Building a Successful Mobile PPC Strategy

There’s no need to go into detail on why mobile is important, or how Google has mentioned they are moving to a mobile focused search engine. Companies know mobile has become the device choice of users, and the amount of users is only going to increase. So what can businesses do to make sure their mobile pay per click is running efficiently?

Make the Site Mobile Friendly

Before the mobile pay per click ads are running, make sure the site is mobile friendly. If the site is too difficult to navigate users will quickly leave and look elsewhere for information. Unsure if your site is mobile friendly? Run the mobile friendly test.

As mentioned above, the site needs to be mobile friendly, also the landing pages need to be optimized for mobile. The pages should load quickly on mobile, have large, clickable buttons, and utilize forms that are easy to use. Don’t put lots of text on these pages, make them straight to the point, while guiding users through the conversion process.

Utilize Mobile Ad Extensions

Pay per click ad extensions are an easy way to increase click thru rate, show additional information, which gives users more reasons to click your ads. So which ad extensions can help your mobile ads?

• Call extensions – This allows for your phone number to be shown within your ad, giving mobile users an easy way to contact your business. It’s recommended that call extension ads run while the business is open and someone is available to answer the phone.
• Location Extensions – Within your ads the location extension will show your address, which lets users click to see where you are located. This is great for users because they can get fast directions to your brick and mortar store.
• Sitelinks – This extension gives you the opportunity to show users other pages they may find interesting. This lets the user find a more specific page, rather than a general landing page.

Expand Text Ads

Instead of being limited to 95 characters, expanding text ads will allow for your ads to be 140 characters long. This means the ad will take up more room, which on mobile means showing less results to users. If your ad is in the first position most of the user’s screen will be your ad, enticing them to click.

Define a Targeted Audience

If you’re selling a product or service that is specific to a certain age, gender, or location you will want to set your ads to show to that audience. Who are they? Where are they located? When are they searching? These are questions you should ask to determine who you are targeting. Don’t waste ad budget on users who are not interested in what you have to offer.