If you’re using PPC advertising right now to promote your business, one way to succeed is to make sure that you don’t neglect smartphone and mobile users. In fact, you may even want to prioritize the mobile users over the desktop PC folks.
By 2016, it was pretty clear that there were more people using mobile means to access the net than there were Internet users from desktop PCs.
So how should you tweak your PPC strategy to account for mobile users? Here are some suggestions:
1) Your landing pages must be mobile-friendly.
This is a crucial part of your plan. When a user clicks on your PPC ad, they must be led to a webpage that looks good on a smaller screen, plus you want large buttons that can be clicked easily. It’s best if you have some infinite scroll design on your webpage so they can just wipe to read the contents down the page. Your images and text must be readable as well.
2) Your landing pages must load very quickly.
This is imperative as mobile users are notoriously impatient and don’t care much for delayed gratification. It doesn’t take too long for them just to try another link. So when people click on your PPC ad, the landing page must load within a few seconds, if not instantaneously.
What this means is that you obviously need to get rid of any particular webpage effects that take an eternity to load. It doesn’t matter if those webpage elements are fresh or exciting. They’re boring if you make the mobile users wait too long.
3) Short tail keywords must be the focus.
Some experts have recommended for years that the best PPC bets are often for long term keywords. That may be true with desktop users using full-sized keyboards. That’s not the case with smartphone users who won’t find it easy to type in very long strings of keywords.
While it’s true that some smartphone users do speak keywords into Google, lots of people (especially the older ones) don’t know how or don’t remember to do just that.
4) Get rid of the fluff.
You have to be direct, clear, and concise about your webpage content. You don’t need a long-winded intro. What you need and what mobile users want is for you to get to the point immediately.
You have to accept that lots of people who use their smartphones to go online are doing so for a particular purpose. They’re not at home on their desktop PCs whiling away the time. Instead, they probably want to find a nearby shop or restaurant that ash the item they want to get. Or perhaps they’re checking the price of the item in the store they’re in online, to see if they can get a better price elsewhere.
Again, that kind of mobile behavior is consistent with their need for instant gratification so you have to make sure your ad zeroes in on that.
5) Reduce the need for users to type in.
We’ve already pointed out that mobile users don’t have the patience to type in lots of words on their smartphones. You have to account for this tendency on your webpage, including on your opt-in forms. Let them click buttons and don’t require them to type in words.
Let them use social logins instead of typing a username and password. If a username and password are necessary, allow for saved passwords.
6) Feature your phone number prominently.
Lots of mobile users are using local search these days. Often when they have questions or want to order, they’ll just call your business instead. After all, smartphones are still phones!
The rise of mobile use has instead taken lots of experts by surprise but you need to adapt to this new reality quickly. By adjusting your PPC advertising accordingly, you can get better results instead of wasting all your time, money, and efforts.