In our quest to deliver valuable SEM news, search updates and industry insights, every month we’ll feature “Elite Conversations” from our dedicated SEM experts. Today Senior Account Executive Marc Weisinger dials into the importance of intregrating mobile into your marketing campaigns.
Location, Location, Location
One in three searches on mobile devices are location-based. You can take advantage of this by synching your company’s Google Places account with your Adwords account. By using Google’s Local Extensions, you can enhance your campaigns to dynamically attach your business addresses for local searchers looking at your ads.
Click To Call
With all the buzz about mobile + web, consumers often forget one of the most basic functions of mobile devices – making a phone call. Placing your business phone number in search results with Google’s Click to Call will help you increase your click-through rates by 6-8%.
Everyone Loves a Deal
Google’s Mobile Offer Plus box is an easy, smart and cost-effective tool to track in-store sales generated by mobile search campaigns. By creating unique coupon codes for mobile specific campaign ads, you’ll be armed with the tools to measure the impact of mobile campaigns on your in-store sales and bottom-line growth.
Optimize Device Campaigns Differently
Breaking mobile campaigns out separately from desktop search campaigns not only opens the door for in-depth reporting across different channels and customized optimizations towards Cost Per Order and ROI goals, but is essential in getting the highest potential traffic available on mobile. 90% of all click traffic on mobile-only marketing campaigns are found in the top 1 & 2 positions.
If there’s a hot trend or topic you want to hear about next month, email ragini@elitesem.com.
