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Google AdWords Mobile Traffic

Throughout 2015 teclan managed over £250,000 in Google AdWords spend. We know regardless of the size of your company, return on investment is key whether it’s based on sales or lead generation. With the rise of mobile usage, spending money on Mobile Ads is a no-brainer, right?

Well, like much of AdWords management it depends on a number of inter-linked factors, from your placement to the quality of your website.

If you are engaged in mobile advertising and you don’t have a mobile or responsive website to greet users who click on your ads, you are actually sending a lot of traffic to your website that is unlikely to convert.

You can also take steps to save money and improve your ROI by looking at your bidding structure and placement. Also, restricting mobile placements helps, because Display Ads can appear on mobile apps – which include games – meaning the likelihood of someone who is not interested in your products clicking on an app ad by accident is frequent and costly.

As part of a recent announcement Google have stated they are going to try and identify accidental clicks so this issue may soon be a thing of the past but at this moment if your goal is sales we would advise against it:

“Accidental mobile clicks. We’ve all been there. You’re swiping through a slideshow of the best moments from the Presidential debate when an Ad redirects you even though you didn’t mean to click on it. We’re working to end that. We’ve developed technology to determine when clicks on Mobile Ads are accidental. Instead of sending you off to an advertiser page you didn’t mean to visit, we let you continue enjoying your slideshow (and the advertiser doesn’t get charged).

“Bad sites and apps. In 2015, we stopped showing Ads on more than 25,000 mobile apps because the developers didn’t follow our policies. More than two-thirds of these violations were for practices like Mobile Ads placed very close to buttons, causing someone to accidentally click the Ad. There are also some sites and apps that we choose not to work with because they don’t follow our policies. We also reject applications from sites and mobile apps that want to show Google Ads but don’t follow our policies. In 2015 alone, we rejected more than 1.4 million applications.” – source: Google

Below we have an example of some alterations we made to a client’s AdWords account to try and reduce the amount of money that was being wasted on clicks that were never going to convert.

  • Mobile Paid Traffic – Non Responsive Site
  • Bid adjustments and exclusions were made to the account by teclan on 15th May 2015
  • Before changes the clients mobile paid traffic accounted for over half of the whole traffic and was rising
  • From June 2015 to December 2015 compared to previous period ROI increased by 160.88%
  • Conversion Rate increased 27.19% (same date range)

As you can see it did have a positive effect although with mobile Internet usage continuing to grow worldwide this is really only a temporary fix.

Ultimately you should be upgrading your website to be mobile responsive, and below we have one example of a teclan designed responsive website that launched on the 23rd June 2015 where we did not need to do any troubleshooting with the AdWords account.

  • Mobile Paid Traffic – after a Responsive Design
  • teclan responsive design launched 23rd June
  • From July 2015 to December 2015 compared to previous period ROI increased by 51.42%
  • Conversion Rate increased by 96.93% (same date range)

teclan are Google Partners and Award Winning Ecommerce Responsive Designers. Contact us today on  01463 898 043 to discover how we can grow your business!

We care about your business. Our success is entirely based on your success.

About Richard

Richard has worked in the retail and telecommunications sector for over ten years and during this time won numerous awards for project management and customer service. He is also a Google Certified Partner and a Bing Accredited Professional.

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