The document discusses strategies for optimizing Adwords campaigns for mobile users. It notes that organic search results are lower on mobile and fewer clicks go to the top organic results. As a result, Adwords is important for mobile to get quality traffic. The tips provided include targeting users by intent, optimizing sites for mobile, adjusting bids and conversion windows for mobile, and using ad extensions tailored specifically for mobile like call extensions. The overall message is that the mobile experience is different than desktop so mobile Adwords campaigns need custom optimization.

1. Adwords for Mobile
twitter.com/skipedia

2. “I never leave home without it…”

3. Mobile has overtaken desktop

4. Mobile data is growing very fast

5. • Target users by ‘intent’
• Lower Cost/Conversion than ‘interruptive’
• You cannot rely on organic traffic…
Why use Adwords for Mobile?

6. Organic results ‘below the fold’

7. Mobile Organic results even lower

8. Fewer organic clicks on mobile
• 7.4% of clicks were below the 4th organic listing v.
16% on a desktop
• 22% fewer clicks went to the no.1 organic listing on a
mobile v. desktop
• 19.2% of page clicks went to the top two sponsored
text ads v. 14.5% on a desktop
Source: moz.com (https://goo.gl/ev7mGu)

9. Mobile organic search slowing

10. So, you need Adwords for Mobile…

11. …but how do you get the most out of it?

12. Desktop does not equal mobile

13. A mobile click is different
Source: Google (https://goo.gl/gf3Idb)

14. Mobile Conversion Rates are lower
Source: Smart Insights (http://goo.gl/a4jdII)

15. So you need to do things differently…

16. Tip: Optimise your site for mobile

17. Tip: Change your Conversion Window
Tools -> Conversions -> Conversion Window

18. Tip: Set bid adjustment for mobile
Settings -> Devices -> Bid Adjustment

19. Tip: Set bid adjustment for mobile

20. Tip: Use Ad Extensions

21. Tip: Use Ad Extensions
Ad Extensions -> Sitelinks extensions

22. Sitelinks Extensions

23. Callout Extensions

24. Structured Snippet Extensions

25. Call Extensions

26. Advantages of Call Extensions
• Call extensions can increase click-through rates 6-8%
• Makes it easier for users to call
• You can count calls within Conversions
• You can set numbers to appear only when your
business can take calls

27. Tip: Tailor your Ads to mobile

28. Tip: Tailor your Ads to mobile

29. Tip: Use Mobile-sized Display Ads

30. Adwords for Mobile
• Optimise for mobile
• Change your Conversion Window
• Set Bid Adjustments for mobile
• Use Sitelinks Extensions
• Use Site Snippet Extensions
• Use Callout Extensions
• Use Call Extensions
• Tailor your Ads for mobile
• Use Mobile-sized Display Ads

31. twitter.com/skipedia
‘Adwords for Mobile’
Presented by Iain Martin
Skipedia Travel Marketing
May 2016