With the meteoric rise of smartphones in today’s culture, more and more companies are investing time and money in upgrading their company brand for mobile. You would be hard-pressed to find any popular website that doesn’t have a mobile version of its desktop site, and many of these sites are now beginning to implement advertising designed specifically for mobile devices. Thanks to the advancements in ad technology made by Google, enhancing your ad campaigns for mobile is almost effortless.
Having your ads enhanced for mobile essentially means that your ad is now accessible from all types of devices, and you can target certain ads towards customers who are viewing your site from a mobile device. It used to be that Adwords would have you enable the enhanced upgrade for mobile manually on all of your ads, but more recently Google has taken to making the upgrade a default setting, and it is now automatically put in place for all of your campaigns. This setting makes monitoring and controlling your ads much easier, allowing you to change your bids when someone views your site on a mobile device. While mobile is clearly on the rise, mobile advertising still isn’t quite as expensive as other platforms. So, with the enhanced mobile upgrade, you can change your bids on mobile ads and save yourself some money.
For example, let’s say you run a business selling stereo equipment. You can create ads with pages and images that are optimized for mobile, and consolidate them into the same campaign as your ads for the desktop site. Then you can change the bids on your mobile ads, say decrease by 20%, then those ads will run on a mobile device for less money per click than they will run on desktop searches. This step also reduces the total number of campaigns you need to create.
Use of mobile devices and mobile websites has grown tremendously, and that’s a trend that is only going to continue. To save on your pay-per-click advertising with Google, take advantage of the enhanced mobile upgrade. It’s a smart business decision and it ensures your ads are effective across all types of devices and platforms.
The author, Bob Ottaway, is President and Founder of Ottaway Digital. Established in 1999, it has been a pioneer in SEO, digital advertising & social media since 2006.