In 2016, search ads have generated 50% of digital revenue, with mobile-search ad revenue as the driver of overall growth. With this reality, it’s clear that mobile search queries are on the rise, and that mobile-friendly PPC ads should be a main focus of your digital marketing strategy. Sounds easy enough. Right? But really, to create such an effective strategy, there must be a very clear understanding of how to develop these ads if you want to see results. So we’ve created these tips to help you to develop a successful PPC strategy so you can increase your mobile PPC revenue.
1. Use AdWords IF Functionality: Let’s do a little recap from last week’s blog. The AdWords IF Functionality is a new AdWords feature allowing advertisers to customize their ads based on device & retargeting list membership. As mentioned previously, IF ads indicate what text will be shown with relevant search-queries based on the code in these brackets {}. They are allowed anywhere in your ad-text except the URL. For users who are using mobile phones, you are now able to customize data within the brackets to appeal to those users specifically. So it’s certainly something to try out this year. Learn how to actually set up these ads here.
2. Try Ad Customizers- An ad customizer is just that: an AdWords feature which enables you to customize your PPC ads to specific target audiences. You can customize ads based on the device used, location, date, time of day, or even the day of the week. This gives advertisers the opportunity to grow their PPC revenue based on relevant performance trends they’ve already identified in their current ads.
How does it work? Simpler than you may think. You can insert Ad Customizers anywhere except the URL itself. And like the AdWords IF Functionality, the parameters inserted within the brackets {} get replaced with the dynamic text whenever triggered by a relevant search query. The ad text is filled with ad-customizer data which is uploaded to AdWords in a spreadsheet file so you are able to determine what feature will be ‘customized’ in certain ads. So with mobile-search queries on the rise, it’s wise to use this feature, along with the AdWords IF Functionality to increase your PPC revenue. Learn how to set up ad-customizers here.
3. Create Mobile Friendly Landing Pages – A huge aspect of converting a lead into a buyer is a solid landing page. While having a mobile friendly ad is important to driving web traffic, it’s not necessarily going to convert that lead into a buyer. For example, if I’ve identified high PPC clicks with mobile users located within a 30-mile radius of NYC, who make searches after 3PM, I may very well increase traffic to my website. But if the actual landing page is not convincing, that traffic will not convert, and the time & energy I invested will be useless. So creating a landing page with a very clear call-to-action relevant to the actual conversion (whether that’s a purchase, download etc.) is important to closing the deal. Also compelling graphics that are relevant to the conversion are important as well.
So here it is! Three ways to increase your PPC revenue with mobile-friendly features. We’ve addressed that with the rise in mobile paid-search revenue, there must be greater focus on customizing ads to appeal to those audiences. It can be a complex process, but it’s well worth the effort once you witness your results skyrocket. You can also try out our AdWords Performance Grader to help you identify the areas of your account which need improvement so you can get the best possible results. For example, you may find that your landing pages are not optimal after using our grader, and decide to implement a stronger call-to-action to convert more viewers to leads. Without the grader, it may be slightly more difficult to identify where your account needs to be improved. So don’t hesitate to try it out! It’s only one click away.