As the mobile advertising race heats up, your paid search efforts need optimising for the smaller devices in people’s lives. So today we’re going to start by looking at how to optimise your AdWords campaigns for mobile users.

We’ll look at some other options you have for mobile advertising in some future posts, but for now we want to focus on how to optimise your AdWords account. And the good news is you can get your mobile campaigns off to a good start with these five simple steps.


#1: Forget about the Display Network

There’s no point lying about it – the Display Network on mobile blows and until Google finds a new approach for it, it’s best to stay clear of this option. The cookie system that drives Google’s Display Network simply doesn’t work on mobile, so save your time and money – focus on Search.


#2: Use call extensions

Call extensions include a call button on your ads, allowing users to call your business with a single click. There are two approaches to adding call extensions and they each have different uses. First of all you can select Call-only in the campaign type section:




This means users will only be able to call via your ads, not visit your site. This can be useful if your site isn’t optimised for mobile or you generate most of your business over the phone. You could even have a campaign goal for calls only – that’s entirely up to you. Just understand their purpose and use ad scheduling so you only display when there’s someone ready to answer the phone.

Your other option is to hit All features in the campaign type section and tick the Call extension box under Ad extensions:




This approach gives users the option to either call or visit your site and you’ll need to weigh up how valuable mobile traffic to your site is, compared to direct calls (and if you don’t know, measure it).


#3: Optimise your landing pages

If you direct mobile traffic to your site then you’ll need to make sure your landing pages are optimised to seal the deal. Realistically, you’ll want to make sure your entire site performs well on mobile, but the minimum requirement is a fully optimised sales funnel – from your ad, all the way to the final conversion.


#4: Optimise your ads

The first step to optimising your ads is to run separate ads for mobile, so you can measure them and make changes independently. Here are some tips to get you started with mobile-only ads:

  • Understand that mobile intent is unique and you’ll need to distinguish what mobile users are looking for.
  • Lead with the most important info first – in the headline or description line 1.
  • Tweak your ad copy with shorter keywords and rethink your calls to action (eg: Call us! instead of Contact us!).
  • Use mobile-friendly ad extensions: sitelinks, location extensions, call extensions, app extensions, etc.


#5: Know your mobile bid adjustments

You can use mobile bid adjustments to show your ads more or less frequently for searches on mobile devices. You can set these on campaigns or ad groups to prioritise mobile displays for given campaigns or ads, combine mobile adjustments with location to target local users and numerous other strategic approaches – so get to know your bid adjustments and have a play.


Naturally, you’ll need to delve into your data and test results to take your mobile campaigns to the next level – but follow the steps we have covered today and you’ll be getting your mobile AdWords campaigns off to a rocking start.