Google isn’t kidding around about mobile anymore. Need proof? Their recent announcement that they will be taking mobile landing pages into consideration as a part of ad quality means that advertisers will essentially be penalized if they don’t have mobile optimized landing pages. Think that might get a few folks to create mobile PPC landing pages?
With that in mind, here are five changes that need to be made as soon as possible to make sure your PPC campaigns are mobile ready:
1. Separate your mobile ads into dedicated 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 effectively.
2. Utilize location and/or click-to-call extensions. Especially if you’re a local business, but even if you’re a national chain 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. Visitors are even less patient on mobile than on their desktop or laptop.
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 tips are only for text ads, the whole game changes when you start to talk about display advertising on mobile. But that’s for another article.