Should You Target Mobile Devices With PPC Ads?

More than ever, users have easy access to the internet via their mobile devices. Mobile users are searching for the web for information and are ready to take action. Whether they’re on a smartphone, tablet or laptop –  your PPC ads can reach your customers.

Mobile PPC Ads allow you to show ads to the right audience, in the right place, at the right time.

Did you know?

• Over 50% of all internet traffic now originates from a mobile device.
• Mobile searches have grown by over 400% since 2010.
• Worldwide, 62% of people who’ve made a mobile purchase do so on a monthly basis.
• Up to 30% of searches have local intent – opportunity to increase footfall to bricks and mortar businesses.

To meet the needs of this ever growing market, there are some great mobile features to help you reach your customers more effectively:

• Drive customer contact using “click to call” or “Call Only Ads”
• Drive local in-store traffic.
• Promote your mobile application.
• Advertise your product inventory to mobile shoppers.
• Drive video views using Mobile Video Ads
• Plus much more..

Click-to-Call & Call Only Ads

Call Extensions include a phone number to text ads, allowing customers to directly call a business from the mobile ad on their mobile device. It is also possible to schedule call extensions to appear only during your business hours when somebody is there to answer the phone calls.

Call Only Ads go one step further than this. They allow an advertiser to only pay for a telephone call, rather than a click to a website. This is great news for some industries such as Plumbers, Hotels and Taxi firms, who value a telephone call much more than a click to their website and we’ve seen some amazing results for these type of clients by using this feature.

Drive local in-store traffic.

Location Extensions allow you to adjust your bid for different locations depending on your customers’ proximity to your business. When coupled with Call Extensions above, location extensions can help to drive traffic and visits to your local business.

You can also use Offer Extensions, which are great for driving additional footfall, as your ads will show special offers that can be redeemed in-store and it’s possible to schedule offer extensions to appear during a promotion or certain times of the week.

Promote your mobile app

Do you want to advertise a Mobile App from the iTunes App Store or the Android Marketplace?

App Extensions let users download your app when they click on your ad and you’ll only be charged the same as a normal click. It is possible to display ads to users searching for relevant queries and these ads enable the user to download your app directly from the search results page.

Engage with mobile shoppers.

Mobile Sitelinks assist users in navigating to relevant pages within your site more quickly. Seller Rating Extensions display user-ratings that Google gather automatically from review sites such as Trust Pilot.

Product Extension Ads allow mobile users to navigate directly to a purchase page and Product Listing Ads complement your mobile ads with the listings of your products pulled from your Google Merchant Centre.

Mobile Video Ads

Do you have video content to advertise?

Mobile Video Ads can be displayed on YouTube or across the Google Display Network and can be targeted to users who may be interested in your product or services. By using YouTube’s TrueView ad formats and you’ll only ever pay pennies when a user watches 30 seconds or more of your content, interacts with your video or clicks through to your website.

Mobile advertising doesn’t have to just stop there. You can incorporate mobile ads as a part of your larger digital strategy by including Remarketing, Social Media Ads and more.

Here at Circus, we think that mobile should be a part of every advertiser’s digital marketing strategy, and we hope that this article has given you some inspiration for interacting further with your customers via their mobile devices.

If you would like a helping hand with Mobile Ads or any other element of PPC advertising then please contact us for a free, no obligation PPC review and consultation with one of our PPC Experts.

Written by Simon Wells PPC Account Manager at Circus PPC Agency