Google has been working and developing its search engine algorithm to cater to mobile users. With more than half of the web traffic worldwide coming from mobile devices, the need to optimize your website for mobile users has never been so important. In fact, Google is still developing and working to apply a mobile-first index approach to their search engine. This means that websites that are not built for mobile devices may lose their ranking.
But remember that it is not only your website that you should optimize for mobile. You need to also optimize your ads for mobile users who are searching in Google. Optimizing your ads for mobile users will increase your clickthrough rate and conversion rate, especially those coming from mobile devices.
If you don’t know how to optimize your Google Ads for mobile, here are steps on how you can do so:
Optimizing Google Ads for Mobile
- Make sure that your website is mobile-friendly.
- Turn your existing ads to expanded text ads.
- Use the right ad extensions for mobile.
- Call extension
- Sitelink extension
- Location extension
- Write effective content for your mobile ads.
- Write a compelling headline that grabs the audience’s attention.
- Add a strong call to action.
- Use your description text to emphasize your business features.
- Use multiple ad variations.
- Match your ad with your mobile landing page.
1 – Make sure that your website is mobile-friendly.
A mobile-friendly ad won’t work if you don’t have a mobile-friendly website. So first, make sure your website is mobile-friendly. This means that users can access and load your website on their mobile devices, including smartphones and tablet PCs.
When designing your website for mobile, it should have clear and simple navigation. This way, users can find the answers they are looking for on your website. It should also have a clear call-to-action so users can easily make a purchase.
Designing a website for mobile can help your conversion and increase your website traffic. Mobile-friendly websites can show higher search results. Plus, the majority of traffic now comes from mobile users.
2 – Turn your existing ads to expanded text ads.
Expanded text ads are designed for optimal performance on mobile devices. This is because they provide more space for your ad text. You can update all of your existing text ads to expanded text ads. To do that, you can go to your Google Ads account. Click Ads and extensions, then hover the text ad you want to edit.
Your existing ad text will instantly populate the fields in the new format. Then enter the final URL, headline text, and description text. Once you start typing in the details, a mobile and desktop version of the ad will appear in the Ad Preview. Once you’re satisfied with your new ad text, you can then click on Save Ad.
3 – Use the right ad extensions for mobile.
Google Ad extensions help you show extra business information with your ad. This information includes address, phone number, or links to relevant pages on your website. These extensions will help make your ads more prominent and appealing on mobile.
Here are three ad extensions you can add to help improve the conversion of your ads on mobile:
- Call extensions – adding call extensions allows you to add your business phone number to your ad. This increases clickthrough rates by 4-5%. It also allows people to call your business directly from your ad so they can contact you right away.
- Sitelink extensions – adding site link extensions lets you add links to specific pages of your website. Use relevant pages like a featured product or your contact us page. It helps visitors skip right to the page that they want to know to buy the product straight from your ad.
- Location extensions – adding location extensions lets your ads show a map with your address or the distance to your business location. This will help local customers get an idea of how to get to your physical store.
4 – Write effective content for your mobile ads.
To attract users to your mobile ads, their content should be relevant, compelling, and provide the information they are looking for. Here are tips in writing a successful ad optimize for mobile performance:
- Write a compelling headline that grabs the audience’s attention.
It is the most prominent part of your mobile ad, so you need to write a headline that is appealing and relevant. So make sure to include your targeted keywords so that people will know your ad is relevant to what they are looking for.
- Add a strong call to action.
You need to have a clear and strong call-to-action that encourages mobile users to perform an action you want them to take. Remember to use strong verbs like Call Today, Buy Now, Sign Up, or Get A Quote. Choosing these action phrases will help prevent you from paying any clicks that are less likely to result in a conversion.
- Use your description text to emphasize your business features.
Make sure to highlight what makes your business unique from your competitors. Emphasize your key selling points and why mobile users should choose your business over others. You can add specific prices or special promotions to your description to get their attention and encourage them to click your ads.
- Use multiple ad variations.
You can have more than one ad in an ad group. You can rotate multiple ad variations so Google will automatically show the better-performing ads over the other ones. This is why we at Cybertegic, a digital marketing company in Pasadena, recommend our clients to use 3 to 4 different ads, each with different headlines and description text.
5 – Match your ad with your mobile landing page.
Remember that the landing page for your mobile ad plays a crucial role in getting more clicks and conversions. When someone clicks on your mobile ads, they expect to be directed to a page that is relevant to what appears in your ad. If they don’t see what they are looking for, then they will immediately leave your site.
So make sure that your chosen landing page will mirror the call-to-action in your ad text. This provides a clear path for your customer to take action, such as filling out a get-a-quote form or buying a featured product.
You can also promote promotions or special discounts in your ad should also be featured on your landing page.
Remember that the connection between your mobile ad and your landing page will lead online visitors into your potential customers. The stronger the connection and relevance of your ad and landing page, the better results you can get from your campaigns.
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