4. Agenda
• Mobile ad & sitelink optimization
• Ad extensions for mobile
• Optimal campaign settings for mobile
• Mobile bid modifier plan
• Action plan for multiple campaign modifiers
• Display network plan on mobile devices
• Conversion optimizer for mobile
• Mobile optimized landing pages
• Lead qualification via mobile
8. Mobile ads = do them now!
“Mobile-optimized text ads and
extensions will be given preference
on mobile devices.”
TIP: Avoid truncation. Mobile ads
should be shorter. Aim under 60
characters.
10. Check that box, yo!
Task: Use Mobile
Preferred Ads &
Site Links
Step 1
Step 2
TIP: Mobile sitelinks should
be shorter. Aim for 15-17
characters in length.
13. two clicks and you’re done
• Charged the same as for a
standard click on the ad.
• Clickable on devices that
allow a user to click and call
• Utilizes Google call-
forwarding for tracking
• Count calls as conversions
when they last longer than
60 seconds
23. mobile is the little guy here
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Computers Mobile devices with full browsers Tablets with full browsers
Conv Rate
Conv Rate
39. some best practices are best
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
Mobile Test - New Mobile Test - Old
Conversation Rate
CVR
Task: Optimize Your Web Experience
for Design AND User Intent
41. Not all leads are equal
0%
10%
20%
30%
40%
50%
60%
Laptops / PC Mobile Devices
Qualified Leads
Qualified Leads
Task: Monitor Mobile
Lead Quality Closely
44. What to know now
• 6 in 10 online adults in the
US and UK use at least 2
devices every day
• 76% use their smartphone
“on the go”
• 60% of multi-device users
transition to larger screens
to finish tasks
• 22% finished on a tablet
and 58% on a laptop
45. Working on estimates for now
Estimated Total Conversions
• Counted when a customer clicks
an ad on one device, then converts
on another device.
• Includes: cross-device, many-per-
click, and phone call conversions.
Task: Start Thinking about
Cross-Device Behavior