The last 18 months have shown a significant increase in the use of mobile devices as the medium for shopping. Smart phones and tablets can be found in almost everyone’s pocket or purse. They fit in well with a very active lifestyle of today’s buying public, and are a fantastic opportunity for marketing. It is conceivable a person can do shopping while sitting on a park bench; there is no need to go home and place an order on a PC or laptop. Yet, this is a new field for many markets. PPC advertisers unfortunately make beginner mistakes, which cost both time and money. There are a number of obvious mistakes which happen and these can all be remedied very quickly. If you keep them in mind you remove a lot of obstacles to your mobile sales revenue.
The Telephone is dead.
This has nothing to do with your connection and a lot to do with incoming phone calls. Those calls to you are some of the best leads you could hope for, because the caller is someone with an interest in what you are selling. If you are not getting any or only a few, there is a problem.
Mobile ads are a great way to encourage those incoming calls. The mobile device permits an enormous opportunity you should take advantage of. You can have a click to call feature which encourages someone to use their smart phone immediately. The chance to have those immediate conversions should not be ignored. You can make it extremely easy for any buyer, and you ought to be following the telephone calls. Call rates will help you determine whether or not you are getting the type of volume you need, and Google AdWords will provide metrics with all the details.
You have Invisible Ads
You do not have a lot of ad space on a mobile SERP. Visibility is critical and you can improve it by increasing your ad rank. As you know, Google will take your maximum CPC bid, multiply it by your Quality Score, and then give you your ad rank. You can easily improve it.
It begins with the bidding strategy you employed. Do not hesitate to reevaluate your tactics for mobile devices if they are not producing the right figures. It is as simple as increasing the mobile bid modifiers
The Landing Pages are Not So Good
There was a time when mobile phones not only had little screens but also incredibly slow loading times. Those days are gone and download speeds have increased significantly. The same is true the size of the mobile device screens. The landing page you originally designed for mobile devices may need to respond to the times. There’s nothing wrong with admitting that a mobile landing page designed nine months ago is no longer efficient. Mobile technology and marketing are constantly evolving. In revamping your landing page strategy you are simply keeping up with the times.
Take Advantage of SERP
Mobile-preferred Ads can be used to encourage consumer contact with you, even before they make it to the landing page. What you would do is remember that they may have a smart phone in their hand and are looking at the mobile advertisement. The right type of words, convincing someone to call right now, can have a very positive effect on sales figures. It is entirely possible to at least double the number of conversions you’ll receive as opposed to ads that are not designed for mobile devices only. Call extensions which have clickable call buttons embedded in the mobile ad are very simple ways to jumpstart the number of conversions. These are also incredibly simple to maintain.
Always helpful, Google now has Call-Only campaigns advertisers may use. This includes phone call information, and a quick call button within the ad itself. You should think about after-hours activity. You may not have a 24/7 call-center, and voicemail is not always a welcoming medium. With a little work on your scheduling options you can assign extensions during the best times of day, and set up pause periods during the off hours. A final way of dealing with time is to adjust bid modifiers by time of day. Those ads that will come up during the off hours will then not cost as much.
If you do make use of call centers give training a high priority. Mobile phones can increase the amount of traffic and your call center has to be adequately staffed. Be sure you have the right Key Performance Indicators (KPIs) to measure the quality of the customer service.
You want to optimize the use of mobile advertising and the large conversion rates that may materialize. Pay attention to possible mistakes, and shape your PPC campaigns to accommodate mobile devices. It helps guarantee success.