7 mandatory elementsóin mobile campaigns in Google Ads
Google Ads (formerly AdWords) campaigns are well known among theód marketeróinto a tool for website/shop promotionóon the one hand, in the Internet/services in the Google search engine, in the search engines partneróin the Google search and ad network. When creating a Google Ads campaign, it’s important to remember that by default it targets all types of devices – Computers, mobile phonesórk and tablets. This is good because we are starting broadly, i.e. we target advertising to all usersów. Collected in this wayóThe data will allow you to optimise and reengineer your campaigns to maximise the impact of the mobile campaignów on mobile and PC. The analysis of campaign statistics will show several important elementsów, whichóWe are observing a polarization of behaviorsóIf we have one campaign (for PC and mobile), it is important to have a strong influence on the mobile segment and spend the budget wisely.
1. Adjust the rates
It is a good practice to combine campaigns on mobile and PC and manage costs by adjusting rates on ródifferent devices. If we have one campaign (for PC and mobile), in which weóWe manage CPC rates in this wayób, this optimization (e.g. wordóIf you have seen the film, you know how important it is that we do not have to doóThe analysis of conversion paths (as we will see in a moment) shows that mobile phones are the preferred form of relaxation in the virtual worldódifferent devices.
We adjust the size of the spent budget and CPC rates with the use of modifier. Mobile works well? Increase the rate. Works badly? Lower your rate.
Setting -30% on mobile translates into lower CPC rates on these devices and does not necessarily have a negative impact on the sales effect. When your mobile campaign is effective, increase the CPC rate by e.g. o 50%.
Sometimes there is a temptation to set modifier -100% for tablets or mobile phonesórkowe. However, we do not recommend excluding mobile completely, because as the analysis of conversion paths shows (more on that in a moment), mobileórkowe often start the path to conversion. I wrote more about this topic in my previous article.
2. Exclude (or not) mobile and tablet apps
The element necessary to check in the first stage of campaign operation is the analysis of places whereóThe mobile click-through rate, i.e. the rate of clicks on mobile devices, is a key factoróThe main goal of the campaign is to improve the performance on mobile devices. Google Ads targets ads on mobile sites, mobile apps, and displays full-screen ads in mobile apps. The same division is used in tablets. It is worth to exclude those segments whichódo not convert. Targeting analysis, in whichóThis allows you to see if your in-app ads are workingóas well as advertising on mobile sites. This, in turn, can be done byóccording to the effectiveness on computers. Depending on the result, we can exclude some of the campaign destinations, and the savedób budget to spend in places thatór are more likely to lead to conversions.
3. Adding ad extensions for mobile
Adding ad extensions is essential. Links to subpages, extension of explanations or information on the website are used in almost every campaign. However, we do not always remember to add extensions for mobile devices It is worth creating ad extensions with the option that they are optimised for mobile devices. Even copying the same extensions, whichóThe same split is used in tablets, which we use in our campaigns on PCs, allows us to achieve better resultsóby the campaign. The system looks favourably on such extensions – We declare that they are optimized for comóGoogle Ads will display them more often on mobile devices.
4. Mobile website design
This is no longer an option, but a necessity. If you want to advertise in mobile and make money from it, you need to have a working mobile website. Moreover, it should be fast and easy to use. Your users will thank you for it. You will be rewarded róAlso in the form of lower costóper click. A good quality score, whichówhich includes a.in. quality of the landing page, will allow you to achieve lower CPC rates. If the quality score of aóThe quality of the landing page, the first element to check is the loading speed of the mobile page. This can be done in the Page Speed Insight tool. The recommended time is max. 3s.
What’s more, in the new Google Ads panel we can see a report of móbinding about the result of speed on mobile devices (in landing pages section in Google Ads panel). A rating scale from 1 to 10 will tell us whether there is still room for improvement in terms of page load speed. The same report will show you the mobile numberóIt is worthwhile to exclude those segments which are more likely to be clicks to mobile devices, i.e. what percentage of usersómobile conversion to a mobile responsive website. The loading speed of a page can be improved by using Accelerated Mobile Pages (AMP), which is a technology that can be used to improve the loading speed of a pageóyou can find out more here.
5. Adapting your website for specific purposes, e.g. making a phone call
Having a mobile website is not everything. If we want users to achieve the goals of our website or online store more often, let’s make it easier for them to do so. Let’s give them an opportunity e.g. making a phone call or filling out a form. The website has to lead the user by the hand. One of the mainóThe goal is toóThe purpose of a mobile website is to encourage users to clickóto phone contact. The link in the campaign is underestimated by the <a href=”tel:…>, któThe same report will show you when a click is made on an active phone number. In case of such businessósuch as. pizzeria or restaurant, an active link to the phone is necessary. Very often, after finding the right pizzeria, it turns out that you have to remember the number or write it down on a piece of paper. The appetite to make a call then decreases and we may lose a hungry customer.
6. Measuring phone conversions
You want to more accurately measure phone calls from Google Ads? Implement phone conversion tracking on your site. It works like thisób that TwóThe phone number is changed to Google’s intermediary number, but only for users whoóThe study somewhat surprised us that even though QR codes are very popular, people have already visited the site from Google Ads campaigns. Find out if users are calling you through your campaign or through another sourceód³³. This will allow you to estimate the value of the phone calls from your campaign. The report in Google Ads will show how much of your business isób in the examined period of time were called directly from the advertisement, and how many peopleób contacted by dialing a phone number from Google’s. Users whoóThe mobile website was visited from a free of charge resultóin the search or directly (or in other waysó(but not through Google Ads) will see Twój phone number. Users whoóClick on the ad on the website, see a special number, which in theóry makes it possible to count the number of calls.
7. The analysis of conversion paths, with particular emphasis onólar emphasis on mobile
This is an important report for those whoówho do not believe in the effectiveness of mobile. Analysis reportóThe data showing the impact of mobile on conversions allow us to conclude that despite the fact that according to last click attribution mobile does not sell, it significantlyób influenced the ogóThe total number of conversions. User pathsóare róThe number of conversions for customers who prefer to be contacted by phone has increased. And less and less frequently from a single device. In the Google Ads dashboard in the tools in the search attribution section, we have several reportów, które will show the impact of mobile on your business as a whole. The report covers only a portion of recipientsóIn April, the network started tests of click sales. whoóThe number of users that Google can identify on several devices. They show, however, that mobile is often the first step leading to conversion.