July 8, 2010 • Article by Nettie Wells
In Part 1 we talked about the recent growth of Smartphones and the increase in mobile media usage that seems to be happening as a result. Part 2 will focus on how to get involved in mCommerce (if you aren’t already) as well as finally revealing the truth about how Gordon managed to acquire a free Google HTC Nexus One Smartphone.
First and foremost, it is important for advertisers interested in Mobile to identify their target markets as there is a huge difference between advertising on WAP devices and on those with full HTML browsers at even the most fundamental levels:
That isn’t to say that you should concentrate only on High End devices such as the iPhone and the Nexus One. Far from it. Would you want to be the one explaining to the boss why customers using a Blackberry can’t view your ads?
What you need to do is create separate campaigns for each by accessing the Networks and Devices menu in AdWords and simply ticking off which devices you wish to target. Another useful tool that can be found in this menu is targeting by selected mobile operators. If for example you have a special offer in conjunction with Orange (e.g. Orange Wednesdays) you can choose to only display ads to people on the Orange network who can take advantage of the offer.
If you haven’t already experimented with click to call ads then now is the time to start. Customers can use their mobile device to call your business direct using the phone number in your ad. Google claim that advertisers in their trials saw a 5-30% increase in click through rates on their click to call links. Plus you can even track your results in AdWords to reveal how many calls you received from your ads.
Another thing you might consider is redeveloping your website especially for mobile devices or developing apps that make it easier for the user to access your content. The big boys at eBay and Amazon are the best at this at the moment and their results are clear to see: eBay’s mobile services boast 750,000 unique global users daily and £308m worth of transactions in 2009 alone.
That concludes my round up of our trip to London. If you are still wondering how Gordon managed to get a free Nexus One then you’ll be glad to know he won a competition by simply sitting in the right seat at the right time. Good work Gordon!
That’s all for now.