Mobile PPC Advertising: Get Educated

With the drastic change from feature mobile phones to smartphones and tablets, more and more people are using the Web on their mobile devices. In fact, by 2015, mobile Web usage is predicted to surpass desktop Web usage!

What’s this mean for your company?
Mobile marketing is not the future, it’s right now! Many of your potential and existing customers are using their mobile phones to:

• find information;
• contact you remotely (calling/emailing);
• visit your business in person;
  and
• purchase your products or services.

Take advantage of this ever-increasing trend.

How to target mobile Web users?
The easiest way to target mobile Web users is through mobile pay-per-click advertising on search engines. If you are not currently running mobile PPC campaigns on Google AdWords, you are one step behind your competition.

Paid Search for Mobile: A Few Things To Know

1. Separate the mobile campaign(s) from desktop campaigns: When you create such a campaign, Google currently automatically adds “mobile” as part of the networks you are targeting. It is best to create a mobile-specific campaign, since there are fewer ads and different factors for quality scores.
2. Distinguish campaigns by device (Android, iPhone, iPad/Tablet, etc.): If you separate campaigns by device, you can call out to the user for a more relevant ad. For example, “Request more information from your Android phone!”
3. Make a mobile-ready landing page or website: This is not necessarily a must, but would be worth your investment if you receive substantial traffic from mobile (and already have poor conversion rates). Also, it’s best to test what your landing page or website looks like from particular mobile devices before going live.
4. Focus on local searches and geo-targets: 1/3 of mobile searches have local intent and are therefore more likely to result in action. Specify where your business is located in your ad copy to help the user realize how close you are in relation.
5. Set up click-to-call for free using Google Call Metrics! When using this for mobile campaigns, the phone number you list is a link for users to click and call your business directly within seconds.