You can’t deny that your target audience is frantically incorporating the use of mobile devices when it comes to searching for your business, offer, or concern. To maximize your return, it’s best to begin capturing the value which is mobile PPC to increase ROI.
Doing so however is also proving to be a challenge for some, but then you can’t ignore this technology shift. Before you decide to activate your own mobile PPC marketing campaign, what you need is a plan, a specific strategy. What’s involved is initially testing to get your feet wet.
There are a variety of factors which can help or even hinder your mobile Pay Per Click (PPC) efforts. What you need to consider is how you’re going to plan, attack, craft, and test your mobile campaign strategy with minimal costs.
When first launching a mobile based ad campaign, what most will neglect is choosing the specific “Mobile Preferred Ads.” This option is more of a suggestion that certain ads should be geared towards mobile devices.
Developing Mobile Optimized Experiences
What most won’t bother to do with their mobile PPC ads is send their visitors to experiences which are optimized for the specific device that they’re using. It’s up to you to understand the exact user intention of your visitors.
Realize that not all of the users across the various mobile devices has the same goals, or are looking for the same experience. Some mobile visitors when searching, tends to be more in a browsing mood with a lower propensity to buy something, or becoming a lead, when compared to using a desktop PC.
Numerous case studies suggest that most users who initiates the consideration process when using their mobile device have some downtime or they’re just bored, and will most likely continue their purchasing decisions on a PC at home, which is considered more secure.
Responsive Mobile Site
What becomes extremely important when it comes to optimizing for mobile is creating a response website for your business. The site experience needs to be optimized specifically for these mobile visitors and their specific OS.
So what this means is that your current web based site needs to properly render on all of the popular mobile device platforms, the smaller screen tablets and smartphones, while also optimizing your mobile site for user intention.
The best way to provide the ultimate experience is to generate the most value from this type of traffic, by offering them a quick and easy, 1 or 2 step actionable solution on your mobile site.
This could be a simple opt in form to extract their email, a simple contact form, or a phone number submit where you can give your product details later.
Most who are searching on mobiles are usually looking for some type of quick solution, information which they can scan, or an easy way of creating an account which they’re able to access later.
Some who may be performing this search may also be looking at how mobile friendly your site is.
So what you need is to provide something that offers a favorable mobile experience. A landing page which doesn’t squeeze in too much information onto the users smaller screen.
The call-to-action needs to be crisp and clear, asking, telling the user to take specific action, and what they can except once they’ve taken that action you asked.
The Need To Go Mobile
If your business currently doesn’t have a mobile site, you’ll undoubtedly need to provide one in the very near future. When it comes to mobile, not having one is similar to not having a website a decade ago, you’ll be quickly left behind and out.
The fact remains that some businesses are already advertising on mobile whether they’re aware of it or not. When Google introduced their “Enhanced Campaigns,” for those who didn’t bother taking the step to modify their mobile bids, their ads were automatically showing up on mobile devices.
Utilizing Mobile Device Bid Modifiers
When using Google Adwords, using bid modifiers can decrease your bid costs by half, which will remove your ads from mobile devices. You’re also able to increase your bids specific for mobile devices.
If you don’t currently have a specific or a strategic plan for mobile ad marketing, and you’re not yet ready to do testing, then you might just want to opt-out of mobile altogether.
Know that if you’re using Conversion Optimizer, you won’t be able to use any of the bid modifiers within your campaigns. With Conversion Optimizer, what you’re doing is handing the keys over to Google, this so they could take the measures which generates the most conversions for your CPA offer as possible.
What this includes is the time of day, or the day of week, along with the mobile device that’s used. If using Conversion Optimizer is your preferred method when maximizing bid management, then optimizing your mobile experience becomes a higher priority, this since you can’t opt out.
Monitoring Geographic Bid Modifiers
You’re able to tailor bid modifiers specific for the device, time, or geographic location, all off one keyword. This will however make attempting to adjust keyword bids difficult, as the data gets more difficult with each automated adjustment.
What you may find is that the conversion rates are the same when it comes to similar geographic areas. For larger ecommerce sites, what needs to be analyzed are the conversion rates for PC’s, and for mobile devices.
If the conversion rates, this regardless of device, is similar throughout the campaign, then what this means is that the geographic modifiers aren’t in conflict for any given device. What becomes critical is keeping all your bid modifiers in check.