If you’re running a Google AdWords campaign, creating a separate campaign specifically for mobile devices may improve your overall results. Here’s why:
• Bidding Flexibility. The competitive playing field is different for mobile. Fewer paid search ads are typically displayed on mobile devices, so competition may be greater for the available spaces. By the same token, not all AdWords advertisers choose to have their campaigns show on mobile devices, so that may work to your advantage. Either way, your optimal bidding strategy is likely to be different.
• Budget Allocation. You may find that allocating one budget for mobile and a separate budget for desktops may be more efficient than lumping everything together. Revisit your budget limits frequently. As mobile adoption rises, your mobile AdWords campaign budget may run out faster than you anticipated.
• Keyword Performance. Don’t assume that your best keywords on your desktop AdWords campaign will perform similarly on mobile. Always test. Your mobile ads are likely to reach a somewhat different audience, or people who are at a different stage in the buying cycle, than your desktop ads.
• Different Ad Creative. You may find that it’s worthwhile to use different copy for your mobile ads. Since the profile of mobile users tends to be different than those who only use desktop computers, it makes sense that adapting your ads may be beneficial. Even something as simple as saying “Request a catalog from your phone” may boost results.
If you’re currently running a combined desktop and mobile campaign that you want to separate, remember to change your device selections on your old campaign once your new mobile campaign is up and running.