It’s easy to look around during our daily lives and see that smartphones are taking over. They used to be about purely communicating with other people, for playing Snake. That kinda thing. These days they can be used for anything from getting directions as a sat-nav, to shopping around to find that perfect gift, and pretty much everything in between. Optimising your PPC campaigns for mobile is more important than ever – and it’s only going to be become increasingly critical.
If you are like myself, almost any question you may ask yourself is swiftly answered with a quick Google search from a mobile device. Research carried out by Merkle in early 2016 found that paid search clicks coming from a mobile device had doubled when compared to the previous year, as well as ad spend on mobile devices increasing by a whopping 123%.
- 82% of us will look to our phones to make a decision while already in a store.
- 90% of us will use smartphones to start lengthy, multi-step processes while on the go.
- 91% of us will spontaneously search for new things at some point in our daily routines.
Google announced in November that their algorithms will primarily use the mobile version of a site to rank pages (for more information on this check out this blog post on the Silverbean website). And the same is true for analysing PPC quality score.
Now that we’ve established how vital mobile advertising is, let’s look at some methods that are available to get the most out of your PPC campaigns for mobile…
Location ad extensions to drive in-store visits
According to comScore research, 75% purchases that start with a mobile search are actually made in store. Mobile searchers are more likely to shop local, therefore it is vital to have a location extension enabled in your ad group in order for potential customers to find a store conveniently.
Call extensions are another great way to drive conversions for mobile ads. In a recent survey from Ipsos, 61% of survey respondents said click to call is most important during the purchase phase of the customer journey.
Advanced call tracking should be enabled to count call duration as a conversion – and also attribute an approximate conversion value to it too. Fortunately for budding mobile advertisers, call extensions will be added to mobile ads automatically as of this month (February 2016) if chosen to opt in. Just as a warning – Google will take the phone number from the landing page’s website (usually on the contact page), so ensure this is up to date.
Another extension that mobile advertisers can benefit from hugely is app extensions, which places a link below an ad, taking a user directly to the app store. For this to be available, a mobile app which is live within the app store is required – obviously. This is a fantastic way to promote an app, and advanced options allow for detailed reporting as well as customisation for different devices.
Mobile friendly website
Online attention span is low at the best of times, but this gets even shorter when on a mobile device. This means there is only a matter of seconds to gain and hold the attention of a potential customer. Having a landing page optimised for mobile use which is quick and easy to navigate will take huge strides in achieving this. Google even lend a helping hand with this with their free mobile-friendly landing page test.
Device bid adjustments
If certain campaigns or ad groups are performing much better on mobile when compared to desktop and tablet, AdWords gives the option to automatically apply a device bid adjustment when ads go to auction. The willingness to spend a bit extra for these leads or sales which have proven more likely to convert will pay off in the long run.
Mobile only ads & campaigns
Advertisers are able to create ads which will only show to users on mobile devices. This can be achieved by ticking the “mobile” box when given the option for device preference during ad creation. And taking this one step further, advertisers have the option to launch mobile only campaigns which can be achieved by changing the bid modifier for computer and tablet to -100%. In addition, call only ads encourage searchers to call, instead of visit a brand’s website.
These methods allows for ad text to be specifically targeted to mobile users, with call to actions like “buy on mobile” or “get a quote on your phone”. These mobile only ads should be short and sweet, sending users to a fully specialised mobile landing page, ensuring the user journey is as customer friendly as possible on mobile devices.
So there we have it, some sure fire methods of optimising your PPC campaigns for mobile users.
If you have any questions or would like to learn more, please don’t hesitate to get in touch.