Consumers increasingly turn to mobile devices for inspiration, information, and the final purchase. To capture mobile shoppers, it’s more critical than ever for advertisers to have a comprehensive mobile presence.
Focus on these 4 key principles to build a strong Shopping campaign strategy for mobile.
1. Create a frictionless mobile shopping experience
- Use mobile-optimized landing pages or responsive design.
Why: Ensure that your website is always configured and displayed in the best format to create a better shopping experience for your customers.
Get started: Test your landing page with the Mobile-Friendly Test.
- Decrease page loading times.
Why: 69% of mobile consumers say that a fast mobile experience is critical when interacting with brands, but only 52% of brands offer fast loading digital content regardless of the device used.1
Get started: Use the PageSpeed Insights tool to analyze load times and improve your page speed.
- Remove popups or other interstitials.
Why: Shoppers will grow frustrated if they come across popups, registration requirements, or other interstitials before they can continue onto your product landing page.
Get started: Help users access your content on mobile with these techniques.
- Reduce buying friction.
Why: 77% of smartphone users are more likely to purchase from mobile sites and apps that allow quick purchases.2
Get started: Sign up for Shopping Actions to enable instant checkout across Google surfaces (available in US and FR only).
2. Be competitive on mobile
- Set the right mobile bid.
Why: Top results drive more clicks on mobile so optimize your bids to make sure your ads are ranking higher on products to capture mobile shoppers.
Get started: Learn how to set up a Smart Shopping campaign to automatically optimize your bids for mobile.
- Drive mobile shoppers to local stores.
Why: Mobile shoppers are often on-the-go. Take advantage of this opportunity to drive your mobile traffic to your physical stores.
Get started: Use local inventory ads to highlight local information to mobile users
- Differentiate your mobile Shopping ads.
Why: Since mobile shoppers are searching and viewing your ads on smaller displays, differentiating your mobile ads from other retailers’ becomes even more important.
Get started: Show promotions or discounts to entice your mobile shoppers with Merchant Promotions.
3. Evaluate your mobile Shopping campaign performance
- Properly assess your Shopping campaign performance on mobile.
Why: Accurately valuing your mobile performance will help you build a better strategy to capture mobile shoppers.
Get started: Segment your performance report by device for a deeper view at the ad or product group level.
- Uncover opportunities to be competitive in the auction.
Why: You can improve your mobile performance by looking at your metrics compared to benchmarks based on other advertisers who are participating in the same auctions as you are.
- Evaluate the complete path to purchase.
Why: Simply looking at the number of conversions by device type may not provide a clear picture of your mobile customers’ entire shopping journey.
Get started: Review your cross-device attribution reports to evaluate activity across devices.
- Understand your mobile shoppers’ behavior.
Why: Use these insights to inform your optimizations and make strategic decisions about your Shopping campaigns on mobile.
Get started: Link your Google Ads account with Google Analytics to uncover insights on mobile behavior.
4. Stay ahead of mobile trends
- Use the Consumer Barometer.
Why: You can gain an advantage by staying on top of and capitalizing on changing mobile consumer behavior.
Get started: Explore the Consumer Barometer for the latest mobile shopping trends.
- Follow current research, news and insights about mobile advertising.
Why: Being informed of the latest mobile trends is crucial for success in a mobile-first world.
Get started: Follow Think with Google to stay up-to-date with the latest mobile trends.
- Step into your customer’s shoes by shopping on your own mobile device.
Why: By going through the steps of researching and purchasing a product on your phone, you can uncover more opportunities to capture mobile shoppers.
1. Google/Greenberg Strategy, Google Connected Consumer, U.S., 2018, n=1103, Age18-54, Smartphone users | Google/Brian Solis, Assistance Economy, U.S., 2018, n=308, Senior marketing decision makers (C-Suite, VP, SVP, Director), Advertising/marketing/customer experience/e-commerce/mobile, responsible for mobile website or messaging app, Company>500 people
2. Google / Ipsos, Jan. 2019, Playbook Omnibus 2019, n=1,610 US online smartphone users, A18+