Breaking Through Mobile PPC: The Dos and Don’ts


The Pay-Per-Click world has been invaded by mobile devices, literally. They have not been completely dominated yet and have only just begun, but by the end of 2015, 50% of all PPC clicks would have come from mobile activities.

This prediction is based on the end of the year report in 2013 which showed a mobile click growth of 34.2% from 21.8% when the year started. There’s still room for preparation and adaptation, which is best initiated as soon as now.

To better understand why this is happening, the mobile growth is all due to 4 trends. People use their mobile devices to search for various types of information, buy products, view multiple screens and window shop before buying.

All these customer behavior lead to sales conversion, and although they buy through a different channel, the mobile front was still accessory to a person’s decision-making.

Now to make you well-versed in the emerging mobile channel, below are the dos and don’ts of PPC in mobile:

1. Mobile Ad

Do select the mobile option in AdWords when setting up your ad. This lets Google convert your ad into mobile when it detects that the visitor is browsing from a mobile device.

In turn, the visitor is able to navigate accordingly based on the device used and not leave your ad frustrated.

Don’t implement without testing. Select two possible call to action for your ad and see which one yields better result. The winning item gets to be published to all audiences.

2. Ad Extension

Include your brands services by creating ad extensions on your mobile ad such as sitelinks, location extensions, call extensions and seller ratings. This lets your potential customers buy form you when they see that you make it easy for them to get what they need through one or a few clicks from their mobile devices.

Don’t add way too many extensions since the mobile interface is smaller than the desktop.

3. Landing Page

Do deliver your product information in your landing page in a brief, concise and user-friendly style. Make sure that your landing page loads fast and have short and easy-to-fill-out forms, otherwise customers would be gone in seconds if your page is clunky and has too much clutter.

Don’t settle for a loading time of more than 5 seconds. Work on a faster page response.

4. Mobile activity timing patterns

Do optimize your mobile services pre and post office hours because this is when people use their mobile to go to the net the most.
Dont completely turn off mobile during the day as there are still some folks who access this while working.

Final Thoughts

Being mobile-friendly has great benefits when done efficiently. By identifying customer behavior and patterns, setting up a mobile-friendly web pages and providing value-adding links, you are increasing your site’s ability to send more people to your store or phonelines through a door that is the mobile version. To maximize your PPC results, take down notes from the pros HERE and find out exactly how to do it so you won’t have to waste money on making mistakes.