1. Define Your Mobile KPIs
Before you begin making major changes to your AdWords mobile campaigns, you should first define what you want your mobile visitors to do when they arrive at your website. Establishing clear mobile performance KPIs will help you save time and money. For example, if you want more customer response, check that your call to actions are as clear and visible on mobile devices as they are on desktop. This will encourage users to contact you by providing a prominent phone number, and so on.
2. Test Mobile Ad Performance
You can specify a device preference when creating ads in your AdWords account. Set at least one, if not two, ads to prefer mobile. This allows you to test mobile ad layouts and compare performance across both devices.
3. Adjust Ad Bids for Mobile Traffic
Keep an eye on the revenue generated by paid mobile traffic as well as the volume of inquiries generated. If you discover that the average order value of your paid mobile visitors is lower than on desktop, or that the cost per acquisition is higher, you can adjust your bids to lower the cost per click and improve your return on investment. This can be done at the AdWords campaign level to reduce your bids by a predetermined percentage.
4. Set Up Call Forwarding Numbers
If your company offers services to customers, it is critical that your ads include a phone number that can be reached by clicking on a link. When you add Call Extensions to your account, you can choose to use a Google Call Forwarding number and create a conversion to track calls that last a certain amount of time. Call forwarding numbers allow you to track the performance of your ads, as well as the number of calls generated by your advertising. Plus they’re free!
5. Use Analytics to Determine Your Ad Strategy
Examine the performance of your ads in AdWords and Google Analytics to determine the impact of mobile paid traffic on inquiries and sales versus desktop or tablet devices. If your website converts well on desktop, it does not necessarily imply that it will convert well on mobile.
