Many companies do not have a dedicated mobile PPC strategy. In fact, an eConsultancy study found that no strategy exists at all in about one in five businesses, while 45% of companies are in the process of securing one.
In addition, according to Google, more searches are being done via mobile rather than on desktop computers since May 2015. This is a huge sign indicating that companies need to revamp their mobile PPC policy!
Before you start, here are some factors to push you ahead of your rivals.
- Optimize landing pages for mobile
When users click on your PPC ads, ensure they land on a mobile-friendly page. Look over your mobile site design and consider shorter forms, less text, text readability and maybe even a one-click payment approach.
Most people want immediate results so speed and responsiveness is key. Test the speed of your mobile site using the Google Pagespeed Insights Tool, and if you’re wondering if it is mobile-friendly, run it on the Google Mobile Friendly Test.
Having dedicated landing pages is ideal for mobile PPC. Unbounce, and other programmes, allow you to customise your own landing page to be mobile-responsive.
- Take top ad positions
Get your ads to appear in top positions as they won’t be seen on mobile if they’re below third place, particularly since no ads are on the right-hand side.
Boost the ranking of your ad to enhance its visibility on the platform. The quality score equation vital to this is: Max CPC x Quality Score = Ad Rank.
Quality Score is fundamental to a healthy AdWords account because it determines your eligibility to take part in ad auctions. If you have a poor Quality Score because your ads aren’t relevant enough, it doesn’t matter how high you bid, you will always be limited in your AdWords performance and it will be much more costly to use AdWords.
Calibrate your mobile bidding tactic and adjust your bid accordingly to push your ad to the top of Google. Get more details from http://adwords.blogspot.co.uk/2013/05/bidding-best-practices-part-3.html
- Take advantage of mobile ads and extensions
Fully utilise mobile ads if most of your conversions are from mobile. Change up your ad text specially for those using their phones. Make it more convenient for users; provide answers to their problems, give directions or a phone number, among other solutions.
A way to modify your ad text for mobile is for “mobile-friendly” to be in the URL (hello.com/mobile-friendly), which will indicate to the user an enjoyable, mobile experience ahead.
Mobile-only choices for site links, call out, call and app extensions are also available. Use short, easy extension text to fully utilise the limited screen space. Tailor your ad extensions for mobile to show users the required action needed on their part can be done on their phone.
- Mobile measurement
Users tend to look for business phone numbers on their mobile phones, making mobile ads great spots to boost phone calls.
AdWords’ call features include click to call, call extensions and call-only ads which you can utilise. Also, call detail metrics are now available on the AdWords interface so do remember to track these calls to learn call trends.
- Google Mobile Buy Button
On mobile ads for certain businesses, Google has placed a ‘Buy on Google’ button, which users can click to be taken to a product page. Customers can shop and purchase products on the page, hosted by Google.
Though still in the experimental phase, this option, when fully introduced to more retailers, will make it easy for users to pay for their shopping.