Although mobile has been a hot topic for some time, Google’s April 21st algorithm update has created a special charge in the air. If your website isn’t yet mobile-friendly, don’t despair – here are a few options to choose from when deciding what will best suit your goals and resources.
- Responsive design – your website adapts to different devices with resizing / re-formatting
- Dynamic serving – different HTML served depending on the device the user is searching on
- Separate mobile website – mobile optimized version on a unique mobile URL
If your site is already mobile-friendly – let’s talk next steps.
Google’s recent push resulted in an influx of competitors now more aware of the importance of mobile advertising. With the mobile ante upped, how do you stay ahead of the curve?
- Mobile SERP Prime Real Estate: Utilize mobile bid adjustments to make sure you stay above position 1.5 on the SERP; anything below will drastically cut your chance for visibility. Remember, Google Shopping product ads show above even the position 1 PPC ad on mobile!
- Test Different Ad Types: By testing various ad types, you can be ahead of your competitors. With Mobile Preferred Ads, you can customize text ads running on Search & Display by checking the “mobile” box next to device preference. Then, optimize these ads for mobile by shortening the text and making sure the message conveys a strong, highly relevant call to action. Mobile Image Ads are similar to normal Display Network image ads except these drive to your mobile website or app. App Promotion Ads are app install ads that can be run across Search and Display targeting either “mobile app installs” or “mobile app engagement.” Call-only Ads, which show only on devices that can make phone calls, initiate a call instead of sending a user to your website landing page. Lastly, Mobile Ads are designed specifically for small mobile devices.
Please refer to this reference guide for further elaboration on Google ad formats.
Optimize and test variations in ad copy, different images and even different formats against one another within the same medium to evaluate what will best suit your products and campaigns. Incorporate landing page tests to fully optimize your path to conversion.
The combination of a mobile-friendly website with a sound mobile advertising strategy is elemental in driving conversions. Increase the ease-of-use for your mobile consumer!
by Rachel Vesey, Search Analyst