How to work with mobile traffic in context
Posted: Mon Dec 23, 2024 9:29 am
Content
We determine the share of mobile traffic
Preparing the site for visitors from mobile devices
Separating mobile and desktop traffic in contextual advertising
Optimizing Mobile Advertising
Setting up hyperlocal targeting
Analyzing mobile traffic
Checklist instead of a conclusion
According to Mediascope, the audience of mobile telegram db Internet users in Russia grew by 20% last year and comprised 55% of the country's population. In commercial topics, the leading queries are related to buying real estate, cars, searching for medical and educational services. We have prepared cards for you with recommendations on how to properly work with such traffic in contextual advertising and turn site visitors into clients.
We determine the share of mobile traffic
— In your subject matter
Analyze the demand for your main queries on mobile devices using Yandex.Wordstat:
— Among the users of your site
A clear visual report showing the share of users visiting your site from mobile and desktop devices can be seen in the CoMagic “Visitors by Device” dashboard:
To understand how many hits mobile traffic brings in compared to desktop traffic, create a new report in the Traffic Analysis section and select the Device Type dimension.
A small number of applications from mobile devices may be a consequence of the fact that your site is poorly ranked in mobile search results, mobile contextual advertising is poorly configured, or it is simply not displayed well on a smartphone screen.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
Preparing the site for visitors from mobile devices
Before launching contextual advertising for mobile devices, make sure that the site is adapted for smartphones and tablets:
1. Check the loading speed. You can do this in different ways: in analytics systems, using Google PageSpeed Insights or through Developer Tools in the Google Chrome browser.
How to speed up the opening of website pages? Most often, search engines recommend optimizing images, enabling compression, minimizing JavaScript and CSS codes, and reducing server response time.
You can increase the loading speed several times by connecting turbo pages from Yandex and AMP Google (accelerated mobile pages). The idea is that the system (Yandex or Google) loads pages to its server and shows users their lightweight versions.
2. Check the display of the site on mobile devices. This can be done in the Developer Tools in Yandex.Webmaster, in the Mobile friendly service from Google, or manually.
Make sure that all elements on the site are optimized for the smartphone screen:
readable font,
clickable phone numbers,
short and clear forms,
Click To Call buttons that allow you to request a call back in one action,
buttons of a convenient size (for the size of a finger, Apple recommends 44px).
Nika Kiryushkina, contextual advertising specialist 1PS.RU
In order to work with mobile traffic, you must first check whether the site is adapted for mobile devices. When analyzing the overall traffic from advertising, you can conclude that now people use computers and mobile devices equally. This means that the site should be convenient both on the desktop and on the smartphone.
Separating mobile and desktop traffic in contextual advertising
Bid adjustments allow you to completely separate mobile and desktop advertising campaigns. Why do you need this? People behave differently on mobile and desktop devices, and need to be approached differently.
Nika Kiryushkina, contextual advertising specialist 1PS.RU
In Google Ads, it is possible to completely exclude impressions on mobile devices; you can set a decreasing rate of 100%. In Yandex.Direct, it is impossible to completely exclude impressions; you can set a decreasing rate of a maximum of 50%.
To separate traffic into mobile and desktop, set bids for the desktop campaign with an adjustment of -50% in Yandex.Direct, and -100% in Google Ads. This way, you can completely disable display on mobile devices in Google Ads. Then create similar campaigns, but more tailored to mobile, and adjust their bid by +300 for mobile devices. Now mobile users will see only the ads you need.
Optimizing Mobile Advertising
Contextual advertising on computers and mobile devices looks different:
How to improve the effectiveness of mobile ads? Here are some tips.
— For Yandex.Direct:
Build an ad from shorter phrases. A call to call must be included.
Check the box "Mobile ad" in the Yandex.Direct interface.
Place quick links in one line.
Add a phone number to your virtual business card so that when you click on the icon, a call is automatically made.
— For Google Ads, you need to add extensions. Mobile ads are optimized with their help.
Additional link. Allows you to immediately go to the desired page of the site. Such links visually expand the ad and attract the user's attention.
Clarification. Emphasizes the features of your company, the uniqueness of your products or services.
Phone number. Users can make a call with one click.
Price: Allows you to display your main products or services with the cost.
App: You can add a download link for your app at the campaign or ad group level.
Since Google Ads allows you to create ads with only a phone number, clicking on such an ad will automatically initiate a call. To track calls from such ads, enable call tracking .
Alexander Yaroshchuk, Director of Development, MediaGuru
To set up contextual advertising for mobile search results, the main thing is to work out individual creatives. They are distinguished by a laconic trigger, a call to call, and the ability to call directly from the ad. And if the client is nearby, we can even invite him to visit the sales office (that same hyperlocal targeting). And don't forget to check the functionality of the site on mobile devices.
Setting up hyperlocal targeting
If you have offline points (office, store, studio), use hyperlocal targeting. This technology determines the location of a person by a mobile device, and the Yandex.Audience service segments users based on their geolocation.
