An effective advertising strategy in marketing is to deliver the right ad, to the valid person, at a suitable time in the right place. Based on the device, PPC managers started creating device targeted PPC ad campaigns to differentiate and customize messages accordingly easily. One of the top mistakes many AdWords account holders do is to write ads that are not mobile specific. Device targeting is useful and it is pivotal to write mobile selective ads. As an advertiser, if you are targeting smartphones, then it is a must for you to write mobile specific ads.
Why Write Text Ads That Are Mobile Specific?
Mobile ad interaction is wholly based on the structure of the user’s day. Mobile ads will have a peak number of clicks at around 6 p.m, which indicates that searchers use mobile phones and click on those ads shortly after work. Just assume the number of people who see their mobile phones on the public transport/subway on their way home after work. All these people can be treated as your potential customers whom you could be reaching with your mobile PPC ads!
A shortened desktop website version is equal to a mobile website version. Websites that are designed and optimized for mobile devices will have fewer pages, shorter descriptions, and fewer images. For visitors to understand and navigate more effectively on smaller screens than on desktops, it is essential to optimize websites for mobile devices, which brings customers the best mobile experience. This further leads to high conversions. The same principle is taken into account when it comes to writing text ads that are mobile specific.
For example, let us consider that a person is searching for an Italian restaurant on their desktop. That person might be interested in checking out the menu and other features, so the ad should be written accordingly to the desktop. If the same search happens on a mobile device, then the ad should contain information like the restaurant’s location, hours of operation, etc.., Visitors would be more likely to click those ads that are targeted based on the device.
Interesting Informative Data:
- During weekends, between 5-8 a.m, there is a sharp rise in the click rates.
- During weekdays, click rates begin to rise and peak around 6.00 p.m and start declining after that.
This means that you can start using the functionality offered by enhanced campaigns to focus your ads not only on specific geographical areas but also at particular days and times when more people are likely to click on your mobile PPC ads.
How To Customize Mobile PPC Ads:
Both Google Ads and Microsoft Advertising offer visitors the ability to use a mobile URL. It helps in allowing visitors to land on a webpage that is optimized for smaller devices and mobile functionality. To improve the ROI of your mobile ads, you need to optimize and elevate your mobile ads with the below x elements.
First things first. While writing a mobile PPC ad, it is vital to write a highly appealing headline. The first line has a huge potential to draw the searchers inside your website and let them know that you have a high mobile-friendly offer/product/service.
Include the primary benefit of your product or service immediately after the short, keyword-rich headline. By using plain and simple language, tell your potential customers how choosing your business will benefit them.
Make sure that your descriptions are short, crisp, eye catchy, and up to the point. Truncated descriptions can annoy searches, leading them to leave your website. Hence to write descriptions that are mobile targeted, don’t use more than 60 characters. Include attractive phrases in the description.
3. Call To Action
Include CTA phrases that can never resist the users to click. You can add a call to action phrases that work extremely well on mobile devices. Examples include “Visit your nearest location”, “Apply now from your mobile”, “ Easy mobile booking”, “ Buy from your mobile phone”, “Download the mobile app”, “Get Quote” etc..,
Drive your searchers to more in-depth content on your website using mobile-optimized site links. For the mobile version of the ad, site link extensions appear in a carousel format which displays up to 8 links. Use this fabulous opportunity to customize and target ad copies for mobile users. By including hours and directions, in-store deals near you, etc.., customize your website’s site links for mobile devices.
5. Message Extensions
This, under used extension, has vast potential when explored. Once the searcher clicks on “Text us for more information”, then he/she is replied with an automatic advertiser-supplied message.
6. Location Extension
Mobile marketing with location targeting shows the customer a right ad at the right place. Including location extension in your ads, assures your audience that your brand provides services in their location and that your advertisement is meant for them. This also helps in developing an emotional connect as each the readers think, “Hey, I’m in Bangalore, and maybe I need this; let me keep reading.” Hence take full advantage of this dynamic location insertion as this attracts your potential customers.
7. Include Your Phone Number
Based on a Google survey, 80% of mobile users who are browsing a company’s website expect to find a mobile number/a click-to-call link. People typically like to reach a human (customer service) who can simplify their tasks and in fact, work on their behalf.
Start taking advantage of this mentality of the user and get the most number of leads as the searcher is already on the phone and ready to talk to you. Never pass up this golden opportunity to speak with them.
8. Ease Of Use
If you are running an e-commerce website, make sure that your website doesn’t suffer from small screen size. In this world of growing internet retail marketers, remember having a small screen sized mobile site increases the bounce rate of the website.
For example, as a website owner if you are using a one-click payment method for billing purposes, then improve the customer retention rate by eliminating the need for the shopper to enter the card details and address manually.
Also, incorporate a sign-in mechanism wherein the customer can put their required items to their shopping cart on a mobile device and further continue their shopping with the same cart on their desktop.
9. Keep Your Ads Short And Brief
According to a study conducted on effective mobile ad writing, mobile ads with four words or less received 35% more clicks compared to wordy words that are creative. Keeping mobile ads short and sweet is one of the most essential and best practices for mobile PPC ads. Make sure to write clear and concise messages as brief as possible.
10. Connect With Your Customers Using Action Verbs
Powerful verbs deliver a highly robust engagement. Let us consider the below example.
End of Season Sale, Shop now and save up to 50%.
Savings of up to 50% available right now.
Now, tell me which one more appeals to you? Great verbs not only act as an energy booster for your ad but also create an emotional relationship between your brand and your audience. Your work is done, once your searchers start to imagine their life as your customers. So, never forget to pack your ads with powerful verbs.
11. Incorporate Time-Sensitive Wording
“A potential customer in need is a client indeed.” Mobile users tend to have more urgency than those who are browsing on their desktop.
Connect with your potential customers who are in need, and let them know that you can help them with whatever they need. Also, please provide them with some irresistible offers. This undoubtedly increases the chances of making them interact with you and your ad, and you will get high conversions for sure.
12. Never Ignore The Sentence Structure
Great potential words should end at last. Writing great ads is just not about the words which we use, but it is a lot more about the order in which we use those words.
Tip: “End your sentence with the most powerful and emphatic words”
Put an important word at the beginning and end the sentence with some powerful words. Play with your word order, and you will find a vigorous sentence/message that can attract the users.
- If any ad is truncated, then users will not be able to see the total message on their small mobile screens. Hence try to avoid writing truncated ad copies.
- Based on your business needs and everything, try adding promotion extensions for ads on mobile devices.
- Similar to desktop, perform A/B testing for mobile devices by running at least two mobile ads at the same time to check which one would perform the best.
- If you feel that mobile app downloads are essential, then consider utilizing mobile app extensions.
- Make sure that the display URL that displays on mobile devices are mobile targeted.
Besides building strong brands, along with meaningful customer relationships, a mobile-optimized website or app has become critical in driving valuable conversations.
With these tips, you can quickly write ad copies that are mobile specific. Make sure to take time to write these ads as these mobile specific ads have the potent to engage, reach, and convert your target audience through mobile. Share the experiences that you have had with your mobile PPC advertising in the comments below.