Cash In On These Mobile PPC Opportunities
January 21, 2016
It’s no secret that smartphones are a key component of this generation and many to come. Just within the last two months, I purchased 90% of my Christmas gifts, set-up multiple appointments, scheduled maintenance for my car and ordered lunch all from my phone. What does this mean as advertisers? It means that, now more than ever, we need to cover as many mobile opportunities as possible.
Below are 4 mobile opportunities we need to cash in on to ensure we are staying up on our mobile game.
Mobile Preferred Ads
The first and sometimes forgotten opportunity is mobile preferred ads. When an ad group contains mobile preferred ad copy, they are given preference over general ad copy. Mobile ads ensure that the most relevant information is included in our ad copy as the engines will often times alter ad text to include relevant sitelinks or remove description line 2 entirely. Below are the various ways mobile ads may be delivered.
In the first ad, description line two has been removed and replaced by top performing sitelinks. In the second ad, the general format applies. In the third ad, description line two has been removed in order to minimize space. In all instances, by writing mobile preferred ad copy with the most relevant information in description line 1, we ensure that our mobile ads are on point.
Call extensions are basic, yet effective. They not only allow us to occupy additional ad space, but they give a user the ability to easily make a call or proceed to the business website if they would like. On mobile devices, a call button is included in the ad. Users can click on the call button to dial the business phone number or they can still click elsewhere on the ad to be directed to the website. On desktop and tablet devices, the phone number is included in the vicinity of the display URL, therefore allowing the user to manually dial the number.
Unlike your typical search ads, call-only ads are designed for users to call a business rather than going to the website. They are ads that are only shown on mobile devices and do not include additional ad extensions. When a search is performed, the call-only ad will show with a phone number in the headline. Then when users click anywhere on the ad they are prompted with a call button and can proceed with the call. Below is an example of how a call-only ad will appear.
Call-only ads are a great opportunity to prevent users from going to your site and bouncing if the site is non-mobile friendly or doesn’t include a clear call to action.
Mobile Friendly Site
The final mobile opportunity to catch hold of is a mobile friendly and optimized site. It’s important to view how your site appears on various smartphones because if you are having trouble reading the page, chances are your average user is struggling as well. Having a mobile optimized site means that the format, buttons, images and text are all appropriately sized and clear.
There are multiple opportunities that allow advertisers to capture the vast amount of smartphone traffic. By ensuring we have a solid mobile strategy, we will stay ahead in the mobile game and reap the results.
How To Analyze Time-Of-Day Performance For Luxury Products
The importance of ad schedules varies across industries, services, and products. For e-commerce companies that sell luxury goods, ad schedules are more crucial.
One Week Left to Save 25% at Hero Conf London!
You still have time to join us for Hero Conf London, 24-26 October at etc.venues St Paul's at 25% off the conference price. But time is running out.
4 Common Questions Prospects Ask Me During The Sales Process
There’s always new, hot topics and questions we get asked by prospects to see what our company’s take is, and how we go about implementing from a services perspective. Read what our most common questions are.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Mobile Price Extensions Rolling Out In AdWords
It looks like "Christmas in July" has come to Google. Recently announced price extensions are designed to help mobile marketers qualify clicks and inform prospective consumers.
[New Whitepaper!] 4 Ways To Survive PPC Campaigns for the Healthcare Market...
This whitepaper will highlight four examples of how thinking at the corners can help boost your PPC performance in the healthcare industry.
Create Visually Appealing Reports With Google Data Studio
When we talk about what tasks tend to eat up a significant chunk of time, reporting is surely mentioned. You may want to explore another option - Google Data Studio.
Liveblogging 2016 DoubleClick Announcements
Today is the day we learn more about the latest DoubleClick updates. Follow along live as we share DoubleClick's announcements as well as our opinions.
The 2016 Top 25 Most Influential PPC Experts
After a month of voting, rigorous research and data analysis, we are excited to announce the wildly anticipated list of the Top 25 Most Influential PPC Experts for 2016.
[New Webinar with AdEspresso!] 4 Effective Strategies for Facebook Lead Gen...
In this new webinar, AdEspresso and Hanapin experts discuss four effective strategies to use Facebook Lead Gen Ads for your business.
PPC Hero Launches New Site!
We're excited to announce the launch of a brand new PPC Hero! We've redesigned the site to be more search friendly with a better navigation system and more opportunity to find the right resources quicker.
How To Get More Out Of Excel Solver
Excel Solver is a fantastic tool, but most examples only cover simple marketing use cases. We’ll cover the next steps of enhancing your models and how to automate the process.
Where You Should Focus Your Facebook Brand Awareness Efforts
Learn the basic metrics to focus on when you want to build awareness on Facebook.
Google To Release New Shopping And Travel Features
Several upcoming changes to Google Shopping and travel-related ads can be expected in the near future. Read to find out more.