AdWords Mobile PPC Performance: How it Stacks Up Against Desktop

In the online world, mobile technology is undoubtedly taking up everyone’s attention as mobile users are increasing day after day. Google, for instance, has been rolling out updates for AdWords with focus on mobile strategy.

But what happens if mobile and tablet campaigns are required to be included with desktop? What impact would it have on the PPC results? Most advertisers have no specific mobile strategy and this is much attributed to their rather slow embracing of mobile strategies, probably thinking it will pass

The following provides a snapshot of observations made on mobile and tablet behavior on “average” clients for a short period of time.

  • Impressions. Search impressions on mobile or tablet ranged from 7 to 40 percent of the total impressions. It showed a low mobile display rate of only 6 to 30 percent based on search by type of client. Impressions aren’t clicks or visits. It helps provide an idea as to volume and opportunity.

  • Click-through rate (CTR). It showed that mobile tends to have the same CTR as desktop, or in some case better CTR. You can pump up CTRs by optimizing with mobile specific creative and offers.

  • CPC best deals. Lower CPC results from “mobile with full browsers” campaigns. CPCs are 30 to 60 percent lower than the average. This means there are more opportunities to further explore the bargain CPCs. However, CPCs for tablets were higher than desktop. This is interesting because there is no bid adjustment in Enhanced Campaigns for tablets.

  • Conversions. Conversions for all mobile campaigns targeting all devices pre-enhanced features are at 3 to 12 percent of the total account conversions. Conversion is leaning heavily towards tablets. Some of them were even tablet only conversions.

The conversion results from mobile devices are not that impressive and instead rather disappointing. There are a host of factors that this can be influenced by – volume, usability of the mobile landing page, or offer.

A study by Google/Nielsen which was released in March showed that 3 out of 4 mobile search queries done on mobile devices trigger follow-up actions, regardless if it’s further research, store visit, a phone call, purchase or word-of-mouth sharing. With this, mobile activity may just be the starting point driving multi-channel conversions if you know the right approach.

  • You should look at the overall mobile traffic on the website from all sources. Compare these data to paid search results to understand its similarities and differences.

  • Check and evaluate the page every time you visit – check the time spent on site and conversions from mobile, and engagement from mobile. If the results are low, even if you have new mobile campaigns, you may still get the same results. The solution is optimization of the website experience.

  • Optimize the site for a more mobile experience, which means more specific pages, conversion paths, or offers that are easier or quicker for users.

  • Dig into paid search settings. You can do this by reviewing previous mobile CPCs and making the necessary adjustments on enhanced campaign percentage to similar. Identify the trends by reviewing locations or time of day and consider bid adjustments to capture this.

  • Plan ahead. There are many ways to increase conversions – based on what you know and what you will learn. You need to know if you will focus on bids, ad copy, landing pages, conversion path, or all of the above.

Keyword Planner Google Adwords New Tool


In the tradition of Google’s continued efforts in enhancing the functionalities of existing algorithms, tools, matrices, etc., the search engine giant rolled out the AdWords Keyword Planner to chosen PPC/AdWords accounts in April. But unlike the Google updates tradition, this one went almost unnoticed. It is one of the biggest overhauls Google Keyword Tool ever had and yet it was also the most quiet.

The new Keyword tool – Keyword Planner, was born out of the combination of two existing keyword tools, i.e., Google Keyword Tool and the AdWords Traffic Estimator. The new keyword tool hopes to have a more structured and integrated workflow and many other new features.

The new Keyword Planner will eventually replace both the Google Keyword Tool and AdWords Traffic Estimator in the very near future, and expectedly it will have an impact on the workflow.

Keyword Planner

This is a more focused or directed version of the two keyword tools, which is to make it easier for advertisers to get through the process of creating new ad campaigns and ad groups which is important in kick starting the PPC accounts off to a good start.

Differences from Google Keyword Tool and AdWords Traffic Estimator

Google Keyword Tool was meant to be general-purpose and unstructured. The tool can be used for almost anything including Keyword Research for SEO.

The new Keyword Planner, on the other hand is similar to an ultimate AdWords campaign building workshop. It has a wizard-type interface. The first step is determining the mechanics of creating ad campaigns and ad groups. Out of the three possible paths, you need to pick one:


Search for Keyword and Ad Group Ideas

Google Keyword Tool and the AdWords Traffic Estimator.

