Optimizing PPC Campaigns for Smartphone Users

Mobile devices have become a major part of our day-to-day lives. In fact, mobile internet traffic surpassed desktop for the first time last August.

But mobile users have different behaviors than desktop users, and if you don’t optimize your PPC campaigns for this change, you’re wasting money. Here are three ways to maximize your return on ad spend: 

1. Optimize Your Ad Copy

Smartphones are a big part of our lives. They’re useful for many reasons, such as keeping in contact with family and friends, navigating to new places, and downloading apps that provide entertainment or productivity. However, the downside of smartphones is that they can be distracting and addictive. This is because the phone’s applications can be used to keep you busy and cause you to lose focus on your work or other important things in your life. It’s important to set boundaries and not use your phone as an escape or distraction. This is especially true if you’re working or studying.

People surf the internet on their phones differently than on desktops. Most mobile searches are goal-oriented, like getting directions or finding answers to the questions on their mind. This makes it even more important to write hyper-relevant ad copy. The ad customization tools available in AdWords are invaluable for this, as they let you highlight the products or services that your target audience is searching for.

Your landing pages also need to be optimized for mobile users. They should mirror your ad copy and CTAs, and they should be responsive so that the user can navigate them with ease on their mobile device. Also, try using A/B testing to see which ad variations perform better.

2. Optimize Your Landing Page

A mobile-friendly landing page is essential for converting PPC clicks into sales. Multiple studies show that users have different intentions and behaviors when browsing websites on desktop versus mobile devices. So if your ads are performing well, but your mobile landing pages don’t measure up, you could be missing out on valuable traffic and conversions.

In order to optimize your landing page for smartphones, start by keeping it simple. Smartphone screens are much smaller than desktop computers, so you have less real estate to capture a visitor’s attention and direct their actions. Make sure to keep all important information above the fold and remove any unnecessary content that may distract your visitors.

Keep in mind that many mobile searches have action-oriented keywords, meaning people are looking to buy, call, or visit something. This should influence the way you structure your landing pages and the keywords you target. 

Finally, make sure your mobile landing page load time is fast. Limiting your visuals to a minimum, implementing a content delivery network, and eliminating any unnecessary elements can all improve page load times. This will ensure your visitors don’t abandon your site because it’s too slow to navigate.

3. Optimize Your Ads

Mobile technology is so ubiquitous that it’s not an exaggeration to say that a PPC campaign that doesn’t consider mobile users is leaving money on the table. Searches on smartphones are outpacing those performed on desktop computers, and that gap is only expected to widen over time. For this, you may visit a Professional PPC management company California.

That’s why it is so important to optimize your ads for mobile. Ads are typically smaller than those on desktop computers, and the user experience is different. As such, a well-optimized mobile ad can make or break the success of your paid search campaign.

The best way to do that is to perform A/B testing. Create two versions of your ad, and change one variable at a time – it could be the headline, the image, or the call to action – to determine what makes an ad more effective for mobile users. Then, you can use that ad as your benchmark and continue to improve the others to drive even better performance.

Another strategy that can be especially helpful is to use device bid adjustments in your PPC account. This will help you increase your clicks from mobile users at a lower cost than those from desktop computers. It’s a great option to consider if you want to grow your site traffic without spending more than your budget allows.

Finally, don’t forget that your analytics data is available to you in real-time. This is an incredible advantage that PPC campaigns offer over other marketing techniques. You can see in real-time what is working and what isn’t, so you can adjust your verbiage, play with keywords, or include a promotion. This type of data is invaluable, and it can save you a lot of money down the road.

4. Optimize Your Ad Extensions

Mobile PPC is an essential tool for digital marketing agencies, and optimizing your campaigns for smartphones will make the difference between success and failure. Users have different habits when it comes to consuming online content, and the more your agency adapts to mobile user behaviors, the more profitable your Google Ads accounts will become.

If you’re not making the most of mobile, it’s time to reassess your strategies and take action. In this blog post, I’ll share seven simple Google Ads hacks for optimizing your ads for smartphone users, so you can boost your conversion rates and give your clients a competitive advantage in the search results.

One of the first things you can do is to set up a separate campaign for mobile devices. This will help you track and optimize your mobile performance compared to desktop, so you can make informed decisions about which campaigns and ad copy should be optimized for mobile.

To find out which campaigns need to be optimized for mobile, start by running a cost-per-click (CPC) report and looking at the average CPCs for desktop and mobile. Then, multiply your average CPCs by your conversion rates to see how much each ad can spend and still be profitable on mobile. This will help you identify which campaigns need to be optimized for mobile, so you can improve your mobile conversion rate and get the most value out of your clients’ Google Ads budgets.