Google's Enhanced Campaigns an opportunity to do Mobile Ads the right way with Mobile Landing Pages

Google recently announced Enhanced Campaigns. Much has been said about it on both sides of the fence and if one should upgrade now or wait till it becomes inevitable.

Nevertheless with this change, it is at the very least making every Adword advertiser to think through the process of allocating some of every campaign budget to target mobile devices. While it may seem like  early days for Mobile, a recent article in NYTimes that about 25% of visits occur via mobile indicates that today, a business ignores mobile at their own peril.

With this change,  one can indicate if an Ad should be targeted at a mobile device.  Which is a good thing, as we would argue that a Mobile Ad must always be different from a desktop Ad for two main reasons:

• the landing page experience should be mobile optimized.
• singular focus: while desktop website ads can be a bit more generic, mobile is mostly about doing one task at a time, as easily as possible. So both the mobile ad and it’s mobile landing page experience should be much more focussed.

Just as with QR codes, a Google search on a mobile does not do justice if it gets leads to a page designed to be viewed on a desktop. A page that is properly formatted for a mobile goes a long way towards getting someone to register their interest for your service or purchase outright.

Some of our clients have started to use the Qryptal platform to create mobile landing pages that are used on mobile Ad networks with good results.  A great example is Xpressflower.com. Before Valentine’s Day their mobile ads landed visitors on their Valentine’s Day flower ordering pages. Users could not only get the information but also complete the entire transaction (including payment) on their phone within a few minutes.

Not surprisingly, a page designed for mobile leads to better results on a mobile.  Such a page typically has form elements that are designed for touch entry and with intuitive form entry elements such as bringing up the numeric keypad when entering a phone number.

So if you’re an advertiser on Google or an Advertising/Marketing agency and faced with updating your Adword campaign, it’s a good time to look at platforms such as Qryptal to quickly create effective mobile landing pages. We would be happy to share our experience.