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Tips For Evaluating and Improving Your Mobile Paid Search Campaigns

Benjamin Vigneron, writing for Search Engine Land, provides five tips for a successful mobile paid search engine marketing campaign.

-Test the site for mobile friendliness.  Proper mobile website optimization is a requirement for a successful mobile SEM campaign.

-Align mobile goals with meaningful mobile actions. Analyze what mobile searchers are trying to achieve and focus on meeting those needs.

-Use AdWords’ estimated conversion data in order to understand indirect conversions.  Advertisers may be achieving few direct mobile conversions, but cross-device mobile conversions are occurring.

-Create mobile-specific ads and sitelinks rather than just duplicating desktop ads for mobile devices.

– Calculate mobile bid adjustments and trade-offs across devices.

Vigneron concludes that these tips will enable advertisers to better measure what mobile SEM contributes to campaigns.

 

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