5 thoughts on “When Efficiency Becomes The Enemy

  1. Ben

    How can you show additional budget increases would be worth the investment from your screen shot above?

    What are other ways to make the ads mobile friendly. Should you limit your first description line to a certain number of characters?

    Reply
    1. Lauren RosnerLauren Rosner

      Thanks for reading Ben! In the screen shot above, I have shown the leads received for each month at the current budget. From there I calculated projections based on incremental budget increases, assuming CTR and Conversion Rates remained consistent.

      Definitely test shortening your first description line for mobile ad copy. In some positions and on some devices, description line one can be cut off with ellipsis. I also recommend testing calls to action such as “Order from your phone”, or “Visit our mobile site”.

      Reply
      1. Ben

        Thanks Lauren. Regarding the budget increases…Isn’t this based on current CPC’s and current conv. rates. (All else being equal). Not sure how CTR would factor in.

        Regarding the mobile ads, is there a character limit best practice to limit the first desc. line to?

        Reply
  2. Keith

    Great Article! Speaking of mobile ad copy is there a best practice for the character limits for Description Line 1 & 2? Any idea on what your mobile character count should be to help improve the likeliness that most of your text ad will show to a user searching on their mobile device?

    Reply
    1. Lauren RosnerLauren Rosner

      Thanks for reading! With mobile ad copy, the best advice I can give you is to test out shorter description lines against the standard 35 characters in your campaigns. Keep text short and impactful. You can also limit mobile sitelinks to fewer than 15 characters to ensure they are not shortened with ellipsis as well. Happy testing!

      Reply

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