Guest Blogger – Matt Lawson

Google recently projected 44% of searches for last minute gifts this holiday season will be from mobile devices. We do realize summer just ended and it may be a tad early for some to be thinking about the holidays; however, the stat did get us thinking about best practices when running successful mobile advertising campaigns. Here are three things we’ve noticed that you may want to consider:

1) Position More Important – A smaller screen equates to less ad real-estate on mobile devices. Typically only 1 or 2 paid search ads appear at the top of a mobile search. Consequently, it’s important to closely monitor the position of your mobile ads and adjust accordingly.

2) Tailor Mobile Ad Content – Although tempting, copying existing creative over to mobile campaigns tends not to work as well. We’ve seen short and sweet works the best with mobile ads creative. Certainly leverage all the characters you can, but be conscious about clarity so mobile users on the go accurately know what they’re in for.

3) Focus on Local Results – Often when searching on mobile devices users are trying to find an answer to an immediate concern whether it’s directions, nearest restaurant, or nearest store that sells a particular item. Advertisers that focus on taking advantage of locality tend to see better results. Local offers and coupons, particularly in-store coupons, within mobile ads improve click-through rates and conversions.

What have you found to work when running mobile ads?

Matt Lawson, VP, Marketing, Marin Software

Matt will be speaking at DMA2011 on Monday, October 3, on the evolution of paid search, in the Acquisition & Lead Generation track.

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