According to a recent study more than 60% of shoppers made a mobile search before making a purchase. Mobile search is crucial to your site and you cannot ignore mobile traffic under any circumstances. So make sure to optimise your PPC campaigns for the mobile.
So what should you do to optimise your PPC campaigns for smartphone and smart device searches.
1. Research the Trends
Research the PPC trends of your ads. This will include the following details:
- The location of the searchers
- The day and time of the searches
- The mobile device used for conducting the searches
The advantage of this research is that it will help you understand the keywords you should be bidding on. Make use of bid modifiers for decreasing and increasing bids on various adverts. Some ads are going to be more effective on mobile searchers.
2. Customise PPC Campaigns for Mobile
Your ads for mobile must be shorter, have a direct message (copy) and must have a click to call option. Because the user will have direct access to phone, you should take advantage of it.
3. Set your PPC Goals
Don’t just set goals, set ‘smart’ PPC goals for mobile. Because PPC is results based, it is important to set clear goals. The goals must be realistic, measurable, and timely. The PPC strategy should also align with the broader goals of your business. Some of the most important PPC goals include:
- Increasing the volume of clicks to your site
- Increasing CTR
- Decreasing cart abandonment
- Increasing click conversions
Your PPC goal could also be focused on customer engagement metrics such as generating extra map lookups and calls. The goals must always be ‘smart’ and effective.
4. Optimise the Landing Pages and Ads for Mobile
Customise your ads and landing pages for high level of intent. The mobile PPC ads should make the most of your keywords and send direct messages to your mobile searchers. Use different features available in AdWords, for example dayparting, for defining the best time for your campaign to go active. For example, determine the time when your target audience is most likely to look for your products or services on their smartphone.
Do you need more valuable tips on how to optimise your PPC campaigns for mobile? It is recommended to visit https://thesearchmarketingshop.com/sem/google-adwords-management/ for information on effective strategies from the experts.