Mobile usage is rapidly growing each year. Ad revenue is predicted to rise 25.2% by 2020, while desktop search ad revenue will decline.
Mobile pay per click is an integral tool for advertisers. It captures an audience that’s glued to their mobile devices 24/7. If you haven’t been using mobile PPC to boost your conversions, you’re missing out.
Here’s why mobile PPC is worth implementing in your campaign.
What’s Mobile PPC?
Mobile PPC is pay per click advertising for mobile devices (e.g. smartphones and tablets). Let’s say you’re a beer geek looking for something sudsy to do. Instead of using your desktop, you type beer fest into your smartphone. A couple mobile ads for upcoming brew fests appear.
Intrigued, you click on the ad for Kennett Brewfest, purchase tickets, and the advertiser makes a buck. This is mobile PPC.
Drive Calls with Mobile Ad Extensions
Mobile PPC isn’t exclusive to clicks. Use it to boost your pay per call conversions, too. By adding mobile call extensions to your PPC ads, you’ll build a bridge between online and offline advertising with click to call.
Let’s say you’re driving to work and a rock hits your windshield. Bam! You now have a star break (the worst kind). You type windshield repair into your smartphone’s web browser and get this:
No need to hunt (or even dial) a number, Safelite AutoGlass has a mobile call extension. Simply press the call button and schedule your windshield repair.
Problem-solved before even stepping foot in the office, and Safelite just scored a click to call conversion. Win-win.
Convert With Buy Buttons
In June 2015, Pinterest rolled out a glorious (and dangerous) new feature: buyable pins. Pinterest worshippers everywhere were beyond delighted. No more searching for items. Simply press a ‘buy it’ button and that $4,125 electric fireplace from Neiman Marcus is now yours!
Pinterest has paved the way for a slew of mobile ad buy buttons. Customers will be tempted to buy from Instagram, Facebook, Twitter, and soon Google, too.
Buy buttons are genius. Think about it: when Pottery Barn retargets you with that “50% off a fleece throw” coupon – and dangles a buy button in front of you, too – you’re much more likely to cave and make that purchase. And that’s just what advertisers are banking on.
Employ Mobile PPC Best Practices
If you build it they will come… but not necessarily. Develop a mobile ppc strategy and employ some of these best practices:
Mobile Friendly Ads. Make sure your ads are mobile friendly. What looks good on a desktop most likely won’t work on a smartphone. Make sure you segment your ads by device.
Mobile Landing Pages. Have a mobile friendly landing page, too. Keep text concise and forms simple for maximum readability.
Optimize Your Mobile Campaign. Utilize broad match keywords instead of exact match. Remember typos and autocorrect mishaps run rampant on smartphones. Broad match is the safer, more user-friendly match type.
Device Targeting. Perhaps your target customers are on their smartphone during the day and tablets at night. It’s important to use device targeting to effectively reach your customers.
It’s about time to jump on the mobile PPC bandwagon. By creating mobile friendly ads, utilizing ad extensions, and optimizing your campaign, you’ll boost your conversions. More conversions equals more money (and an excuse to reward yourself the next time you see a buy button).