You’ve already heard that having optimized local listings is a critical way to reach consumers who are searching on mobile for local products and services. But, did you know paid advertising tactics can help you get more leads from local searchers on mobile as well? Here are some actionable mobile PPC tips from our webinar Search that Works: 7 Tips for Reaching the Distracted Consumer that can make your strategy more effective.
1. Geo-Target Your Search Advertising Campaign
Geo-targeting your PPC ads means setting up your campaign from the get-go to reach people within a target radius or metro area around your business so consumers who conduct searches with local intent see your ads. That means your ads can reach both consumers who are physically within that radius – by using GPS or their IP address to target their device’s physical location – and consumers who explicitly type in a location-specific keyword like a city name or a zip code.
2. Select Keywords Specifically for Mobile Searchers
We’ve talked about using long-tail keywords to capture consumers who are most likely to convert, but on mobile, people don’t always have time to enter such long keywords. So, make sure you have some short, specific keywords in the mix as well in order to capture consumers with smaller screens and shorter attention spans.
3. Write Copy that Stands Out on Mobile Search Engines
When you’re writing PPC ad copy geared toward people searching on their mobile device, don’t forget to optimize your ads for the search engines as well. That means including your target keywords, a strong CTA, a benefit or offer, and content that previews your landing page. You can also select ads to be “mobile preferred” which will show a truncated version of your ad on a mobile screen.
4. Include the Right Ad Extensions
What are the best extensions for mobile ads? Call extensions and location extensions are the most effective when it comes to local-mobile searches. Call extensions enable consumers to click to call, so they can contact your business with one touch, while location extensions can show your address and a map for consumers who want to visit your physical location. We cover a few more effective extension types in our webinar.
5. Mobile-Optimize Your Landing Page
Whether you send searchers to your home page or a dedicated landing page, it’s important that it’s optimized for mobile viewing and navigation. Having a mobile optimized site gives your visitors a good experience that can boost your website conversion rate and increase the quality score of your campaign.
6. Make Conversions Easy
Not only should your website or landing page be easy to view and navigate on a mobile device, it should also include features like click to call, address and map, and an easy-to-complete form. Many live chat solutions like TotalLiveChat™ are also optimized to work on mobile devices. Don’t forget to follow up with the people who contact you so you can close the sale!
7. Measure & Optimize Performance
You can use the analytics on your campaign platform or your website to see the effectiveness of your keywords, ad copy, and budget. Don’t just look at clicks on your ads, but track conversions like calls and form submissions to see what is driving actual leads from your campaign. See how our Conversion Based Optimization technology works to do this automatically.
Like These Tips?
Check out our free on-demand webinar to get insight from Google into how people are searching on mobile today, and more details for optimizing your PPC campaign for mobile search.