Academy on Air – Mobile Formats

// By Dillon Kavanagh


In this article we are discussing mobile formats, the basis of the content is attributed to the live stream present by Google evangelist’s Maya Geller and Mairead Butler. To recap on another article we posted on User Experience, Mairead is a mobile solution specialist & Maya Geller is also a product specialist on mobile based in the Dublin HQ. Aiming to outline the importance of being present online via mobile technologies is crucial, additionally before the Christmas season or any peak selling period you are in preparation for.

Before diving in it’s crucial to establish we’re no longer in a mobile-first world, we’re quickly approaching a mobile-only world. In the age of smartphones, the internet is accessible anywhere, at any time.  In the hustle and bustle, we are left in a haze as marketers, a simple question posed on how to tackle clearing the smoke was posed,

How do we capture the moments that matter?

Google produced a study showing that the avg user touches their phone up to 2617 times per day. For the technical analyst’s this included any swipe, tap, touch or motion-related event which your phone was actively engaged.

The very first step advised by Mairead is to take a step back, examine the user profile in question and take a step into their shoes! Mapping out their typical day’s events can be a vital part to exposing key ‘real-estate’ periods in which the user can be targeted. The below web-like mapping structure outlines the daily activities of a Dublin user who is looking to go on holiday.

In an attempt to make the above example less obscure we suggest you try to avoid focusing on the last step before the purchase and analyse previous events in which the user begins the purchase funnel. This change in circumstances allows us as marketers to move away from only AdWords and analytics observations to other strategies and tactics we can utilise in the user joruney.


6:50 AM The user wakes up at 6:50 am. We will begin by using placement targeting on the GDN.

The Google Display Network can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps.

8:42 AM A typical user’s route in the morning to work will consist of a journey via public transport between 7.30 AM to 9 AM. Custom ad scheduling and bid adjustments are a suggested solution of targeting users at this time.


Thinking outside the box

The above action can take less than 15 minutes to set up but it can make a tremendous difference to your targeted campaign. The question posed is can you think outside the box and can that idea be implemented into the promotional strategy and if possible to capture the relevant data for analysis. A suggestion offered by Mairead that is often underutilised is audience-based reporting. They are not enabled by default in your GA account so be sure to enable them before launching your campaign. Narrowing your audience can give your campaign a boost when isolating your audience down to a specific set of demographic profiles including location, most common mobile device used, times of usage. Taking this extra layer of data you can then adjust your bid campaigns to correlate.

Putting on the consumer’s shoes

Engage in the process from the consumers shoes, what questions are consumers asking about the business or your product? How can you go through the thought process of what brings users to your website and products / services.

Below are a few short simple questions to get the thought process going.

  • Is the product itself expensive?
  • When is the best time to purchase the product?
  • Is there any reviews about the product?
  • Where can I get more information surrounding the product?

We do suggest for you to search the long-tail keywords, if you can find unusual yet relevant questions your consumers ask you may be more likely to stand out in the purchase funnel.

→ Make sure when viewing GA that you create a segment for the most valuable users on your site rather than the most common or active user. This is a common pitfall.

Keyword planner

Keyword Planner is a free AdWords tool can help you build or expand your Search Network campaigns. It’s often a tool left forgotten before AdWords engagement. A quick example is a simple search for a client of ours Golden Stitch. From a quick search you can establish the suggested bid for top keywords, competition and extract out the relevant keywords based on our prior user profiling activities.

→ Longtail keywords, often known as upper funnel pairings are often far less competitive and therefore more cost efficient.


Which Mobile Formats are Suitable for my business

Be sure to capitalise on mobile ad traffic by ensuring you are using the best ad format:

ETAs – First things first

Optimised for the mobile first world, expanded test ads are designed to maximise your presence on search results. With nearly 50% greater ad copy , this format features a more prominent headline and extra room to highlight your products and services.

→ If all your ads are not extended text ads at this stage you should hurry to make the shift to optimize your holiday season advertising budget and drive a higher CTR.


How to Use IF Functions to Tailor your messages for your mobile users

Example code for adwords text:

Book a comfortable hotel room today with one {=IF(device=mobile,tap):click} ).

Typical use of in-ad code such as the IF function is audience related targeting and countdown customizers. An interesting trait outlined by Maya Geller was that data has shown many users will actually visit the product many times on mobile yet make the final purchase via desktop. A hot tip to help engage users on mobile to make in-mobile purchases is to offer an incentive such as a discount.

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