“Which mobile format is best for me and my business?” is a question we hear a lot from clients. So, which is the best format to maximise your business’ potential?
Google recently changed the view of mobile format paid ads on its search engine. They now give 50% greater ad copy, meaning you can display more information about your business. This can range from the bio to contact details to special offers. It helps you stand out from your competitors, whilst allowing the user to view more information about your company before they even click onto your website.
IF FUNCTIONS
A great tool is the IF functions, which are greatly underused. Think of it as a call-to-action button. In wording your ad, place the word ‘click’ if it’s to be shown on desktop and ‘tap’ if on mobile format. Some examples will be penalised due to spam, which tend to be generic words, such as ‘click here’.
LOCATION EXTENSIONS
Having the Location Extension enabled on your Google My Business page will help increase traffic to your website by 30%. This will allow customers to pinpoint your business’ location and get directions via Google Maps.
When it comes to local searches, if your My Business page is not up-to-date then you are losing valuable nearby customers. For example, if you’re a restaurant in Hackney and a nearby user searches “restaurants near me”, you may not appear.
If it is up-to-date, you have the option of bidding more aggressively for users who are in a certain location or nearby to your store. For example, if a user is 5kms away, you can bid more aggressively in a hope they see your ad and visit to your store.
This type of bidding can give you a better impression share of the market. Just make sure your location displays on your My Business page.
ENTICE CUSTOMERS WITH DEVICE DISCOUNTS
Another useful tool Google AdWords and Bing Ads lets you do is display discounts depending on the device used.
With mobile internet usage beating desktop for the first time in history last month – accounting for 51.3% share of the market – there are a lot of consumers using their mobile devices every day and leaving touch points.
By displaying a discount for mobile device users, you are likely to gain more conversions. This will prevent the user from waiting until the end of the day when on a desktop. You want to capture their interest and purchase on the spot.
THINK ABOUT THE CUSTOMER
When undertaking the above, always remember rule number one: think about the customer and how they see your ad. Make sure you are advertising to the right person, on the right device and at the right time.
See our previous news article ‘How Do We Capture Mobile Touch Points’ for a more in depth look as to how we advertise to the right customer.