Some advertisers are new to mobile pay-per-click (PPC) or have never considered a mobile PPC strategy, but regardless of the ad platform, it's time to dive head-first into the mobile realm with a solid strategy and approach. These five tips will help organize and plan to start off on the right foot.
1. Assess the Opportunity and Intent.
What is the profile of the mobile traffic to the site? Use your Web analytics to determine volume and engagement with the site, as well as if and how mobile visitors are converting. If the numbers look promising, it may be time to tackle a mobile strategy to cater directly to this audience to increase brand engagement and conversions. Think about the user and how they interact with your brand or product. For example, whether they will encounter you via location searches or when researching while away from their desktop.
2. Mobile Possible Conversion
Too often we see beginners or small-to-medium businesses unaware their PPC ads are targeting mobile, or assuming that the same strategy for desktop will work for mobile. To truly succeed at mobile, advertisers need to think about using a mobile possible conversion, or a conversion that can be easily executed through mobile considering the device function, technology, and behavior of the user. For example, expecting a user to fill out a long lead form or multi-step process to convert is less likely to be successful. Instead, try a click-to-call option scheduled during business hours.
3. Targeting and Ad Copy
The ad platform will allow specific targeting to mobile or options to adjust PPC bids to mobile devices. For example, Bing Ads allows complete freedom to target smartphones or tablets, giving advertisers the ability to customize their mobile strategies.
Ad copy should be tailored specifically to the mobile user and maintain brand consistency. It should acknowledge the user is on a mobile device, with something like "download to your mobile device" or "fast application via mobile" to entice and reassure it's OK to click and convert.
4. Fast, Friendly Landing Page
Think "easy" for a mobile landing page. Mobile landing pages should be easy to view and to navigate for users on mobile devices. Signing up, purchasing, or other conversions should require as little effort as possible on the part of the user. Stick to the content and features mobile users need most and provide copy that explains what you want them to do next and what to expect after doing it (for example, filling out a lead form). Include bulleted lists for easy reading and keep images small for faster loading.
5. Following Up
Develop a way for people to respond if they need to do so via multiple devices, for example, email, bookmark, or text information about the ads to themselves or reminders for follow-up. This can also be used to find ways to encourage continued interaction with the brand, such as an email reminder of next steps on the conversion action, push notifications from apps...the possibilities are endless.
The basis for any mobile campaign will be a strategy that considers the unique limitations and opportunities presented by mobile devices and how to reach users effectively. Mobile device users are on the go, so making next steps easy for them will be paramount and the key to a successful campaign.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Lisa Raehsler is the founder and principal strategist at Big Click Co., an online advertising company and Google AdWords Certified Partner, specializing in strategy and management of SEM and PPC for search engines, display, retargeting, and social media ad campaigns. Lisa has led strategy on dozens of PPC accounts and puts her experience into practice every day as a thought leader in integrating clients' search campaigns with ecommerce websites, behavioral targeting strategies, and web analytics. She has participated extensively in the local interactive community, as well as at national search engine marketing conferences. Lisa's recent speaking engagements include SES, OMS, MIMA, HeroConf, and SMX conferences, as well as numerous private and public training engagements. As a columnist for ClickZ and Search Engine Watch, she writes on the topic of paid search. Follow her on Twitter @LisaRocksSEM.
March 19, 2014