internet browsers”.
  3. Update this setting on your other search campaign to “Desktop and laptop computers”

Enhance Your AdWords Performance with Mobile-Only Search Campaigns

You can even choose to target specific mobile devices (i.e. iPad only or Android only) as well as specific mobile carriers.  These preferences are found by expanding the ‘Advanced device and carrier options’.

Enhance Your AdWords Performance with Mobile-Only Search Campaigns

Why keep mobile campaigns separate from desktop / laptop campaigns?  Many options are set at the Campaign level in Google AdWords (i.e. daily budget, day parting, geo-location targeting).  By breaking out your current search campaigns into mobile targeted and desktop / laptop targeted campaigns you will also make it easier to analyze performance as well as enjoy more granular reporting options.

June 22 2010

Are Your Assets Optimized?

by April Nelson

When properly optimized, images, videos, and other digital assets can help enhance your organic search rankings.   Images and videos have earned their respective spaces in the organic search results, simply including an image or video on your page is not enough to rank well.  

When you upload an image or video to your server, are you adding titles, descriptions, and tags that are keyword-rich?   Could the average consumer look at your image (along with the title, description, and tags that you include) and determine what the image is all about or what its purpose is when taken out of context of your website?

If you answered no to these questions, chances are your digital assets are not fully optimized.   While it is important for website visitors to see descriptive text that correspond to your images and videos, it is equally if not more important that search engines can do the same.   A lot of image optimization involves basic search optimization factors.  

In addition to taking over more real estate on a search results page, listings with thumbnail images are more eye-catching and can help differentiate you from the sea of competing web pages.   The screen shot below displays search results for “surfing lessons”.   Note the separate space dedicated for image results and below for video results.  

Having your assets optimized is a prerequisite for strong rankings in these universal search results.   Here are a 3 key points to keep in mind:

  1. Store your images in a separate file (directory) that is accessible to the search engines.
  2. Optimizing your assets with keyword-rich text will help build / reinforce the keyword relevancy for the page(s) where they are incorporated.  
  3. When you link to an image, use keyword-rich text instead of a generic phrase.
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