PPC Without Pity

If you’ve ever had the privilege of working with a small business PPC account, you’ve probably had this conversation:

SMALL BIZ OWNER: Our ads aren’t showing up!
YOU: That’s odd…everything seems to be fine in the account.
SMALL BIZ OWNER: I just Googled our name and didn’t see our ad!

Then, you have a long conversation explaining how PPC actually works to your naive client, and hopefully get them to understand that having a PPC account doesn’t guarantee ad coverage on 100% of searches. I’ve actually been on the receiving end of the opposite conversation: when a client congratulates you on getting them a #1 Google result (clearly indicating they don’t know the difference between SEO and PPC). While it’s nice to get noticed for your good work, this may actually be a more harmful scenario for your client.

Here’s what you need to explain to your client (feel free to send them this post as a link). It’s totally impossible for Google to show every advertiser’s ads on the first page 100% of the time for every keyword they are bidding on. It’s a mathematical impossibility. That’s why we have factors like bidding, quality score, and Google’s algorithm to ensure everybody gets a chance to have their ad show up. So, depending on your daily budget, bids, and ad targeting settings, your particular ads get put in a queue to show up, along with the thousands of other AdWords advertisers.

Your ad sits in the queue until a user types in a search query relevant to a keyword you are bidding on. Then, the Google system goes to work, calculating whether or not to show your ad, and where to place it in the results. If the timing is right, your ad will show. Once it has shown up, it gets put back in the queue to wait for the next qualifying query.

Now here’s the kicker. If you just Googled yourself and saw your ad, you just took an ad impression away from a potential customer. This was an impression that might have lead to a click, which in turn might have lead to a conversion. If you sit at your desk all day, Googling yourself to check ad positions, you could be costing yourself money with every Google search.

If you’re worried about whether or not your ads are showing, don’t fret. Google will always let you know if there is an issue with your ads or keywords. If your ads aren’t showing, then Google isn’t making any money from you – they have an incentive to get your ads up and running as soon as possible after any interruption. If you’re worried about which position your ads are showing in, the stats on average position are right there in your account. You’re never going to be guaranteed a top spot every time (and in reality, this isn’t as important as you think), and you can pretty easily adjust what position your ads show in by raising or lowering your keyword bids.

If you really want to see how your ad shows up on a real-life Google search page, there’s even a tool for that. Just go to the Google Ad Preview Tool. Here, you can enter whatever keyword you like and see a sample Google results page. You’ll get results for organic and paid searches calculated by the Google algorithm, but it won’t count as an ad impression in your AdWords account. You can even use the tool to change your domain or geographic settings to see how users in other regions view your ads. This function is pretty handy if you don’t geotarget your own area in your ad coverage, or you have special campaigns for other cities, states, or countries.

Hopefully, this information will cure you of your self-Googling. Sure, we all give in to a vanity search now and again. But if you’re spending money on AdWords it’s best to kick the habit.

Last week, we started our series on how to most effectively adjust pay per click campaign settings in the major PPC providers by examining how to optimize campaign settings in Google. This post picks up where we left off.

Bidding and Budget

Making a wrong decision here could cost you a lot of money, so be sure you’re paying attention to what you’re doing. First off, you’ll need to choose a bidding option. The default is manual bidding, which is fine for most accounts. You’ll just need to keep adjusting bids yourself, based on performance. Automatic bidding might sound like a good idea, but keep one thing in mind: Google will only maximize your clicks with this setting, not conversions. This opens you up to getting a lot of junk traffic that doesn’t convert. Stay away from this one.

For more advanced users, setting your bids to focus on conversions might be a viable option. This uses Google’s Conversion Optimizer functionality. You set a target CPA, and Google’s algorithms try their best to maximize conversions while staying under your target CPA. In my experience, performance has been hit or miss, but the system tends to improve the longer you leave it active. It might be an interesting experiment to try Conversion Optimizer bidding for a month or so with an established campaign for a month or so, but if you don’t see good results in about 30 days you should probably just stick with manual bidding.

You’ll need to choose your budget wisely. Here’s how I do it: take the amount of money you’re willing to spend per month, and divide it by 30. That’s your daily budget. You might go a little over on months with 31 days, but it should only be a small percentage of your total advertising budget. It’s possible to err either too high or low on this, so be careful. If you set your budget too high, you could overspend if your search terms are more popular than you anticipated. If you set your budget too low, you won’t get much ad impression share, and you’ll lose out on impressions, clicks, and conversions. Make a conservative estimate of what your budget should be, and if you top out at this amount every day, you should think about either scaling your keyword selection back or raising the budget.

