Earlier this year it was reported by both Search Engine Land and Search Engine Watch that mobile devices will account for 50% of paid search clicks by the end of 2015. This increasing transition from desktop searches to mobile searches will greatly affect your paid search campaign results as well as how you think about your Adwords program overall. Setting up a defined strategy to address the mobile user will allow your Adwords campaigns to outperform competitors and keep your lead generation efforts growing overtime.
When developing a mobile strategy there are a few considerations that should be incorporated and addressed to deliver high performing mobile campaigns.
The user’s experience and how they will interact and convert is a key component to making a mobile Adwords strategy work. A visitor is quickly making judgments about a page they visit, and Google is as well, since the Adwords system will evaluate your landing pages used in mobile campaigns by looking at how your pages translate when viewed on an iPhone or other mobile devices with full browsers. You can set a mobile device preferred landing page for ads and even adjust server settings to show the mobile version of a page when the Adwords User-Agent visits your destination URL.
Ads are also critical to high performing mobile campaigns and the traditional ad creation process and strategies need to be adjusted to better serve a mobile audience. Since ads and search results will be displayed on a smaller screen, there is a stricter limit to the number of ads shown within the results page. Higher Ad position and having the ad show closer to the number 1 or 2 position increases the odd of your ads being shown.
Your ad message on mobile will also need to appeal to the mobile user and to do so; keep your description short, direct and relevant. A not so known trick is that Google will sometimes drop the second line of text and optimize the ad with the most relevant ad extension that is enabled. Ad extensions have been also known to help increase clickthrough rates as well. Ad extensions are also factored into ad rank, so if two ads are competing and have a similar quality score and clickthrough rate the ad with the most relevant extension will appear higher on the page.
When creating your mobile Adwords strategy, as long as you focusing on the user’s experience, how your ads and messaging appeal to your audience and how your campaign and set up is perceived by Google, your mobile campaign should have no problem out performing others competing on the same keywords. Most likely they never even gave mobile a second thought when launching their Adwords account.