Another year of mobile has come and gone, so if you haven’t done so already, it’s probably time to jump on the mobile PPC bandwagon. I’ve noticed many businesses neglecting mobile in their AdWords account, and a recent study by eConsultancy shows that 21% of companies currently do not have a mobile PPC strategy in place at all and 45% of companies do not have one in place but are working on it.
Not only that, but since May, Google has confirmed that more searches are carried out on mobile than on desktop. If that doesn’t convince you to look over your mobile PPC strategy, I don’t know what will!
Here, I’ll explain some of the best practices for mobile PPC to help you get ahead of the game.
Your PPC adverts should lead your users to a mobile friendly and usable page where converting is easy. Take a look at the design of your mobile site: can you use shortened forms, mini landing pages or one-click payment methods to enhance performance? Is the text easy to read?
Site speed and responsiveness are also important factors to take into consideration, as most people will want results instantaneously. Use the Google Page Speed Insights Tool to check how fast your mobile site is and the Google Mobile Friendly Test to check whether it is mobile user friendly.
Dedicated landing pages work well for mobile PPC. Programmes such as Unbounce enable you to create your own landing page to be mobile responsive – the pages can be fully customised to an attractive design.
If you’re bidding on mobile, you need to make sure that your ads are in the top positions. Appearing below third position is not advisable on mobile, as your ads won’t be seen, especially as there are no ads on the right-hand side. Competition is becoming increasingly fierce, and you need to be on top of your game.
The key to boosting mobile visibility is to increase your ad rank.
Max CPC X Quality Score = Ad Rank
Take a look at your bidding strategy and use mobile bid adjustments to get your ad to the top of Google. Find out how much to increase your mobile bid adjustment by.
Make the most of mobile ads, especially if you find that most of your conversions come from mobile. This way, you can customise your ad text specifically to those who are using their mobile devices on the go. Find the solution to a user’s problem, offer directions or a phone number; anything that makes the user’s life easier. An example of customising your ad text for mobile is for the words ‘mobile friendly’ to appear in the display URL, e.g. example.com/mobile-friendly. This signals to the user that it will be an enjoyable, mobile friendly experience.
There are also mobile only options for site links, call out, call and app extensions. As you can see below, there isn’t much screen space for the ad extensions, so using short and snappy extension text is the best way to make the most of the space you have. Again, customising your ad extensions for mobile is a good way to show the user that they can carry out the required action on their phone.
How many times have you looked up a business to call on your mobile device? Mobile ads are the perfect place to promote phone calls. AdWords offers a range of call features such as click to call, call extensions and call-only ads for you to take advantage of. Make sure you are tracking the calls to find call trends; Google has updated the AdWords interface to provide call detail metrics, so there are no excuses here!
Google has started to roll out a ‘Buy on Google’ button on mobile shopping ads for selected retailers. When you click on this option, it will take you to a product page where you can make purchases, and it’s hosted by Google. This is currently in the experimental stage, and a limited number of retailers are able to test this feature. It will give your customers a more simplified way of paying for the product, so watch out for this feature when it rolls out fully.
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