Google Mobile Ads Best Practices

1. Google Mobile Ads
By Kevin Ferguson

2. Search Engine Marketing
Top 5 Elements
For Success

3. t
e User’s Inten
nding Mobil
Search Engine Marketing
Top 5 Elements 1. Understa
For Success

4. t
e User’s Inten
nding Mobil
Search Engine Marketing
Top 5 Elements 1. Understa
r Mobile Ads
For Success 2. Pre viewing You

5. t
e User’s Inten
nding Mobil
Search Engine Marketing
Top 5 Elements 1. Understa
r Mobile Ads
For Success 2. Pre viewing You
P hone Users
3. Viewing Your Site’s i

6. t
e User’s Inten
nding Mobil
Search Engine Marketing
Top 5 Elements 1. Understa
r Mobile Ads
For Success 2. Pre viewing You
P hone Users
3. Viewing Your Site’s i
Mobile Users
4. Rea ching Other

7. t
e User’s Inten
nding Mobil
Search Engine Marketing
Top 5 Elements 1. Understa
r Mobile Ads
For Success 2. Pre viewing You
P hone Users
3. Viewing Your Site’s i
Mobile Users
4. Rea ching Other
C onversions
5. Trac king Mobile

8. 1. Mobile Users Have a
Different Intent
Seeking
1.Pricing
2.Types of Locks
3.Alarm systems

9. 1. Mobile Users Have a
Different Intent
Seeking
1.Pricing
2.Types of Locks
3.Alarm systems
Need to Know Intent Before You Begin

10. 1. Mobile Users Have a Phone Number or Location Should Be
Different Intent Easily Visible in the Ad & on Web site

11. Determine User
Intent Before You
Create the Ads
Is the Intent:

12. Determine User
Intent Before You
Create the Ads
Is the Intent:

13. Determine User
Intent Before You
Create the Ads
Is the Intent:

14. Determine User
Intent Before You
Create the Ads
Is the Intent:

15. 2. Previewing Your Mobile Ad
The Preview Tool allows
you to see how your ad
appears on mobile devices
as well as through a
variety of carriers (e.g -
AT&T, Verizon, etc.).
https://adwords.google.com/d/AdPreview/

16. 3. Viewing Your Site’s
Mobile Users
In Adobe SiteCatalyst

17. iPhone/iPad Users
Dominate Viewership

18. iPhone/iPad Users
Dominate Viewership
Reason: Partly Because they
(& Blackberry Storm) Possess
Full Browsers (HTML browser)
Similar to desktop browsers

19. 4. Reaching Other
Mobile Phone Users
Enabled here in
Google Adwords

20. 4. Reaching Other
Mobile Phone Users
Enabled here in
Google Adwords
Most other mobile phones, like
Motorola Razr or Blackberry Curve,
have limited browsers, that don’t
render all images.
As a result, they only see Google ads
if they are mobile enabled.

21. 5. Tracking Mobile Place Your Mobile Tracking Script on Your
Conversions Mobile Site’s Thank You Page

22. 5. Tracking Mobile Place Your Mobile Tracking Script on Your
Conversions Mobile Site’s Thank You Page
Best Practice: Offer a different phone number
on your mobile site, so it’s easier to
distinguish where the calls are coming from.

23. 5. Tracking Mobile Place Your Mobile Tracking Script on Your
Conversions Mobile Site’s Thank You Page
Warning: Not all phones
support all scripts. Best Practice: Offer a different phone number
Therefore, the numbers on your mobile site, so it’s easier to
may not be 100% accurate. distinguish where the calls are coming from.

24. Prepared by:
Kevin Ferguson
SEM Staff Consultant
Omniture, an Adobe Company
(650) 703-0883
kferguso@adobe.com