Google recently made a slight and almost unnoticed change to it's AdWords platform. They now allow for an extra line of text on mobile ads and they now also have by-device bidding for ads. (See video below) You can take the same ad and set a different bid for desktop verses mobile. Wether you are managing your own AdWord campaign or you are paying another agency to do so, you'll want to listen in on why an adaptive website design helps you take full advantage of this new update. Adaptive Website Design lets's you customize your website by device, so you can design an experience that is tailored for mobile, not just optimized for.

Note: We build our websites in a Responsive Website Design framework, however we use an enhanced version called Responsive Plus Server Side Support, also called RESS. RESS & Adaptive Website Design are the same thing, just called differently depending on which designer you are speaking to.

At this point, you're probably saying: "But website is already mobile friendly or mobile optimized". Well hopefully that IS true, since that means you are ahead of the game already. However, there is a difference between a website that is mobile-optimized and a website that is designed for a great mobile-experience. If your website is simply just resizing the content to flow nicely through the smartphone, that's not nearly enough, and your web designer missed the point about mobile-optimization. People perform different actions on a smartphone than they do on a smartphone. For instance, if you own a pizza shop and offer online ordering, in all likelihood a mobile user will go to your website and do one of two things: 1) Want to call to place an order or 2) Order online. Of course you can display your number on the mobile site, and most smartphones will pick that number up where they can tap it, but it's not intuitive to the customer that they can actually tap it. Doesn't it make sense to just place a button that says "Click Here To Call Us", and BOOM! They're connected and you made a sale. If they visit your desktop site, however, it's not important to display a click to call button there, and it's rather silly to do so. Better option is to display the number very large and have the online ordering system appear right on the landing page so you can immediately make the sale.
Further, you might want to encourage them to sign up for you email list if they are on a desktop, but on the mobile site, display a short code and button they can click to opt-in for a texting program.

First of all, if you're not using Google's new extended mobile ad feature or their by-device bidding system, you're not optimizing your AdWords campaign. Secondly, if you are using this new feature change, but your website is not set up to convert the AdWord campaign properly, then we need to talk. We offer Search Engine Marketing (PPC) campaign management and also Responsive Website Design. Give us a ring and get ready for your business leads and sales to explode.