Month: February 2016

With mobile activity jumping in Google AdWords, why is it that some clients are simply not getting conversions in the mobile space?

Here’s my short list on why you may not be converting or getting your fair share of mobile lead conversions when you use Google AdWords.

1. Have you tried to buy or fill out your own form from your own smartphone? Sometimes the process you have on your own website is not practical for smartphone users. Do you have too many steps in your shopping cart checkout? Is your website mobile friendly? Do you ask too many questions on your lead form?
2. Does your website load fast? If it takes more than 5 seconds for your mobile site to load, your prospects may be surfing away. Consider if they are on a 3G network the load time for your site may be chasing them back to the search results to try elsewhere.
3. Are you sending your AdWords clicks to the right page on your website? It can be hard to navigate around a website from a smartphone screen. When you advertise in AdWords either take the user to the exact page on your site where your product or service resides or start using keyword specific URLs in your account that override the ad group destination URL.

For many of our clients mobile is hot, hot, hot. Leads for some advertisers are less expensive and the volume can be big. But be aware that mobile is not hot for every client in every vertical.

Make sure you are doing adequate testing at a high enough cost per click bid to really test is mobile is the place for you or if desktops are still where you want to spend the majority of your budget.

If you are looking for a savvy AdWords account manager, make sure to check out our website today for programs and pricing.

We’ve seen it happen in several client accounts so you may want to try this for yourself.

One,  if you’ve got a great performing campaign…consider revising the landing page with a new look and streamlined content for better performance.

Two, a great way to bump a good performing campaign to the next level is to update your ad text. Introduce a set of new ads. For some reason a fresh look, or fresh approach can also push your ad click through results. Buyers sometime experience ad fatigue and so a fresh approach periodically can reap really big click and click through results for an already great performing account.

Third, try break out ad groups. When we have a top account another way to push it to even better performance is to break out the top performing keywords into their own ad group with their own landing page. This very narrow focus and match on ad text, keywords, and landing page is a winning combination!

I’ve seen mentioned on the Web in several places that Google AdWords is an auction,  and then again in other places that it is not. Finally in Google’s own help information on AdWords they use the “Auction” term.

I have long felt that getting to position one on a keyword had an auction-factor as one could bid up the price, but in some cases never pay the actual bid price and yet still raise a keyword’s position. Now at least it is clearly in the open. Yes, Google AdWords does have an auction-like bid to position.

Remember there are additional factors that affect your keywords page position like quality score, ad text, and even landing page match and now bidding high enough to get into the auction is another one.