You have two more options in this section: Position Preference and Delivery Method. You should almost always leave Position Preference off. It may seem like a good idea to target certain positions, but keep in mind that your ads will never show in any other position. This could be disastrous unless your keyword bids are dead-on accurate and consistent. For Delivery Method, it’s usually best to keep it on Standard so that your ads show evenly throughout the day. Setting it to Accelerated usually leads to your account blowing all its budget early in the day, leaving no coverage for the afternoon and evening. If your budget is high enough where you’re not depleting it every day, accelerated ad serving probably won’t affect you. But, I usually leave it set to Standard as a best practice.

Ad Extensions

These can be really useful for businesses who want a little something extra in their text ads. There are three types:

1. Locations: If you’re a local advertiser, it’s a great idea to put a map and address in your ad. Google makes this easy by allowing you to import your addresses from a Google Places (formerly Google Business Center) account. If you don’t want to go through the hassle of setting up a Places account, you can just add your address manually in this setting.
2. Products: If you’re into e-commerce, you can use this extension to import images and information from your Google Merchant Center account.
3. Phone extensions: If you tend to get a lot of conversions offline (or you want to), adding a phone number to your ad might help you appeal to users who don’t like completing transactions on a website, or just want to talk to a real person. Even better, your numbers become click-to-call on mobile devices with full internet browsers.

Advanced Settings

You can’t change your start date, but you can adjust your end date if you like. By default, it’s set so far into the future that you’ll probably never have to worry about it. But, if you have a highly seasonal campaign, you may want to determine an earlier end date so you don’t have to remind yourself to shut it off.

Ad Scheduling is really handy if you’re on a limited budget and want to target your ads to your most profitable hours of the day. If you deal exclusively with B2B customers, you can schedule your ads to only show during work hours, and cease showing during the weekend.

Ad rotation is a tricky subject that I’ve touched on before – you’re probably better off reading my older post to get the full story.

Frequency capping can be handy if you use content network campaigns (it only affects content network distribution). This limits how many times an individual user can see your ad. It could be useful for power users of the content network, but for most folks it’s okay to leave no cap on impressions.

Demographic bidding is another content-network-only feature. It lets you adjust your bids for specific genders, ages, and other user demographics. I’m still not sold on the reliability of web advertising demographics. Most of this information is self-reported or pulled from third-party sources, so I doubt it could be that accurate. Use this at your own risk.

Now, you should be all set to change your Google AdWords campaign settings like a pro. Next week, we’ll take a look at Yahoo.

Previously: Adjusting Campaign Settings Like A Pro: Google (part 1)

Whenever I take on a new pay per click account, or examine an existing one for problems, the first thing I look at is the campaign settings. These settings can have a drastic effect on campaign performance, but many PPC users don’t know what each setting does, or how they should choose their options. I’m proud to introduce a new, multi-part blog series to help you decide what to do with those campaign settings for optimal PPC performance. We’ll cover the big three PPC providers: Google AdWords, Yahoo Search Marketing, and MSN AdCenter. This week, we’ll start with the most popular ad network: Google.

Finding Your Campaign Settings

Like many PPC managers, I like to do most of my Google AdWords work in Google’s desktop tool, AdWords Editor. However, this program doesn’t provide all the options for adjusting campaign settings, so it’s best to adjust them in the web interface. Log in to your AdWords account, and go to the “Campaigns” tab.

To get a general overview of your campaign settings, you can go straight to the “Settings” tab (make sure your view is “All Online Campaigns”):

From here, you can get a quick overview each campaigns settings, including location targeting, language, networks, device targeting, bid type, budget, end date, ad scheduling, delivery method, and ad rotation. If you don’t see all these options right away, you can adjust your visible columns by clicking on the “Columns” link below the “Settings” tab:

If you’re in a hurry, or if you have a big account, this is a great way to get a quick overview of your campaign settings. You can use this to diagnose any mistakes, such as any campaigns accidentally set to run on both the search and content network, or in the wrong location or language. But, if you want to take a look at each individual campaign’s settings in detail, you’ll need to select the campaign from the list on the left side of your screen, and then select the “Settings” tab in the main frame.

