Why You Should Consider Pay-Per-Click Advertising for Mobile

Jul 16, 2014

The popularity of mobile devices has grown to the point that they are poised to overtake both the desktop and laptop computer as the preferred choice for accessing the Internet. An estimated 46 percent of search engine users now use a mobile device exclusively when researching a product or service prior to making a purchase.

When you consider that less than 10 percent of all small to medium-sized businesses have a mobile-optimized website, you get a good idea of the problem – or depending on your point of view, the opportunity. In short: mobile is big and is only going to get bigger, and the majority of businesses are going to lose customers to their more market-savvy competitors.

The Benefits of Mobile PPC Advertising

mobile ppcSome 25 percent of all clicks on PPC ads are made on a mobile device, and the numbers are growing all the time. What’s more, those users tend to be action takers: an estimated 59 percent of mobile device users will visit a local business after researching it online. Creating a mobile-specific PPC campaign makes a lot of sense because

  • The per-click ad costs are usually lower for mobile campaigns, compared to desktop campaigns, due to less competition from other mobile advertisers.
  • Google offers several mobile-specific search ad formats, or sitelink extensions, that are designed to increase click-through rates such as click-to-download ads, click-to-call ads, and location extensions which provide users with detailed location information.
  • Mobile PPC ads allow you to customize your offer to encourage immediate action. Many mobile users are more buy-ready, and your copy can reflect your availability to immediately solve their problem.

Creating a Mobile-Specific PPC Campaign

There’s a little more to an effective mobile PPC campaign than simply squeezing down an existing desktop version to fit mobile devices. The search results pages are different, as are the keywords, the user intensions, and the layout of your site. An effective mobile-specific campaign should.

  • Feature mobile-friendly keywords. Use broad match keywords whenever possible, but don’t be afraid to use long tail keywords if you need to. Make sure that your keywords focus on action; mobile searchers tend to be fast action-takers.
  • Be flexible as to setting per click bids. There are only 5 results displayed per search result page, and you want your ad to be seen. Be prepared to raise your bid if necessary; remember that mobile click rates are usually lower than for desktop campaigns, and your click-through rates will tend to be higher.
  • Use action-oriented ads. Tailor your message to mobile users with language such as “Call Now” or “From Your Phone.” If you’re using call or location extensions, don’t repeat your phone number in the ad – it appears automatically. Remember that you can’t use your phone number as a sitelink or in your ad headline.
  • Include a mobile-optimized landing page. Mobile landing pages need to short, to the point, and load quickly. Minimize text as much as possible, and what you do use should be in large print. Use big buttons to make it easy for users to click. If you absolutely must include a form, remember that the least number of fields that users will have to fill out the better.