5 Steps to Achieving Mobile PPC Readiness
The mobile market has expanded incredibly since the first smartphones were introduced, providing a means for car buyers to access not just the Internet via the mobile platform, but interact with dealerships via methods such as chat, QR codes, social media properties, phone apps, and many other methods. With mobile access has become critical to the success of the dealership because it helps cultivate the local following dealerships need to maintain competitiveness.
In fact, Pew Research projects that by 2013 half of all web traffic will be through a mobile device. The research also shows that 5.4% of all current paid search impressions currently come from mobile devices, which is a huge growth compared to last year. By the end of 2011 Efficient Frontier believes that “somewhere between 7.0%-9.5% of search advertising dollars could be spent on mobile devices”.
Google has made the recent announcement that they will be taking mobile landing pages into consideration as a part of ad quality. This means that advertisers will essentially be punished if they don’t have mobile optimized landing pages. Including mobile PPC landing pages as part of your campaign strategy is strongly encouraged. If you perform a competitive analysis you might find that your competitors are already using mobile PPC landing pages.
With that in mind, here are five steps that need to be made as soon as possible to ensure your PPC campaigns are mobile ready:
1. Separate your mobile ads into focused campaigns. Since device targeting is set at the campaign level in AdWords, this campaign segregation will allow you to control budgets for mobile campaigns more successfully.
2. Utilize location and/or click-to-call extensions. Especially if you’re an independent dealership focused on a geo-targeted market, but even if you have a national presence and have a 1-800 number, including location and/or click to call extensions help to give your ads more usability and visibility on mobile devices.
3. Bid for top 2 positions. Being in the top 5 or 6 positions usually works on desktop and laptop search results screen, but not in mobile. Bid more aggressively and get those top 2 positions for maximum visibility.
4. Send users to mobile optimized landing pages. You don’t need to make your whole site mobile friendly (although you really should), but please have you PPC landing pages coming from mobile campaigns go to mobile optimized pages.
5. Simplify your conversion process for mobile. Have 4 or 5 steps in your conversion funnel? Try to pair it down to 1 or 2, and make the buttons and data entry fields big and easy to use.
Lastly, a quick note about tablets: don’t lump them in with smartphones. If you want to keep tablets grouped in with another device keep them with desktops and laptops; their search results pages resemble these more than smartphones. In an ideal PPC-world though you would have dedicated campaigns for tablets as well, with a conversion process optimized for tablets. This might seem like a lot of work to set up initially, but the ability to control budgets at the device level will be a huge benefit. Google Analytics is also making it easier to track AdWords performance across tablets and smartphones, allowing even great insight than before.
Keep in mind these steps are only for text ads, the whole game changes when you start to talk about display advertising on mobile. But that’s for next week’s article.