I’d be willing to wager that you sleep with your mobile device mere inches from your pillow. You likely check your phone upon waking up, waiting for the train, and while scarfing down your turkey sandwich during your lunch break. It’s OK to admit that we’re all addicted to our smartphones, but what does it mean for your search marketing strategy?
Take a look at these stats showing how mobile and search tie together:
And mobile is only predicted to grow:
If that is not enough, there have also been studies showing that more people in the world own a cell phone than a toothbrush! Pretty disgusting, but telling right?
If you still see the majority of your searches, clicks, and conversions coming through desktop, you might even want to exclude mobile PPC advertising altogether. But how do you know if there is opportunity in the mobile world for your business?
Start by asking yourself:
If the answers all seem to pop up red flags when it comes to mobile, stop right there. Before ruling out mobile PPC ads, it is crucial to first dig a bit deeper into what the stats say because, believe it or not, there are some businesses that do surprisingly well via mobile.
Now it’s time to hit the books and get your PPC campaigns mobile-ready with the following steps:
First off, you need to tell AdWords that your ads need more visibility on mobile devices. This is where mobile bid adjustments come into play. You can increase your bids up to 300% – this might seem like a bit much though! If you’re unsure of where to start, use Google’s formula:
Mobile Bid Adjustment = 100* ((value per mobile click / value per desktop and tablet click) – 1)
Conversely, if your mobile PPC ad performance is a little embarrassing, you might want to exclude your ads from appearing on these devices altogether by making a mobile bid adjustment of -100. To make these bid adjustments in AdWords:
Wonderful! Now Google knows what’s going on, but if your ads are going to start appearing more frequently on mobile, it is critical to optimize your ad copy to appeal to these searchers.
Each ad group that has ads appearing on mobile devices should have two mobile-focused ads and two desktop ads testing against each other. Back in the day, search marketers were advised to have separate campaigns for mobile. This is no longer necessary, as showing your ads on different devices is as simple as selecting the “Mobile” checkbox when editing the ad (see image below).
If you decide not to create mobile preferred ads, Google will simply serve up your regular desktop ads on mobile devices as well, but typically you want your mobile ads to be written with a mobile mindset. According to WordStream’s Dan Shewan, mobile ads are typically successful “if they’re useful, compelling and highly targeted.” What does this mean? Well on mobile you’ll want to:
According to the Huffington Post, 57% of mobile users will bounce off your site if it takes over 3 seconds to load, and 30% will abandon a shopping cart if the site isn’t optimized for mobile.
You need to prevent this! Start by visiting your PPC landing pages on your smartphone. Pretend you’re the visitor:
In most cases your desktop landing page will NOT provide a great mobile experience. On mobile you’ll want headlines and a call-to-action that are VERY short and to-the-point, clickable phone numbers, and – most importantly – a site that loads immediately! I’d recommend following this WordStream landing page guide to give your mobile landing pages a makeover. If you need some assistance creating a breathtaking mobile experience check out dudamobile.
Did you know that 43% of all search-related conversions happen over the phone? Or that 65% of businesses consider phones calls their most valuable and highest quality source of leads?
How cool would it be to be able to drill down and figure out which campaigns keywords were drove phone calls and call-conversions into your business? Great news! With WordStream’s new Call Tracking feature, you can now track which campaigns, ad groups and keywords resulted in phone calls from your landing pages.
If you’re a WordStream customer interested in getting started with call tracking, check out this tutorial video and FAQ page. You can also reach out to your Customer Success Specialist, email [email protected], or attend one of our brand new Call Tracking hangouts to get a live walkthrough of the product.
Now that you are ready to take the mobile world by storm, let’s take a quick look at what needs to be done to capture and convert your mobile audience:
What have you done to optimize for mobile?
Margot is a content marketing specialist at WordStream and nutrition graduate student at Framingham State. She loves all things digital, learning about nutrition, running, traveling, and cooking.
See other posts by Margot Whitney
Please read our Comment Policy before commenting.