This is the first in a series we call the Definite Guide to Google AdWords Mobile Click to Call Ads. This section covers all you need to know to effectively and efficiently target cell phone and mobile browser users with click-to-call ads.
Future sections will include keyword research for mobile searches, mobile ad text best practices, bidding strategies, and campaign reporting and optimization.
Why Target Mobile Devices with Click to Call Ads?
First, it is important to understand that people search differently with mobile browsers than they do with desktop or laptop machines. iPhone and other “superphone” users’ search queries average 2.9 words while conventional phone users average under 2.5 words. According to Google, 54.5% of search queries are longer than 3 words.
Secondly, smartphone web browsers are integrated with the devices’ phone functions. Phone numbers displayed on a web page are typically underlined like a normal link and clickable. The phone automatically dials these numbers when clicked.
Finally, the majority of mobile searches are for local services or products. Searchers are looking for something near them, and phoning a business is much easier on a small screen than trying to fill out a tiny contact form.
How to Target Mobile Devices with Google AdWords
As with other advanced targeting options, the settings apply to an entire campaign. Hence, it’s best to create a new campaign for your mobile click to call ads.
The first option is to select the default “Mobile Devices Only” in the Load Settings menu. This will automatically select “All Mobile Devices” and “All Mobile Carriers” which may be less than ideal.
You are better off customizing your settings manually to avoid displaying your ads on devices without phone capabilities (ahem, iPad) or carriers that don’t offer service in your target geographies. Unfortunately the iPhone and iPod Touch are lumped together so you can’t exclude the Touch.
Make sure you expand and consider all of the options within the Networks and devices menus.
Once are satisfied with your targeting options, we have to tell AdWords which phone number to show. Again, since this is a campaign-wide setting we are forced to pick just one number. I imagine that in the future Google will allow for Ad Group or keyword-specific phone numbers (possibly through Google Voice and Google Analytics?).
Next, designate which phone number to display and dial in the Ad Extensions menu. DO NOT select the phone number associated with your Local Business Center listing (you have claimed it, right?) since this feature is not yet enabled. Eventually, if you have multiple listings Google will automatically show the phone number for the listing closest to the user’s physical location.
Ready For More?
The next installment in this guide deals with how to target keywords for your mobile AdWords campaign. Check it out!
