5 Tips for Creating High Converting Mobile PPC Campaigns

Mobile pay-per-click ads are a goldmine if you’re looking for cheap high-converting traffic with a high return on investment. First of all, you face less competition, simply because most marketers don’t bother spending the time to create highly optimized mobile PPC campaigns.

Less competition means lower costs, allowing you to bid for keywords that would otherwise be too competitive. This is true even with Google Adwords, but if you’re running Bing PPC campaigns, your competition (and your costs) will be even lower.

When optimized correctly, mobile PPC ads have extremely high conversion rates, especially when it comes to direct offline actions, as we’ll see soon. Here are some tips on creating great mobile PPC advertising campaigns.

Think About Intent

Don’t just use the same keywords that you use for your desktop campaigns. Think about what people on mobile devices are looking for. This is especially important if you’re a local business with a physical location. Keywords that include terms such as near me, directions, closest, etc are great if you’re running local PPC campaigns.

Use Direct Call-To-Actions

Direct call-to-actions, such as shop now, contact us, etc, work best on mobile. You want a call-to-action that seems easy to do and doesn’t take too much effort. People on mobile devices don’t want to have to jump through many hoops.

Remember that people seeing your mobile ads are usually on their phones. Call now is a great call-to-action; people who make phone calls have high conversion rates vs people who visit your site. This is one reason why you might want to exclude tablets from your mobile campaigns.

Optimize Your Landing Page

Your landing page shouldn’t be the same landing page used for your desktop campaigns. It shouldn’t even be a mobile-responsive version of your original landing page. You need a special landing page that was designed originally for mobile devices.

Your mobile landing page should be shorter, have fewer fields, and make signing up as easy as possible. For example, you might want to include a signup button that’s integrated with Facebook, if possible. One-click signup options work best for mobile. Your mobile landing page also needs to load quickly; it shouldn’t take more than five seconds. Design your page with a touchscreen interface in mind.

This is another reason why you may want to exclude tablets. Tablets come in all sorts of sizes — 7”, 9”, 11”, etc. It’s hard to design a single landing page that will work well on all of these size screens, so stick with a landing page that’s designed for small smartphone screens.

Timing is Everything

The timing that your mobile PPC ad will be shown is something that you need to carefully think about. When do people spend the most time on their mobile phones? Usually, it’s in the morning before work and in the evening after work. During the day, there is an uptick in desktop searches. However, this will depend on your industry.

Split Testing is More Than Everything

The higher click-through and conversion rates your ads get, the lower your costs will be. Split test multiple ads and ad sets to see which ones have the highest return on investment.

Target different keywords and see which ones get more clicks, which ones get the most conversions, and which ones get the most of both. Create different ad copy with different call-to-actions — does call us convert at a higher rate than contact us? Create several different landing pages and see which one converts the highest. Split test the images, text, fields and call-to-actions on your landing page as well.

For more PPC advertising tips, just contact us.

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