Have you ever wondered what you need to consider when planning a mobile PPC campaign? A mobile PPC strategy needs to differ from you desktop campaigns and meet the needs of your mobile customers. Let’s find out what your mobile PPC campaign needs to include.
The ever growing smartphone market has led many commentators to predict that mobile search traffic will overtake desktop searches in 2014. Earlier this month The Guardian reported that online shopping on mobiles had in fact overtaken desktop traffic for the first time. With this in mind it is even more crucial that your marketing efforts, and in particular, your paid search marketing campaigns are catering to the needs and wants of your mobile users.
This is a critical point that often gets overlooked. Mobile users are looking for a smooth experience while carrying out searches. If they land on a non-mobile optimised site that requires a lot of zooming in and out as well as small buttons that are hard to click you will find a high bounce rate from your mobile traffic. Not to mention the continued wasted money spent on clicks.
The user intent on a mobile device tends to be different than that of a desktop user. Your mobile PPC campaigns need to reflect this with short and engaging ad copy that works on a mobile device. Use Google Analytics data to find out which mobile devices are the most popular with your website and in particular your PPC campaigns and test your ads on these devices to ensure that they work correctly.
Within Google AdWords you can take advantage of several ad extensions that work really well on mobile devices. The two key extensions that you should consider for your mobile audience are call extensions, location extensions and app extensions. The call extension allows you to display a telephone number on your ads which will enable the user to click-to-call directly on your ads.
The location extension works in a similar way to the call extension allowing you to include a physical address of your shop or office. Users can click the address and automatically get directions to the address in Google Maps. This extension is great for local searches as potential customers could be looking for a shop near to their current location.
It is the intent of the user that is key to identifying which ad extensions you should use. Searches carried out on smartphones are typically in the research phase or looking for information (phone numbers, address etc) on a product or service.
Despite the rise of the bigger screens now found on smartphones/phablets the screen space afforded to mobile PPC ads is still quite scarce. Consider what mobile users are doing while they are searching. Typically mobile searches peak in the morning and early evening (think of the typical commute to work that many of us undertake every day) so it is important to write short and engaging ad copy that fulfills the search needs of your users. Keep it short but make sure your keywords are still prominent.
The mobile PPC market is only getting bigger so now is a great time to test and are refine your mobile strategy to find out what works for your brand and most importantly, your customers.
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