Did you know for every $1 spent on Google Adwords, businesses earn average revenue of $2? There are more than 7 million advertisers who invested a whopping $10.1 billion in PPC ads over the last two years. PPC or the Pay per Click managers work on multiple campaigns in order to send across customized messages to desktops and mobiles.
As a matter of fact, Google searches on mobile ads outnumber those made on desktops or laptops over the years. This clearly indicates that you are likely to lose money if you are not advertising to drive more traffic to your PPC account via mobile platforms.
Now that you are looking for effective ways to come up with highly engaging mobile PPC ads, invest some time in reading this blog.
Work on Call to Actions
- “Consult Us Today”
- “Download the Mobile App”
- “One-click Subscription”
- “Now Available on Your Mobile”
Harness the Potential of Message Extensions
The use of message extensions is highly recommended for small and medium sized enterprises. When someone taps the message option in your ad on the mobile device, the messaging app will display a pre-populated message created by you. Most interestingly, adding message extensions to your mobile PPC ads is not only easy, but it is free as well.
Take note of the information you would need to provide while working on message extensions.
- Provide a business name within 25 characters.
- Enter the phone number people will be sending texts to.
- Make sure the extension text is within 35 characters.
- Keep the message text within 100 characters. For example, “I would like to seek online assignment help”; “I would like to fix an appointment now”.
Make the Location Easier for the Users to Find
Writing the perfect mobile PPC ad depends on how well your users can locate your physical address with the help of your content. In order to do so, you need to,
Simply sign-up with your Google My Business account and the PPC ad would automatically include:
- Distance or route details.
- Street and the city name.
- Closing time of your business.
Customise Sitelinks for Mobile Devices
From pushing the competitor sites further down the page to ensuring higher link visibility and click-through rates; using Adwords sitelinks descriptions has its own benefits. Google has found click-through rates on ads that appear with sitelinks are higher than the ones without siltelinks. This makes it all the more important for marketers to embrace this practice.
You can create and add up sitelinks based on these three examples.
- Store Locator
- In-store offers near your location.
- Directions and Hours
Highlight Your Unique Selling Propositions
Unless you are highlighting the USP of your products on services, your target audience won’t get the hang of what’s there in store for them. For example, if you are offering a particular product or service at half the price as compared to your competitors, then highlight it on your mobile PPC.
Explaining your Unique Selling Proposition is said to be one of the simplest and effective ways to boost your CTR or the Click-Through Rates. In the above example, you can see how the context of “50% off on burgers” has been highlighted in the Meta Title, as well as in the description below.
Insert Keywords in Your Ad Copy
In order to avoid the consequences of dramatic fall-offs in CTRs, one must consider including relevant keywords in mobile PPC ad copies. For example, you are selling footwear for men, then consider including keywords like “casual shoes, “dress shoes”, “sneakers” “boots “ “running shoes” and the likes.
Here’s what I have found on placing the search query.
If you take a close look at the search query in the aforementioned examples, then you can notice that the result pages include words like “boots”, “sneakers”, “shoes”, “Men’s dress shoes” and more.
This indicates the fact that merely working on a search query isn’t enough, unless you include all relevant keywords your target customers would additionally look for.
Garner More Conversions with Ad Extensions
Ad extension is a type of advertising format that displays additional information about your products and services. It can be added manually or automatically as well. However, for most languages, there are a few conventions one must follow in order to come up with fully functional ad extensions.
Here’s what you should follow:
- You are given a limited count of 25 characters for the headline.
- One must wrap up the description within 70 characters.
- Create the display URL content in your ad copy within 35 characters.
Mirror Your Consumers’ End Goal
Keep your consumer’s need and preferences in mind while creating a mobile PPC ad copy. The idea is to highlight the benefits of your services and products in short yet engaging way. Here are a few tips that would help you to produce consumer-focused ad copies for mobile.
- Highlight the feature prices in your ads.
- Establish a brand personality with proper adjectives.
- Encourage multiple purchases in a subtle way. For example, “Buy 2 pairs and get One Free”.
- Make sure your mobile ad matches your landing page.
Test Your Ad to Know What Converts Best
If you are not testing your ads frequently, you are not really working on it. You need to A/B test your ads in order to figure out the one that would garner maximum conversions. Here’s a graphical example of how to run a successful mobile PPC ad test.
Intrigue Your Readers to Click; Use Power Words
Highly-effective trigger words or what is better known as “power words” in PPC marketing help advertisers to convince their audience to invest in their products or services.
Here’s a list of the ten best power words and phrases ruling the industry in 2019.
- You
- Instant
- Exclusive
- Hurry up – Today only
- Free
- Secret
- All New
- Last Chance
- Easy
- Guarantee
While these are only some of the most sought-after power words, you can always refer to other amazing words and phrases that sell in mobile PPC advertising.
In Closing
Now that you are aware of the key actionable points that would fetch you a winning mobile PPC ad copy, recapitulate the blog with the quick takeaways as mentioned below.
- Come up with enticing Call to Actions.
- Utilise the potential of message extensions.
- Make your business location easier for the users to find.
- Customise mobile-focused sitelinks.
- Focus on highlighting the Unique Selling Proposition.
- Do not overlook the aspect of including keywords in your ad copy.
- Come up with fully-functional ad extensions.
- Focus on the end goal of your consumers.
- A/B test your ads to choose the best one to opt for.
- Implement power words for an enhanced conversion rate.
Remember, there’s no shortcut to ensuring the maximum Return on Investment in PPC ads for mobile. To express it in the words of Jeff Bezos:
One of the only ways to get out of a tight box is to invent your way out.
Good luck!
