In this article, we'll share some guidance on how to optimise your 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 optimising your website for mobile.
1. Use the right ad assets for mobile
Ad assets allow you to show extra business information with your ad, like an address, phone number or links to specific pages on your website. These assets help make your ads more prominent and appealing for customers on mobile.
There's no cost to use ad assets, although you're charged as usual for clicks on your ad.
Here are a few ad assets that can help you improve ad performance on mobile:
Add sitelink assets to drive online sales
Add location assets to drive shop visits
Location assets show your ads with a map, your address or the distance to your business. This helps people get an immediate idea of your shop location, so they can easily find and visit your business.
Add call assets to drive phone calls
Call assets 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.
2. 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. Emphasise 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, Google Ads 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.
3. Make sure that 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 towards the same action in both places? Are you emphasising the same selling points? The stronger the connection between your ad and landing page, the better your chances of getting results.