Dual Landing Pages with AdWords Enhanced Campaigns

Before AdWords introduced the Enhanced Campaign (EC), the typical practice was to have separate mobile and desktop campaigns. Ads in a desktop campaign would have destination URLs for landing pages optimized for desktops.  Ads in a mobile campaign would have destination URLs for landing pages optimized for mobile devices.

With AdWords new Enhanced Campaigns, it’s impossible to target ads to mobile devices only. As long as your campaign mobile device bid adjustment is anything other than -100%, an ad could potentially be served to any device type. Advertisers are asking themselves, “Why can’t I specify two URLs for my ads, one for desktop, one for mobile?”  This is actually possible. The answer is to use the {ifmobile} ValueTrack parameter. Here’s how it works…

LEGACY SCENARIO (multiple device-specific campaigns)

URL for an ad in a campaign that targets DESKTOPS:

http://www.testsite.com/en/US/abcdef/index.html

URL for an ad in a campaign that targets MOBILE DEVICES:

http://m.testsite.com/www.acme.com/en/US/abcdef/index.html

EC SCENARIO (one EC campaign for all devices)

URL for any ad:

http://{ifmobile:m.testsite.com/}www.acme.com/en/US/abcdef/index.html

When this ad is served to a mobile device, the string “m.testsite.com/“ is inserted in the desktop URL, turning it into the mobile URL. The key thing to keep in mind is that the mobile URL must contain every character in the corresponding desktop URL plus an additional segment, i.e. the argument for {ifmobile}. If desktop and mobile landing pages are structured so that the difference between the URLs is always the same string, the same argument can alway be used in {ifmobile}.

About Steve Rohde

Long-time Seattleite now in Montréal. Still makes own beer. Learning French but avoiding poutine. Knows every detail of AdWords & Bing Ads APIs. Bearded.

Comments

  1. Hi Steve,

    In enhanced campaigns, you can build an ad (or a set of ads) set to “mobile-preferred” which AdWords will show specifically to mobile devices and that will contain a mobile-specific URL.

    It is, however required that the domain remains the same throughout the whole ad group. Essentially, clicking must redirect the user to a subdomain of, in your example, acme.com, so m.acme.com.

    Simply create your mobile-ad and check the Mobile preferred box (see “Create and manage Mobile-preferred creatives” here: http://support.google.com/ds/bin/answer.py?hl=en&answer=2986616).

  2. Chris E says:

    Steve,

    Great article! Just to clarify how would I set this up to redirect to the correct url:

    Here is the structure of each destination url:

    Desktop: http://www.mysite.com/
    Mobile: http://www.mysite.com/sub-section/mysite-mobile

    How would I set it up to redirect the person to the right site? Thanks!

    Also, is there a way to mass-add all the mobile ads with mobile destination urls to my desktop campaigns instead of writing each one, perhaps in Adwords Editor?

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