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.
See all 5 Cups articles.
For more on this topic, check out the Tech Tab in Morning Coffee.