Optimize your campaigns for mobile in time for the holidays

cionfs · 10-01-2010, 19:36

Shoppers increasingly use their smartphones to search the internet, and we typically see an increase in shopping-related queries on Android, iPhone and Palm WebOS devices during the holiday season.

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Ensure that your online campaigns perform well on mobile devices with full internet browsers by viewing device statistics on your Campaign Summary, Ad Groups, or Ads reports within AdWords. Just select the "Device" segment option under the “Filter and Views” drop down.

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You can now compare clicks, impressions, CTR and other performance metrics for desktop vs. high-end mobile devices. Note that this data only dates back to June 3, 2009.

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Now is the perfect time to optimize how you target consumers on-the-go. Here are a few best practices we think you'll find helpful:

Create separate campaigns and ad groups for your ads that appear on mobile devices. This makes it easier to customize ads, keywords and bids to optimize performance.
Put your call to action in a spot on your landing page that's easy to find. Keep in mind that it's a bit more difficult to navigate websites on a mobile device, so consider shortening your checkout process.
Most mobile phones don't support flash, so make sure your landing page is written in HTML and contains little or no Flash.

We hope these tips help you create great campaigns both for desktops and mobile devices this holiday season.

Posted by Miles Johnson, Inside AdWords crew

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