Semantic differences between mobile and desktop advertising

[subornaakter24]

Regular and mobile ads have different semantic cores because:

mobile queries are shorter and usually without long tails;

People formulate them more dryly and logically, without emotion, simply describing the essence of the product or service.

Case: VT-metall
Find out how we reduced the cost of list building for mlm attracting an application by 13 times for a metalworking company in Moscow
Find out how
The method of selecting keywords for advertising in Yandex mobile search results is the same as usual. WordStat will help you.

General conclusions
Text and graphic ads for mobile devices are added in the usual way. If they are in the group, Yandex will display them in its mobile search results, and the rest - on wide monitors.

Quick links may simply not fit on a small phone screen! That's why the handset icon is used to make a call.

Either make the site adaptive from the very beginning, or, if this has not been done, develop a separate version specifically for portable devices. Otherwise, it is better to cut the budget for mobile advertising, otherwise it will be wasted.

For expensive, elite goods, mobile advertising is not practical: the conversion in this category of goods is very low. The owners of inconvenient, ugly mobile versions of sites will also have disappointing results. But for those who sell cheap products that are bought without unnecessary thought, attracting traffic through contextual advertising from Yandex mobile search results will be the best solution.

Attracting traffic through contextual advertising from Yandex mobile search results

Marketers working with advertising in Yandex mobile search results come to contradictory conclusions. Some of them are confident in the effectiveness of mobile ads and actively use them. Others argue that ads for mobile should be composed differently than for desktops in order to be effective. Still others go even further and collect a separate semantic core for mobile advertising. And still others simply insert the same text into ads of both formats or do not care about the mobile segment at all.

Therefore, the best strategy is to clearly define your goals and test different options, evaluating conversion and CTR. You can create a special campaign for this or test your hypotheses on some separate groups of existing campaigns.

If you don't see any noticeable improvements, more than a fraction of a percent, then it's not worth it. But if you see clear changes in your advertising return, you're on the right track.

How to check the mobile version of a website for SEO
Whatever method is chosen to adapt a web resource for portable gadgets, it is always necessary to check a number of points that are of great importance for SEO. They form a checklist.

Mobile-friendliness of the website version. Google has its own mobile-friendly algorithms:google.com/test/mobile-friendly, and Yandex has its own:webmaster.yandex.ru/site/tools/mobile-friendly/.

Key interfaces are checked: home page, catalog section, product card, contact page.

Basic parameters are determined: loading speed, convenience of elements, readability of text (font size must be at least 12 pixels).

View pages in a mobile browser window manually (in the developer panel).

The content of the mobile and main versions is checked for consistency.

The layout is checked for errors.

Analysis of the main conversion elements.

Is it possible to make a call with one click on a phone number?

Is there a hamburger menu?

Are photos and prices visible on the main interfaces of the site?

Are the company's phone number, directions, physical address and other contact information listed in "Contacts"?

Measuring the loading speed on the main pages. Use gtmetrix.com, Pixel Tools, developers.google.com/speed/pagespeed/insights for this. Slow loading due to an unstable Internet connection greatly complicates mobile surfing, which worsens the resource's position in Yandex's mobile search results.