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You want your ads where your customers are, and more and more often, your customers are searching on their mobile devices—not on their desktops. Even if mobile search wasn’t fixing to overtake desktop search in volume and PPC revenue, there are many situations for companies in various industries where it makes sense to only display paid ads on mobile.
For example, when running a hurricane PPC campaign for a company that does generator work or a company that does restoration work, we take into consideration that people who need those services are most likely searching from their phones.
The Benefits of Mobile PPC
The first and most obvious benefit of mobile PPC is one I already mentioned—your customers are indeed searching from mobile devices. If you need proof of that, all you need to do is take a look at AdWords Keyword Planner—it’s been updated to show mobile search volume keyword trends.
In most months, approximately 20% of the searches were performed on the mobile device for the given keyword.
With more and more searches turning to mobile, having mobile ads can translate to more clicks. In fact, Marin Software recently released a study which projected that mobile would account for 50% of all paid search clicks on Google by the end of 2015.
As you move down your sales funnel, getting more clicks could mean more conversions, as long as your ad and your landing page are well tailored for mobile display. This means having click-to-call extensions on your ads and a mobile-optimized or responsive PPC landing page.
For a final PPC mobile benefit, consider the intent of people searching on mobile devices. 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.”
How Do I Get My Ads to Only Display on Mobile?
For this, I turn to Blue Corona’s Master of Paid Search, Mr. Sean Kelly. According to Sean, Google AdWords shifted to enhanced campaigns to decrease the difficulty of advertising on mobile devices. With this shift came the mobile bid adjustment feature.
Mobile Preferred Ads with Mobile Bid Adjustment
The mobile bid adjustment feature 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.
Need Help with Your Mobile PPC Campaign?
Sean and his team have got you covered. Whether you’re just getting started with AdWords or you want us to analyze your campaign, fill out the form below.
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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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