Now, let’s talk about how to adjust each option in the settings.

Campaign Name

This is pretty straightforward. Name it what you like, but my personal preferences are to label it with the general product or goal of the campaign (i.e. “Auto Sales” or “Branding Campaign”), along with a tag indicating the day the campaign was first activated (i.e. “Auto Sales 06-06-10″). This way, you’ll know exactly what the campaign is all about, and how long it has been running without having to look back on your account history or personal notes.

Locations and Languages

For most campaigns, you’ll just want to target your home country and the predominant language. But, Google has some highly effective geotargeting capabilities that you’ll want to take advantage of. There’s so much detail to talk about this that I won’t do it in this post, but definitely look into geotargeting if your business’ customer base is in a highly localized area (like if you advertise for a restaurant or school), or if you want to target specific geographic areas with customized landing pages.

The languages option is often overlooked (at least here in the States). Not every country speaks a single, uniform language, though. It may seem like a good idea to start a Canadian campaign set to English, but don’t forget that the province of Quebec predominantly speaks French. You might want to target English to all other provinces except Quebec, and create a special French campaign just for Quebec. Do your cultural homework, and you just might pick up a few conversions your competitors will miss. But, be wary if you’re going to target a non-English speaking country – you might spend all your time translating keywords and text ads, but forget that your campaign setting is still set to English! A simple mistake like this could cost you a lot of traffic.

Networks and Devices

In my opinion, the Networks option is the most important one to check. Google’s default settings for every new campaign is to put it on both the search and content network, which is usually a bad thing. There are very different strategies for success on each network, so make sure each campaign is either search-only or content-only.

You can also opt in or out of the Search Partner network – these are sites that utilize Google search on their pages, and show AdWords ads whenever a user does a site search. Performance can vary between Google search and the Search Partners, but it’s usually not enough of a difference to shut off the search partners entirely. Your best bet is to leave Search Partners active, but be sure to monitor the performance of this network to make sure you’re getting your money’s worth.

On the “Devices” option, you can choose whether you want your ads to show on computers, mobile devices, or both. Recently, Google opened up further mobile targeting options, letting you select specific mobile devices and carriers. This will probably start to impact PPC in the near future, but most campaigns won’t need to target at this level of granularity. However, if you sell a product that is highly relevant to mobile phone users, you may want to test out a campaign targeted specifically to mobile devices, and omit all traffic from desktop and laptop computers. Just be sure that your landing page is optimized for mobile device screen sizes.

That’s it for this week. Stay tuned next week for Google: part 2, and the following weeks for Yahoo and MSN.

Now here’s something interesting. Google just released a beta test in the UK and Canada for a new AdWords keyword match type: modified broad match keywords. These new keywords work kind of like broad match, but allow you to demand greater specificity in relevance matches by adding the “+” modifier in front of keywords that must appear in the user’s search query. For example, if you were flexible with what keywords you wanted to trigger your ads, but you were absolutely sure that you only wanted search queries that contained the exact word “cruise,” you could add modified broad match keywords like “discount +cruise,” “bahamas +cruise,” or “+cruise vacations.” In this scenario, your ads would show if someone typed in the query “caribbean cruise,” but they would not show if the same user typed in “discount vacations.”

This new functionality bridges the gap between broad match and phrase match, allowing greater granularity in your targeting options. Personally, I’m not a huge fan of broad match unless you’re willing to waste some money. In real life, searchers type in all sorts of crazy queries that Google matches to your ads. This is good if you want to get some real-world keyword research, but bad if you want to keep your cost per conversion down. Google is undoubtedly good at search, but I’m very unimpressed by their ability to match broad match queries to relevant broad match keywords. If you don’t believe me, check a long-term search query report for some broad match keywords and try to figure out what percentage of those queries have nothing to do with your product offering. Unless you’ve been really good about keeping up with your negative keyword list, chances are you’ll be looking at a lot of junk traffic.

The new modified broad match keywords present an alternative to the regular broad match/large negative keyword list combo. Now, you can get the benefit of catching misspellings, plurals, and long-tail terms you hadn’t thought of in your search net, while still keeping some semblance of quality control with the modified “+” keyword. Sure, it’s not going to fix the problem entirely, but it could save you from some common pitfalls of the other match types. You won’t miss out on too much traffic like you would with a phrase match, and you won’t drive quite as much junk traffic, as you might experience with a standard broad match.

