Many companies who run ppc campaigns are still relying on their standard campaigns when targeting mobile devices.
With around 20% of all searches now being conducted on a mobile device, whether it’s a phone or a tablet, it seems sensible to create a new campaign for each of these. Mobile users have different needs, and behave differently when searching.
Here’s my top ten tips for optimising your search campaigns for mobile…
1. Make sure your ad appears in the top 3 positions
Some recent figures presented at the IAB Search Conference in June suggested that mobile users are much more likely to click on ads in position 1 or 2, and very rarely click on anything after position 5. Whereas an ad in position 4 may be performing for you in your standard search campaign, it’s definitely worth bidding for the higher positions for mobile.
2. Use click-to-call functionality
When targeting phone users, you need to make the journey as short and simple as possible. Many phone users tend to be using search to satisfy an immediate need, rather than just browsing or researching. If you can provide them with a way to get in touch in just one click, the more likely they are to engage with you
3. Reference the device
There’s no harm in showing that you know what device your customers are using. By using copy such as “see this on your i-phone now”, you’re reassuring the searcher that your content is going to be relevant to them and therefore increasing their likelihood to click.
This works especially well for mobile users. If somebody’s searching for a local restaurant, and they can click to download a voucher straight to their phone, this could be quite an incentive.
Again, if we know that mobile phone users tend to be searching to satisfy their immediate needs, if they’re searching for a local business, one of the options could be that they need to know where you are. Using one of your sitelinks as a “directions to us” option means that they can then use their phone as a means to navigate straight to your door.
6. Use location extensions
In the same way as referencing the device they’re on can give the searcher confidence, so can confirming that you’re in the right location for them. If I’m searching for a shoe shop in Liverpool, I’m more likely to click on a link in an ad that confirms it’s in Liverpool, rather than wasting my time on an ad that may not be local to me.
7. Deep-link to apps
If you have a mobile or tablet app that you’d like users to be downloading, include a link to it in your ad. This means that the user gets to some content that’s relevant to them within just one click.
8. Use rich ad formats – for tablets
Tablet users tend to interact more with rich content. They not only have more screen space, but tend to have faster internet connections. This is a great opportunity to utilise videos and photo galleries in your ads.
9. Use the seller rating extension
Using the 5 star seller rating function in your ad can help to increase click-throughs if you have positive reviews. Again, this is particularly relevant to the tablet market, who tend to have more time and will be researching before they buy.
10. Optimise your customer journey
However, before spending too much money on your ppc, take a good look at your customer journey. Is your site optimised for mobile? If not, then you’ll still be losing customers at the point of conversion. If you don’t have a dedicated mobile site, it may be worth just driving people to the call centre via your ad, and at least that way you should be able to convert them over the phone.
Have you seen any good results from a mobile search campaign? Let us know!