Now's your chance. Google has announced plans to run search ads on Google Mobile Search pages. In fact, they also announced they'll be letting advertisers test drive the program for free over the next couple of months. Sounds like a good reason to get some solid analytics in place and take the new program for a test spin.
The email read, in part:
In the next few days, your search ads will be eligible to run on Google Mobile Search pages (like they currently do on Google.com). We are offering this feature - and any resulting clicks - for free through November 18, so you can experiment with the rapidly growing mobile platform while still reaching qualified customers.
Each ad's eligibility will be determined by its landing page and only ads with landing pages that can be adapted for viewing on mobile browsers will be shown. You can monitor each ad's performance via a special performance tracking page within your account called "Performance Data: Search Ads on Google Mobile Search."
It's important to keep mobile searcher's intent in mind if you decide to spend time testing this feature. You're far more likely to see success with this program if you have a brick and mortar store that mobile users might be searching for, or if you offer up the type of content that people look for on the go. In other words, news sites, sports sites, weather sites and the like will probably fair better than fan fiction sites.
Jennifer Laycock is the Editor of Search Engine Guide, the Social Media Faculty Chair for MarketMotive and offers small business social media strategy & consulting. Jennifer enjoys the challenge of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars. Though she now prefers to work with small businesses, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children.
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