GOOGLE ADWORDS MOBILE DEVICES

Mobile devices

Mobile devices are products people use while they’re on the go. New mobile devices are constantly being released, so we don’t have a comprehensive list of all of them. However, here are a few common types:

Mobile phones

“Mobile phones” usually refers to smartphones that have a screen smaller than 7 inches. Keep in mind that in AdWords, mobile phones are sometimes to as “mobile devices” or “mobile devices with full browsers.”

Tablets

Tablets resemble both mobile phones and computer in many ways. But unlike mobile phones, tablets typically have a screen that’s 7 inches or larger. And unlike computers, tablets have touchscreens. Keep in mind that in AdWords, “Mobile devices” is sometimes used to refer to mobile phones and tablets.

Wearables

Wearables—like smartwatches—are devices that people can use to connect to the internet on the go but are typically smaller than mobile phones. At this time, AdWords doesn’t show ads on devices that don’t have a screen.

Types of mobile ads

Image aAds

Customize ads with real-time updates: Tailored messaging: Ads are hyper-specialized to each search or webpage being viewed.

  • Time-sensitive calls to action: The COUNTDOWN function can say that time’s running out to take advantage of a promotion.
  • Scalability: Customizers let a single text ad have hundreds of variations and show the most relevant variation to each potential customer.
  • Reporting: The automatic updates that happen when an ad is triggered don’t reset the ad’s performance data.

Manual Extensions: Apps, Calls, Locations, Reviews, Sitelinks, Callouts

Automated Extensions: Consumer Ratings, Previous Visits, Seller Ratings, Dynamic site link extensions, Dynamically structured snippets, Customizers fill in your ad text using ad customizer data that you upload, the COUNTDOWN function, or both.

  • Ad customizer data: This is a data set you to upload to AdWords in a spreadsheet file. Customizers reference the name of this data set, as well as an attribute it includes. For example, the customizer {=Discounts.PercentOff} references a dataset named “Discounts,” and one of its attributes, named “PercentOff.”
  • The COUNTDOWN function: Customizers with a COUNTDOWN function include arguments, or directions, for that function within parentheses (like this). The customizer {=COUNTDOWN(Discounts.CountdownDate,’fr’)}, for example, includes a COUNTDOWN function with 2 arguments.
    • The first argument (Discounts.CountdownDate) tells the customizer what date and time to count down to, which is specified in a file named “Discounts.”
    • The second argument (“fr”) tells the customizer to display that time in a particular language (French).

Customizer data can include anything you like

Customizers work like the keyword insertion feature, which uses the {keyword:default text} parameter to put the keyword used for targeting into your ad text. Ad customizers can insert any type of text at all.

  • Are you running a sale? Customizers can display certain discounts with certain products, for sales that change periodically, or that are limited to a specific time period.
  • Are you managing a large inventory? Customizers can use brand-related keywords to display specific details about the product someone’s looking for.
  • Do you sell your products in multiple cities and regions? Customizers can use someone’s physical location (or the location they’re interested in) to show location-specific pricing, product availability, or calls to action.

When you use customizers well, they give people confidence that you have what they’re looking for, as well as an incentive to buy it from you.

Enhancements: A product must have at least 3 reviews in order for product ratings to be eligible to show on Google.com: “Special offers” with Merchant Promotions, Product Ratings, and Trusted Stories.

Where mobile ads can appear

On mobile phones or tablets, Text ads, Image ads, App promotion ads, and HTML 5 ads built with Google Web Designer.

Within apps on mobile phones or tablets

  • Text ads
  • Image ads
  • App promotion ads
  • Image app promotion ads
  • Video app promotion ads
  • TrueView for app promotion ads

Call-only ads show only on devices that can make calls

Mobile image ads requirements

To create image ads, your campaign must be opted into the Display Network, either as “Display Network only” or “Search Network with Display Select”. If you’re using 3rd party ad serving to create ads, make sure to use the accepted sizes for images and follow the requirements:

  • Mobile phone: 320 x 50, 300 x 250, 336 x 280 Interstitial
  • Tablet: 300 x 250, 728 x 90, 468 x 60, 336 x 280 Interstitial

Create Effective Mobile Ads: Google Best Practices

 

 

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