Last week, we talked about What You Need to Know before Unified Device Targeting migration starts on March 23, 2015, and 5 Best Practices for Optimizing Campaigns. In this post, we’ll talk about ways to optimize campaigns for mobile search.
How to create a mobile ad strategy
If your website is mobile-friendly, here are some questions to help shape your mobile search strategy. Use these as a starting point, as you think about what you want your mobile search program to do for your business.
- Will people be looking for a brick-and-mortar location? Consider location extensions to make sure that you’re easy to find.
- Researching and purchasing products, or product price comparisons? Consider dynamic keyword insertion to feature popular products right in search results.
- Making reservations? Use call extensions so that searchers can call you directly from search results.
- Consuming content? Use mobile site links to help searchers find exactly what they’re looking for.
Keep in mind, mobile search drives multiple types of conversions, and key KPIs may vary across devices. Driving leads through calls, clicks on maps and directions, or tracking app installs may be key focus areas for advertisers, and should be considered when evaluating Bing Ads mobile search success.
Here’s an overview of steps to take before March 23 to prepare for additional mobile search traffic to your mobile site or landing page.
- Opt into “all devices.”
- Create and designate “mobile preferred” ads and at least one Desktop/Tablet optimized ad.
- Test various bid modifiers: start at +/-30%, track, and adjust to meet campaign goals.
- A good place to reference data is in your website analytics program to analyze the quality of mobile traffic from various sources.
- With fewer ad positions available on small mobile screens, aiming for first position is good idea.
Use these tips to help evaluate your keyword portfolio to ensure that your ads show up when people are searching for you.
- Remember that searches via mobile may be shorter and simpler.
- Mobile searchers frequently include locations in their mobile queries, so include location-specific terms in your keywords, and use geo-targeting to maximize relevancy.
- Test adding mobile-specific keywords to your campaigns. For instance, add “mobile” or “smartphone” to some of your top performing keywords.
- Mobile shoppers compare products on the go, so be sure to incorporate products and product categories in your strategy. Dynamic keyword insertion is a great way to manage ad copy if you have lots of products.
- Because shorter search queries may be less specific, anticipating negative keywords is crucial.
- Review your website analytics and Bing Ads keyword research tools to see what search terms people use when they look for businesses or products like yours. Add those search terms to your portfolio, and review frequently to see how users respond.
Review ad copy
Ads should support your strategy and be targeted specifically to the mobile user. Remember smaller screen sizes mean that long ad copy may be truncated.
- Make sure your headline contains the most relevant information based on the search terms mobile searchers use from your keyword analysis.
- Review the information you gathered from your keyword research to determine which search terms are most popular and include those in your ad description.
- Indicate your site is mobile friendly by showing your mobile-specific URL – such as yourwebsite.com/mobile – so searchers will expect a better browsing experience.
- Use terms like “mobile” or “smartphone” in your ad copy so that searchers know that your landing page or website is optimized for mobile devices.
A mobile-friendly landing page that matches search terms and ad copy is critical to a good user experience. Remember the "rule of thumb" for navigating mobile websites: most users use their thumbs to navigate on smartphones. To see if your site is mobile-friendly, try navigating it using only your thumbs. If you can’t, then consider further optimization.
- This can be something as simple as a way for the user to locate you, bulleted product information, or a shortened form to fill out.
- Many advertisers use responsive design where the website detects the visitor's screen size and orientation and changes the layout accordingly - making a mobile friendly site easier to manage.
- Keep the messaging short and concise and the navigation easy to click and scroll for small screens.
- Always include a prominent call-to-action so users know what you want them to do on the page. For example, “Call now for a free quote."
Mobile-Friendly Ad Extensions
Think back to your mobile ad strategy. Opt in to relevant ad extensions to help you achieve your goals.
- Use call extensions which allow users to click-to-call immediately from their search results on their smartphones. Call extensions ONLY display on mobile devices, although phone numbers included in location extensions and call forwarding numbers will also be displayed on PC/tablet search results.
- Mobile Sitelinks include additional (short) text links below the ad that can help searchers find more specific site content. Keep these brief so they don’t get truncated on small screens.
- Location extensions include a business address and phone number directly in your ads, to help local searchers, who might be just around the corner, find your business.
- App Extensions will be generally available in early April, and are in pilot testing now. These extensions are only displayed on mobile devices. They will automatically detect the searcher’s device and operating system, and send them to the page for your app in the appropriate app store.
Searching from mobile phones has become the norm rather than the exception. The Unified Device Targeting enhancement will streamline the advertising campaign process, making it easier to reach multiple traffic sources with one campaign.
Mobile Site Optimization Resources*
For Bing Ads mobile optimization resources, visit bingads.com/optimizemobile
Want to know more about responsive web design? Here are additional reads:
- How to Use Responsive Web Design
- Responsive Web Design Guidelines and Tutorials
- 7 Best Practices of Responsive Web Design
The following design testing tools can be helpful. They provide free evaluation for mobile readiness.
Listed below are companies that provide website services, in some cases offering automatic mobile optimization.
Questions? Comments? Leave them below, or ping me on Twitter.
About the author
Lisa Raehsler is a search engine marketing and pay-per-click (PPC) strategist, nationally-recognized speaker, and columnist for industry leading publications. As the founder and principal strategist at Big Click Co., Lisa works with companies and agencies of all sizes to integrate PPC advertising into online media strategies for brand promotion, demand generation, and customer acquisition. Lisa has led strategy and management on hundreds of paid advertising accounts for search engines (Google AdWords and Bing Ads), mobile, display, retargeting, and social media ad campaigns. Her experience spans seventeen years and includes working with national brands at agencies and at the enterprise level at Thomson Reuters.
Lisa has spoken about PPC, mobile, retargeting and many other online marketing topics in podcasts and webinars. She has also spoken at numerous leading industry conferences, including Pubcon, ClickZ Live, SES, OMS, MIMA, HeroConf, and SMX, as well as training events. Lisa also shares her expertise on digital marketing and paid search advertising as a columnist for ClickZ and Search Engine Watch. Follow her on Twitter @LisaRocksSEM.
* Microsoft does not endorse any of the third party tools and software listed here.