Metric Theory

As users spend more of their time on mobile devices, making sure your mobile load times are up to par can lead to a powerful effect on your performance metrics. The best way to get started in evaluating your mobile site speed is to conduct a thorough mobile site speed audit. If you are looking for a quick and easy overview of your mobile site speed and recommendations on how to improve your load speed, Test My Site by Think with Google is a great tool. Now that you know how to conduct a mobile site speed audit, here are some other ways to improve the mobile user experience.

Certain non-branded search campaigns (long-tail product-specific, competitors, etc.) could be performing almost as well as branded search. This means ramping up your remarketing efforts, no matter if it is through GDN efforts with strong, attention grabbing creative ads or through RLSA efforts and capturing searches from people who have already been to your site and meet them with tailor-made search ads. So you’ve increased coverage to ensure commanding share of voice on your branded search terms, you’ve increased investment further on top performing existing non-branded search campaigns, and you’ve increased spend on your remarketing efforts through site visitors – that must be it, right? Yes, you’ll likely see an increase in branded search impressions, remarketing list sizes, and maybe even non-branded searches in core areas; but it is very possible that these upper-funnel initiatives will serve purely as air coverage and as an educational tool to teach you more about prospective users.

A great way to start testing ad variations in copy is to run a split test by creating ad variations that use title case vs sentence case. For example, if you were to run a test between two search ads that have different text for each headline, and different copy below the headlines, it becomes very difficult to determine if the reason behind why one ad was more successful than the other was the headlines or the description lines. For example, duplicating the ad so that the headlines text and ad copy text remain the same, and then using the original version as the control ad and then use sentence case for the titles of the variable ad (the ad that was copied). While any given test may not produce the desired results, it’s always better to continuously test, learn, and then test again!

If that’s the only title you are giving to Google, your product is not going to show up when a person searches for “best polarized black sunglasses for Summer. However, if you update your product title in the feed to include keywords like sunglasses, black, polarized, and other product specifications like the size or shape, you are much more likely to show up for relevant searches. Here at MT, we offer Feed Management, which includes importing your current feed, optimizing it to Google’s best standards and then exporting the optimized feed to your Google Merchant Center. Because an optimized feed is much more relevant to searchers, Google in turn rewards your optimized feed with lower CPC’s and more relevant impressions, which then leads to a higher CTR, conversion rate, and ROI.