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Optimize your AdWords ads for mobile

In this article, we'll share some guidance on how to optimize your AdWords ads for mobile, so you can reach the growing number of people searching on their mobile devices.

This is part 2 of a 2-part series. In part 1, we covered optimizing your website for mobile.

1. Upgrade to expanded text ads

Expanded text ads provide more space for your ad text and are designed for optimal performance on mobile devices. To take advantage of the benefits of this new format, we recommend that you update your existing text ads to expanded text ads. There's no cost to do so.

Learn more about expanded text ads.

How to update your existing ads to expanded text ads

Choose the AdWords experience you're using. Learn more

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. In the left menu, choose the campaign with the ad you want. 
  4. Click the Ads tab.
  5. Hover over the text ad you want to edit and select Copy and edit from the drop-down next to the pencil icon. Your existing ad's text is used to populate fields in the new format, so you already have a head start in creating the newly expanded ad.
  6. Enter a final URL, headline text, description text, and text in the optional “Path” fields. As you type, a mobile and desktop version of your ad will appear instantly in the "Ad preview." 
  7. When you're satisfied with your new text ad, click Save ad

2. Use the right ad extensions for mobile

Ad extensions allow you to show extra business information with your ad, like an address, phone number, or links to specific pages on your website. These extensions help make your ads more prominent and appealing for customers on mobile.

There's no cost to use ad extensions, although you're charged as usual for clicks on your ad.

Here are a few ad extensions that can help you improve ad performance on mobile:

Add sitelink extensions to drive online sales

Sitelink extensions let you add links to specific pages of your website, like your store hours or a featured product. This helps visitors skip right to what they want to know or buy, straight from your ad.

Add location extensions to drive store visits

Location extensions show your ads with a map, your address, or the distance to your business. This helps people get an immediate idea of your store location, so they can easily find and visit your business.

How to set up location extensions

Add call extensions to drive phone calls

Call extensions add a phone number to your ad, which can increase clickthrough rates by 4-5%. This allows people to call your business directly and connect to you right away.

How to create call extensions

3. Follow best practices for writing effective mobile ads

To connect with potential customers on mobile devices, your ads should be relevant, compelling, and informational. Let's recap some best practices for writing a successful mobile ad:

  • Grab attention with compelling headlines: Your headline is what people see first. It's the clickable and most prominent part of your mobile ad, so focus on making it relevant and appealing. Try including your keywords so people will know right away that your ad is relevant to what they're looking for.
  • Use a strong call-to-action: A strong, clear call-to-action tells mobile visitors what to expect and encourages them to perform the action you want them to take. Use strong verbs like Buy, Call Today, Order, Sign Up, or Get A Quote. By choosing the right action phrase, you'll avoid having to pay for clicks that are less likely to result in business for you. 
  • Make the most of your description text: Highlight what makes your business unique and why you have what customers are looking for. Emphasize your key selling points (service, reliability, wide selection, exclusive products, specific prices or promotions, etc.) that set you apart from competitors.
  • Rotate multiple ad variations: If you have more than one ad in an ad group, AdWords will automatically start showing the better-performing ones by default. We recommend having 2 to 4 different ads, each with varying headlines or description text.

Ready to write your new ad? See how-to instructions for creating an expanded text ad.
 

4. Make sure your mobile landing page matches your ad

Your mobile landing page plays a big part in turning clicks into customers. When someone clicks your ad, they expect to land on a page that's relevant to what they saw in your ad. If they don't immediately find what they expect, they're more likely to leave your site.

Choose a mobile landing page that mirrors the call-to-action in your ad text and provides a clear path to take that action, such as purchasing a specific product or filling out a form.  Any promotions or special offers promised in your ad should be prominently featured on your landing page.

The connection between your mobile ad and landing page is the bridge between a potential customer and the action you want them to take. Are you driving customers toward the same action in both places? Are you emphasizing the same selling points? The stronger the connection between your ad and landing page, the better your chances of getting results.

Go to Part 1: Optimizing your website for mobile
 

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