When a new campaign in AdWords is created, you rely on Google to provide you with keyword suggestions.  The next stage of the Keyword Planner is researching and picking the keywords to be added to your account.

  • Filtering keywords from the Keyword Plan. The new Google Keyword Tool has filtering capabilities that can allow you to be really picky with your keywords to be added to the PPC account.
  • Setting Targeting Parameters. It’s important to have keywords that make sense for your business. Google allows you to customize the keyword stats and performance such as search network, country, and language.
  • List View vs. Grouped View. Keywords may be viewed either in list view or in grouped view.
  • Keyword Plan. You can add the promising keywords to “Your Plan” – a temporary storage area for saving interesting keywords and keyword-groupings. The Keyword Planner allows keywords added to Your Plan to be saved while still in the process of looking for keywords. In the two old keyword tools, this saving feature involved separate processes of saving to Google Keyword Tool and copy/paste it as input to AdWords Traffic Estimator. In the new Keyword Planner, the separate processes were integrated into a single process.
  • Getting Estimates & Reviewing Your Plan. This involves setting a keyword bid and daily budget for your portfolio of keywords and keyword groupings. To customize your estimates, you need to provide Google with information on budget, bid, location and other competitive factors. Doing so, would maximize the tool’s reach to one’s targeted market.

Enter or Upload Keywords to get Estimates

You can start using your own keyword list – maybe from several years of Web analytics data. If you have this data, it’s better to use this list instead of the generic keyword suggestions generated by the Keyword Planner. When you press the Get Estimates button, the Keyword Planner will generate daily estimates for Clicks, Impressions, Average as position and costs.

Multiply keyword lists to get Estimates

This involves mashing up and multiplying keyword lists. An example would be multiplying a bunch of names of products with colors and word modifiers to arrive at unique keyword permutations. You can mash up a total of three lists and get estimates for the keywords born out of multiplied lists.


Keyword Planner tool supports various workflows for building ad groups and ad campaigns– from generic keywords generated by the tool or based on existing keyword lists and the determination of negative keywords for effective PPC campaign. It provides more solid and consistent user experience by integrating keyword selection, grouping, analysis and filtering aspects of the workflow entailed by keyword selection.

Designing Ad Structure & Writing Best Ad Copy – Google Adwords Basic

Designing ads structure and writing compelling ads are very important in an AdWords campaign. Well-designed ads can help you to attract quality visitors, lower your average CPC, eventually increasing your adwords quality score, and generate higher revenues in the long term.

Rules – Read Adwords’ punctuation guideline carefully and obey all the rules so you can get the maximum results from your campaigns.

Focus – Make sure that each ad represents your specific product or service that you’re trying to promote. Make your ad tidy and attractive to achieve higher CTR.

Capital Letters – Capitalize the first letter of each main or important words to make your ads stand out. But avoid excessive all caps as it will violate the rules.

Display Price to Filter Clicks – If your product or service is in the price sensitive zone, then you may have to include the price of your product or service in your advert. This strategy is to discourage bargain hunters from clicking your advert. Displaying the price of your product or service will not only filter clicks, but it makes your campaigns cost-effective.

Call-to-Action – Make sure that you add a call-to-action in your advert to drive potential visitors to visit your website. “Sign up now..”, “Check our deals…”, “See others’ testimonials…”etc.

Display URL – Many reports have shown that short and interesting URLs have better conversion than standard URLs. To get a better conversion rate, you have to customize your display URL into something like this “yourdomain/Halloween-Deals.”

Do Trial and Error – Create at least 2 ads for each ad group, then evaluate the performance of each ad frequently. In this way, you know which ad works well and which ad that has low conversion. This is also referred as split testing. Keep writing new ads, and pause the non performing ads.

Dynamic Keywords Insertion – Visit the Adwords help section to get more information about dynamic keywords. Although it is a bit complex, proper use of dynamic keywords can lead to more clicks.

Apply all these tips and you’ll get great results from your campaigns. However, Google Adwords constantly updates their system and changing rules. Best to keep yourself up-to-date with the latest news from the adwords team itself by following

Understanding Quality Score – Google Adwords Basic

AD Word

Google uses two aspects to determine how much you have to pay per click and the position of your advert. The first aspect is the quality score of your targeted keywords and the second aspect is the maximum CPC that you’re willing to pay for your targeted keywords. The rule is simple; you can get a higher success with your targeted keywords if you get a higher quality score.