I’d love to give this new trick a spin, but alas, I’m American. I suppose that I have to miss out on the fun for now. If you’re a United Kingdom or Canadian AdWords advertiser, I’d love to hear about your experiences with the new match type. Let’s hear about it in the comments.

Good news, everybody! This Friday, Google released their new mobile phone interface for AdWords to all users. Now, you can check up on your account, and make tedious account edits on a three-inch screen!

Okay, maybe I should dial back the sarcasm a little bit. Sure, this is a great tool if you really need to check up on your account on-the-go. But, I can’t imagine doing any serious PPC work on my iPhone. I’m spoiled as it is using two LCD monitors for even the most mundane of pay-per-click marketing tasks. Not to mention the fact that I’m usually flipping back and forth between multiple browser and Excel spreadsheet windows…

That being said, this should be a great feature for anyone who really needs to keep tabs on their account at all times. By allowing you to check up on your account quickly and easily, Google is making sure its advertisers don’t make any potentially dangerous snafus that end up costing hundreds or even thousands of dollars. Admit it – we’ve all had at least one of these in our PPC careers. It might be nice to have that little safeguard to assuage the paranoia.

I do find the interface a little unwieldy to make changes. But that is to be expected with the kind of spatial limitations Google is working with by creating a mobile site. Smartphones were never designed to do something as data-intensive as PPC. It’s nice to be able to change a bid or two on the fly, but I think I’d rather wait to get to a computer if I’m going to have to change text ads or multiple campaign settings.

The trick is to log in to your AdWords account on your computer beforehand and set up appropriate filters to cut down on the information overload. You probably don’t need to be checking in on all of your account on your phone, but maybe you have a new ad group or two that needs extra special attention. If you set up filters containing only these special groups ahead of time, you can select the filter on your smartphone to go straight to them. Scrolling through hundreds of keywords and ad groups looks like a total pain in this interface, so I’d recommend that you get on top of your filters right away if you think you’re going to be using the mobile site in the future.

I’d go into some more how-to’s on this site, but Google has already produced a pretty slick video that goes over the basics. Check it out:

On Thursday, the Google Analytics blog announced an upcoming browser-based opt out for Google Analytics tracking. This is huge news for not only webmasters who use Google Analytics tracking, but also on us PPC marketers who rely on this data to make marketing decisions. Details are scarce at this point, but it looks like Google will allow users to opt out of Google Analytics tracking by installing a plug-in in their browser. Granted, not every user will be savvy enough to install this on their web browser, or even know what this means. But I’m willing to bet that there are enough web users concerned about their privacy that we’ll start to miss a significant percentage of Google Analytics data once this thing goes live.

This is clearly a reaction to recent uproars about internet privacy, such as last year’s threat to ban Google Analytics in Germany. Google really needed to throw a bone to its critics, and I guess this is it. They are definitely running the risk of incurring the wrath of their PPC advertisers, though.

I must admit I’m a little ambivalent about this development. The internet user in me applauds Google’s advocacy for the privacy of their users. However, the internet marketer in me laments the loss of precious web analytics data that will help me make decisions about my PPC campaigns. But take my opinions with a grain of salt. After all, I am one of those hypocritical marketing types who spends all day managing web ads, then installs ad blockers in his home computer’s web browser.

So will this mean the end of Google Analytics? It’s too early to tell. But once this plug-in situation is finalized, I’ll be interested to see how it affects my Google Analytics data. Keep an eye out for this implementation to make sure you don’t get blindsided by a loss of stats in your own Google Analytics account. If you see the plug-in implementation take a wrecking ball to your site usage data, it might be time to consider a move from Google Analytics to a more complete analytics package like Omiture, Woopra, Yahoo Web Analytics, or any number of other analytics providers. I really like Google Analytics as a tool, but a web analytics package is only as good as the completeness of its data. If Google wants to stand up for privacy at the expense of its advertisers, then I may have to make the painful choice of going with another analytics provider.

If you’re reading this blog, then chances are you are a serious pay per click marketing professional, or you would like to be one someday. And that’s great! There are a lot of job opportunities out there for online marketing professionals, and it’s an exciting new field. However, the field is so new that there are not many opportunities in higher education to specialize in PPC marketing. You can’t exactly get a college degree in PPC…yet.

