Bon Mercado, mobile ads product specialist at Google, gave some great advice featured in MobileMarketer earlier this month. Mr. Mercado says that the same best practices that have been applied to desktop campaigns are also relevant for mobile. He also suggest beginning with a three step approach to launching a mobile campaign. Here they are:
- First campaign consists of the advertiser’s brand terms
- The second campaign is the advertiser’s highest converting terms that have developed from PC campaigns.
- The third campaign should be a “volume” campaign based on some high traffic words from the mobile space.
[By the way, here are 5 easy steps to track mobile visitors to your website]
Per Mr. Mercado, before brands create mobile-only campaigns, they should ask themselves a few questions:
• Do I want to increase my mobile traffic volume?
• Do I have a mobile product, optimized site or feature that I would like to promote different from desktop?
• Do I want to manage my mobile bids separately from my desktop bids?
• Do I want to control my mobile communication separately from my desktop messaging?
• Do I want to run separate reports on my mobile campaigns?
• Do I want to be able to optimize mobile conversions?
Feel free to read the rest of the article here.
