Mobile PPC Best Practices
To get the most out of your money, it’s important to consider not only the look of your ad but also how customer needs might change when using a mobile device. Mobile devices provide customers with a variety of networking experiences. Optimizing sites for mobile viewing with smaller screens change the way ads are displayed and can affect the performance of PPC campaigns. Keep reading to find out how other PPC advertisers are addressing these issues.Call extensions.The best PPC practices that apply to mobile devices but not desktops are based on users’ experience with each type of device. Landing page strategy and usage of ad extensions should vary by device. Mobile landing pages are usually standalone pages with no navigation. The mobile strategy relies on a faster search process.
It makes sense to summarize the information on a single mobile landing page and design that page to drive action-like calls. Few people call from the desktop [device], so less attention should be paid to calls from the desktop [page]. This [strategy] also applies to the use of ad extensions. Phone numbers will be less relevant on desktop devices, and other informational extensions such as site links or structured descriptions will be more applicable.
In the case of Google search campaigns and text ads, I use IF functions to insert a specific message into a text ad when a condition is met. Two targets are supported: device and audience.
I am using device targeting. Typically, these ads have 20-25% higher conversion rates because I’m using a different mobile ad copy with less text and mobile CTAs.
Using the IF functions, you can create ads tailored to each search. They will be more relevant to potential customers. We recommend that you segment your mobile ads at the campaign level.
In the case of Facebook ads, I always use placement-specific ad sizes for mobile ads. I cannot use horizontal images or videos that are used in YouTube ads.
Regarding Facebook video ads targeting mobile devices, I usually add captions to our videos because they automatically play silently if the mobile is in silent mode. This way, you can improve the user experience.
We always view situational clues as best practices in mobile campaigns, where this is rarely translated to the computer. For example, mobile users are more likely to be away from home and are greatly affected by the current weather and their exact location. Whenever possible, we will optimize our weather-based mobile campaigns to serve different ads based on current conditions. In addition, when working with general retailers, we use addressable geo-fencing and other location-based tactics to display ads based on where the user has been. Ideally, we combine these tactics to deliver highly timely, relevant and personalized ads based on the user’s unique situation.