With mobile devices becoming the essential search tool, how should you optimise your PPC campaigns to make the most of the market?
A recent study by Econsultancy found that 61% of shoppers used a smartphone before making a purchase. This same study also showed that the shoppers who had used a smartphone beforehand were likely to spend more money. This goes to show just how important mobile traffic to a site has become and why it is essential to optimise mobile PPC campaigns.
Before embarking upon creating or improving your own mobile PPC campaign, it’s important to consider how your competitors are using paid search to boost their presence. You can do this using competitor analysis tools such as Adthena’s Mobile Search Competitor Analysis that shows where your competitors are getting ahead of your efforts.
The tool allows you to benchmark your competitors, conduct a head-to-head analysis and view what’s driving their traffic in an easy to understand interface, making it simpler than ever to work out what you’re doing wrong.
Once you’ve identified where your competitors are winning and you’re losing, it’s time to get optimising your own campaign and watch your ROI soar!
Realise the Difference in Mobile Searcher Intents
When users are searching on their mobile devices, the queries are normally shorter, more specific and more urgent. They are usually using their phones/tablets “on the go”, and are looking for direct, concise, informative web pages that will quickly answer their questions.
Several studies have shown that users usually begin their initial research on a mobile device while they are away from home, but are more likely to finish off their research and make a purchase from a desktop computer later.
These web pages should therefore be more content-orientated and focus on answering all possible queries the consumer may have, versus focusing on actual sales.
The sites could possibly have an “add to cart” function or a really simple contact form to fill in, allowing the user to easily find the site later from a desktop. The key here is to keep the pages convenient and relevant for mobile users.
Tailor PPC Campaigns for Mobile Users
Include on-site offers that are specific to mobile users, for example, mobile coupons. According to RetailMeNot Shoppers Trend Report, mobile coupon usage has nearly tripled in the past three years. The ads should also have shorter, more direct copy and could incorporate a click-to-call option, taking advantage of the user having direct access to a phone.
Research the Trends in Mobile Traffic
Research your ad’s PPC trends, like the searcher’s location, the day and time and if the searcher is using a tablet or smartphone. This will allow you to understand more of what keywords to use in bid modifiers.
Certain adverts may be more effective on mobile searchers, while other adverts may be less effective. You can use bid modifiers to decrease bids by up to 100% and increase them up to 300% to ensure the adverts most suited to mobile searchers are the adverts most visible to them.
Ensure Mobile-Friendly Landing Pages
The advertisements should lead the user to pages that are formatted to fit all screen sizes and that allow the user to easily navigate the site to find the information that they are looking for. Advertisers can ensure this by linking the PPC ad to a mobile version of their company’s site.
Another approach to ensuring the site is mobile-friendly is to make sure your site is adaptive or responsive to mobile users. An adaptive response can be quite costly. It involves getting the site to recognise and adapt to the device it is being accessed from, depending on the device’s capabilities. A good example of an adaptive website is American Airlines.
A more affordable approach is ensuring that the site is responsive. This uses CSS (Cascading Style Sheets) technology to ensure that the webpage adapts a single version of itself to auto-adjust onto any sized screen. A good example of this is The Boston Globe. Upon viewing the site from different sized windows, the website will continue to show the same amount of information, scaling itself to fit perfectly inside the screen.
Incorporate a Mobile PPC-Specific Strategy
Take time to consider how you intend mobile traffic to relate to your unique business. Develop a strategy of how you will use PPC adverts. Will the ads offer consumer discounts? More information? Will they ask visitors to join a mailing list? Ensure that the aspects of your business most suited to mobile searchers are at the head of the campaign.
Mobile PPC is still a relatively underused method of optimising ad campaigns. Use these tips to ensure that your company gets the most out of its mobile PPC campaign.