So how do you prove your PPC chops to potential employers? Right now, the gold standard is Google’s AdWords certification. Just about everyone who is running a PPC campaign is running it in Google, so if you’re going to learn how to do PPC, you had better know how to run a Google AdWords campaign effectively. The Google AdWords certification tests your knowledge of the platform, and best practices to ensure that your campaigns are profitable.

Preparation for the test is totally free, so there’s no reason not to study for it. You can access all of the lessons online at the Google AdWords Learning Center. Lessons are available in text or video format, and they cover just about everything you need to know about what’s going to be on the certification exam.

The exam itself is about 100 questions, and has a two-hour time limit. It is open-book (which means you should probably leave a tab open to the AdWords help center as you take the test), but you’re going to need some serious time management skills in order to finish before the clock runs out. In order to pass, you’ll need to score 85% or better. There is a $50 fee to take the test, but keep in mind you have to pay that every time you retake that if you fail. Use that as a motivator to get it right the first time around.

Passing the AdWords certification exam isn’t all you need to get certified – it’s only the beginning. In order to be registered as a qualified professional, you also need to manage $1000 or more in AdWords spend over a 90-day period. You can either do this with your own account, or link to an existing account through your own client center account. The trickiest part of getting certified is getting someone to trust you with their AdWords spend. If you pass the test beforehand and show that you know your stuff, you’re going to have a better chance of landing a client who will help you finish your certification requirements.

Here’s some advice from someone who has taken and passed the exam. First, keep in mind that the correct answer on the Google test may not necessarily be the best real-world answer. I know this may sound counterintuitive, but think of it this way: Google has a vested interest in training people to spend as much money as possible on AdWords. So, a lot of Google test answers go like this: “Q: How do I improve performance in my Google account? A: Spend more money on Google!” So, be extra careful on the strategy questions. Second, two hours is definitely not long enough to finish all of the questions. Study and memorize as much as you can before you start, because looking up the answers burns up precious time. Skip too many questions, and you won’t make it to 85%.

Once you pass the test and meet the ad spend management requirements, you’ll get a nifty icon to put on your website that tells the world that you passed the certification. As an added bonus, you’ll also get some AdWords promotional credits to give to your clients. But, most importantly, you will be recognized as an expert in the field. This will help you get work if you’re a freelancer, or help you land a job if you’re looking for a 9 to 5 gig. Good luck!

This week, Google rolled out some policy changes to their AdWords platform regarding who can advertising pharmaceutical products through PPC ads. Previously, all advertisers dealing with medicinal products had to go through PharmacyChecker identification so that Google could verify that the products were legit. This week’s rollout has tightened restrictions on pharmaceutical advertising. Now, only VIPPS and CIPA certified pharmacies will be allowed to advertise their products through AdWords, and pharmaceutical advertisers will only be allowed to target their own country.

This change is sure to aggravate lots of vendors of diet pills, holistic cure-alls, and nutritional supplements, but I think it’s going to offer a better user experience in the long run. We’ve all seen the scam AdSense ads for acai miracle juice and received way too many emails promoting “ChEaP Vi@gra.” Pharmaceutical products are consistently one of the most profitable affiliate marketing niches, so I’m not too surprised that Google is cracking down on this vertical to clean up their PPC results. I suppose this is an extension of their recent ban on teeth whitening AdSense ads and their ilk. So, I guess it’s a bad time to be a pharmaceutical affiliate, but a good time to be a person searching for legitimate cures. By restricting pharmaceutical ads to only folks who can obtain a legitimate, well-regarded certification, Google is really trying to make sure that the only people who can advertise pharmaceuticals are actual pharmacies.

However, people who are on the fringe of the pharmaceutical industry might get dinged for this, too. In my experience, I’ve seen that Google’s automated editorial process is extremely liberal in what it considers to be a pharmaceutical advertisement. Because of these new rules, you might see your ads get disapproved if you offer pharmacy technician certification classes, medical assistance devices like walkers or orthopedic devices, or even counseling sessions on drug addiction. I’m pretty sure that Google just flags any ad that is even remotely related to pharmacies or medicine.

Fortunately, it’s pretty easy to clear up the confusion. If your ad gets flagged (and you know you’re not breaking the rules), all you really need to do is to submit an exception request with a simple line like “not a pharmaceutical product.” You can do this right in AdWords Editor in the ad editing section. Usually, Google is pretty good about promptly reinstating the ad if it’s clearly not bound by the pharmacy policy rules.

