When talking about some of the greatest opportunities in online advertising, you cannot miss the mobile. According to Google, brand awareness is boosted by up to 80% employing search ads. Formstack states that on-page conversions occur due to PPC ads is one of the three key generators. Wordstream’s data demonstrates that users planning to purchase using ads has risen to 65%. All these statistics reflect the importance of pay-per-click ads as an efficient marketing tool.
Not all this, the marketers are managing to estimate the power of mobile search. Leading marketing firms, Convince & Convert and iAcquire state that the mobile conversion rates are nearly three times more than they are on desktops and laptops.
If you are running a PPC campaign for the first time, there is a list of PPC tools available that can help you in learning from the mistakes and successes of others. It will give you an edge over your rivals as you can analyze their campaigns as well. iSpionage is an easy-to-use tool that helps acquire insights into competitors’ keywords, ad copy, and budget. SEMRush provides access to the keyword search to see who is at the top of organic search results. SpyFu allows you to spy on your competitors’ keywords and ad variations. You can analyze what brings profit to your competitors and then choose keywords accordingly.
All this has acquired the attention of advertisers, and hence they are now focusing more upon the mobiles causing the cost-per-acquisition price to rise gradually. The best that you can do to neutralize this trend is by optimizing your conversions as per mobile. So far, here are the three main queries that you should be making while launching a mobile PPC campaign.
- Have You Selected Mobile-Specific Keywords and Campaigns?
The audience that is searching for mobiles is always looking for something specific. They are clear about what they want to purchase. Considering this, they address what they are looking for at the earliest. As a marketer, you need to make the best out of this opportunity and by conveying the right message and coming up with the best options at the earliest.
You can always start your keyword research by having a word with your customers about how they discovered your brand. Go through the keywords that they used for sparking a connection with the company. What could serve as help is the conversation analytics tools that make you know about the keywords that were used during a phone call and by understanding the language of the customers? Use these stats to evaluate how the users are translating the terms when typing them as phrases in search engines.
Also, ensure that you identify customer conversation keywords that are likely to communicate better with mobile rather than desktop searches. Frame your campaigns as per the related keywords. One thing that you need to keep in mind is that not all keyword interactions manage to make an immediate conversion. The ads and associated landing pages should consider customer needs as a priority as compared to the revenue goals.
- Are You Including Click-to-Call Buttons Over Landing Pages?
Mobiles are far more different as compared to computer keywords. Mobile user experience consists of smooth and instantaneous taps and swipes. They do not experience the same level of comfort and ease when compared to a computer. The mobile users have only a limited space with them for conducting relevant research. They expect to find solutions to all their queries at the earliest and want to stay away from any sort of inconvenience such as form subscription etc.
To make things easier, you can make use of click-to-call buttons over the landing pages. You should always encourage mobile audiences to come up with direct questions. Other than including a click-to-call button, you can conduct testing for the most favourable placements. It can be done using usability research and A/B testing. For instance, you can make testing by altering the Button placements and positions, changing the size and font and using Phone icons instead of phone numbers
The purpose here is to ensure a smooth user experience for mobile website visitors.
- Are Your Considering Location, Site, and Call Extensions?
When it comes to sparking a connection with the online audience, no one can surpass Google AdWords. Owing to the availability of countless features, you can connect best with audiences at a faster pace. As a campaign owner, you can make use of location details, site, and call extensions and drive conversions.
Take some time and evaluate the questions that the mobile audiences would prefer to ask when trying to know you better. They are mostly interested in knowing:
- How to look for you
- What products/ services you sell
- What things they should know about you
- How to contact your representatives
When you make all this information available through search, you are taking a step towards making the learning process easy and reducing the limitations that come across while making the conversion. For more details on PPC campaigns, have a look at the post, Time to customize your PPC campaign as per shoppers, buyers and browsers.