Are you tired of hearing this statistic again? Mobile traffic exceeded desktop traffic in 2016 and increased only by
But many advertisers still treat their campaigns with an office approach: Optimize your campaigns, ad groups, and landing pages for the desktop first. You can then begin to generate mobile traffic on the side.
It does not work anymore. Mobile users have a behavior very different from that of desktop researchers. Using the same strategy between devices is not viable.
Yesterday, WordStream released new data on the average conversion rate of mobile ads and, as you can see, conversion rates vary widely look. You can not even generalize all mobile ads. the ad type you use also makes a big difference.
Today's PPC marketers need to optimize for mobile users and improve the conversion experience on smaller devices. Here are five tips for maximizing conversions on your targeted mobile search ads starting today.
1. Diversify your advertisements
Sitelink extensions are one of the most used ad extension types for PPC. They allow you to extend your ad copy beyond normal character limits and to diversify your link offer rather than having a single landing page.
But these are mostly optimized for desktop users who can easily open multiple tabs on their browser without harming their experience.
With regard to mobile devices, some extension choices specifically designed for a smaller screen and the way people search and communicate with their phone, such as easy to people reach your business as soon as advertising.
One of the best extensions for the most recent mobile ads is :
With message extensions, researchers can send text messages to your company to get more information rather than read all the content of your website. ]
So they perform? Much better than standard text ads, and almost as good as call extensions for CTR mobile search:
When creating message extensions, you have a few key options to modify and personalize your experience:
The "Text Telephone Number" field is your company number that will answer and receive text messages from interested researchers.
The text of your extension matches what is displayed in the ad that prompts users to click, such as "send us a message."
The message text is an element that really gets interesting and allows you to really optimize things like micro-moments and customization. This pre-written message fills the user's email application when he clicks on your ad.
For example, it allows you to customize the messages that the user will send, thus preventing them from typing them.
When using message extensions, you have room to diversify your CTAs according to the intent of the keywords.
Targeting a keyword of intent to purchase ? Use message extensions to promote exclusive offers.
Targeting a lower level search moment? Pre-fill the message application with the key questions that users want answered.
2. Rethink your forms and landing pages
Browsing the Internet on mobile is not always easy. There is not much room to browse, fill out forms and read tons of content.
When you search and click on mobile ads, you often find the same old landing pages that are likely to be priorities for the desktop
HubSpot was also guilty of it until recently, when they adopted an approach reducing both their forms and content for mobile users on the move.
This resulted in a massive increase in conversions and a decrease in bounce rates.
For mobile ads and landing pages, always ask yourself the following question: What is the most convenient way to convert or contact users?
Includes several ways for mobile searchers to reach you: phone calls, text messages, live chat, simple forms.
Want to go to the next level? Try mobile-specific planning . Only run your call extensions during office hours and repeat this practice on your mobile landing pages.
Let's take in this example via Duda : The movable landing page on the left indicates only office hours to ensure that calls remain unanswered: 19659003]
The one on the right appears after the office closes. Genius, no ??
3. Optimize for "Micro-Moments"
In recent years, we have seen incredible changes in consumer behavior.
More than ever, people check, search and use their smartphones – 47% of Generation Y members check their phones in bed as soon as they wake up. And 91% of people search their phone for information on a topic in the course of a task. 82% will search for products and information directly in the stores.
And all these examples are "micro-moments".
What's a micro-moment, you ask? According to Google:
"Micro-moments occur when people turn to a device, more and more a smartphone, to learn something, do something, discover something or buy something. 19659003]
People do more than just buy. In fact, it takes 7-13 keys for the average customer to convert.
These are 13 different search queries for the purpose of learning, inquiring and preparing a purchase decision.
It is tempting to ignore these 12 previous queries and only bet on the final purchase request of your PPC campaigns.
But when mobile consumers do so much research, not having to worry about these micro-moments leaves you unmarked when it comes time to buy.
And it's not good.
According to you, from whom will a given researcher go to buy? The company that announced at each micro-moment useful information, or the one that was presented randomly in the end, touting his product and nothing else?
In fact, people who saw more of your ads are twice as likely to buy you :
That is why brand awareness campaigns are so important.
One can find micro-moments in all industries, from products as cheap as a toothbrush, to products as expensive as a home.
(Source of Image)
In recent years alone, questions centered on the examination of products have risen by by 35% on a mobile basis.