To show ads to users who are in a certain place, you need to create a segment in Yandex.Audiences and designate the location.
We determine the share of mobile traffic
Preparing the site for visitors from mobile devices
Separating mobile and desktop traffic in contextual advertising
Optimizing Mobile Advertising
Setting up hyperlocal targeting
Analyzing mobile traffic
Checklist instead of a conclusion
According to Mediascope, the audience of mobile telegram db Internet users in Russia grew by 20% last year and comprised 55% of the country's population. In commercial topics, the leading queries are related to buying real estate, cars, searching for medical and educational services. We have prepared cards for you with recommendations on how to properly work with such traffic in contextual advertising and turn site visitors into clients.
We determine the share of mobile traffic
— In your subject matter
Analyze the demand for your main queries on mobile devices using Yandex.Wordstat:
— Among the users of your site
A clear visual report showing the share of users visiting your site from mobile and desktop devices can be seen in the CoMagic “Visitors by Device” dashboard:
To understand how many hits mobile traffic brings in compared to desktop traffic, create a new report in the Traffic Analysis section and select the Device Type dimension.
A small number of applications from mobile devices may be a consequence of the fact that your site is poorly ranked in mobile search results, mobile contextual advertising is poorly configured, or it is simply not displayed well on a smartphone screen.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
Preparing the site for visitors from mobile devices
Before launching contextual advertising for mobile devices, make sure that the site is adapted for smartphones and tablets:
1. Check the loading speed. You can do this in different ways: in analytics systems, using Google PageSpeed Insights or through Developer Tools in the Google Chrome browser.
How to speed up the opening of website pages? Most often, search engines recommend optimizing images, enabling compression, minimizing JavaScript and CSS codes, and reducing server response time.
You can increase the loading speed several times by connecting turbo pages from Yandex and AMP Google (accelerated mobile pages). The idea is that the system (Yandex or Google) loads pages to its server and shows users their lightweight versions.
2. Check the display of the site on mobile devices. This can be done in the Developer Tools in Yandex.Webmaster, in the Mobile friendly service from Google, or manually.
Make sure that all elements on the site are optimized for the smartphone screen:
readable font,
clickable phone numbers,
short and clear forms,
Click To Call buttons that allow you to request a call back in one action,
buttons of a convenient size (for the size of a finger, Apple recommends 44px).
Nika Kiryushkina, contextual advertising specialist 1PS.RU
In order to work with mobile traffic, you must first check whether the site is adapted for mobile devices. When analyzing the overall traffic from advertising, you can conclude that now people use computers and mobile devices equally. This means that the site should be convenient both on the desktop and on the smartphone.
Separating mobile and desktop traffic in contextual advertising
Bid adjustments allow you to completely separate mobile and desktop advertising campaigns. Why do you need this? People behave differently on mobile and desktop devices, and need to be approached differently.
Nika Kiryushkina, contextual advertising specialist 1PS.RU
In Google Ads, it is possible to completely exclude impressions on mobile devices; you can set a decreasing rate of 100%. In Yandex.Direct, it is impossible to completely exclude impressions; you can set a decreasing rate of a maximum of 50%.
To separate traffic into mobile and desktop, set bids for the desktop campaign with an adjustment of -50% in Yandex.Direct, and -100% in Google Ads. This way, you can completely disable display on mobile devices in Google Ads. Then create similar campaigns, but more tailored to mobile, and adjust their bid by +300 for mobile devices. Now mobile users will see only the ads you need.
Optimizing Mobile Advertising
Contextual advertising on computers and mobile devices looks different:
How to improve the effectiveness of mobile ads? Here are some tips.
— For Yandex.Direct:
Build an ad from shorter phrases. A call to call must be included.
Check the box "Mobile ad" in the Yandex.Direct interface.
Place quick links in one line.
Add a phone number to your virtual business card so that when you click on the icon, a call is automatically made.
— For Google Ads, you need to add extensions. Mobile ads are optimized with their help.
Additional link. Allows you to immediately go to the desired page of the site. Such links visually expand the ad and attract the user's attention.
Clarification. Emphasizes the features of your company, the uniqueness of your products or services.
Phone number. Users can make a call with one click.
Price: Allows you to display your main products or services with the cost.
App: You can add a download link for your app at the campaign or ad group level.
Since Google Ads allows you to create ads with only a phone number, clicking on such an ad will automatically initiate a call. To track calls from such ads, enable call tracking .
Alexander Yaroshchuk, Director of Development, MediaGuru
To set up contextual advertising for mobile search results, the main thing is to work out individual creatives. They are distinguished by a laconic trigger, a call to call, and the ability to call directly from the ad. And if the client is nearby, we can even invite him to visit the sales office (that same hyperlocal targeting). And don't forget to check the functionality of the site on mobile devices.
Setting up hyperlocal targeting
If you have offline points (office, store, studio), use hyperlocal targeting. This technology determines the location of a person by a mobile device, and the Yandex.Audience service segments users based on their geolocation.
To show ads to users who are in a certain place, you need to create a segment in Yandex.Audiences and designate the location.