Google AdWords Loves Mobile, But Is It Right for You?

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McCord Web Services is a Google Partner.

Google continues to push advertiser activity into the mobile arena citing that online searches on mobile devices have eclipsed searches done on desktops; but is advertising activity in mobile right for your business?

Of note is the new test that Google has been doing with mobile ads shrinking the ad space landscape to allow them to show more ads on smaller screens. Check out images.

Of particular interest to me is also the boost of app placement in Display ads when shown on mobile devices. Many placements when you look, are simply not a good match for most businesses and to me appear for a way for Google to really bleed you of your cash. Case in point, one industrial client showing in the display network spends more money than I feel he should in the mobile app arena with no way for me to totally block activity there. When I move out of the smartphone space for him, Google simply delivers more clicks on tablets to counteract my strategic changes. I have excluded literally thousands of mobile app sites in his account and Google continues to show his industrial ads on new mobile apps.

Google reps are suggesting that due to mobile trends, accounts should plus up, by 20%, the cost per click to get a better position on mobile screen. What I have seen for the majority (but not all), of my clients is that this strategy simply rings up a bigger bill. When you monitor cost per conversion for mobile, you should not bid up when the conversion numbers do not bode well for your return on investment. A limited two week test may be in order to just do a double check with careful monitoring.

My recommendation is for each account to set and monitor how effective mobile is for your needs and make strategic unique decisions based on your findings. Make sure you evaluate a 30 day and then 6 month period every now and then to give yourself a reality check as to if mobile activity is necessary for your business.

I have personally found that businesses with strong location specificity like stores, dentists, doctors, and pest control firms would do well to be active in the mobile space, but nationwide providers will need to be cautious, as would those selling higher end products, as more evaluation before a purchase will typically be done by desktop or tablet. Bidding up for position on mobile for these types of businesses may simply bleed out cash that would be better spent elsewhere.

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