Components that Determine Google Adwords Quality Score:

Quality of Landing Page – Adwords team will review your landing page before displaying your ads. They will review your landing page’s navigation, usability, relevancy and optimization. So optimize your landing page for the user to get higher quality score.

Click-Through-Rate (CTR) – Focused ads and ad groups will not only increase your CTR, but they can increase quality score. The higher your quality score is, the lower your cost-per-click will be. This is how Google rewards their advertisers.

Display URL History – Know that you can also test your display URL and this is 1 factor affecting click-through-rate. This is sometimes overlooked by many advertisers.

Keyword Relevance – Make sure that your ads are highly relevant with your targeted keywords up to your landing page. This means you have to give what exactly the user is searching for. Otherwise, most likely you will receive a very low quality score and your ads will be rarely shown, or worst if it’s not shown at all.

Geographic Performance – If you achieved a success in your targeted areas locally, it can help you get higher quality score.

Account History – This is determined by looking at your overall CTR of all your ads and keywords in the account. So if you’re a new advertiser, this is your chance to start your campaign right in the beginning and build a good account history.

Quality score is calculated every time someone searches for one of your keywords. It will then be used in various ways that will affect your Ad Auction Eligibility, your Keyword’s First Page Bid Estimate, your Keyword’s Actual Cost-Per-Click, and your Ad Positions.

In conclusion, if your quality score is high, your costs is lower, and you have a better ad positions.

Whether you are a customer, publisher, or advertiser, Google Adwords system works best for everyone. If Google (the publisher) show’s an Ad (from the advertiser) that is relevant to the search (from the customer) – then everybody’s happy. Always remember – Relevancy is the key.

Setting Up of Campaigns and Ad Groups – Google Adwords Basic

There are two hierarchy levels in Google AdWords: Campaign Level and Ad Group Level. Here’s an explanation about each level.

1. Campaign Level

Geographic Targeting – This option enables you to choose the geographical location where your ads would show up. With this option, you can choose very specific locations such as a city or several specific cities. If you only target one city, then just include the name of the city to your keywords. The more narrow your target market is, the better. The drawback, however, is you might not get enough impressions and clicks.

Network & Device Targeting – The network option will allow you to choose whether you wanna show your ads on the search network (that uses keywords), or display network (that uses contextual or placement targeting). Be careful in using display network with the “broad reach” as it will lower your click-through-rate, thus lowering your quality score as well.

As for the device targeting option, choose wisely and analyze where what type of device your target customers would be using such as desktop, laptop, tablets, or mobile devices.

Budget & Bidding – If you run multiple campaigns, then you can set a budget for each campaign. Set the amount you are willing to allocate to spend daily. Be mindful on your bid. Google would recommend you to use automatic bidding which will most likely cost you a lot of money. Take control of your spending and set your bids to manual.

2. Ad Group Level

Average cost per click (CPC) – In ad group level, you can decide the default cost-per-click. You can also edit the CPC for each targeted keyword. Make sure to set the default bid to minimum. If you will receive a warning saying “below first page bid” then you may set the bid manually on that specific keyword.

Ad Copy – You have to create the actual ads for each of your ad group. It is highly recommended to create at least 2 ads for each ad group to test which one works better or gets the highest click-through-rate. Adwords will display them all, but the frequency of each ads shown depending on the option you chose in the main settings. Be sure to rotate the ads evenly for a more effective split testing.

Keywords – Add your keywords. Group your keywords tightly according to type of product or service, or by geographic location. Do not forget to block the unwanted words by adding them as negative keywords.

Landing page – Your landing page must provide product or service or information needed by your visitors. Do not use a landing page that has nothing to do with your keywords, because that can drive your visitors away. Relevancy is the key to achieve success on google adwords advertising.

Choosing The Right Keywords – Google Adwords Basic

Targeted Keywords

One of the ways to set up your adwords campaign correctly in the beginning is knowing how to choose your targetted keywords. Here are two simple aspects that you have to pay attention when choosing the right keywords.

  • Your Product or Service

Your targeted keywords must be very relevant with your product or service. It will be worthless to target the word “internet marketing” if in your ad group or ad copy you are targeting the service “search engine optimization”. There are several reasons why you have to follow this guideline; firstly broader keywords are very competitive and they cost very expensive, secondly you will get more quality visitors if you target more specific keywords because those visitors are in need of your service and most likely are ready to pay, when typing the targeted keywords.

