So you’re committed to making mobile PPC work for your business – but now what? Here are our top tips for nailing that campaign.
Google is moving the goal posts when it comes to mobile search, and given the growing prominence of searches on smartphones and tablets, it’s about time they did. Now it’s your turn to shake things up and make sure that customers find you first on their handheld devices.
1. Know Your Audience
As I argued in my last post, customers behave differently when searching on mobile than they do on a standard desktop search. Consider why that may be and how it affects those looking for your business.
What information do they need to find you quickly? Entrepreneur suggests using shorter keywords, as consumers on the go are less likely to tap out long search phrases on tiny keypads.
2. Streamline Your Ad
As always, understanding the customer should be your first step. Make sure that you spend some time to find out who your mobile target audience is and where they might be different from your ‘normal’ target audience. What are the searching for and how do they normally consume media?
The next step is to apply this knowledge to mobile extensions so you can choose the best option available for your campaign needs. Would a click-to-call button be more clickable for that customer or a link that redirects to your smartphone’s mapping application to pinpoint a local branch?
It also helps to get clever with your use of ad scheduling. If your business is time-specific (e.g. a restaurant that serves business lunches), make sure the campaign reflects that, with only basic details available when you’re closed and a richer experience made accessible during the lunchtime rush.
3. Mobile Competitive Intelligence is Key
Do you really know what strategies your competitors have when it comes to mobile? Using Adthena’s Competitive Intelligence for Search can give you crucial insights into how you and your competitors are winning – or losing – the mobile race.
You are able to compare your own desktop and mobile performance and reference this to your competitors’. Are you targeting the right keywords mobile users are searching for? Should you be re-working your mobile ad copy to embrace mobile users? It is also crucial to understand whether you over or underspend compared to your competitors.
Without complete awareness of the competitive landscape you enter the competition for mobile clients blindly and are less likely to outwit your competitors when you don’t know about them.
4. Maps and Location
Geo-targeting is critical to mobile search. Since the user is likely to be on the ground and ready to go, it’s key that they find you before they find your competitors. Make sure your keywords include locations and that your campaign is set up with the correct location targeting options selected.
Also consider including your location in your ad copy. Familiar streets and neighborhoods will pop out at the reader, drawing their eyes to your listing.
Think With Google suggests adjusting your bids by location, too. For example, a click from someone on a mobile device half a mile away might be worth more than the same click from a desktop user on the other side of the country.
5. Track Mobile Users Separately
Since mobile users behave differently, you’ll need to track their behaviour separately from that of desktop users to fully understand their quirks.
Advertisers may find the initial results disappointing, with fewer click-throughs or sales conversions registered, but it’s important to keep watching and learning, as the transaction will often go through offline. Search Engine Land estimates that 77% of those who start a search on a mobile device complete the transaction elsewhere.
6. Get the Back End Right
Make sure your whole website is mobile-friendly and that you’re not just relying on a pared down version of your desktop – Google will weigh your ranking based on your mobile optimisation. Create mobile-specific landing pages that get customers where they want to go in as few clicks as possible.
And if you have a phone number or a click-to-call button, make sure there’s someone there to answer the phone 24 hours a day or only have the click to call running during business hours.
Taking the time to make some changes and re-think the way you track campaigns can pay huge dividends. Keep testing the market and playing with new keywords and you’ll discover a whole new world of untapped potential.
Still feeling daunted? The team at Adthena can help. We’re happy to walk you through our platform and process, both of which promise to capture those clicks and help you master the mobile search world. So close down that desktop and start kicking ass on mobile!
(Main image credit: Sascha Kohlmann/flickr)