Wednesday, March 06, 2013

Optimizing Search Engine Marketing (SEM) for Mobile with AdWords Enhanced Campaigns

By Laura Powers

Google recently announced their intention to combine AdWords desktop and mobile search through AdWords enhanced campaigns. This means that one search advertisement and keyword bid will be shown on both desktop and mobile, allowing businesses to streamline their ad campaigns to target audiences.

With these changes, every Google paid advertisement has the potential to be viewed on a mobile device. All signs point to a steady increase in mobile device usage among internet users. Now, more than ever, it is important to ensure that marketing campaigns and online initiatives are optimized for mobile where appropriate.

Measuring and tracking marcom initiatives is always critical. With this shift in AdWords, a phone based call-to-action in tandem with a URL based call-to-action is imperative. By inserting unique phone numbers as well as unique URLs that are trackable, AdWord campaign performance can be measured and leads can be examined. Campaigns can then be systematically evaluated over time for effectiveness.

Furia Rubel typically recommends the Marchex platform for phone number consolidation and tracking. As Marchex users, our clients are able to delegate separate phone numbers for Adword campaigns, print advertisement campaigns, company websites and other marketing initiatives. Phone calls are a natural response to an online ad displayed on a mobile phone. Optimizing AdWord campaigns with unique phone numbers, as well as URLs, will be a necessity for search engine marketing as we move through 2013 and beyond.

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