4 Common Mobile PPC Advertising Mistakes and How to Avoid Them

PPC mistakes

If you’re not currently seeing the results you want from your PPC campaigns, or are ready to take your digital advertising efforts to the next level, mobile PPC is an important step in growing your business’ online presence.  With over half of all search traffic coming from mobile devices, running mobile ads is rapidly becoming an essential component of successful digital advertising campaigns. Here at Webrageous, our clients have had immense success running mobile PPC campaigns, especially in industries for which the desktop PPC space is plagued by expensive CPCs and high competition for the best ad placement.

Advertiser Beware: Avoiding Common Mobile PPC Mistakes

Unfortunately, running successful mobile PPC campaigns isn’t as simple as turning on mobile for your existing desktop PPC campaigns. Mobile advertising is a whole different ballgame from traditional desktop advertising, and the best mobile PPC campaigns are those that capitalize on the unique advantages of the mobile space while accounting for its potential drawbacks. If you treat your mobile campaigns as just another branch of your desktop campaigns, you will most likely see poor results. But by taking a few steps to optimize your mobile PPC campaigns, you can see great returns on your mobile ad spend. Here are four common mistakes that advertisers often make when advertising on mobile, and how you can avoid them yourself.

Mistake #1: You Haven’t Written Mobile-Specific Ad Copy

While the character limits of mobile and desktop ads are technically the same, the way ads are displayed on each platform can impact the overall performance of your ad copy. Since mobile screens are smaller, your message on mobile platforms needs to be especially clear and to-the-point. It’s also important to craft CTAs specifically for mobile platforms.  For example, up to 70% of mobile device users will call a company directly from their device, which is not often an option for desktop and laptop searchers. Since mobile searchers are far more likely to make phone calls to your company when they’re browsing from their mobile device, well-written mobile ad copy often includes a phone call-oriented CTA. You can also combine pithy, relevant messaging with corresponding ad extensions such as the click-to-call extension to give your ad copy a bigger boost.

Mistake #2: You Direct Mobile Searchers to Desktop Landing Pages

As with ad copy, desktop landing pages are often customized to work best on larger screens. Unfortunately, the same elements that make for a high-converting landing page on desktop can kill its performance on mobile, as those large landing pages often look awful or load slowly on mobile. To make sure that your mobile viewers convert once they hit your landing page, make sure to optimize your mobile landing page for their screen size and capabilities — that means no Flash, no slow-loading images, and no tiny text.

Mobile landing pages should be short, sweet and straightforward. Keep text and images to a minimum to help viewers hone in on your core message and CTA. Above all, mobile landing pages should be thumb-friendly;  minimal input fields and large, easy-to-press buttons and links work great. We’ve found that a single, easy-to-act on CTA, such as pressing a large “Call Us Now” button, is the best way to ensure that mobile viewers convert.

Mistake #3: You Aren’t Taking Advantage of Mobile Ad Extensions

Ad extensions are a simple, easy and cost-effective way to drastically improve the performance of your mobile ad campaigns. These simple plugins add user-friendly functionality to your ads, and there are a wide variety of extensions available to achieve different purposes. For instance, you can add a Google Maps link to help customers find directions to your storefront. One in three searches on Google is local, and with as many as 78% of local mobile searches ending in a purchase, giving searchers the ability to find your store or office can garner great results. Another effective ad extension adds a “Call Now” button and your phone number to your ads, making it easy for mobile users to make calls directly to your business. No matter which ad extensions you use, they can help you make the most effective use of your advertising space and get the best returns possible from your mobile PPC campaigns.

Google is actively encouraging mobile advertisers to use ad extensions in their mobile ads. As a results, using ad extensions can also give your Quality Score a boost. This means that, in addition to providing great functionality to your ads, utilizing ad extensions can be an effective means of improving your ad placement and lowering your CPC on mobile.

Mistake #4: Your Analytics Aren’t Mobile-Focused

So you’ve got your mobile PPC campaigns up and running. But are you sure you’re measuring your results correctly? User behavior on mobile often differs from desktop browsing habits, and as a result mobile ads tend to perform somewhat differently than their desktop counterparts. For instance, studies have shown that the mobile CTR rate drops off 45% faster in lower positions than on desktop. If you’re used to thinking that lower ad positions are “good enough” on desktop, you’ll be putting yourself at a huge disadvantage when you venture into mobile PPC.

You can get better insight into the performance of your mobile ads by tracking them correctly. We recommend you always segment out your mobile and desktop campaigns in Google Analytics so you can understand your mobile ads performance more accurately. Taking into account mobile-focused metrics that matter to your business — such as phone call conversions — is another significant part of developing good mobile analytics practices. Learning how to measure and react to your mobile campaigns’ performance takes time and knowledge.

Get Expert Mobile PPC Campaign Management

A PPC strategy that doesn’t include mobile ads is an incomplete one. Make sure that your strategy is strong and successful by implementing mobile ads. Webrageous has years of experience developing effective paid search marketing strategies and has been helping companies optimize their mobile PPC campaigns since mobile first became available to advertisers. Contact us today and learn more about how Webrageous can help you develop your PPC strategy to get the best results for your organization.

