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My initial title for this blog was “Why the Companies Investing in Mobile Ads Are Smarter than You” but one of our pay per click specialists told me that was a little aggressive. Since the guy has a reputation for helping our clients slash their PPC cost per lead in half, I figured he’s probably not the worst person to take advice from.
Enough procrastinating—it’s time for me to change your life, or at least the way you approach your paid online advertising.
Go ahead and perform a Google search on your phone. For this exercise, I used the keyword “roofers dc”:
I’m like hey what’s up hello if you don’t scroll, all you see are ads—three of them. So those top three mobile ads are extremely valuable search engine real estate.
In the recent past, Google only showed two mobile ads. With the introduction of a third mobile ad, it’s a little less competitive for advertisers and opens up the opportunity for them to receive far more mobile impressions.
Another Mobile PPC Ad Benefit—Higher Click Through Rate
Valuable mobile search engine real estate and more mobile impressions aren’t the only benefits of using mobile PPC ads. Because users have fewer options to choose from on the first page of the mobile search results, the click through rate for those ads tends to be much higher:
Why You Definitely Need Mobile PPC Ads for Your Business
Sites are likely to see less mobile organic traffic now that Google is showing more ads in the mobile search engine results. Be mad at Google for this change all you want, but not investing in mobile PPC ads is going to benefit your competitors more than it will hurt Google. Sorry.
“Should I Only Display My Ads on Mobile?”
Maybe! Our motto here at Blue Corona is:
Track > Test > Tweak > Repeat
While the mobile ad placement is more competitive and might demand higher bids, consider the intent of people searching for your products or services on their mobile device. According to Search Engine Land,
“As of March last year, research showed that 73% of mobile searches triggered some sort of follow-up action, and 28% resulted in conversions. With mobile usage rising steadily year-over-year, we can reasonably expect that mobile PPC conversions will continue to rise as well. Advertisers who fail to capture this audience will soon be losing out big-time.”
So while I’m hesitant to say that putting a majority of your paid advertising budget towards mobile is the best move for your particular business, it certainly could be worth a test.
Here’s how you do it:
The mobile bid adjustment feature in AdWords allows an advertiser to down bid on mobile devices by 100%, preventing ads from showing on mobile devices, or increase bids on mobile devices by up to 300%.
If an advertiser decides to bid on mobile devices, then we recommend creating mobile-preferred ads for each ad group. Select the “Mobile” checkbox next to the device preference setting when creating the ad.
If an ad group contains both standard ads and mobile-preferred ads, then the mobile-preferred ads will be selected to show on mobile devices. Mobile-preferred ads ensure your ads look great on a small screen. Make sure to tailor the copy of your mobile-preferred ads to the preferences of mobile users.
One Final Tip—Don’t Send Mobile Traffic to a Non Mobile Website (Duh)
If you want to frustrate your potential customers, create a mobile ad that sends them to a non-mobile-friendly website.
So for the love of GAHD, do NOT go put a bunch of money in mobile pay per click ads before you invest in a mobile-friendly website.
Not sure if your site is mobile-friendly? Check out this tool.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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