Latest News

Mobile Adwords Campaign

February 20th 2017 / Marketing Strategies

Author: LOUISE CRANSTONE

,

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.

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/seo-marketing-services-hampshire/marketing/pay-per-click/ and for further information on the Adwords Campaign Management support provided by Whizz.

Enjoyed this Article?

Then get free updates with email marketing tips and strategy advice

    We will not share your email address with third parties. Please check our Privacy Policy for details on how we store and use your data

    Please view our Privacy Policy for full T&CS

    DEDICATED SEO CONSULTANCY SERVICES IN YOUR LOCAL AREA

    SEO Hampshire SEO Fleet  SEO Hook  SEO Basingstoke  SEO Southampton  Marketing Hampshire  Marketing Basingstoke

    We have been dealing with Louise at Whizz Marketing Services along with the web designer that she kindly recommended we use, we have had nothing but a great experience with Louise from her copywriting to SEO marketing strategies. We are grateful that Louise has been patient with us, ALWAYS delivered what we have asked of her and very quickly too, I am not always the fastest at getting back as I have to check in with two directors before I can make final decisions but again, very patient. I feel Louise completely understood the image we like to portray and the content that she wrote up for our website reflects this. Very happy, will be using Louise for many years to come and will recommend to anybody looking for similar services. Also, recommend the web designer that is recommended by Louise as they work hand in hand with each other perfectly. Brilliant communication, friendly and reliable and local too, so glad we found Whizz!
    Jones Moves
    Jones Moves
    18:03 15 Jun 23
    Louise used her expert SEO skills on our agency website and has increased the traffic and leads that are coming into the business for keywords that we were nowhere to be seen. I also refer Louise to my clients as finally i’ve found someone who not only talks the talk, but walks it too!Highly recommended!
    Nav Singh
    Nav Singh
    08:41 11 Nov 22
    Louise has a friendly, professional and efficient approach and is easy to work with. I don’t have time to manage the marketing of the business, so it’s great to have an agency I can rely on to do what is needed to keep the brand visibility high in Google and manage the social profiles.  The stronger online brand presence we now have has definitely contributed to the growth and success of my business. I wouldn’t hesitate to recommend Whizz Marketing.
    Chris King
    Chris King
    16:20 03 Aug 20
    Whizz Marketing was recommended to us by our graphic designer back in 2016. Louise very quickly understood what we wanted to achieve with the rebranding and new website, and worked well with the web developer and graphic designer to help produce a site that not only looked great and clearly defined our brand and ethos, but using her SEO knowledge, she made sure the site worked to attract the right audience, increasing our brand visibility in Google and driving targeted traffic.Louise has continued to provide dedicated support over the years as and when we have needed it. She has been very flexible in her approach and is very easy to work with. She has done a fantastic job for us and I would not hesitate in recommending Whizz Marketing.
    Matt Cobden
    Matt Cobden
    09:46 22 Jul 20
    Louise has been great with helping to build my new website. Her knowledge is fantastic. Louise is very quick to respond to your emails and phone calls. Highly recommend :)
    Ryan Kaye
    Ryan Kaye
    12:35 05 Jul 18
    Louise at Whizz Marketing has been a great help to us in the re-design of our website and launch of a new marketing and social media strategy. Louise co-ordinated the website design, build and content on our behalf ensuring everything hit the latest SEO requirements. This provided the launch pad for a new blog and social media strategy, which Louise also managed on our behalf. We’re very happy with the new design and our website performance and traffic KPIs are moving in a very positive direction within a matter of weeks
    Adam Bland
    Adam Bland
    08:02 05 Jul 18
    Whizz Marketing have more than met my expectations. I was struggling to get my website to a consistently prominent position on internet searches. They have put that right. They are not pushey, they are fairly priced, get results, and ideal for small local businesses. I run Yoga Mind and Body which is based in Camberley but I want to get good results in each of the three areas in which I teach: Deepcut, Hook and Hartley Wintney. I am now going to get Whizz to work with me on more generic local marketing in anticipation that it will yield more people coming to my yoga classes.Many thanks Louise and your team.Namaste, JohnstonJohnston Lowry Founder / Teacher / Yoga Mind and Body
    Johnston Lowry
    Johnston Lowry
    08:32 09 Nov 17
    We've been delighted with the service Whizz Marketing provided us at The Homemade Brownie Company. Louise brought great technical expertise to the business and was pro-active with her ideas and suggestions. She was always readily available to support and delivered very impressive results in terms of website performance, website traffic and sales conversions. We would not hesitate to recommend her.
    Adam Bland
    Adam Bland
    12:42 04 Aug 17
    Louise at Whizz Marketing has been a god send! Having someone who is honest, trust worthy, efficient and knowledgeable handling all of our SEO requirements has enabled us to concentrate on other aspects of our business. I would highly recommend Whizz Marketing to anyone who wants to see their business thrive online.
    Emma Henderson
    Emma Henderson
    14:51 23 May 17
    Louise from Whizz Marketing has helped us with our company’s SEO, offering advice which was practical and relevant to the nature and size of our business. Louise’s knowledge of the local market platforms has been a real positive for us. We have certainly been able to reach a wider audience as a direct result.Our website ranking has benefited greatly from her advice. The ongoing support and input from Whizz Marketing is money well spent – a great return on our investment.
    Farnham Golf Club
    Farnham Golf Club
    14:18 04 Sep 15
    ‹
    ›