Posted by Andrella Lone | October 5, 2018
AdWords Mobile PPC Basics & its Best Practices

Using smartphones has actually become a way of life for the modern consumers. There is hardly anyone nowadays who leaves home without their mobile devices and when you delve deeper into the research and surveys of the consumer behavior, it gets even more interesting.

Website Mobile Optimzation

About 94% people search for local information on their mobile phones and 90% of those people act on the search results found. According to Google Think Insights, consumers spend over fifteen hours every week in researching businesses from the smartphones.

AdWords Mobile PPC is your surest ticket to appear in front of those people who are on the go, searching for information, and are actually inclined to make that purchase. Many of the small time businesses shy away from the AdWords mobile campaigns for their complex nature and the requirement of time to be able to manage it all properly.

There have been several recent alterations to Google AdWords which has made it simple for the businesses of all scales to start with a good mobile PPC program.

According to Google, the purpose of brand engagement campaign through Google is building awareness and creating positive relations with a company and the services and products it has.

The customer gets to interact with a brand in multiple ways when it’s put up in AdWords Mobile PPC, for instance, through playing games, watching videos, communicating with others, and so on.

AdWords includes keywords of the particular brand and ensures that any customer looking for your services gets to see your site over the organic listings. Wondering how to get started on using AdWords mobile PPC for your advantage?

Here is a list of the six best practices for Google AdWords to accomplish the benefits mentioned above and more.

  1. Creating a Super Structure

Adwords Campaign Structure

Campaign’s structure is the major factor for all Google AdWords accounts. Beginning with the right campaign structure aids you in getting a good control over the components.

Setting up a Google AdWords account without proper structure is like having a human body with a broken backbone. The best structure of campaign for the brands is to keep it simple. Let’s take a look at the basics of keeping it simple.

  • Do not put the keywords together
  • Let there be a single keyword in each ad-group
  • Run the match types and put them in separate ad-groupings
  • Do not group the offerings of the brand along with the single brand queries. It is best to keep it all under different campaigns.

Brand campaign offering structure basically consists of the brand plus product campaign. The following are the top three pointers you need to keep in mind.

  • Keep every product in separate Ad group
  • Have separate Website Landing Page for each of the Ad groups
  • Let the campaign follow a super structure
  1. Understanding the Ad Copy

If you consider the campaign as the backbone, the face of the campaign has to be the Ad copies. From creating a mobile brand campaign, the advertiser needs to depict the brand name in capitals and bold in that Ad Copy. Google offers this feature to all of the advertisers whereby the brand domain gets automatically added to Ad copy and that happens in clear, capital letters. The two things to keep in mind in this respect:

  • Maintaining high visibility on the brand terms, and
  • Writing the display link in bold capital letters.
  1. Using Mobile PPC Keywords

Looking for keywords for mobile search can get tricky when you consider keeping in mind all those differences between typing for searching and voice searching. However, there are tricks even then to get it all to work for you and here are the three points to understand the basics of using mobile keywords.

Broad Matched Keywords: These keywords actually work well in the mobile campaigns, as the ones that use the mobile searches mostly type on the go which makes them have frequent mistyping on the search queries. Allow the usage of close variants if you are using exact match and phrase.

The Length of Search Query: The average length of search query is same on the desktops and mobile devices and thus, you need not limit yourself to go for short keywords.

Go For Action-Based Keywords: The mobile users look to make their decision as fast as possible and thus, it would help you if you can rely on action-based keywords.

  1. Leveraging Text Ads for Mobile

Text Ads for Mobile

The ones who use mobile searches look to take fast action and not really get into deep research. Given below are the two best ways to put to use when you are writing the text ads.

Tailor The Offers For Mobile Searches: Direct the text ads towards users who will click or call from the phones. The offers that you provide need to have a call to action, directed towards the mobile users. For instance, you can use phrases like “call right now” or “from your phones” in the AdWords listings.

Be Careful About the Phone Numbers: There is no need to include the phone number in the text if you are already putting to use location or call extensions. It will come naturally. Also, phone number cannot get used as the site link or as the headline for a mobile advert.

  1. Using Structured Snippets, Call Outs, and Site Links

Structred Snippet

Avail the advantages provided by Ad extensions when you are building the mobile PPC strategy. To be more specific, the location extensions and call take the advantage of the smartphones by letting the users go for click for calling and thus, easily get the directions.

The Ad extensions let you show added information of the ads of AdWords. It can act as a strong tool for achieving a range of effects, including rising conversion rate, increased CTR, and decreasing the CPA but no additional cost per click. You need to use all of the possible extensions and that includes review, call, message, structured snippets, callouts, and site links, and so on. Through ad extensions, you can:

  • Display the map along with business locations
  • Show the prices, titles, and product images from the Merchant Center account
  • Link additional pages in the site
  • Put in the click for calling contact number
  • Include the seller ratings
  • Link the +1 from going on Google Plus pages to ads

Enabling the Ad extensions will show a high quality ad on the top of the organic search results. According to Google reports, using good Ad extensions can actually increase the click through rate by thirty percent on an average.

In case of mobile searches, Google AdWords depict one or multiple extensions in the ad. At the time, it calculates that the extension or extensions bring an improvement in performance and the instance when the rank is high enough for appearing.

Adding extensions is no guarantee that it will come up in the ad but you can always keep track of the time of appearance of the extensions in the Ad extension space. Google demands a minimum ad ranking (considering the extensions) before showing up the extensions. You might need to raise the bid or the quality of ad or both for making the extensions show.

  1. Knowing the Mobile Landing Pages

Mobile Landing Pages Optimization

The searchers need to get directed towards the landing pages that are mobile optimized or else you will be penalized by Google on the basis of quality score. Take a look at the guidelines to make sure that the mobile searchers get to have the best experience when coming to the website.

Quick Loading: The landing pages need to be made lightweight so that, they load up quickly. It is a general practice in terms of AdWords but it is specifically true for the mobile users who are impatient and may be struck with slower net connections.

Being Concise and Direct- You need to aim to say the most in a few words. There is no point in using a lot of text as it can be difficult to read on the mobile devices.

Using clear and large texts: Keep in mind that the viewer is seeing it on a mobile device and thus, the text needs to large enough to be clicked by the thumb.

Include The Address: It is helpful to put in the address if you are a local business as it helps people to understand the direction. Having said that, it is also important to keep in mind for you that, you must not put in too many fields in the forms.

AdWords mobile PPC is the next big thing in the world of online marketing. Right now, Google is all for mobile searches and mobile adoption. It might feel like too much hassle to create campaigns tailored for smartphones but that is the endgame if you want to win in the world of digital marketing. Take the hassle and do the research because at the end of the day it will reward you with the sales you are looking for.


Author: Andrella Lone



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