Mobile advertising is a hot topic these days, but many advertisers are still figuring out how to get the most out of their mobile search ads. As there are many reasons why mobile is the way to go – lower CPCs, growing advertising spend by retailers on mobile, and consumers spending more time than ever on their mobile devices – publishers like Google are taking note and are optimizing their products to help advertisers succeed with their mobile advertising.
On October 15, Google will be rolling out a change to their mobile search ads to improve consumer experience by making it even easier and faster for consumers to find exactly what they’re looking for on the small screen. Instead of showing two lines of text on mobile ads, Google may opt to show only one line of description text and ad extensions in the second line instead. This way, your ads are optimized to present consumers on the go with useful and timely local information that will help to increase engagement and clicks to relevant pages to your site.
In general, here are a few tips to making the most of your mobile ads:
- Make your ads mobile friendly: As the mobile screen is a smaller screen, make sure you’re dedicating space to relevant messaging that the consumer needs. The same goes for your web site - you don’t want to lose consumers once they’ve clicked on a link to a mobile unfriendly website.
- Changing consumer search intentions: Consumers that are searching on the go will most likely have different goals than those searching at home. While consumers at home may be comparison-shopping, many times consumers on the go are looking for more local information such as addresses and phone numbers.
- Incentives are good: Studies have shown that consumers searching on their phones are more likely to act than those browsing on their desktop. Give consumers more reasons to convert with promotions and offers targeted at mobile users.
Anything to add? Feel free to let us know in the comments section below.