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Go Mobile! Series: A case study in optimizing mobile campaigns

More and more people are accessing the internet on their mobile devices. Take advantage of this trend by making sure that your ad campaigns are opted in to show on mobile devices with full internet browsers. If you’d like to take things to the next level, create separate mobile-focused campaigns so that you can optimize your keywords, ad text and landing pages for people using mobile devices.To help you understand what mobile optimization looks like, we thought we'd share the approach that Razorfish, a global digital advertising agency, took for one of their retail clients:

• The Razorfish team started by duplicating the existing desktop campaigns and switching the settings to target mobile devices with full internet browsers.
• Since their client had a well-known brand name, they focused on branded keyword terms with enough traffic to help them learn quickly about what was working best for their campaigns.
• To measure performance, they tracked several conversion metrics including whether [...]
  URL : http://feedproxy.google.com/~r/blogspot/ATHs/~3/EwB4uYmVvBY/go-mobile-series-case-study-in.html
  Date : 2010-03-10 16:19:00
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  Author : Inside AdWords

  Google's official blog for news, information and tips on AdWords. AdWords is an online advertising solution.
  http://adwords.blogspot.com/
  

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