In your next campaign, start searching for keywords in the search process and at each step to introduce yourself to micro-moments rather than product-based queries.
For example, you can structure your ad groups according to different levels of intent within your campaign:
(Source of Image)
Depending on your product or service, you should be able to quickly decipher what users are searching for. Did they search for criticism? Create easy-to-read, easy-to-read mobile content that compares user features, pricing, and ratings.
Recently, when looking for a CRM software, I found interesting results of ads. But before we start thinking, what comes to mind when you see the "best crm" query? What are you waiting to see?
Here are the results of research:
Note that the top three ads are all CRM software stating that they are the best.
The fourth announcement was perfect: a site dedicated to training users on various CRM software. They did not move for sale, but they rather educated me and provided quality information for my research. There is a good chance that I will be back to learn more and possibly convert via an affiliate link.
In short: stop focusing only on the key words of the intention to purchase. Start by determining the micro-moments your customers spend before making a decision and producing quality content for each stage of their mobile search experience.
4. Speed, speed and more speed
Google has found that 53% of your traffic will leave if your site load takes more than three seconds.
That's all you have: three seconds. If your site is too slow and users bounce back, it's a waste of clicks and potential sales.
In addition, 85% of users are " unlikely to forgive bad mobile experiences".
Meanwhile, 89% are likely to recommend good experiments .
The speed is often put to the test of fire. But when it comes to maximizing your mobile ads, speed must be a major concern. And according to Google, almost everyone in all sectors is guilty of having too many moving speeds :
Look at this – technology is actually the worst!
Reduce the size of your pages by compressing images or deleting them completely if they do not add value. Remove unnecessary page elements that slow down loading times, such as sliders and carousels.
Simplify your content and take into account the user experience . Speed can literally make or break your mobile campaign.
5. Optimize your calling campaigns only
What is your first move when you're looking to maximize conversions on a mobile campaign? Are you raising your 10x bids? Do you increase your maximum daily budget by 2 times?
If so, you could probably capture tons of conversions for a lot less money.
You can quickly improve your call campaigns only by using a better bidding strategy.
An easy way to start your bulk campaigns is to run aggressive auctions. This will allow you to quickly take the best positions, generate leads and sales while giving you the time to hone your level of quality.
The AdWords Keyword Tool is a great way to locate information on startup bids. With the new updates, two measures are essential to focus on:
Keyword Ideas for Mobile Conversion Rates
- Top offer (low range) : The bottom of the scale to pay to appear at the top of the first page.
- High offer (high range) : the high price to be paid to rank in the first two positions of the first page
These statistics vary depending on the filters you apply, such as targeting campaigns geographically, and so on.
Start with higher than normal bids on your call-only campaigns to quickly get your phone number in front of the searchers.
Because this is a call-only campaign, you have less work to do in terms of a landing page to improve the quality score.
Bid with at least the top of the page bid (high range). Analyze your costs and conversions after a few days and adjust from there.
Starting with high bids allows you to gain first-rate positions and then lower bids while retaining those positions after accumulating a good conversion rate and conversions.
But auctions are only the first step in improving your call-only campaigns.
Whether you want to redirect traffic to your website and have a CTA call button or generate phone calls directly from your ads, you need to 39, better call tracking. If you've used AdWords before, you know what I'm talking about:
Yes, it's super helpful, thanks Google!
The duration of the call may be somewhat revealing of the quality and success of the call, but none of these measures give you a complete idea. They do not tell you who actually bought you or what happened.
Area codes are worthless because you can not connect it to real customers in your pipeline, especially if your business is thriving through local sales.
Where are the real and useful information? Details as:
- Key words specific to the origin of the call
- Appellant's Navigational History
- Location of the specific appellant
- Did they actually buy from you?
Unfortunately, if you use only the default AdWords report, you miss it.
Third-party call tracking software is now abundant and essential for getting accurate data on the success of your phone calls. A good call tracking tool lets you track detailed data about each caller, including their specific location, visitor sources, web session history, and more.
Session tracking also opens the door to aggressive remarketing campaigns aimed at pushing users to spend micro-moments and make buying decisions.
Knowing what interests them, you can target new campaigns based on URL visits, by deciphering the intent of the pages visited.
If these tips have one thing in common, they are intentional: the more you optimize for unique mobile user cases, the more conversions you get from that segment important and growing part of your business. traffic on the site.