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Optimising your ads to reach the mobile consumer

Accessing the Internet from multiple devices is now a way of life. Back in 2014, experts predicted that mobile search volume would increase and eventually exceed desktop search volume and we haven’t disappointed!

By 2015, mobile search did exceed desktop search, and it has continued to increase throughout 2016 and into 2017. Society has well and truly ‘gone mobile’!

What is great about this for businesses is that it has opened up a whole new world of opportunities for marketing your products and services right into the hands of your local audience.

Whether you have a bricks and mortar shop front or business, or you are an online business, getting your brand found in mobile search pages means you are reaching the local mobile consumer. These people will search for products and services wherever they happen to be, and according to recent Google statistics, 88% now do so on their smartphones.

Of course, as mobile usage increases, so will your competition and you may have noticed that over the last couple of years, there are now less organic positions available on Google Page 1.
Google has been reducing organic placements with paid search placements (ads). Google ads now also appear in the Local Search Results Listings (maps listings) so if you were appearing top in the maps listings for local searches, you may well be finding your position drops as paid ads take the top spots.

In view of this, we strongly recommend optimising your ads for the mobile consumer so you can maintain Google Page 1 positioning on both mobile and desktop search, especially important once the new Mobile Search Index is launched.

Optimising your ads for mobile search

1. Your website must be mobile-responsive. If it isn’t this will affect the performance of your ads on the mobile search network. If it is mobile-responsive, it means it can adapt to suit the needs of a mobile user and be viewable on smaller screen sizes. It needs to pass the Google mobile-friendly test. You can check how well your site is optimised for mobile here https://search.google.com/search-console/mobile-friendly

2. Set up location extensions. Location extensions will help people to find your location by showing your ads with a map, address or distance to your business. Enabling the location extensions on your Adwords campaign means your ads can be displayed in the Local Search Listings results (maps) above organic placements as well as having a map locator link under the ad in the main mobile search results.

3. Use call extensions. Call extensions show a phone number with your ads and a button allowing the user to call your business directly. You can also create Call Only Campaigns which are great if your primary goal is to increase ‘click to call’ conversions.

4. Set up mobile device targeting. You can add a bid adjustment for users searching on mobile devices so that you can control how much of your budget is allocated to the mobile audience. You can target mobiles and tablets to drive more conversions by adding a bid adjustment. You can also target specific device models and operating systems which is perfect if you are launching a new app and only want to reach IOS devices, for example.

5. Set mobile bid adjustments. This will allow your ads to show more frequently based on where, when and how people search. If you wanted to target people in a 10 mile radius between 9-5pm using a smartphone, creating a bid adjustment will allow your bids to be higher for this audience and so your ads will gain more impressions and higher positions to help you get more clicks.

6. Revise ad creative. Choosing the right ad format and text to identify with the needs of the mobile consumer is key. When a person searches using a mobile phone, their need for the product or service they are searching for may be immediate, in which case you will need to ensure your ads to respond to this need. It is tempting to just adapt your desktop strategy, but delivering creative to the mobile consumer will need a new strategy. Their motivation to buy may be vastly different if searching on mobile compared to when they are browsing on a desktop computer.

7. Price Transparency. Price transparency is crucial to the mobile user. Google has recently added Price Extensions which gives you the chance to showcase your products and services in detail, displaying prices and giving people the option of clicking on a link that takes them straight to your mobile responsive site.

Whizz Marketing Services is a Google Partner Agency with specialisms in Search and Mobile Advertising. If you would like to run a targeted mobile search campaign we have a fantastic offer for new accounts saving up to £120.00 in the first month! Please call Louise on 01252 622129 or visit https://whizzmarketing.co.uk/service-mix/connect/pay-per-click/ and for further information on the Adwords Campaign Management support provided by Whizz.