Mobile devices has provided us a new medium to target prospects and win business. It’s no surprise that mobile ads will make up 72% of all digital ad spend by 2019:
Source: eMarketer
Google recently optimized their search algorithm to place mobile-friendly websites higher in mobile search results, and have tools in place to decide whether a website is mobile-friendly or not.
With the cost per click higher for mobile traffic than desktop users, having campaigns mobile optimized throughout will contribute to a much better ROI.
Here’s 4 Questions You Should Answer In Order To Best Optimize Your Mobile PPC Campaigns…
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Do you know what your mobile audience wants?
The needs of mobile searchers differs greatly from those who search on a computer or tablet. Google revealed that mobile users tend to look for opening hours, directions and the address of a business:
Source: Google
Login to your Google Analytics account and research keywords mobile users searched to find your business. How did they flow through your site and which pages were they most interested in?
Did they all go to your contact us and location pages, or did they focus on particular products?
This data should help you select keywords and webpages to direct them to through your ads.
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Does your site have mobile friendly elements?
A mobile user typically has a 5-7 inch screen and interactions consisting of screen taps and swipes. If they are on the go, they may not have a pen handy to write down your business phone number and address.
Consider adding the following to your mobile landing pages:
- Adjusting fonts – big fonts and headings won’t render well on mobile devices.
- Button placement – space different elements of a page further apart to reduce the possibility of mobile users clicking on the wrong button.
- Mobile icons – instead of listing your number, replace it with a picture of a phone to save space and give prospects a one-click call option. Skype offers this integration for small and local businesses:
Source: Skype blog
- Google Maps – widgets can be placed on the footer of every webpage to provide prospects with your address and directions.
Sometimes creating two individual landing pages for mobile and desktop traffic is smart, as 40% of mobile traffic will visit a competitor’s site if they have a bad mobile experience with yours.
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Are you making use of ad extensions?
Google and Bing offer ad extensions to reveal more about your business. An ad extension can link to other areas of your website (product categories, contact us page), include one-click direct call buttons, one-click app downloads and map directions through Google Maps:
50% of mobile traffic who use Google to search end up visiting a store within 24 hours:
Placing ad extensions on your ads doesn’t cost any extra and can help provide prospects with the information they are looking for faster. To learn more about these extensions check out this quick 2 minute video from Google:
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Does your landing pages pass Google’s Mobile-friendly test?
Google has created its own mobile-friendly test which you can take to find out if your website passes their requirements. Check each page individually as you may find some pages to be mobile-friendly while other have issues.
If you pass with flying colours, Google PageSpeed Insights is a more complex tool rating your website for mobile and desktop experience out of 100. After analyzing your site it provides you with issues mobile users may face, for example, it mentions that some of my buttons may be too close together:
Fixing these pain points to provide mobile traffic a better experience will lead to better mobile ad campaigns.
Summary Of Mobile PPC…
Mobile ad clicks cost more and tend to convert less frequently than their desktop counterparts. One reason for this is because PPC campaigns that target mobile traffic aren’t optimized for mobile users.
Understand what your mobile audience is searching for, leverage the right keywords and make their journey from start to finish as easy as possible. Spend time optimizing your landing pages for mobile devices, make use of relevant ad extensions and spend an extra few hours isolating mobile keywords if you want to capture high quality mobile customers.
Nick Bridges
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