Image Source: Pixabay

Best Practices for Running Call Only Ad Campaigns in 2019

With smartphones becoming more and more pervasive in many people’s lives, consumers often look for ways to get in touch with the businesses they’re interested in as quickly as possible. Studies indicate that when given the option to call, up to 70% of searchers on mobile devices will call a business directly from their phone. Earlier this year Google launched the option to run call only PPC campaigns with Adwords. This highly specific ad type provides businesses with a way to encourage direct interactions with customers. If your business’ ultimate objective for your PPC ads is getting prospective customers and clients to call you, then call only ad campaigns can help you connect with customers more effectively.  However, these ad types require some special considerations in order to perform at their peak. If you’re considering launching a call only campaign, here’s what you need to know to make sure your PPC performance meets its potential and keeps your phone ringing regularly. One simple tip we’ve discovered recently here at Webrageous where we Google Ads for many large accounts: just turn off search partners and see if your results improve!

The Challenges and Benefits of Call Only Campaigns

Unlike traditional text-based PPC ads, call only ads feature your phone number, a business description and a prominent “call now” button. They’re formatted to work best on mobile devices and are a great option for businesses who value phone calls over website clicks. Call only campaigns can be a great asset to your mobile PPC campaigns — one study by Invoca showed that ads that featured prominent phone numbers had a 250% increase to their average click/call rate.

One highly unfortunate policy is advertisers being charged if someone clicks on the ad but then is presented with the confirmation that they really want to call that advertiser. If the user abandons at this point and never initiates to call the advertiser is still charged! This is grossly unfair in my opinion. Even still, click to call still works great.

Click to call seems to work best when people really want to call and talk to a live person. For example, our personal injury attorneys do extremely well. Imagine you have had a car accident. You don’t want to fill out a contact form on your tiny mobile screen when you are waiting for the police on the side of the highway after someone just rear-ended you. You just want to talk to an attorney. The cost per lead for personal injury attorneys is fabulous with click to call. It wasn’t working quite as well for one of our clients were it’s a much more visual service. Without seeing some types of products or services you just won’t be able to convert callers successfully.

Unfortunately, call only campaigns aren’t always quite the magic bullet they might seem to be. After switching to call only campaigns, you’re likely to notice a higher CPC than you paid with simple text ads. They can also have a lower CTR rate, as they don’t emphasize site visits as much as their traditional alternatives. However, despite these challenges, a well-managed call only PPC campaign can garner great results for your business in ways that count. Follow these best practices for creating call only campaigns that can help you boost your CTR without running your PPC budget into the ground.

Best Practices for Call Only PPC Campaigns that Convert

1. Don’t Rely On Broad Match Keywords

To get the most out of your call only campaigns, you need to be sure that your ads are reaching highly qualified viewers. Broad match keywords can be a great tool for casting a wide advertising net, but they don’t work as well when you want to hone in on your best prospects. Broad match modifier, exact match, and phrase match keywords can bring much better results for call only campaigns. We’ve also found that carefully cultivating a list of negative keywords based on research can help you cut the fat and ensure that your ads aren’t served in the wrong context. As a result, you can be sure that your ads are reaching a qualified audience that is more likely to convert.

2. Run Call Only Ads During Business Hours

If your CTA involves a phone call to your office and you aren’t there to pick up the phone when prospects do call, your ad campaigns will be for nothing. Since call only ads are inherently time-dependent, it’s important that prospects see your ads when you’re ready to speak with them. Adwords lets you select ranges of time when you want your ads to run, so you can make sure that your ads are served during business hours. That way when those calls come in, you’ll ready to answer them. You can also set up call forwarding with Adwords to make sure that callers can reach you easily whether you’re on the go or in the office.

3. Track Call Length at the Keyword Level

We use callrail.com and have had great success tracking at the keyword level to see which keywords generate longer calls. Usually longer calls indicate better quality calls. Here is an example from a weekly report we sent to one of our bankruptcy attorney clients:

4. Include a Targeted CTA

Including a CTA that is tailored to your target objective can help ensure that prospects take action. For call only campaigns, that means crafting action-oriented CTAs that help inspire searchers to call you, such as “Call Now for Free Consultation,” “Free Case Evaluation Call Now,” or “We Are Ready to Help — Call Now.” With a clear CTA you’ll have a better chance of getting great results from your call only campaigns.

5. Improve Your Quality Score

One of the potential downsides of call only campaigns is that they can have a high CPC. As with traditional text ads, you can help keep high CPCs at bay by improving your Quality Score. Unfortunately, since your phone number takes up the headline in call only ads, you can’t optimize by putting a keyword in the headline. However, you can include keywords in your display URL and description. As an added benefit, improving your Quality Score also helps improve your overall CTR, giving you better results for your campaign efforts. There are a variety of other ways to improve your Quality Score — if you’re interested in getting your Quality Score as high as possible, Webrageous’ PPC team can help you find and eliminate weaknesses to help you hit your CTR goals.

