Moving Beyond Computers

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Moving Beyond Computers

Jun

By Justin Lord | Account Leader

How are people finding your travel website? If you’re only running your paid search ads on desktops and laptops, you may be missing an increasingly large segment of internet users that browse the web using tablets and smart phones. Even if you do not have a mobile optimized website, you can begin targeting a new audience by targeting Apple iPads.

The Apple iPad 2 is estimated to have sold close to 1 million units the first weekend of sales alone and could reach over 28 million units sold in 2011. With this ever increasing market comes the opportunity to expand your paid search campaigns to capture additional web searchers . Since iPads render websites similar to desktops and laptops, you don’t need to have a separate mobile site to cater to these users.

Benefits of iPad Targeting

iProspect recently implemented iPad targeted campaigns for a travel client that does not have a mobile specific website. The results:
ipad travel marketing

Eight percent lower CPCs vs desktops & laptops
31 percent higher CTR vs desktops & laptops
Drove a four percent increase in hotel bookings

In addition to advertising on a device that has lower competition that desktops & laptops, creating iPad specific campaigns will allow you to optimize your campaigns independently so that you can take advantage of iPad searchers user behavior and tailor your campaigns accordingly.

4 Easy Steps to Get Started with iPad Targeting in Google AdWords

Duplicate the campaigns you’d like to target exclusively to iPads.
In the ‘Settings’ tab of your new campaigns select ‘Devices’ and choose ‘Target only selected mobile devices’ and check the iPad checkbox.
Allocate a test budget to each of your iPad campaigns.
Optimize and refine. Now that you have iPad only campaigns, you can optimize each campaign independently from your desktop & laptop campaigns.

Expand your paid search campaigns’ reach by targeting a new segment of mobile device users without the need for a mobile specific website by creating iPad specific campaigns within your AdWords account.

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