It doesn’t seem that long ago when PPC (Pay-Per-Click) managers used to create multiple campaigns for different devices in order to differentiate and cater specific messages to mobile and desktop users.
Now that device targeting has become streamlined, this is no longer the case. With a one-size-fits-all approach made available to advertisers, it’s possible to have ads appear on smartphones without much effort.
But can one size truly fit all? With increasing convenience due to technological advancements, some advertisers are spending less effort and time in customising mobile PPC ads that provide customers with the perfect mobile responsive experience.
For instance, when someone searches for a cafe on their laptop, they’re likely to want to know what are the food or drinks available there—ad copies have the responsibility to pique their interest from the get-go and deliver.
However, if the search is made via a mobile device while users are on the go, it might be even better for the ad to include details such as the cafe’s location and operating hours.
With Google rolling out its mobile-first indexing in July – writing good copy that is both attention-grabbing and compelling has never been so pertinent.
Customisation is key
Taking the time and effort to customise your mobile PPC ads will go a long way in helping your business. But where do you begin?
Firstly, start off by determining what your value proposition is for mobile. What would make potential customers keen enough to click on your ad? Make sure it differs from the general desktop ad.
Secondly, whenever you see a checkbox for mobile device preference for either an ad or an ad extension—select it! This gives priority to serving ads on mobile. Check your “advanced options” on Google Adwords if you don’t see it right away.
With both Google Ads and Microsoft advertising allowing advertisers to use mobile URLs, it’s now a lot easier to land searches on web pages optimised for mobile functionality.
A well-written mobile ad copy consists of various elements. Here’s what to focus on optimising for improved ROI of all your mobile PPC ads.
1. Eye-catching headline
The headline is crucial for catching attention. Quite literally, you have to lure the searcher in almost instantly (print ads have about 0.3 seconds to show their relevancy, and we reckon mobile ads are the same, if not even lower). The best way to do this is to show them that you have something they might be interested in, be it a product, service or an offer.
2. Succinct descriptions
Similarly, keep your messaging short and succinct in the description to avoid lines that cut off awkwardly on the small screen. Make it time-based, location-based and distance-based – if you have a physical store, this can be helpful in urging searchers to make a trip down.
3. Call to action (CTA)
Look back at your key value proposition, then come up with ideas based on it. CTAs don’t always have to be unimaginative!
4. Call extensions
Adding call extensions to your mobile PPC ads could mean more leads – searchers are more likely to reach out to you if you provide your business’s contact details. Only use it if you are keen on giving searchers the option to call in or visit your website.
5. Call-only ads
Unlike call extensions, call-only ads simply contain an ad copy and phone number—the only action available is calling in. The copy’s only goal then, is to convince the searcher to pick up their phone and get dialling. It’s extremely useful for companies that rely heavily on the first phone call for client engagement – such as in accounting and attorney firms, and yes, even our Digital Marketing Agency!
Sitelinks get searchers to explore deeper into your site. Customisation is key here too – similarly, make it time-based, location-based and distance-based.
7. Promotion extensions
Why not incentivize searchers with a discount in your ad copy? Set it up by switching the device preference to mobile.
Create urgency and the next thing you know? A flock of new leads to your website or store.
8. Message extensions
Somewhat under-used, this tool can be useful for SMEs to promptly respond to text messages from potential customers.
Some searchers simply prefer texting over calls – in that case, using this extension can ensure that there is less resistance for potential leads to contact you. So long as a searcher replies to the message, you’ll receive a notification via email or text message. You can also customise an auto-response message to be sent to those who message in.
Make it easy for searchers to find your physical location. Your copy should assume that searchers are looking up places near them. Touching the location icon on your ad will display your Google My Business page where users can see further details.
10. Make it convenient
There are plenty of ways to make mobile shopping an easier process for your customers. There’s the one-click payment method offered by Amazon and Paypal—gone are the days where shoppers have to manually type out their details just to purchase a book or pair of shoes.
Alternatively, utilise a sign-in system so that customers can start off a transaction by adding items to their shopping cart via a smartphone – completing the transaction later on using a desktop device should they wish to.
To tie it all together, consider joining a Digital Marketing Course that can be valuable in creating a more comprehensive strategy – one that includes important elements such as SEO, social media and Google Analytics.
With that, you’re all set. Reach out and convert your target audience today – using nothing less than attention-grabbing copywriting that they can’t help but stop and take a second look.