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Ask 3 Questions To Yourself While Launching Mobile PPC Campaign

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Mobile advertising has now become one of the most prominent forms of online advertising. In fact, it is projected to have grown by 83% in 2014, which when compared to desktop ad spending, has declined by 2.4%. It is also projected that this type of mobile ad spends will continue to grow through 2018, on the other hand, the desktop ad spends will continue to decrease.

Therefore, marketers are now able to understand how powerful the mobile search has become. The conversion rates seen on mobile are 70%, which is 3 times higher than those seen via desktops and laptops. Hence, it goes unsaid that with this kind of landscape, it is going to get more competitive in nature. The cost per acquisition prices will continue to rise. The best way to take care of this rising CPA rates is by ensuring that the campaigns are created in a way to optimize conversions.

Let us look at some questions that one needs to ask while launching a mobile PPC campaign:

Have You Identified Mobile Specific Keywords And Campaigns?

When the mobile users conduct searches on their mobile, they are found to be looking to address a very specific need on an immediate basis. Marketers should ideally make use of this brilliant opportunity by being ready with the right kind of message, at the right time.

The most ideal manner to get started with the process of keyword exploration is by talking to one’s customers about how they got to know of the brand. What were the words that they chose to relate to your company? One can also take the help of conversation analytic tools to record these keywords with the help of which one can try and understand the language of the customers at a deeper level. This data can then be compared with the data coming from keyword analysis tools to derive how the customers are converting their need into words to make searches on the mobile platform. Basis this analysis, one needs to identify which keywords are most likely to feature in mobile searches than desktop searches. With this valuable information, one can then run mobile campaigns using these keywords.

One needs to keep in mind that the focus should not be to convert each and every interaction of the customer to make a sale or conversion. The main purpose of the campaign and the landing page of the website should be designed, keeping in mind the customer’s needs and should be given higher priority than the company’s overall revenue goals.

callusDo You Make Sure To Include Click-to-Call Buttons on Your Landing Pages?

A common folly that most marketers make is to not put a “call to action” button  in a mobile ad. A call to action is required to give a direction or next step to the customer who has shown interest in a product. One should remember that unlike the customers using their desktops, mobile users have limited screen space and time while conducting their searches on mobile. They intend to find the information they are searching for quickly and would not like to go through the inconvenience of filling out a form on a small screen. For this, one should be clear about the ultimate goal of the ad, whether it is to increase downloads, to bring on leads for the business, or to increase one’s sales revenue? Once there is clarity of the final aim, the customer can be told about the next step that he needs to take through a call to action. The only thing one needs to keep in mind is to make sure that the content on the landing page is in perfect sync with the advertisement and the call to action, so that there is no ambiguity in the minds of the customer.

Companies can make this process simple by including click-to-call buttons on their landing pages. One should encourage the mobile users to ask questions directly — which will help them make a faster decision. Besides including a click-to-call button, brands can also test best possible placements through usability research and A/B testing. Given below are some ideas to test:

  • Placement of Button and their positions
  • Size and font of the click to call buttons
  • “Phone” icons vs. phone numbers

Hence, the main aim here is to make it as simple as possible for mobile website viewers to get in touch with a sales representative. This will help to ensure a smooth mobile website experience for the customer.

Do You Include Location, Site, And Call Extensions?

A lot of help is provided by Google in the form of various features, which one can use to connect online audiences with the requested information easily and quickly. Some of the examples of these features are Location details, site, and call extensions that marketers can include in their campaign to drive conversions efficiently.

One should be able to think about and arrive at various questions which probably come to the minds of the mobile audience, while they think of a business. They might probably be interested in knowing:

  • How to find you
  • What product or service is being sold
  • How to get more details about you
  • How to contact your team

In this manner, one can simplify the learning process of the customer and reduce their resistance to make a conversion.

Finally, to sum it up, it is important to highlight that direct sales form only a part of the mobile advertising activity. The main job of the marketers is to help their mobile audiences retrieve the sought information quickly and make them aware of the steps they can take to make conversions. One needs to pay keen attention to what the viewers are looking for and provide them with the required details.

Image credit: cityvote, clicktofone

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  • There is 1 comment

    • 4 years ago

      ANJALI   /   Reply

      The search intent of mobile users and desktop users is different.So you have to craft your advertising in such a way that it matches the mobile searchers Intent and optimized for mobile devices.

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