28 Sep '16, 1pm

How to implement mobile-specific ad copy for AdWords expanded text ads

During the first half of 2016, one very popular search ad test was benchmarking click-through rates of ads with “no device preference” vs. “mobile preferred.” As confirmed by Google and Bing reps worldwide, the use of mobile-optimized ads increased CTRs by almost double when compared to ads with no preference that were served to users on mobile. Not only would the SERP actually prefer these ads and serve them in higher-ranking positions, but SEMs were able to develop creative that was specific to mobile searchers. For most who tried implementing and testing mobile-specific ad copy, we saw huge success. Speaking to your great mobile experience and letting customers know they can complete the purchase process easily from their smartphone was a great way to drive conversions. However, now that mobile preference is going the way of the dinosaur, we need to adjust our strategie...

Full article: http://searchengineland.com/implement-mobile-specific-ad-...

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