6. Aim for the Top 2 Positions

It’s well established that the higher your ads rank, the better they’ll perform. Ads in the first position on Google search results grab up as much as 33% of search traffic, with the performance of each position below that degrading dramatically. This is especially true for mobile ads, where limited screen space means less room to make an impression. With only 1-3 ad spots available for mobile search, we suggest that you make it a priority to get in the top two ad positions.  Aim as high as you can and adjust your bids as needed to be in those positions and get more clicks.

6. Get your Settings Right

It should be easier to get the settings right. There are a few curveballs you need to be aware of.

  1. Don’t forget to pause (or not have any) regular ads in a call only campaign. Otherwise the regular ads will show most of the time instead of the call only ads.
  2. In the settings tab make sure the settings look like this:3. Check out your ads tab and make sure things look like this:

Getting the Most Out of Call Only Ad Campaigns

Used correctly, call only PPC campaigns can be a highly effective and profitable tool to add to your advertising arsenal. But without experience, they can be an expensive and time-consuming drain on your resources. Be sure that you’re getting the very best results possible from your call only ad campaigns by letting Webrageous manage them for you. Our team has years of experience managing campaigns with Adwords and can navigate the challenging call-only space for you. Call Webrageous today at 800-645-9521 to see how we can bring you the results you want from your digital advertising campaigns.

 

Google Says Advertisers Don’t Spend Enough on Mobile Advertising

Google reveals that only 5% of search advertisers are taking full advantage of the benefits of mobile advertising and investing the right amount of cash into their mobile advertising campaigns. This was based on an interesting article recently featured on Search Engine Land about mobile advertising data gathered by the search engine giant.
 
According to the data released by Google, 95% of advertisers are losing out on sales and high ROIs because they continue to manage their mobile advertising campaigns in the same way as their PC and laptop campaigns, and because they refuse to invest more money in this area of online marketing.
 
Author of the article, Greg Sterling, explains that only 55% of online advertisers invest in mobile advertising campaigns and only 5% of this 55% use phone extensions as part of their mobile advertisements. This, according to Google, Wordstream and DataPop, is one of the biggest online marketing errors of 2012.
 

What does Google have to say about mobile advertising?

Google has made it clear on a number of occasions that all advertisers should:

  • invest in mobile advertising campaigns if they want to increase sales
  • separate PC pay per click campaigns from mobile network campaigns
  • use call extensions on all mobile network advertisements

What do internet users want to do when searching on mobile devices?

It’s really important to take into account the different desires and interests of the internet user who sits behind a desk on a PC, and compare it with the user who stands in a busy bus, connecting through their mobile phone.
 
In general, the research that Google sponsored and shared by Sterling on Search Engine Land shows that when using mobile devices, internet users always want to be able to perform the following actions:

  • 76% want to get information on store location or opening hours
  • 61% want to be able to just click to call the store in one swift move
  • 54% want to be able to send an email
  • 53% want to download an app
  • 48% want to be able to click and land on the store’s social networking page
  • 41% want to be able to play video clips

Few people want to actually make a purchase online via a mobile device, but that doesn’t mean that mobile advertising does not drive customers down the conversion path so that they can then convert at a later date.
 

What mistakes are most advertisers making when analyzing mobile network campaigns?

Just because internet users don’t convert that often on mobile devices doesn’t mean investment in mobile advertising should be curtailed.
 
Dave Schwartz from DataPop believes that few marketers “connect a transaction to a mobile click.” He continues to explain that when they cannot link conversions to clicks “they’re not willing to pay as much for mobile clicks.”
 
The lack of clarity in seeing the true advantages of mobile advertising, and how these campaigns generate more conversions on PCs or in stores at a later date than most people give them credit for, will be the downfall of many advertisers in 2013 and the winning trump card for the few advertisers who are seeing things clearly.
 

What kind of damage is caused?

If you make no time for your mobile network campaign because you look at the conversion rates, and you foolishly believe that low conversions mean internet users are not being persuaded to buy via the mobile network, you might be causing terrible damage to your brand’s online reputation without knowing it.
 
Because you see no conversions from your mobile network campaign, you probably reduce the amount of money you spend on it and fewer people see your advertisements. This means that fewer people visit your site to find about your products and services.
 
However, this is not the worst that could happen…
 
You invest little time and energy in mobile advertising too, and this means that you are unaware of problems like slow page loading times, breaks in URL links, or out-of-date copy on your mobile network landing pages. In short, your mobile network campaign and site starts to look like a deserted building, with squatters moving in and interested buyers going elsewhere.
 
The mobile network is HOT and if your mobile pages affect the customer’s user experience, your brand’s image is terribly damaged in an instant.
 
The Google-sponsored research reveals that:

  • 96% of internet users visit sites that aren’t mobile-friendly
  • 74% say that they’re more likely to return to a site if it is mobile-friendly
  • 55% confirm that a frustrating mobile experience damages their opinion of the brand in question

The facts are there. Mobile advertising contributes to online and offline sales, and internet users love to go mobile. High conversions are not the only way of proving the worth of a paid search campaign. Think outside the box a little. Think mobile! Contact us for more information on mobile website design and mobile network pay per click campaign management.