Knock, knock. Who’s There? No one, because your mobile paid search average position is a 6.8… But don’t worry, I’m here to help!
While over 50% of search traffic now comes from mobile, it is important your paid search ads are designed to perform. Not to mention, optimized ads can improve your quality score, meaning you save money by paying less per click. Follow my four simple tips to ensure your mobile paid search ads are ready for the big (I mean, small) screen!
Tip: Strong call to action
Clearly state the next steps you want your customers to take on their smartphones, such as calling for an appointment or signing up for a free trial. Strong CTAs also lead to improved click-through rates, an essential component of your ad’s quality score.
Tip: Ad extensions
While extensions are a key part of Google’s ad rank algorithm, they also improve the mobile experience by giving customers relevant information directly from your ad.
Call extensions allow users to contact your business in two easy clicks. For account level setup, go to the “Ad Extensions” tab and choose “Call Extensions” from the dropdown. Click “+Extension” to enter your phone number. To receive advanced call reporting details in AdWords (including time, duration, and area code), select “Call Reporting: ON” and save.
Sitelink extensions direct people to specific pages of your website, such as store hours or inventory. Mobile users expect to find content quickly, and sitelink extensions provide access to information they are looking for. To set up, go to “Ad Extensions> Sitelink Extensions” and choose “+Extension> +New Sitelink.” Fill in the sitelink title under “Link Text” and use “Final URL” to insert the landing page. I recommend filling the two description lines with more information to take up more screen space.
Location extensions display your address or distance to your business. When selected, customers are directed to Google Maps to find your store. Once your Google MyBusiness account is set, login to AdWords under that email. Proceed to “Ad Extensions,” choose “Location Extensions” from the dropdown, and “+Extension.” Fill in your business name exactly as it appears on Google MyBusiness, save your work, and refresh the page until your address syncs.
Tip: Mobile paid search bid adjustments
With less screen real estate compared to desktop, your mobile ads are at greater risk of getting lost in the results. Bid higher on mobile to clinch top ad positions by going to “Settings> Devices.” Review your mobile average position every few weeks by choosing “Segment> Device” and adjust as necessary.
Tip: Mobile-friendly landing pages
According to Google, visitors are 5x more likely to leave if your site is not mobile-friendly. Make the visit count with fast load times, simple navigation, responsive design, and above-the-fold content.
Although mobile offers smaller screen sizes, THINK BIG. Size 14pt font keeps users from excessive zooming, while large buttons prevent “fat thumbs” from selecting the wrong thing (Apple recommends 44px by 44px). As mobile customers expect quick answers, it is essential your webpage communicates information in a simple way.
While these recommendations create a seamless user experience, landing page is also a key component of your ad’s quality score. This in turn helps improve ad rank and lower CPCs. Test your landing page against Google’s Mobile-Friendly Test!
A strong mobile strategy can be a powerful tool in achieving your AdWords goals. By following my tips above, you can be confident your mobile paid search are ready to dominate!
By, Elizabeth Bailey