Google Mobile Advertising on the Content Network

By David Szetela , June 16, 2008

Now you know the steps necessary to create your first mobile search ad campaign. You also know that it doesn't require creating special mobile versions of your site because the user action is to click on an ad that automatically places a phone call to your business. Today, we'll pull the spotlight off search and focus on the steps necessary to create a mobile ad campaign that displays banner ads on Google's mobile content network.

This campaign also won't require mobile Web site design, because clicks on the ad will be directed to a Google-supplied mobile-friendly page describing your business. This is really sweet because Google provides lots of space on that page for you to describe your business, competitive advantages, etc., as well as a clickable link that lets potential customers call you immediately. Such ads are ideal for businesses that rely on phone calls to start or close a sale -- fast food restaurants or professional services, for example.

Now let's get started creating our first mobile content banner ad campaign. Step one: create the banner ad. Options are limited -- you're restricted to low-resolution versions of these sizes:

mobile advertising

But here's an even bigger challenge: creating a tiny ad that's noticeable and compelling enough to stand out from page content on a tiny screen and to elicit the reader to click on it. Need a refresher on how to do this? Go back and read my previous columns on contextual advertising best practices and how to create compelling non-text ads. You may need to make design compromises, but don't compromise on the most important factors: a clear benefit, and a clear call to action.

With banner in hand, you're now ready to take the fairly fast, straightforward steps to creating the campaign:

  1. Create a new keyword-targeted campaign in your AdWords account (it's not yet possible to create mobile placement-targeted campaigns). This will be a content-only campaign, so keep in mind the important last step: turning off search delivery.
  2. Click on the Mobile Ad link.
  3. Click on the Image radio button. You'll be presented with the opportunity to browse your hard disk to find and upload your mobile banner ad.
  4. Under "Would you like to link your ad to a mobile webpage," Choose the option that lets you create a free AdWords Business Page, and click on Continue.
  5. Here's where it gets interesting. Look at all the info you can place on your custom mobile page!


    click to enlarge

  6. For many advertisers, this is more than enough to describe their company, products/services, and competitive advantages -- and get the call. Important tip: create a customized destination URL for the page. Once you've clicked the "Continue" button, though, you may not be able to see this info again (at least, I couldn't find a way), so write it down. Click here for an example of what such a page will look like.
  7. On the next screen, you'll be able to specify the keywords used to target your ads to appropriate sites.
  8. Enter your daily budget and maximum CPC bid, and you're almost done. The crucial last step (and this goes for any keyword-targeted campaign): go back into Campaign Settings and turn off the Search Network. The main reason: if you've chosen your keywords correctly, they're likely to be all wrong for a mobile search campaign.

That's it! From now on, manage this campaign just like you would any content campaign. Most importantly, you'll be able to run Placement Performance reports and see which sites don't perform well for you -- and use the Site Exclusion tool to bar your ads from appearing on those sites.

Next week: how to write great mobile text ads and create great non-text ads. As usual, send me comments and questions or post in the SEW Forum Content Advertising thread.

Join us for SES Toronto, June 16-18 at Metro Toronto Convention Centre (South Bldg.).

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