With more high end phones hitting the market and marketers wondering how to best connect with consumers on their phones, we wanted to give you a few best practices for targeting high end mobile devices. Today we'll be giving you a few tips for optimizing mobile campaigns. While both mobile and desktop search campaigns use similar best practices, the way we search and browse the web on our mobile phones is slightly different than on our computers. Separating mobile and desktop campaigns and optimizing for performance on each platform will drive greater success for your clients intigrated marketing strategies. 1. Reporting & Tracking Use Device and Click Type reporting to figure out exactly what is and is not working in your mobile search campaigns. Just like with desktop search, you can (and should) bid according to what is sending traffic to your site and what converts best. Pulling out high performing keywords and placing them into a separate mobile campaign can help drive additional traffic in a growing market. (Example data. Click here to view image) This holds true for placements and the mobile content network as well. When running a Placement Performance Report for mobile phones, take special note of the Ad Sense for Mobile Apps category of placements (they will show up as adsenseformobileapps.com in the report). You can drill down to the specific URL and gain insight into what apps you should continue to target and which ones you should exclude. 2. Keywords & Ad Text Searches on high-end mobile devices average around 2.9 words (and only 2.4 on WAP phones). When expanding desktop search campaigns to mobile and/or adding new keywords to your mobile campaigns, keep in mind how people search on their phones. While desktop campaigns may benefit from "long tail", 4- to 5- word keyword phrases, you may want to consider shorter, more general, and location specific searches for mobile phones. For example, a college student in Boston may search for "Pizza near Union Square in Boston" from their dorm room, but would only search "Boston Pizza" from their mobile phones. 3. Take advantage of what's mobile In the past few months we've launched several mobile specific ad formats like click-to-download, click-to-call, and mobile coupons in the Local Business Center. Think about what unique advantages and messaging a mobile campaign allows and reach your customers at every point of their day. For more mobile tips and resources, visit the Google Mobile Ads site . In addition, check back next week for the next installment of 'Going Mobile in 2010.' Posted by Stevie Degroff, Agency Team
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Going Mobile in 2010 - Part One, Optimizing Mobile Campaigns
What makes up the ideal creative for your client? We'll walk you through how you can answer this question using AdWords reporting and the Display Ad Builder , a tool that allows you to quickly and easily customize display ads and to run measurable experiments. Experimentation is not new to advertising, although the theories and ideas that inspired campaigns have evolved over time. For example, in the early 20th century, the prevailing sentiment in the ad industry was that information made a creative effective. The car ad below sums up the thinking of the time: National Motor Vehicle, Inc. advertisement (1907) retrieved on 21.1.2010 from http://commons.wikimedia.org/wiki/File:National-advertisement_1907.jpg Theories eventually emerged suggesting that consumers weren't always need-oriented, but advertisers were baffled by how to measure seemingly subjective behavior. Mid century a study was released that put data to consumer responses. It showed that three factors - the size of the ad, the size of the illustration and the numbers of colors - together could help explain some of the readership difference between a magazine's ads. Today, you can find out the the factors that trigger the strongest response by using the data in Ad Performance Reports in AdWords, which provide relevant statistics for ad variations, such as text ads, image ads, video ads, and local business ads, and run experiments with Display Ad Builder . Here are two creatives developed with Display Ad Builder for a hypothetical online travel company: Ad creatives developed internally using Display Ad Builder: Image 1 & Image 2 When creating the ads, populate the "Ad Name" field in Display Ad Builder with the ad's elements. We'll call the first "day_scene_cta" and the second "night_people_question." Launch the ads on even rotation to ensure a good sample. Then you can construct a chart like the one below from your Ad Performance Report by adding up the clicks and impressions for each ad component: Sample data set from internal account independent of example creatives. In this example, the effectiveness measure is clickthrough rate (CTR), but this can be substituted for conversion rate or cost-per-acquisition (CPA). The chart shows the elements of the ad that had the greatest impact on CTR, benchmarked against the performance of the whole ad group. You can tweak the reporting to show the impact of relationships as well. Do people prefer images of scenery or people at night? With a well-designed ad experiment, you can use basic data-mining principles to find these results. However you choose to experiment, continue to measure your results so you can find the best creative. Posted by Eddie Higgins, Agency Team
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Display Ad Builder & Creative Generation
The latest enhancements to Google Ad Planner and DoubleClick's DART for Advertisers (DFA) bring new ways to help streamline your online display advertising workflow. With the newly launched DFA Analytics beta and beta integration of Google Ad Planner into the DFA platform, you'll now have a singular, seamless portal for planning, executing, and measuring campaigns -- with just one login. This unified set of tools, all accessible through the DFA platform, bring more efficiency to the campaign management process, saving valuable time and resources.
Beyond access enhancements, both DFA Analytics and Ad Planner also provide you with more data and more ways to analyze it. We've summarized the changes to each product for quick reference below, but be sure to check out the official DoubleClick and Ad Planner blog posts for full details.
The new DFA Analytics beta helps you:
- Gain insights quickly. Interactive reports mean easier navigation through your accounts and data. You can model data in charts and graphs, as well as drill up and down through criteria such as advertiser, campaign, or targeting settings.
- Get your reports faster. Reports update frequently - every few hours - and the new user interface enables you to access your data quickly.
- Use new types of reports. Pull geographic delivery data. Additional reports show delivery data by bandwidth, browser, and operating system.
And Ad Planner's new capabilities now enable you to:
- View subdomain data. See data including traffic estimates and demographics for the largest ten subdomains of any top-level domain. Once you identify subdomains to add, you can do so easily in Ad Planner.
- See available ad placements while researching sites. You'll also be able to search for ad placements alongside domains on the "Search by audience" tab and see traffic and demographic estimates for each placement
- Visualize audience data easily. Quickly compare reach and relevancy of sites you select with a new interactive graph.
- Access more granular publisher data. With publishers now able to opt-in their Analytics data, you'll receive more accurate and specific information about their sites.
- Use Ad Planner within DoubleClick DFA. Log in to your DoubleClick DFA account to access Ad Planner and have one tool for campaign planning, trafficking, and measurement. (Note: This feature is rolling out to all users over the next couple weeks)
If you haven't yet tried Ad Planner, give it a go at www.google.com/adplanner. And for more information on DART for Advertisers, visit DoubleClick.com and fill out an inquiry form.
Posted by Agency Ad Solutions Blog Team
