Mobile Campaing — Google Best Practices

Just because you can see your desk­top web­site on a mobile phone does­n’t mean that it’s mobile-friend­ly. Peo­ple who use high-end mobile devices, like iPhones or Android phones, can see stan­dard AdWords ads and stan­dard web­sites. But oth­er pos­si­ble cus­tomers use WAP mobile phones, which can only view spe­cial­ly designed mobile web­sites.

To reach the most mobile cus­tomers, it helps to cre­ate a mobile web­site that’s tai­lored to the small screen and makes it easy for peo­ple to make a pur­chase or take oth­er action on your site.

When design­ing your site, keep in mind mobile best prac­tices, like sim­ple nav­i­ga­tion and high­light­ing local options of your busi­ness. If you’d like to reach cus­tomers with WAP phones, you’ll also need to use mobile-friend­ly code to cre­ate your site.

Reaching mobile customers using a normal (HTML) website

Regard­less of whether you have a mobile web­site, AdWords will let you show text ads to cus­tomers using Google Search on a high-end mobile device, like an iPhone or Android phone. These “smart phones” have a full Inter­net brows­er (like a desk­top com­put­er), so a cus­tomer who clicks your stan­dard-sized text ad from the search results page can vis­it your stan­dard web­site writ­ten with HTML.

By default, AdWords opts your new cam­paigns into “all avail­able devices,” which includes these “mobile devices with full browsers.” You can opt in or out of show­ing ads on “Mobile devices with full browsers” from each cam­paign’s Set­tings tab.

Keep in mind…

If you opt in, make sure that your land­ing page does­n’t con­tain Flash con­tent. Flash is cur­rent­ly not sup­port­ed on iPhones or iPads, and has only lim­it­ed sup­port on Android and oth­er high-end mobile devices. If our sys­tem detects that your land­ing page has lots of Flash con­tent, we’ll auto­mat­i­cal­ly lim­it your ads from run­ning on high-end mobile devices.

Mobile Campaing - Google Best Practices

Target a device

Nowa­days, many mobile devices have stan­dard browsers, but some fea­ture phones lack a full brows­er and can only view mobile-spe­cif­ic web­pages. To reach cus­tomers on these devices, you’ll need to cre­ate a WAP [mobile ad] and a WAP-friend­ly mobile web­site, which we’ll talk about more below.

Best practices for designing a mobile site

When cre­at­ing a mobile web­site, you’ll want to keep in mind a few strate­gies that best take advan­tage of the small size of mobile screens and the behav­ior of mobile users. These strate­gies can help make sure your mobile site is a great expe­ri­ence for cus­tomers and direct them to take the desired actions on your site.

Keep it quick

  1. Reduce large blocks of text and use bul­let points.
  2. Com­press images to keep them small for faster site load­ing.

Make it easy to buy some­thing or con­tact you.

  1. Reduce the num­ber of steps need­ed to com­plete a trans­ac­tion.
  2. Keep forms short, with the fewest num­ber of fields pos­si­ble.
  3. Use check box­es, lists, and scroll menus to make data entry eas­i­er.
  4. Use click-to-call func­tion­al­i­ty for all phone num­bers.

Sim­pli­fy nav­i­ga­tion

  1. Min­i­mize scrolling and keep it ver­ti­cal only.
  2. Use a clear hier­ar­chy in menus and avoid rollovers.
  3. Help cus­tomers nav­i­gate between lev­els with clear back and home but­tons.
  4. Use sev­en links or few­er per page of nav­i­ga­tion.

Help peo­ple find and get to your local sites

  1. Have your address or store loca­tor on the land­ing page.
  2. Include maps and direc­tions. Use GPS to per­son­alise when pos­si­ble.
  3. Allow cus­tomers to check stock at near­by stores.


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