Improve Your Mobile Strategy in Minutes

‘Mobile adoption’ has become so mainstream now that it’s developed somewhat into old news. However, mobile strategies have now become so important for campaign success, especially when speaking within an Irish market perspective. 80% of Irish smartphone users have purchased on their phone, making us global leaders at online purchasing. This highlights the importance of an updated mobile AdWords strategy otherwise you’ll be simply missing out!

The Irish consumer is now a mobile one, below are 3 easy tips to improve your mobile strategy.

1. Price Extensions

One of the recent introductions we have found very effective From AdWords is ‘Price Extensions’. This is a mobile-only feature that gives you a short description of minimum 3 products maximum 8. What’s most valuable is, when enabled it takes up near screen size capacity leaving little opportunity for your competitors to gain impressions. We have seen a big impact on sales since its introduction.

 Android View                                                        Apple IOS View

Price Extensions

2. Exclude Damaging Placements

To avoid wasted impressions when retargeting users, you must avoid certain wasteful categories. In many cases, these categories include mobile apps and mobile games which tend to have low interaction rate. Unless of course, you’re in the gaming industry.

Two simple steps to get the most out of your mobile remarketing strategy:

Firstly, exclude your activity from the site categories such as In-game, GMob mobile app non-interstitial:
In-game

Secondly, exclude ‘ad sense for mobile apps’ as a placement within the display network tab shown below. Display

 

 

3. Understanding how your customers convert


Understanding your conversion path is a worthwhile exercise that’s full of insight. As the default conversion model is set to last click, the below image will show that Desktop & Mobile are on par with 40% of the conversions each. However, mobile tends to get undervalued when reporting on conversions only so it’s worth observing where the user journey has started from. Below will show that Mobile is by far the leading initial touch point with over 50%. In addition, this device path report displays the multi-touch points across a user’s journey that have converted.

Path to Conversion