Running a PPC campaign is bread and butter for most businesses these days, with many companies spending a large segment of their advertising budget on everything from social media to search engines. With many business users using the internet via smart devices or tablets, being able to target specific devices is becoming more crucial to a successful (and cost effective) PPC campaign.
Think about it, in your daily business how many times do you run a search from your phone or tablet and how many on desktop/laptop? If you’re like more than 50% of the searching population, you’ll probably be running the bulk of your searches from your phone. This includes more and more business users.
In fact with the amount business owners (digital nomads and dropshippers for example) who work from coffee shops, airport terminals and co-working spaces, the amount of mobile searches is only going to rise.
Optimising a business PPC campaign for mobile search is becoming more of a key strategy. Thankfully, it’s relatively straightforward (although it does require a bit of tweaking to be really effective).
Who Would Benefit From Mobile PPC Campaigns?
If your business relies on offering services to businesses on a 24 hour basis, for example technical support; or if you’re providing a global service then targeting mobile is absolutely key to a successful advertising campaign.
Being constrained by opening hours and a physical shopfront is no longer how business works. People work longer hours, weekends and in different time zones – so if you’re looking to make sure your business is at forefront of the ongoing digital revolution then getting up to speed with mobile PPC campaigns is essential.
What Do I Need To Effectively Target Mobile PPC?
First things first, your site will need to be mobile optimised. If yours isn’t then make this a priority. You’ll need to make sure your mobile site is:
- Easy to read on any sized screen (in 2017 people still use iPhone 4’s remember!).
- No funny fonts or small type. It has to be readable on all screens with minimal zooming/pinching.
- No flash animation. Flash doesn’t work on Android or iPhone so if you’re still using it, get rid of it!
- Less is more on your homescreen. Make it obvious what your business is with the least amount of blurb – people have short attention spans remember!
- Having an easy to navigate site is essential. Make your menus and drop-downs easy to find and click on. Be careful of overlapping text and menu options which can be distracting and off putting.
- Make your contact details easy to find and read. Make sure all links to emails and phone numbers are correct and working. This is probably the most important aspect as people will be trying to contact you directly from their phone. If links don’t work, they’ll just move on to someone they can contact…
If you can get all of this right, straight off the bat, then you’ll have an advantage over probably 75% of mobile websites.
Setting Up Your Mobile PPC Campaign
So your site is perfectly optimised for mobile, you’ve done your keyword research and set aside your budget? So you’re ready to go, right?
Choosing your keywords and cost per click isn’t so radically different to desktop PPC. However, bear in mind that the digital assistants such as Siri, Google Assistant and Alexa are becoming much more popular – as such the style of search is changing slightly. What does this mean?
People search for answers to questions. What, where, when, how? Answer questions to common issues in your industry. For example, ‘How much does accounting software cost?’ or even ‘Where can I find a reliable software developer?’.
Location is also a massive factor. You can target specific areas in mobile search, so if someone searches for, ‘Where can I find a good shop fitter near me?’ make sure you run a good chance of showing up top in the searches.
Equally, for global searches you can target specific territories, so if a business manager in Australia asks ‘Where can I find a mobile PPC campaign manager?’, you could still show up.
Target Business Terms
You’ll also want to discount retail or casual searchers from clicking on your ad. After all, why pay for a click when there is a zero chance of conversion. Make it clear you are targeting business with your mobile ad. Use phrases like ‘Grow your business’ or ‘Solutions for business…’ (obviously specific to your industry) in your mobile ad.
Call To Action
Offer a call to or promise of action within your ad. For example; contact us today for effective business IT solutions. Or, fast and effective mobile PPC solutions guaranteed. Once again people have short attention spans, especially on mobile, so grab their attention as much as possible.
And once you’ve grabbed their attention, make it easy for them to get hold of you. Offer a ‘call’ button, or if you prefer an ‘email’ button, within the ad for maximum effect.
Mobile Landing Pages
A very effective way to ensure conversion is to have mobile landing pages which are optimised for your ad campaign. As people click through, they will be presented with a simplified version of your site and easy options for contacting you and buying your service. This can cut out the clutter of the main site, although they can obviously click through to it if they want to know more.
Although this can be an additional expense it does offer a greater chance for conversions to real sales and means you have to tweak your main site less for mobile.
The golden rule for mobile landing pages? Keep. It. Simple.
The Rules Of B2B Mobile PPC
The game is still evolving with mobile PPC campaigns, the same as with desktop search. Google does positively discriminate against sites which are mobile optimised, so having a mobile optimised site can only help in the long run. However, the rules change frequently so if you’re looking to get ahead in mobile PPC you’ll need to keep your finger on the pulse (or hire someone who does).
In a nutshell, the rules of mobile PPC can be summarised as:
- Keep it simple with regards to sales blurb. Be clear and concise and make it easy to get hold of you.
- Make it obvious what you do. If you’re targeting business, say this loud and clear.
- Check your mobile site and make sure it works flawlessly. Check it on different devices and do this regularly.
- Be available – meaning; optimise yourself for location and ensure contact details are correct and working.
If nothing else, these four simple rules will mean that your B2B mobile PPC campaign should be a success.