After announcing the tablet targeting feature a few months back, Google finally rolled out tablet targeting to all AdWords users this week. That’s great news if you have a lot of mobile users. Plenty of iPads and Android tablets are getting sold every day, so the potential to get PPC customers through tablet targeting is increasing as well. But before you get too excited, there are a few things you should know before you start creating tablet-targeted pay-per-click campaigns.
First, it’s helpful to gauge exactly how many of your website users are actually accessing your page through tablets. One way to figure this out is through Google Analytics. Assuming you already have a Google Analytics profile for your site (and you should!), log in to your account and click on the “Visitors” link in your left side navigation menu. Go to Mobile > Mobile Devices.
This will give you data on smartphones and tablets. For tablet traffic in particular, you can see iPads by name, and Android OS in general. But, the Android numbers will show you data for both Android smartphones and tablets, so it may not be a very good metric if you only want to see tablet traffic.
For more accurate tablet-only traffic data, you can go to AdWords. Just pull up the campaign you want to examine, and choose the “Segment” option under the tabs:
From here, choose “Device.” This will give you stats for three types of traffic: Computers, Mobile Devices With Full Browsers, and Tablets With Full Browsers. If it looks like you’re getting a significant amount of traffic from tablets (and it’s converting well), it might be time to set up a tablet-targeted campaign.
The actual campaign setup is exactly the same as any other kind of campaign setup. Just select “Tablets” in the device targeting segment of your campaign settings and you’re good to go. If you’re copying an existing campaign, don’t forget to go back and exclude tablet traffic from the old campaign so that your coverage doesn’t overlap. The most important things to adjust, though, are your landing pages for these campaigns. You need to make sure the page display is optimized for tablet traffic.
First, you should consider screen resolution. Since tablets vary in size from 7″ to 11″ plus, screen resolutions are all over the place. Wikpedia has a comprehensive list of tablet computer screen resolutions, so that’s a good place to start. It’s best to err on the side of a smaller screen resolution. It’s better to leave a little extra white space on a larger tablet than crowd out information on a smaller tablet.
You should also consider tablet behavior when designing your tablet landing page. Since most tablets are touchscreen and lack a physical keyboard, typing can be a chore. Try to simplify your forms to be easy to scroll around by finger, and avoid typing inputs when possible. Buttons are much better. If your tablet visitors have an easier experience navigating your landing page, they’re going to be more likely to convert.
Targeting tablet traffic can be a great way to optimize for a specific set of visitors, and make tweaks to increase conversions. The stakes may be low right now, since tablet visitors make up a relatively small subset of total site visitors. But tablet computers are catching on more and more with each passing year, so it’s important to hone your tablet targeting skills down so that you’ll be ready when a larger percentage of visitors are coming through tablets.