Will Google’s New Mobile Ad Units Boost ROI?

smartphoneAfter Mobilegeddon, people thought there wouldn’t be many upheavals as far as online marketing is concerned. However, the increasing emphasis on mobile-friendly websites introduces another problem – mobile ad conversion.

While responsive web design improves online visibility of businesses to mobile users, it also creates challenges for advertisers. As space is limited on mobile devices, businesses have to work harder at ranking higher in search results. SEOReseller notes that with Google AdWords having numerous channels of paid ad platforms, marketers have to carefully choose ones that will give brands more visibility and advantage over competitors in the mobile platform.

Recognizing these issues, Google introduced new mobile ad units that may increase conversions. Look at the features and their impacts:

Carousel Ads

Have you seen the horizontal lineup of ads on Google lately? These carousel-like ads are just one of Googles innovations in mobile marketing. These allow users to browse and click ads easily despite spatial limitations. These increase the chances of businesses to attract clients to their ads.

Google Compare

Consumers will usually buy stuff right after comparing the features and prices of competitors. Problem is, mobile devices don’t allow users to view multiple ads simultaneously. So don’t expect much conversions if your product or service specifications are not viewable on the mobile platform.

Google Compare allows users to see various providers of a product or service in SERPs, including their reviews. With this, consumers can easily compare prices and products to help them make informed decisions. While this feature is currently limited to auto insurance and credit card providers, Google plans to apply it to other industries.

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Click to Call Ads

Now that websites are more viewable on mobile devices, there should be more results, right? Not necessarily. Even if more people can access websites, it doesn’t exactly guarantee consumers can contact site owners.

With Google’s call-only ad types, however, marketers just might increase their conversion rates. Instead of forms, marketers may place call-only ads, allowing them to drive not site traffic but calls to URL and phone call tracking users. It saves time for site owners to answer queries and gives them direct contact with potential customers.

With all these features, should there be more conversions for mobile marketers and ROI for businesses? Yes and no. While these will help make ads more viewable, the success of marketing campaigns will still depend on the rank, strategy and attractiveness of products they are promoting.