Google recently announced the ability to target iPads through the AdWords interface. While this development does present additional ways to leverage mobile, it’s important to realize that iPads are included in the “All mobile devices” targeting option in Google along with other high end mobile devices, e.g. iPhones, Android and Palm phones.

If you manage an account that is currently running a mobile campaign on Google with settings that target “All mobile devices,” it may be worth opting out of iPad targeting, specifically. This can be done under the ‘Settings’ tab for any campaign within the AdWords UI. Under the “Networks and devices” sub-header, click “Edit” next to “Devices,” then change targeting to “Target only selected mobile devices” and de-select the iPad as an option.

This adjustment is important for anyone running a click-to-call campaign, since phone calls cannot currently be placed from an iPad.

This week, SearchShots introduces Best In Show, our new blog feature that allows team members to critique the work of others and showcase our standards for search marketing campaigns. Today, we are reviewing mobile search campaigns in the financial services category. Has a competitor (or anyone) caught your eye for being remarkable or awful in search? We want to hear from you! Email us at razorfishsearch@razorfish.com

In the US, Mobile phone internet usage penetration is projected to increase from 83.5% 2010 to 126.2% 2013 (source: EMarketer, November 2009).  “Searching for information” accounts for 66% of US mobile phone internet activities (source: Ruder Finn, November 2009), providing a new platform for our clients to reach potential customers.

Publishers are catching on and delivering new mobile targeted opportunities.  In 2009, Google released the functionality to target High End Mobile Devices (HEMD): devices that have full internet browsing capabilities, show standard HTML and can support conversion activity from start to finish.

We decided to search around in the financial services category to see who is taking advantage of the mobile search opportunity on HEMD.

Search Results and Mobile Site Experience for ‘Bank of America’:

Search Results and Mobile Site Experience for ‘Fidelity’:

When you compare Bank of America and Fidelity, it’s clear that Fidelity is not delivering on the mobile user’s intent, but rather opting their desktop search campaigns into HEMD targeting without a mobile strategy. The copy and the landing page are identical to the branded search results on a desktop. The message is not connected to the mobile user’s intent and the landing page is not easy to navigate from the small screen.

On the other hand, Bank of America’s copy has a call-to-action to download their mobile app, which is appropriate for mobile user intent. Their mobile messaging is relevant and the site experience is easy to navigate on the small screen.

Financial Services providers should take advantage of the mobile search opportunity: implement a local strategy, leverage mobile ads with Local Business Extensions and drive the user to nearest Branch/ATM.  The testing opportunities for mobile search are endless. Financial Service providers should also test to learn the intent of mobile brand searchers by rotating different messages and call-to-actions (i.e. supporting Mobile Banking App download, Branch/ATM locator, click-to-call for customer service messages, etc).

Our Mobile Search Recommendation: Isolate the mobile SEM experience from the desktop. Pay off the mobile search query with the right experience.  Improve your campaign’s ROI and position your client as an innovator among the competitive set. For more information, read our mobile case study that shows how a Fortune 100 retail client leveraged the advanced Google Mobile HEMD targeting.

Have you had a mobile search experience that you loved (or hated)? We want to hear from you, so post your comments.

You may already be aware of Google’s effort to include location-specific business phone numbers in ads that appear on mobile devices with a full internet browser.  In fact, you may even be wondering when this function will be available to you.  Well, the wait is over – Google has officially announced the launch of clickable local phone numbers in mobile ads for users without full Internet browser access.  The cost of a click to call your business will be the same as the cost of a click to visit your website.  Activating the functionality is as easy as a visit to your AdWords set up.

Quite often, people using their mobile devices to search for goods or services are also interested in calling the advertiser directly to get additional info or to have questions answered.  It seems Google’s development of clickable local phone numbers was an inevitable step in the progression of mobile search.

Now, with the inclusion of clickable local phone numbers, potential customers searching Google via their mobile devices will see the phone number of the store location nearest to them.  Users are then connected directly to brick and mortar locations simply through a paid search ad, making their journey in the purchase funnel that much closer to ending at the advertiser’s location.

As mentioned by Paul Feng, Google’s Group Product Manager for Mobile Ads, “the local number provides additional ’credibility‘ or ’confidence‘ and the user is more inclined to click or call. The phone number also visually stands out in the way that the location line does on traditional PC ads.”  Advertisers will thus have a leg up on the competition when potential customers have direct access to phone lines set up to schedule consultations.

It is important to note, however, that this feature will only be available on high-end mobile handsets with full HTML browsers.  Even with these limitations there are also opportunities.  Activating this feature is a simple two step process in AdWords.

Once advertisers have opted in, they will benefit from this feature’s tracking capabilities.  AdWords allows its advertisers to track how many calls they receive via the clickable local phone numbers.  They are able to easily measure the results of this specific effort and determine its success.

The beta run of Google’s introduction of clickable local phone numbers in mobile ads has proven to be a great asset.  In fact, advertisers who participated in the beta have seen improved click through rates.  They also received increased visits to their websites as well as incremental phone calls.

Leave it up to Google the make it as easy as a click from your mobile phone.

Article by Jamie Jones