Intelligent use of Google AdWords drives smartphone traffic and conversions
George is the clothing range of the Asda supermarket chain, offering consumers quality fashion at affordable prices. With 53% of George’s total visitors coming from non-desktop devices, serving mobile consumers has become a key focus for the brand and its agencies, Carat and iProspect.
The challenges were to: make the most of new improvements to George’s mobile site; increase mobile traffic and conversions; and find key times to capitalise on most cost-efficient mobile traffic.
“We recently redesigned the George mobile site, giving customers a much smoother shopping experience with clearer navigation, improved imagery and checkout,” says Richard Barham, Digital Performance & Analytics Manager at Asda. “We see mobile as a crucial part of our online strategy for George. We know that our consumers are very active on mobile devices, whether browsing products, interacting on social media or making purchases.”
With the improved mobile site in place, the team wanted to drive smartphone traffic and conversions through intelligent use of Google AdWords.
The plan was to use mobile bid adjustments at key times of the day in order to capture the most effective traffic. “Implementing the required bid adjustments was a simple process,” explains Richard. “There was some initial work required to understand historical data, which allowed us to gauge at what times we wanted to test bid increases. Once we knew that, we took advantage of some internally developed custom scripts to allow us to tailor our mobile bid adjustments at key times.”
Conversions during the test period came from mobile.
Clicks came from mobile.
Cost per sale was lower on mobile than desktop.
Time in the history of the account that mobile conversions outperformed desktop conversions
Using mobile bid modifiers generated a clear increase in mobile clicks and conversions. In fact, the activity saw more sales coming from mobile than desktop for the first time in the account’s history, with 58% of conversions and 52% of clicks from mobile during the test period. Meanwhile, the cost per sale was 46% cheaper on mobile than desktop.