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Mobile Ad Copy Optimization Tips

Mobile Ad Copy Optimization Tips

I had the privilege of speaking at SMX East  on the subject of PPC & Mobile – specifically covering mobile ad copy and the key items that need to be considered for mobile ad copy optimization. The biggest theme of the panel was that marketers and advertisers need to really understand the user and how user behaviors on a mobile device are inherently different then user behaviors on a desktop computer.

Understanding the mobile user’s intent is the key that unlocks mobile PPC performance. Mobile will continue to become increasing important as it’s predicted that 50% of all PPC clicks will come from a mobile device by December of 2015 AND mobile devices are already the #1 media screen.

So what are the key items you need to remember when optimizing your PPC Ad copy for mobile users?

Tell them it’s mobile friendly

This one seems pretty obvious – but make sure you are using the display URL to tell user that the website is mobile friendly. Examples of display URLs to test include:

      • Test.com/Mobile
      • M.Test.com
      • Test.com/iPhone
      • Test.mobi

40 percent will click another mobile result if a site’s not mobile friendly.

Creating a mobile website does not have to be hard – you can get one up in less than 30 minutes using providers such as Dudamobile – so there is no reason to not get started. Check out the post by Chad Ostroff to better understand the differences between the types of mobile websites.

Make it easy for users to call

Remember that 100% of users make phone calls on their mobile device. Make it as easy as possible to call you by enabling the Click to Call Extension. Add a layer of call tracking on top of the Google number and you’ll be able to record, listen, and learn from all of the calls as well.

Add the city

Including a city name in mobile ads increases click-through rates as much as 200 percent Source: MediaPost

Make sure to hyper-target the city/location name when dealing with larger Metro areas. Example: instead of “Houston Restaurant” you might consider “Bellaire Restaurant” or “Greenway Plaza Restaurant”

Optimize description line 1

Mobile ads are already truncated based on device type and starting on October 15, 2014, your ad extensions may show instead of the second line of ad text (description line 2) on your mobile search ads. Description line 2 may or may not show, depending on how well it’s expected to perform.

Use location extensions

Location extensions show your business address, phone number, and a map marker with your ad text. On mobile devices, they include a link with directions to your business which allows users to find your location while on the go. According to Google, ads with location extensions see a 10% boost in click through rate.

Utilize sitelinks

Sitelinks are links to specific pages on your website beneath the text of your ads (and in addition to the main page), helping customers get to what they’re looking for on your site with just one click. These deep links will become even more valuable when Google starts to promote these over the 2nd description line as noted above.

Make sure to test sitelinks for mobile. You made need to vary these links based on user intent and device type.

For example – a user on a mobile device may not be as prone to click on a “Contact Us” deep link as a user on a desktop device may be – however, they would be much more interested in a “Call Us” or “Mobile Coupon” deep link.

Segment Adwords & Analytics information by device

Review the times of day and pages by device to determine when to best target mobile users and with what content. Day part Adwords campaigns accordingly and adjust sitelinks based on content usage. Optimize mobile pages to enhance the mobile user experience.

Adjust messaging based on the shopper’s location, time of day, and device

Based on the segment performance data you are able to glean from Adwords and Analytics, adjust and test your adcopy accordingly. Remember that 40% of mobile searches occur between 6pm-12pm and 81% of purchases occur within 5 hours of a mobile search, so your adcopy should entice users to take action during the moment.

Based on these few quick tips and optimization guidelines, you should be well on your way to better performing mobile ad copy. And if you have any other questions or tips – just let us know in the comments below.


Nick Lindauer
Nick is the vice president, client services and operations at Forthea. He’s been working in internet marketing since 2002, when – ironically – he answered an ad in the newspaper. When he’s not at work, he’s off spending time with his family, working on his house, building furniture, cooking on his two Big Green Eggs & brewing hot sauce.


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