Because of this new policy, it’s a good idea to double-check any ads that might seem related to pharmaceutical products. If you’re not paying attention, Google might flag your ad and keep it from running. By being vigilant about the approval process and understanding the rules, you can prevent yourself from missing valuable ad impressions and clicks.

When creating a new PPC campaign or ad group, there’s an important choice to make with your text ads. Should you set text ads to rotate evenly, or optimize their distribution according to what the search engine thinks is best? Before you choose, you should think about how each distribution is calculated, and how it will affect your data collection for optimization purposes.

First off, you should always be running two to three text ads per ad group. That way, you can test different value propositions in your ads to see which one works best. After a month or two goes by, you can then compare the total conversions, conversion rate, and click-through rates of your ads to find the top performer. If your ad groups tend to get a lot of traffic, run three ads to test multiple factors at once. If your ad groups are low-traffic niche groups, you may need to run only two ads at a time to ensure you collect enough data for a reliable sample.

Choosing rotated or optimized ads will also affect your data collection. Rotating ads is pretty straightforward – each ad gets equal exposure. Optimized ad serving is where it gets a little trickier. By setting your ads to optimized serving, you allow the search engines to choose which ad gets the most exposure, since they will choose the “best” ad after a certain amount of data is gathered, then allow that ad to run the majority of the time.

This may sound good on the surface, but you also need to keep in mind that the search engines will choose the “best” ad based on their own criteria. This probably means that they will choose the ad with the highest click-through rate, since more clicks equals more money for Google, Yahoo, or Microsoft. This may not be in your best interest. The ad with the highest CTR may also have the lowest conversion rate. You could be racking up click costs without seeing conversion results if you trust search engines to “optimize” your ad distribution.

Of course, this is not always the case. Sometimes optimization is on the mark, and you can have a decent performing ad group without the hassle of constantly rotating ads yourself. For advertisers that just want a “set it and forget it” solution, you’ll probably be okay with optimized ad serving. But, if you are a serious PPC marketer, you will need to run evenly-rotated ads for two reasons. First, having even rotation ensures that you will have a valid statistical sample at the end of your text ad experiment, since all ads in the group will have an equal chance to succeed. And second, choosing not to rely on the search engines lets you choose your own success metric. If you want to optimize for conversion rate, you can do that. If you want to optimize for CTR, that’s okay too. You don’t have to rely on a third party to tell you what your “best” ad is, since you will have a much better idea of what is successful for your own business.

Most of the time, I choose to set my new ad groups to rotate evenly. But then again, I’m a huge PPC geek who loves to split-test things. Think carefully about what optimizing or rotating your text ads means for your business before you make a commitment. Don’t blindly rely on a search engine to automatically do your PPC campaign optimization for you.

This just in from the “I thought they had this already” department: Microsoft announces full HTML mobile device targeting for their AdCenter PPC marketing platform. Sure, Microsoft AdCenter has been in the mobile ad game for a while now, but did it really take them this long to work it out so that you can specifically target smartphone devices with full web browsers like the iPhone, Google’s Nexus One, or any number of other Palm and Android phones? Actually, they did have this capability previously, but you had to individually target each type of mobile device. At least now you can target to the general category of mobile devices, which should save you a lot of time.

Regardless of my snarky commentary, this is great news for any advertiser trying to make mobile-targeted PPC campaigns in 2010. Clearly, Google and MSN are betting big on mobile PPC marketing in 2010. Yahoo, not so much. I’m not aware of any ways to target mobile devices in Yahoo (feel free to prove me wrong in the comments!), but we’ve seen a lot of developments lately from Google and Microsoft. I’m still not totally convinced that users are going to be on board with mobile PPC just yet. I don’t think that people are ready to be advertised to on their mobile devices – it seems like a little too intimate of a medium to me. We’ll see if my cynicism is justified by the end of the year.

Either way, now would be a good time to make sure you have mobile-specific landing pages, and optimize a mobile version of your homepage for tiny smartphone screens. Whether you’re ready or not, people are going to start looking for information about your company on their mobile phones. It’s better to have a mobile version of your site ready to go and no one using it than having to scramble to make one once you see your mobile traffic take off in your web analytics program.