Are you reading this on your mobile phone? The answer is most likely yes. So it will come as no surprise that 92% of the UK have mobiles. Mobiles are usually the first choice for modern consumers, exceeding desktop usage and driving high numbers of website traffic while on the go.
Taking a Mobile First approach to Pay Per Click is often overlooked despite the great opportunity. We explore why Mobile First should be a priority and our experts share some other top tips.
So now we’ve opened your eyes to the importance of Mobile First PPC, how can you go about optimising your PPC Ads? Our experts spill some PPC tea:
Many PPC ads are set up on desktop computers and never reviewed on mobile until your customer sees it. Our experts always keep Mobile at the forefront of our strategies and so should you.
This might go without saying, but a mobile friendly site is absolutely essential. How can you expect consumers to shop on a site with overlapping images and confusing menu bars? With so much competition out there, if you manage to get your target audience onto your site - you want to make it as easy as possible for them to convert. The below checklist provides some tips to ensure a mobile friendly website:
Even a 2-second delay in load time can result in up to 87% abandonment rate. This scarily high figure shows that mobile consumers are impatient. If you are spending budget driving traffic through to your website from PPC campaigns but your website has a 3-second load time, you are arguably wasting that budget. Make sure that you investigate your load speed to ensure that your PPC campaigns are efficient and effective.
On mobile, forms are a real hassle for users. If you are going to drive users to a website that requires them to fill out a form, make sure it is as easy to use as possible, with the least amount of questions. Other mobile options to consider include:
When on mobile, we don’t know where our audience are going to be seeing ads. For example, if they are at work they won’t want to play ads with sound out loud at their desk, but at lunchtime in the break room they might want the sound. We don’t want to irritate our target audience, so having the option of an ad with and without sound is ideal. This also improves the accessibility of our PPC campaigns and takes into consideration anyone with hearing difficulties. If your ad has sound, then make sure to add subtitles for accessibility too.
When consumers are on mobile, they could be on the go and don’t have time (or the desire) to read long copy or understand complex assets. Assets and copy should therefore be created with performance in mind. If you want to drive sales/leads, skip the fluff and get to the point whilst keeping it relevant for your target audience. Ensure your CTA (call to action) is clear and compelling, highlighting where they can buy/get in touch/learn more etc.
This is especially relevant for mobile consumers as buttons integrated to Google Maps or calling can be the difference between your ad being successful or not. Imagine the situation, you are thinking about going out for lunch. What are you looking for? The proximity of the restaurant which is easily done through Google Maps and the opportunity to phone and ask personally if they have any availability through the call feature. These links in your ad make it as easy as possible for the audience to convert. Convenience is key.
Whilst mobile might not always be the highest converting device, we must always remember mobile isn’t going anywhere. It’s where our target audience browse, research and interact. So, we must ensure our PPC campaigns are optimised with a Mobile First approach.
If you need support with driving Mobile First PPC campaigns, our team of experts are ready to help you improve your strategy and optimise your campaigns. Get in touch today and even enjoy a free Digital Audit!