Mobile Search On The Right Device

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The internet marketing business changes very quickly and Google has been saying for quite some time that “the Internet is going mobile.” So, you may think you have to hurry to AdWords and create some WAP mobile ads to take advantage of this space right? Not necessarily.

WAP Mobile Ads

Let me explain: these mobile ads are meant for small devices like flip phones or a small candy bar phone. You know, the kind of phone that nobody uses to surf the web. The ad copy for WAP mobile ads is limiting as well–36 characters shared between the title and one description line and only 20 characters for the display url. Writing enticing ads with those kinds of limits is practically impossible.

    WAP Ad Guidlines:

  • 18 character headline.
  • 18 character description.
  • 20 character display URL.

Aside from the limiting ad structure, consider what happens after the click on one of these ads. Is your website optimized for mobile devices? Is it realistic that anyone would go through a purchase process? Imagine entering your address, and billing information through one of these mobile devices.

Mobile Search With Full Browsers

I don’t want you to get the idea that the Internet is not going mobile, because it is. The key is the type of mobile devices the internet is being used on, enter iPhone OS, Android and Palm. These

devices have full browsers which let you browse the web like you would on your desktop. As an added bonus, people actually use these devices to browse the web–just ask AT&T. More importantly, full internet browsers mean you don’t need to waste your time creating tiny mobile ads, because regular ads are served on these puppies.

Google lets you set your ads to show on these devices at the campaign level in your AdWords settings. It will even segment mobile data from other types of data. This could be a good way to test the amount of traffic you attract from mobile devices.

Keep Mobile Searches From Desktop Searches

To take full advantage of these kinds of devices, create new campaigns specifically for mobile devices with full browsers. You will want to do this to accurately track the success of your mobile ad efforts. You might even want to test ads aimed at people on the go through inviting them to stop by your business.

So, while it is true that the internet is going mobile, it’s going mobile with full browsers. Keeping this data separate from the desktop data is the only way to make good decisions. In my experience mobile data takes a little longer to gather. Be patient, continue to test, and you will find a way to win the mobile customer.


AJ Wilcox

Good point, Ben. It’s definitely true that more restrictive ads would convert less. I’ll stick to normal PPC ads.

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