Mobile Ads in Google Maps

As Mobile devices and data plans become more accessible, mobile shopping and mobile search will grow and is already estimated to receive higher Ad spend budgets in campaigns than in traditional PC search advertising.

For example, according to Exploit Mobility, there were 14.8 million mobile searches performed in February of 08.

Creating Mobile Ads to coincide with a Google Local campaign will deliver real time, relevant data to customers and will help close the loop between offline and online, by driving more online and offline sales by means of mobile search and text messaging capabilities. Some features of Google Mobile are:

• Allows a person to determine their location with or without GPS capabilities on their mobile
• Delivers driving and transit directions
• Delivers real-time traffic data
• Delivers phone numbers and addresses for local businesses.

How is Google Maps for Mobile Different?

Both Google Maps for Desktop and Maps for Mobile products provide maps, driving directions, local business listings and satellite imagery. However; Google Maps for mobile is designed for users “on the go”, so it provides features specific to mobile phones, including the “My Location” feature.

Mobile Ads

Because Google Maps for Mobile serves Local Business Ads, there is no need to create specific Local Business Center Listings for Mobile Maps.

However; regular AdWords Business Ads will not be served in Google Mobile Maps. This requires specific Mobile Ads to be created in AdWords. These appear only on Mobile Devices, and not on the Google Search or Content Network Sites.

What is a Mobile Ad?

A Mobile Ad is a shorter, text-based version of AdWords Ads that are specific to Google Mobile Maps.

Tips for Creating a Mobile Ad Campaign

1. It is recommended that a separate campaign be created to house mobile specific keywords. Mobile Ads are served via Keyword Campaign targeting. A Mobile Ad Campaign requires targeting of Countries and/or targeting that will be useful to those looking for related products and services. Mobile Ads are not for Local Targeting. Therefore; a campaign should be set up with keywords containing geographic terms (i.e. City Name).




2. Be sure to specify which markup language the mobile web page or website is. Not all mobile devices are compatible with each format, so this ensures that your mobile Ads will be served on compatible devices.




3. If the business does not have a mobile version of their website, Google offers a service which allows a Business Page to be created to direct mobile ad traffic towards. This tool is available in AdWords under: Create New Ad: Mobile Ad.




4. Advertisers can pay using the traditional AdWords payment method of Cost-per-Click (pay only when an ad is clicked on) or, a payment feature specific to Mobile Ads called Pay-per-Call (when users click the ‘call’ link in an Ad).




5. Ensure business name appears in the Mobile Ad.




6. Just as regular AdWords Text Ads have guidelines, Mobile Ads do as well:
   
   
   
   
   • Title: 18 Characters Max
   • Description: 18 Characters Max
   • Display URL: 20 Characters Max
   • If your Mobile Ad is linked to a web page, the third line of the Ad will be a display URL. If you select the option to allow customers to call from this Ad, a “Call” link will appear by the display URL.
7. The phone number provided in a Mobile Ad must be a local number to the location that your Ads are targeted to and cannot be a toll-free number.




8. Mobile Ads and Keywords must accurately reflect product offerings and relate to the content on the landing page.




9. If offering a local service it is recommended to include the business address in the Mobile Ad.




10. If using Mobile Image Ads, they must comply with the Mobile Marketing Association compliant banner sizes:

6:1 aspect ratio

• 300 x 50, less than 7.5k file size
• 216 x 36, less than 4.5k file size
• 168 x 28, less than 3k file size

4:1 aspect ratio

• 300 x 75, less than 7.5k file size
• 216 x 54, less than 4.5k file size
• 168 x 42, less than 3k file size

Tips for your Mobile Website

1. M.Google.Com is the mobile version of the Google Search Engine. It automatically defaults to the US (.Com) based version, so when setting up Mobile Ads, consider targeting both the US and Canada.




2. Use external CSS files so that there is less code on page. Use CSS as WAP’s can’t read tables.




3. The Google Mobile Algorithm prefers XHTML code.




4. Keep file size under 20K




5. Do not use flash, pop-ups or frames




6. Create a Mobile Sitemap and upload in Google Webmaster Tools and Yahoo Site Explorer.




7. Offer Coupons with bar codes that can easily be scanned directly in mobile phone when customers arrive in-store.




8. Get links to your mobile site from other mobile sites.




9. If your business has more than one location, ensure one of the top pages on your mobile site is a Store Locations page with a Google Mobile Maps feed of locations. This is for that customer looking for your store while “on the go”.




10. Create Mobile Ads in AdWords and link to mobile site

For additional tips on Local Business Listings and Ads, check out the 6S Marketing “How To Rank In Google Local” Whitepaper, or contact us to learn how we can help create a mobile marketing strategy for your business.

---