How to Optimize Mobile PPC for Proficient Advertising?

Google’s pay per click marketing has experienced it’s enough and it is the time for mobile screen. The first thing you have to check if you have a mobile friendly site or not? If not you should start the campaign right now. According to a stat more than half of the Google searches have been operated from mobile screen. Besides that mobile suitability is also a vital ranking factor according to Google. So, marketers have no further choice, but they have to launch mobile PPC for more visibility and traffic, but how it will be possible on such a tiny screen. Will there be graphics or texts to place the ad? Here are certain tips that will help you launch a better PPC for mobile.
  • Keyword and Bidding Strategy: - You may not have added extra stress while framing your search keywords. It is fact that mobile keywords are far different from desktop keywords. A mobile searcher is always in a hurry. So, according to that steadfastness the search keyword will also be precise than a desktop search. Mobile intent keywords are greatly useful to attract traffic from mobile devices. According to a stat the mobile users may use a single word to complete the search. So, it is very important to frame the keywords as a mobile user like to incorporate.
Mark Kennedy from SEMO interactive has provided a helpful thought for the e-commerce PPC mobile advertisers “For brick-and-mortar locations, separate 'mobile/in-store/driving' search terms for more control: 'near me,' 'stores,' etc." Bidding strategy also plays a crucial role for mobile PPC strategy. There is no doubt that mobile bidding has limited ad options than desktop and the same has to be used in proper way, otherwise there will only be spending of money and nothing else. According to Julie F Bacchini of Neptune Moon "Take into account the different mindset or end goal for mobile visitors vs. non-mobile, and design accordingly - campaigns, ads, calls to action, and landing pages."
  • PPC Ads: - In case of mobile PPC the most popular one is ad-copy. In case of mobile search it is very important to think about the variation of mobile screen and device. The keyword may be the same, but the screen size will vary.
There is no possibility of success if you use the same ad pattern as desktop screen. A mobile ad must be mobile friendly and in this concern the famous spokesperson of Fibre Glast, Andrew Bethel says "Seems like a stupid one, but some people still don't do it: Write Mobile Preferred Ads!!!!!"

In case of mobile PPC your target is the mobile users. So, you have to think how a mobile user thinks and what kind of mobile ads will be preferred by the user? A mobile searcher is always in search of quick answers and your ad copy should follow the same thing. Google always uses different showcase for mobile-ads. In the recent update Google has started to show ad extensions instead of showing the second line of an ad copy. Christi Olsen of Points has suggested the advertiser "write mobile preferred ads AND include the call to action in line one"
  • Phone Calls: - At present in the era of smart phones, there are lots of things to do on a mobile screen. The added features of e-mail, social media and apps have reduced the emergence of calling. You with a better as campaign may use the trend of calling for your business and it will be of great effect to use “call us now instead” of “contact us now”.
According to Erin Sagin from Wordstream “Calls are typically three times more valuable than clicks to a mobile site," Many marketers have a opinion that this “call us” ad copy has increased business more than 45 percent rather than using traditional call to action button. Regarding call only extension Kirk William from ZATO has different opinion like "Call-only extensions are gone, but now you can make Call Only ads in existing Search Campaigns. Test these against text mobile ads in ad groups." Moreover in this concern a beta test is necessary how the mobile ads are operating and what the response of the users is. Sometimes most of the marketers forget this common practice.
  • Landing Pages :- The task is not being completed after launching a mobile PPC ad, but the landing page will have to be better optimized otherwise there will be bounce rates. It is not like the desktop that you can use plenty of graphics and digital content. You have to precise and informative within limited space. Besides that you have to be aware of mobile page speed, otherwise there will be unsatisfactory concern from the users. According to Aaron Levy Elite SEM "Make converting as easy as possible. Shortened forms, one-click payment methods, and mini landing pages" and all these have been proved some better methods of landing page optimization.
Beta testing is far important for mobile landing pages. In this case, you should act first as a mobile user of your site and guess about the user’s response. The landing page should have to be framed according to mobile specific design; otherwise some devices will not support the page. Richard Fergie of E-Analytica says that "Use a mobile specific design on the landing page. Not responsive, but actual mobile-specific." Conclusion: - So, these are all about mobile PPC. According to the expert’s opinion all the SEO practices like ad-copy, keywords, goal setting and landing pages should have to be involved in the PPC campaign. Besides these mentioned operation other mobile optimization strategies should have to be checked also. So, what do you think? You opinion is far important to make these tips more compact and fruitful. Do not forget to leave your comments. Offer a chance to your friends and followers to opine for the article by sharing the article to your social circles.

About the Author: Anirban Das

By Professional qualification a Computer Engineer, By Profession an Online Marketing Strategist and Web Application Development Expert, By Industry position working as a CEO at Zebra Techies Solution!

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