Optimising PPC Campaigns for Mobile: How to do it properly

In a survey carried out by Deloitte, 69% of smartphone users said that they use their mobile to shop in 2018. Optimising your PPC campaigns for mobile is more important than ever – and it’s only going to become increasingly critical.

As you can see, now is absolutely the time to start taking PPC for mobile seriously. If for some reason you still haven’t taken the plunge, take a look at these stats from a recent Evalon study:

  • 64% of us prefer to shop at home using a mobile device
  • 58% of shoppers say a poor mobile experience would impact their decision to shop with the brand in the future
  • 53% prefer to shop on an app over a website

Now that we’ve established how vital mobile advertising is, let’s look at some ways to get the most out of your PPC campaigns for mobile…

Location Ad Extensions to drive In-Store visits

According to an iVend survey, 91.4% of shoppers research products online before making purchases at physical stores. We know that mobile searchers are more likely to shop local, so it is vital to have a location extension enabled in your ad group in order for potential customers to find a store conveniently.

App promotion

Another fantastic feature is app extensions. These place a link below an ad, taking a user directly to the app store. You’ll need a mobile app live within the app store for this to work. Extensions are a really effective way to promote an app. Plus, the advanced options give detailed reporting along with customisation for different devices.

Mobile-friendly website

Online attention span is low at the best of times, but it’s even shorter on a mobile device. This means there’s you only have a matter of seconds to gain and hold the attention of a potential customer. If you’ve got landing pages that are optimised for mobile use and are quick and easy to navigate, you’re one step ahead. Google even lends a hand with this in the form of their free mobile-friendly landing page test.

Device Bid adjustments

If certain campaigns or ad groups are performing much better on mobile when compared to desktop and tablet, AdWords gives the option to automatically apply a device bid adjustment when ads go to auction. The willingness to spend a bit extra for these leads or sales which have proven more likely to convert will pay off in the long run.

Mobile-only Ads & Campaigns

Advertisers are able to create ads that only show to users on mobile devices. Not sure how? Just tick the ‘mobile’ box when you’re given the option for device preference during ad creation. You can take things one step further by launching mobile-only campaigns, all you need to do is change the bid modifier for computer and tablet to 100%. Want to drive calls rather than online sales? You can use call-only ads to encourage searchers to call your customer service team.

As you can see, with mobile ads you have a lot of personalisation options at your fingertips. You can also use your ad text to specifically targeted to mobile users, with calls to action like “buy on mobile” or “get a quote on your phone”. Our experience shows it pays to keep your mobile ads short and sweet to send users to your specialised mobile landing page. All in all, your aim is to keep the user journey as customer-friendly as possible.

So there we have it, some sure-fire methods of optimising your PPC campaigns for mobile users.

If you have any questions or would like to learn more, comment below or get in touch with the paid search team – we love to chat about the amazing impact of mobile ads.

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