Opinions

The 6 Keys of Mobile PPC

Posted by Jason Wells on September 26th, 2012 at 2:48 pm

A recent article in Forbes made a startling prediction: Google’s pay-per-call revenue will grow 10x larger than its current pay-per-click revenue. I’m not sure if I believe this. But, suffice it to say, pay-per-call will be huge.

This means that just when you were figuring out how to optimize CTR, ad copy and conversion rates for your PPC ads, here comes mobile pay-per-call.

So, what are the secrets/keys/best practices of mobile PPC?

We’re going to tackle mobile PPC in our next few blogs. What we’ll do here is look at mobile PPC from about 10,000 feet and provide some mobile PPC keys for success.

Key #1 – Determine What You Are Trying to Accomplish

When you run a ‘regular’ PPC campaign your goal might be to produce a content download, a demo, a purchase or some other kind of opt-in. That’s great for desktop PPC. However, those things typically don’t work on mobile PPC.  Thus, your goals for mobile PPC should be quite different.  So what should your goals be with mobile PPC?

You want to generate a call or a map look-up.

Those are the two most common actions after a mobile search. Your entire campaign strategy should be derived to achieve those two goals.

Key #2 – All About the Call

Research is showing that phone calls are the most common action after a mobile search. Nielsen says that 73% of mobile users search for business phone numbers and call them. Google says that 61% of mobile searches result in a phone call. In short: a phone call is a natural action after a mobile search on Google.

Additionally, Google says that mobile ads that are pay-per-call ads produce 6% to 8%higher conversions than mobile ads that are pay-per-click.

Key #3 – Write Call-Friendly Ad Copy

Your mobile click-to-call (CTC) ads should, at least, contain phrases like ‘call today’ or ‘call right now.’ Google has published case studies on large companies like esurance and IHG that saw CTR increases over 10% when they started using call-friendly ad copy. Phrases like this will increase the likelihood that a mobile searcher will call you and that your ad will convert.

Key #4 - Separate Your Mobile Campaign in Adwords

The default setting within Google Adwords simply applies desktop settings to mobile campaigns. Basically, it keeps regular campaigns and mobile campaigns under the same umbrella unless you change it.

You should change it.

Key #5 – Get Top Positions

The element of mobile marketing that defines everything is the size of the screen. In desktop PPC land there are 4 ads or more on every page of search results. In mobile PPC there are only 2 ads—maximum—on each page.

Adwords that are below position 2 or 3 will never appear on page 1 in mobile.

Key #6 – Everything is Opposite...Night is Day and Day is Night

Data shows that mobile searches spike in the evenings and on weekends. This proves what mobile marketers have long suspected: mobile searchers conduct searches when they are on-the-go. They don’t use their devices at work very much. This means that desktop Adwords off-hours are mobile on-hours. Run your mobile PPC ads on evenings and weekends.

A Word About Mobile PPC Tracking

When you set up your mobile PPC campaign you’re going to be asked to put a phone number in the ad itself. Google calls this an ‘ad extension’ or a ‘call extension.’ You simply put a phone number in as your ad extension. This can be any number you choose. We recommend using a number provided by a call tracking company to gather analytics on the calls these ads generate.

Remember, mobile PPC is far less expensive—usually—than standard PPC models and—again, usually—CTR is higher.

Leave a comment