At the last count, 40% of dating search queries were made via a mobile device. Do your sites cater for this audience?
Your landing page is the first point of contact that your brand has with a potential subscriber. That means it’s crucial that you optimise your mobile sites to increase the chances of getting that basic member, whether they visit you on desktop, mobile or tablet.
A mobile landing page is a condensed, less complicated version of your standard landing page. It’s easy to design and, in most cases, a relatively low expense to add to a design brief. Although a standard web page will work on most mobile devices in 2013, by catering specifically to mobile users, you can enhance user experience and thus maximise your click-to-registration rate.
When you have a mobile landing page in place, it’s also essential that you track your mobile traffic effectively. That’s where Enhanced Campaigns comes in.
Are you monitoring mobile traffic?
If you haven’t already transferred your AdWords campaigns over to Enhanced Campaigns, it’s worth noting that Google are now beginning to automatically move campaigns over to the new tool. So if you’re still a step behind, we strongly recommend that you transfer campaigns immediately.
The problem
Google AdWords Enhanced Campaigns has many advantages over the old tool. Predominantly, its forceful approach encourages you to implement a solid mobile marketing strategy. The biggest change to this tool is that you are now unable to target your campaign specifically to one device; you are able to lower bid adjustments by device, however this will not give you any data on the upgrade (basic to full conversion) rate of these members when they arrive at the platform WhiteLabelDating.com.
The solution
When creating destination/campaign URLs, include the following code before your campaign name:
{ifmobile:mobile}{ifnotmobile:desktop}-
A complete campaign URL should read:
http://www.dating.com?utm_source=google&utm_campaign={ifmobile:mobile}{ifnotmobile:desktop}-dating&utm_term={keyword:unspecified}
Using this code will mean that your campaign will be split by device in the Partner Portal Campaign Tracking tool; data for each device will appear next to the name of each campaign in the Campaign Tracking tool. This will allow you to optimise your campaigns effectively and ensure that you maximise your ROI.
By analysing your conversion rates by device, you can calculate how much you can afford to spend per lead efficiently. For example, if you know that your mobile traffic converts at a lower rate, you should cut how much you spend on each basic member.
This technique will work on Google AdWords, Yahoo, Bing, or any campaign in which you create a campaign URL for your destination URL. Splitting your data by device will allow you to effectively analyse performance across all of your marketing campaigns.
If you need any assistance with the switch to Enhanced Campaigns, please contact the partner team today. It’s what we’re here for!
David Adams, Partner Manager @ WhiteLabelDating.com