Best Practices: Mobile & Desktop Ad Design for Adwords?

[Kingalan1]

Is it possible to have Google Adwords display different page versions according to whether an advertisement will be displayed on a mobile or desktop device?

We are a commercial real estate brokerage based in New York City. Most converting website use desktop rather than mobile. We are considering advertising on Google Adwords. Is it possible to have Google serve a more elaborate form of desktop  landing page but have Google serve a stripped down version to mobile users? The stripped down version would be created using Instapage. From a technical perspective how would we create a more elaborate desktop version and have Google distinguish between the two?

In our experience, mobile converts much less. How much less should we bid for keywords displaying on mobile?

Thanks!
Alan

[TucsonAZWebDesign]

Yes there are 4 options:

1. If You're using CloudFlare you can specify a sub domain for mobile version
2. Joomla and Wordpress offer several plugins for this particular function
3. Utilizing Javascript window.location
4. Most commonly my preferred method .htaccess

RewriteEngine On
# Check for mime types commonly accepted by mobile devices
RewriteCond %{HTTP_ACCEPT} "text\/vnd\.wap\.wml|application\/vnd\.wap\.xhtml\+xml" [NC]
RewriteCond %{REQUEST_URI} ^/$
RewriteRule ^ http://m.domain.com%{REQUEST_URI} [R,L]

Source Citation:

https://www.inmotionhosting.com/support/website/redirects/mobile-redirect

[Seenlyst]

Hello Alan,

Since you're already using Instapage just want to make sure you're aware there are an A/B test features. You can also set up more than one Adwords campaign and multiple ad extensions based on how many version you would like to test.

Make sure you set up the conversion tracking properly so you will be able to know in future how much more or less you should bid for a certain keyword on a certain platform or channel. There's no way to tell without running an actual campaign and start collecting data

I recommend running the campaign for few weeks with max conversion goal settings and then optimize accordingly.

Regards,
Joseph Yap

[Kingalan1]

Hi Sean:

I assume we can set up the 2 landing pages on Instapage and then use on of the 4 methods to have the ad served according to whether the user is viewing on a desktop or mobile device, is that correct?

How long does this take to set up? 15 minutes an hour? Pretty simple to do or takes some skill?

Can we use the Worpress plugin? Our website is on Wordpress and the ads will be designed using Instapage.

[Kingalan1]

Hi Joseph:

Thanks for your response!

I absolutely intend to A/B test with different versions of designs, calls to action and text. I am new to Adwords so a few questions please:

A campaign is meant for a product? So let's say "loft space" and "medical space" were products, I would set up a different campaign for each, and the campaign would contain different ad groups, which would be different text ads. Is that correct?

But I don't understand the concept of extensions. What is an extension?

Thanks,
Alan

[Seenlyst]

Hey,

I'm sorry, I was talking about Ad groups. Here's an example of how I would set up my campaign with your example.

I would set up four campaign separate campaign which is

loft space, loft space - mobile, medical space, medical space - mobile

then within those campaigns, you can have different ad groups to target the set of keywords of the products.