How to Setup Google AdWords for WAP Phone

Transcription

1 How to Setup Google AdWords for WAP Phone 1

2 WAP Phone is a feature phone or a non Smart phone WAP Phone Blackberry Smartphone - Androids, iphones While setting up a WAP campaign, there are a few things we will do differently, as compared to a normal campaign on Google Let s take an example and see how a WAP Phone campaign is set up We will take an example of the Direct TV campaign Below is the snapshot of the Direct TV PPC campaign 2

3 Let s set up the campaign Click on New Campaign Enter the Campaign Name (1) (1) Choose the country as United States (2) (2) 3

4 Choose the options highlighted and as shown in the screen shot - Check Google Search - Uncheck Display Network - Uncheck Desktop and laptop computers - I do not make changes to the Advanced device and carrier options. If you want, you can explore it. Display Network gives you lots of clicks, but the quality of calls is not good, because most of the times the person is not searching for what we are offering and it will not be a good call for the Advertiser. Also, such calls will not long last enough, so you will not get paid as well 4

5 For the Bidding and budget, enter an amount which you are willing to invest in gathering information (When you are spending money here, you are gathering information where the traffic is and what the users are looking for) Do not select any options in Ad extensions. We will use Extend my ads with a phone number for Smart phones. 5

6 Under Advanced Settings, the only thing to change is the schedule, which should be changed as per the timings required in the campaign Click on Edit The campaign states hours of operation as Mon- Sat 7 AM to 5 PM Pacific As highlighted on the bottom right side of the Ad Schedule, I am in Los Angeles, so while selecting the schedule, I will select the timings as 7 AM to 5 PM The window for Ad Schedule will open Select the days/timings (by clicking on each day) as per the campaign Click on Save Click on Save and Continue 6

7 The next step is to Create an Ad Enter the Ad group name Ensure that you select WAP mobile ad as it is going to change the way your Ad will be delivered and also change the options of writing the Ad In the Keywords, I will enter a few exact keywords and make separate Ad groups for broad and phrase match Broad matches gets you a lot of traffic, but you have to loose a lot of money upfront. To be conservative, while gathering information, you could bid lower for the Broad Ad group. 7

8 For Ad group default bids, the mathematical calculation which I use to enter default bid is, half of the payout offered in the campaign. In this example, Direct TV offers $12 per call for a call >3min. In this case, I would bid $6 per call Enter your bid here - - The bid which you are entering here is your max bid. Google is not going to charge you that amount. Google will charge you a penny over the person who is ahead of you after they calculate your Quality Score. If you have a low quality score, you will end up paying $6 - When you are starting your quality score is going to be determined by what everyone else is doing - If you have more money to invest, you can bid higher than half of what is being offered to you, so that your Ad gets up and you get more clicks. This helps you to see what keywords/ad groups are converting and after you have the information which you want, you can reduce the bid - Remember, you might not make money the very first day 8

9 Now we need to write the Ad - The first and very important step is to uncheck the box for Link ad to use my existing mobile webpage and select Connect customers to my business telephone number so that people can click to call - In the Business phone number, enter your Promo Number Click on Save Ad and your Ad goes Under Review - If your account is new, it can take up to two weeks for your account to be reviewed - Always do two Ads simultaneously 9

10 Write a second Ad, click on New Ad and choose WAP mobile ad You will view your first Ad and just re-write it and click on Save ad Both the Ads go under review Impressions You might see traffic impressions when the ad is under review, because they will let the ad run even if it is under review In a couple of days, you should come back and see how many impressions and clicks are there. If there are impressions, but no clicks, that means that there is traffic, but the users are not clicking on the ad. In such a case, the ad should be changed. 10

11 If you are bidding on too generic keywords and your ad is not relevant, the users will skip your ad Another thing that you need to do is to check your keywords and see the quality score. Not good keyword - Satellite is a very generic term - There are other people who might be getting a good Click Through Rate with this word, so your quality score is very low - If you can get this word to convert well and can get a really high CTR for a long period of time, your quality score will go up and your cost per click will go down. But remember that it takes time to do that. It takes times to constantly rotate your ads and to make sure that your ad is relevant to what the people are typing in - There is a very big company in Phoenix called Satellite Auto Glass. So, putting the name of this company in the negatives list will also help 11

12 Other Important Information I would suggest keeping the entire ad group together and not changing the bid for each keyword in the ad group, as you would not know which keywords are causing you conversions inside of Ring Revenue, unless you get just a couple of clicks everyday and you are keeping a very close check on the keywords If there are any keywords which are really working well, you may want to separate them out in to their own ad groups Make sure you are watching your bid against the actual commission you are getting. For example, if you are spending $6 per click and your total cost per day is $20 and your profit is $20, then you should reduce your bid by half to bring in the same amount of profit What s next? Check out the Smart phone section for how to do Google AdWords for smart phones 12

13 * End of Module * 13

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