Mobile Device Advertising

16 November 2015 | | Pay Per Click

Google constantly updates the layout of its features in the Search Engine Ranking Page’s (SERP’s). Our job is to monitor how our websites are ranking on Google and make adjustments to ensure the website continues to have the same level of exposure.

At the end of the summer, Google began showing three text ads above the organic results for searches on phones where there used to be only two.  You can see in the example’s below the search for ‘roofing shingles’ shows 3 adverts and ‘best makeup’ search shows the two listings.

3-mobile-text-ads-google-serp-android

We’ve always been aware that mobile advertising has more crowded space than SERP’s on a PC or even a tablet device. And, as standard, we have always set a bid adjustment for our accounts depending on the competition. This means that we allocate an increased percentage of budget when someone is searching for keywords on a mobile device, thus making it more competitive in the crowded arena. Ideally the advert MUST be coming up either 1st or 2nd on a mobile device to contribute effectively towards a succesful campaign.

bid-adjust-2

What has been interesting is to see the effect of these bid adjustments over the last few months following the arrival of the three adverts being shown. It would be logical to think that the click-through-rate (CTR) of our high placing adverts would decrease due to the arrival of a third advert listing. However, a review of our accounts over the last month echos the results of Search Engine Land

The results show an increase in Text Ad impressions, something you would wholly expect..

 

serps-increase

But the CTR per device shows that far from decreasing due to the increased competition, the overall Mobile CTR for Text Ads is increasing. The insight from Search Engine Land attributes these results as a change in user behaviour. It’s possible that by adding a third text ad and pushing organic links even farther down the page, Google has broken the will of users who would have clicked on an organic link if they could find one at the top of the page but are instead just clicking ads because they don’t want to scroll down.

This would mean the addition of the third text ad may have pretty seriously impacted searcher behavior on phones, resulting in more ad clicks.

ctr

From our PPC accounts for dental practices, we can see this trend, with examples showing a 50% increase in CTR for adverts shown on a mobile device, as opposed to PC or tablet.

We are watching the mobile advertising space closely. certainly it is evident, that a mobile strategy to your online PPC campaign is a must if wanting to engage with potential patients who are more willing to now click on adverts on their device.

Call us on 01202 677277 to speak with one of the team through your mobile advertising strategy.

More posts from our team


Previous Post:
Next Post:

Back to all news

Reviews2025
Five Star
Reviewed Marketing
5 gold stars
google review logofacebook review with 5 stars
"Excellent service from James at Dental Design, thank you very much for your prompt attention whenever I get in touch! Would definitely recommend to a friend" Alison Tarmey View Full Testimonial
Google reviews logo "Would definitely recommend to a friend"
5 gold stars
"As a dental practice manager I cannot recommend Dental Design highly enough. They are just brilliant at what they do. Lucy and her colleagues are just an email or a phone call away...." Emma Smith View Full Testimonial
Google reviews logo "I cannot recommend Dental Design highly enough"
5 gold stars
"Really great company to deal with. They always respond quickly and are truly reliable. I would 100% recommend, the staff are so friendly and helpful." Michelle Molloy View Full Testimonial
Google reviews logo "Really great company to deal with"
5 gold stars
"I got increased traffic and new patients applying to my surgery, once Dental Design upgraded my website. They are very professional, efficient & adaptive to new situations..." Joanna Gallop View Full Testimonial
Google reviews logo "Very professional, efficient & adaptive to new situations"
5 gold stars
"Lucy has been a star, responding to and acting upon our requests in a prompt, efficient and professional manner, as well as the rest of the Dental Design team..." Abhay Shah View Full Testimonial
Google reviews logo "I cannot recommend them highly enough"
5 gold stars
"...Since the website has been up and running Lucy Mander has been our point of contact. She has been invaluable and gone out of her way to help us, especially during COVID-19 lockdown... " Lucy Jones View Full Testimonial
Google reviews logo "Has been invaluable and gone out of her way to help us"
5 gold stars
"Thank you for all your help and support, and the provision of valuable learning aids for our patients and staff alike in these difficult times. We love the look of our practice website. Very professional!" Sandra Luck View Full Testimonial
Google reviews logo "We love the look of our practice website. Very professional!"
5 gold stars
"Dental Design stood out both in their knowledge of the industry and their professionalism and can-do attitude. All of their staff are exceptionally competent and knowledgeable..." Harvey Rook View Full Testimonial
Google reviews logo "Dental Design stood out both in their knowledge of the industry and their professionalism"
5 gold stars
"Having done extensive research into all the dental website companies, the team and package offered at dental design was unrivalled..." Neil Shah View Full Testimonial
Google reviews logo "The team and package offered at dental design was unrivalled"
5 gold stars
"The team at dental design (especially Rosie) are absolutely fantastic and are always on hand to help. They are professional, friendly and extremely efficient. Rosie always gets back..." KiKi Wilmot View Full Testimonial
Google reviews logo "absolutely fantastic and are always on hand to help"
5 gold stars
"Dental Design are fantastic to work with, our website is amazing and the support they provide is second to none. Our account manager Rosie L is a fabulous point..." Luke Lucas View Full Testimonial
Google reviews logo "Dental Design are fantastic to work with"
5 gold stars
"Having worked with the Dental Design team for the last six months, I've found them not only helpful, but friendly and approachable too. I bombard Marcus with regular..." Sophie Harper View Full Testimonial
Google reviews logo "always met with a swift and professional response"
5 gold stars
desk with branded documents