Mobile Advertising
I promised last week that I’d update this blog with my thought on mobile ad extensions. The examples of click to call ads, local extensions, ad site links, competitive bidding and mobile orientated call-to-action are different ways in which you can help enhance your brand’s online awareness.
As I’ve said before, smartphone users are extremely action orientated users and because of this, campaigns should be set up to assist users take actual action. Here are some ways of doing so:
Click to Call ads
The Click to call function is a fantastic way to engage the user and encourage them to get in touch. According to Google this function is said to improve CTR by up to 7%
Local Extensions
This is a fantastic way to encourage store traffic. The most important thing to remember is that mobile internet users are indeed often mobile! They are often on the go so you have the power to grab the user’s attention, get them onto your shop floor and to the till on their way home from work.
Ad Site links
Remember Smartphone Users don’t have a mouse! Make it easy for them to get to the exact page they need in order to find what they are looking for and make that all important purchase. Site links save mobile users time and helps them to navigate your site quickly. Crucially, Google estimate that site links improve CTR by a whopping 30%
Other Mobile Orientated Call to Action
Take into consideration that when it comes to taking action, your mobile user often has more options available to them than a desktop or tablet user has available. So consider using calls to action such as:
- Call Now For A Free Quote
- Download our mobile App Now.
- Visit your closest store today
Competitive Bidding
Similarly to tablet PC’s it is important to be positioned well on search results. Ad space on smartphones is even more limited than on any other type of device but as a result, those ads feature even more prominently so it is even more important to be in one of the top positions.
You may find it is worth bidding up to twice as much on smartphone campaigns as you usually would in order to gain optimum position.
