2. Search campaigns for mobile

Hey there! Let’s talk about search ads on mobile devices.

If you’re interested in how search ads can help you reach people on their mobiles, you probably already know a bit about how search ads work. In this video, we’ll show how this applies to mobile, and focus on some useful strategies and tips to help you along the way.

Right then - let’s jump into it. Running search ads on mobile devices can help your business with many goals. Perhaps you want to get more leads, phone calls, or purchases? But before you get started, it’s really important that your website is mobile-friendly. So, what exactly does that mean?

First, your loading speeds should be super fast. Nobody likes to wait for a website to load. Especially people using mobile devices.

Next, make sure your website looks and works the way it should on all types of mobiles.

Last, your site should be really easy to use for people on mobiles. That means nice big buttons that are easy to see and click, minimizing typing, and clear navigation options.

If your website doesn’t tick all these boxes, that’s where you’ll want to start. Because if you don’t address these issues now, you’ll be spending money to send people to a poor website experience. Which isn’t great for anyone. Fortunately, there are lots of tools to help you make your website more mobile-friendly.
OK, so let’s assume your site is mobile-friendly and ready to get more traffic. Just as with any search campaign, you’ll need to pick out which keywords you want your ads to appear on. You could use the same keywords you’re using in a regular search campaign. But, remember: users on mobiles don’t always search the same way that they do on laptops, or desktops. They are more likely to type shorter, simpler terms.

Let’s say you’re a plumber in North London. People on their laptops might search for terms like plumbers in Kentish Town. But the same people might search for things like leaky tap or clogged sink when they’re using their mobiles.

So how can you figure out which search terms are common on mobile devices? There are great tools for this to help you. Such as Google’s Keyword Planner or Bing’s Keyword Research Tool. They can help you research a search term you’re interested in, and tell you what percentage of those searches come from mobile devices. Spend some time researching here and you’ll find the best keywords to use for mobile. Ones that are relevant to your business, and also commonly searched by mobile users.
Next, let’s think about your actual ads. People who search on mobiles are often very focused on completing a specific task. A person searching for plumbing services on their mobile is probably not casually browsing. They need help, fast!

So, make sure that your ad is laser-focused to the specific task your customer is trying to accomplish. If someone searches leaking bathtub, don’t show them an ad that says you can fix all kinds of plumbing issues. Instead, show them an ad that says if you can fix any bathtub problem fast. They’ll see it and know you’re right for the job!
So far, we’ve covered mobile-friendly landing pages, researching keywords, and focusing your ads. Now, let’s talk about a couple more tips and tricks you should know.
The first tip might seem obvious, but here it goes. If you’ve created search ads targeted to people on mobile devices, make sure people on mobile devices will see them. If you don’t want your ads to also appear to people searching on computers, they don’t have to.

Search engines like Google and Bing will allow you to specify certain ads as “mobile preferred.” Which means that users on desktops won’t see your mobile ads. And vice versa. That’s a nice, quick way to make sure the work you’ve done on those mobile ads really pays off.
Here’s one last tip. People on mobiles behave differently to people on computers, and how much you choose to pay for your ads can reflect this. Let’s say you’ve been running a successful search advertising campaign. But you check your analytics and notice that people on mobiles are 10% less likely to fill out your contact form. Well, if that’s the case, you can use something called a “bid adjustment” to bid a 10% lower price when your ads are appearing on mobile. Using bid adjustments can help you make sure you’re spending your money wisely, and getting the best bang for your buck.
Alright, we’ve covered a lot of techniques for making your search ads work well on mobiles. Remember, having a mobile-friendly site is crucial. Research the types of keywords your customers tend to search for when they’re on their mobiles. Keep your ads laser focused. And make sure you take advantage of special features for your ad campaigns.

Get all of those things sorted and you’ll be well on your way to success.