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What you need to know to build a successful Ads campaign for mobile

Posted on 8th August, 2017 by Richard Hassall

Google Ads

If you’re looking to create a successful Ads campaign then one area that you can’t afford to ignore is mobile. With mobile devices accounting for over 50% of all search traffic they represent a massive share of the search market and a lot of potential customers. The way we search, our intent and the information that we’re looking for is different – even if we are using the same key phrases. In this article, we’ll take a look at the things you need to know in order to build a successful Ads campaign.

Utilise ad customizers

One of the simplest ways that you can improve the performance of your Ads campaigns for mobile devices is by using Google ad customizers feature. This lets you dynamically insert ad text based on parameters such as mobile device. Effectively this means you can specify which adverts you would like to show to mobile devices. By doing this you can test the water and easily break your adverts down into mobile and all devices.

The downside of using ad customizers is you do not have full control over other factors. For instance, you can’t allocate a certain amount of your budget to mobile devices if these are performing well.

Mobile only campaigns

Google is now offering advertisers (once again as this feature used to exist before they got rid of it) the ability to create mobile only campaigns, ad groups and adverts. Understanding this means that we can separate out our campaigns and either create new mobile specific campaigns or ad groups. For the purpose of this article, we’re going to look at creating mobile only campaigns as these have more benefits than ad groups.

Start off by cloning your existing campaign and setting a mobile bid adjustment in your old campaign to -100%. In your new campaign, you’ll also need to set a bid adjustment of -100% but for Desktop and Tablet bids instead. There are many benefits to creating a mobile only campaign and some of these include: the ability to set a budget for mobile devices, easier measurement of performance by the device, creating multiple ad variations for mobile.

Bid adjustments


Another benefit of having a separate Ads campaign for your mobile devices is that you can use geographic targeting to reach mobile users when they are near your business. Your messaging can be tailored to these users and you can also utilise ad extensions to show them additional information including your business’s location, phone number and sitelinks to relevant pages on your website.

Advert text

The text you use in your mobile advert can really help to make a difference both in terms of clicks and also the performance of your campaign. Highlight mobile calls to action in your advertising text with terms like: “Buy from your phone”, “Free mobile quote” or “Click and collect” to help promote your mobile experience.

By adding a mobile focused call to action in your text you’re letting your potential customers know what action to take and that this can be done using their mobile device. It really is a simple thing to do but it can have dramatic results in terms of performance.

Focus on local

According to multiple studies including by Google 30% of people who search on their smartphone are looking for something locally and 28% of local searches result in a purchase. Common terms used in mobile searches include: “where to buy, find, get, near me and local stores”. Whether you sell products or services you can benefit from showing your adverts to potential customers who are close to your business.

By following these tips you should be able to start maximising the performance of your Ads campaigns and driving more conversions from mobile devices. It’s worth pointing out that if you don’t have a mobile-friendly website then these strategies aren’t going to work for your business.

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