  • Include your Targeted Location

Incorporating targeted location to your targeted keywords is very important. Geo-targeting can lead to more targeted visitors. For example, if you provide service to the entire USA then you have to add either “usa”, “us”, “america”, or “united states of america” to your keywords.

Use these two aspects to find the right keywords for your product or service. Remember, the right choice of keywords can yield greater revenues for your business.

If you want to conduct a deeper analysis to find more relevant keyword matches, you may use the Adwords Keyword Tool and other Keyword tools available online. It can be more complicated but it can avoid keyword matching that is too general.

Negative Keywords

When you have determined your targeted keywords, Adwords system usually provides you with several additional keywords that the system considers as related keywords to your targeted keywords. For example, if you offer a web design service in New York and you target “web design service in New York,” the Adwords system usually provides you with additional keywords like “web design in Washington.” These additional keywords are completely useless if your target is only New York. Therefore, “Washington” will be your negative.

You have to filter the additional keywords from the Adwords system carefully because some keywords may be related with your targeted keywords. If the additional keywords from the Adwords system have nothing to do with your specific target service/product, you can mark them as negative keywords. It is highly recommended that you also spend a little time to list negative keywords and blacklist them from your campaigns. Blacklisting negative keywords can help you to avoid wasting your budget.

Google Adwords Basics – 5 Things You Must Know To Do It Right The First Time

googld adwords ppc advertising

Google AdWords has helped thousands of businesses to increase their profits in a relatively short time. If you are going to use AdWords for your PPC advertising, understanding the basics of PPC is very important to the success of your campaign. If you are a small to mid-sized business marketer, the following are five areas that you have to understand thoroughly so you can get the most advantage of AdWords PPC campaign.

1. Identify your campaign’s economic fundamentals
Before you start your pay-per-click campaign, there are several fundamental things that you need to figure out first, such as:

– What is your conversion goal?
– How do you measure the conversion?
– Does the conversion have a good impact to your business?
– If yes then how much are you willing to pay for it?
– Have you set up the conversion tracking correctly?

In reality, most advertisers who spend a large sum of money on PPC do not set up tracking tool properly. Answering the above questions is very important because the answers can help you to manage your AdWords campaign and make correct decisions.

2. Learn the right campaign settings
Different situations need different campaign settings. However, it does not mean that you have to split your ads groups into separate mobile and desktop/laptop campaigns right from the beginning. What you need to do is to learn all the available levels when creating your campaigns. Without learning the right campaign settings, you’ll end up in a messy campaign structure that is hard to manage later on.

3. Start with small campaign, perform, and expand
It is very important to effectively manage and track the progress of your campaigns and you must be prepared with a management cost when you run a large campaign. It is highly recommended to start small by choosing one group of products that you sell, choosing several locations to become your target markets, and determining the terms for the campaign. Repeat these trials and use the findings from these trials to become the foundation for a new, more established campaign.

4. Be mindful to campaign basics
The main idea here is to start small and targeted, and enhanced over time. The followings are five areas where you need to spend most of your time and optimization efforts:

Search Query Monitoring – Look closely at search queries and placements and be assertive with negative search queries.

Account Structure – Group your keywords tightly. Keep them targeted and relevant within an ad group. It’s important that you must know the difference between display ad groups and search ad groups.

Ad Copy – Create strong ads and try several different ads variations. Keep testing for better conversion.

Landing Pages – Create interesting landing pages. Make sure you optimize your website for users. Split test and make sure it converts visitors and achieve your goal.

Bid Management – use bid management to helps you track whether or not you are spending your money properly.

5. Consider the ways on how your campaigns may grow

After knowing the right campaign settings, making a good account structure, and creating effective display ads, you also have to think about the right ways to expand your campaigns later on. If you start small campaigns that focus on a certain region then it is advisable that you consider geographical driven account structure. When you are ready to expand your campaigns to target wider areas then you have to think the right account structure that best suits the target of your campaigns.

By understanding the fundamentals and figuring out the best ways to leverage your campaign, you will be able to achieve success with your campaign and start using other features, settings and tools within AdWords. In this way, you can create more effective campaigns over already profitable campaigns and avoid wasting money on PPC.

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