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Driving efficient conversions with mobile ads
Friday, December 18, 2009
The mobile internet has exploded over the past year. If you're new to mobile advertising, it can be an easy first step to extend your existing online campaigns to the mobile platform. As a next step, it's important to analyze what performs best on mobile and to identify ways to optimize your campaigns.
Recently, in this
case study
, Razorfish shared how they tested different approaches to the mobile campaigns for a Fortune 100 retailer. Here's a recap of what they learned:
To start, Razorfish simply replicated the client's desktop campaigns, focusing on branded keywords, but selected to target mobile devices with full Internet browsers. They then experimented with a few changes to the original campaigns. First, they tried different landing pages to identify which actions their customers were looking to complete on their mobile device. Next, they developed multiple versions of ad text, including a mention of the specific mobile device, and compared performance to the original text.
Overall, the optimized campaign yielded higher conversion rates. According to Razorfish search manager Brian Bartek, "the three new [ad] versions provided over 9.3% lift in conversion rate over the strongest performing copy in their desktop campaigns."
The complete case study is available
here
. For more information on mobile advertising opportunities, visit
http://www.google.com/advertisers/mobile/
.
Posted by Meredith Papp, Mobile Ads Team
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