Mobile Search Advertising
This is where Google can help; if you don’t already rank organically for key search terms on Google mobile search, then you won’t know the benefit of being at the top of the search results. The click-through rates for the first, second and third organic positions are around 23%, 14% and 10% respectively (source) – this is the percentage of people who click on website links in the search results. Nowadays, it can take several months to achieve those top results for competitive searches organically, and your website will likely need some extensive optimisation for mobile UX. However, using Adwords means that you can be at the top of the search results immediately, and we’ve seen click-through rates on some of our mobile campaigns holding a steady 16%, higher than being second in the organic results. This is partly a result of mobile search ads taking up around two screens’ worth of the search results (i.e. you have to scroll down twice to reach organic results).
What You Can Do NOW to Jumpstart Your Mobile Marketing & PPC Strategy
Enhanced Campaigns were a much-needed addition to Google AdWords, but some marketers still feel intimidated by mobile PPC. This guide will walk you through the steps you can take today and in the coming weeks to set up an effective mobile PPC program and get in front of more target prospects, when and where they’re looking for you.
1. Set SMART PPC Goals
SMART goals are: Specific, Measurable, Achievable, Realistic and Timely. PPC is largely results driven, making clear goal setting and documentation mission critical.
Your mobile marketing and PPC strategy must align with your greater business goals. A few examples of PPC goals are increasing clicks to your website, improving click conversions, enhancing click-through rates or decreasing cart abandonment. Your goals might also focus on specific customer engagement metrics like generating more calls or map lookups. Whatever your metrics, your goals must be SMART to ensure success.
2. Define Your Target Audience
Precise targeting helps you home in on high-intent searchers in your target market. A solid understanding of context – the time, location and device of the search – also helps you better pinpoint which search queries are a good match for your ads.
Remember the 5 W’s from school:
Who are your prospects and customers (think age, gender, location, level of education, income bracket, etc.)?
What are they looking for or trying to accomplish? What are their habits, interests and purchasing habits?
When are they usually online and searching for information about your product, service or business?
Where are they, both physically and online? Where do they live and shop in the real world and where can you find them online (social networks, search engines, etc.)?
Why are they searching for information and why are you the best choice to fulfill their needs?
This insight helps you define your market and also drives your ad creative.
3. Determine Your AdWords Mobile PPC Keywords
Keywords and phrases are the heart of your mobile PPC campaign. The keywords you choose to target tell Google AdWords and other ad platforms which user searches your ads should appear for and tell users what your product or service is about.
Again, context is incredibly important in keyword discovery for mobile PPC, as searchers might use different phrases and keywords when looking for information from their mobile device. More than half of consumers searching from a mobile device intend to make a purchase within the hour, so choosing the right keywords to get in front of that demand is critical.
Given the massive volume of keyword combinations available, discovery can quickly become overwhelming for marketers. Use our free Keyword Suggestion Tool to find the unique keywords and phrases that will bring you the greatest success. It analyzes your site data and traffic to uncover the most relevant keywords searchers are using to find you.
Make sure you use negative keywords, as well. This is how you tell Google which keywords and phrases you don’t want to appear for, helping you reduce wasted spend on clicks that aren’t likely to convert.
4. Optimize AdWords Ads and Landing Pages for Mobile
Research shows that 90% of people move between devices to accomplish their goal, with mobile search having great impact on the purchasing decisions. Ninety-three percent of searchers go on to purchase after a mobile search. Tailoring your ads and landing pages to match this level of intent is key to your mobile PPC success