One Size Does Not Fit All: Customizing Your PPC Ads
The key to writing effective PPC (pay-per-click) ads starts with acknowledging the fundamental differences between mobile and desktop users’ browsing behaviors, physical limitations, and intent. From compact ad copy to streamlined landing pages, the PPC ad experience demands customization for each medium.
Do you want to learn how to effectively target both smartphones and desktops with your PPC ads? Call Now Media Group today at (858) 333-8950 for advanced PPC campaign management that drives more clicks and conversions across devices. As experts in digital marketing, Now Media Group understands how to optimize PPC ads for the mobile-first world.
How to Write Effective PPC Ads: Mobile vs. Desktop
Mobile internet usage has surpassed desktop usage worldwide, with more and more users relying on their smartphones and tablets for browsing the web. This means that if you’re running pay-per-click ads, you need to understand how to optimize those ads for these different behaviors and the needs of mobile and desktop visitors. Failing to do so could mean wasting money on underperforming ads and becoming stagnant in your business growth.
Key Differences in Mobile vs. Desktop Usage
Mobile and desktop users tend to use the internet in different ways, thanks to both behavioral tendencies and physical limitations.
Browsing Behavior
- Mobile users tend to glance briefly at pages, focused on meeting an immediate need.
- Desktop users behave more like traditional web surfers, spending more time on pages than they would when using a mobile device.
Physical Limitations
- Small screens and fiddly typing on smartphones make it tough for mobile users to read or write much, so they’re looking for more easy-to-digest content that doesn’t take much effort to find.
- Desktop users have fuller keyboards, more screen space, and precision mousing, so they’re likely to spend more time finding the answers they need.
Intent Differences
- Mobile searches usually indicate immediate needs close to the searcher’s location.
- Desktop searches may involve more future planning or research-based needs.
Optimizing for Mobile Users
Conciseness and Clarity
Mobile ads should concisely deliver the message, focusing on key selling points. Clear and straightforward language resonates well with mobile users who seek quick solutions to their problems.
Utilizing Mobile-Specific Features
Take advantage of mobile-specific features such as click-to-call buttons and app extensions. These features enhance the user experience and drive direct actions, leading to higher conversion rates and more business growth.
Incorporating Localized Elements
Mobile users often search for local businesses or services. Incorporating location-based keywords and tailored ad copy can significantly increase relevance and engagement among mobile audiences.
Optimizing for Desktop Users
Detailed Information
Unlike mobile ads, desktop ads can accommodate more extensive content. Utilize this space by providing detailed product descriptions, testimonials, and other relevant information to engage desktop users.
Utilizing a Larger Screen Space
Design visually appealing ads with high-resolution images or videos to captivate desktop users. Efficiently use the additional space to highlight features, promotions, or special offers.
Highlighting Advanced Features
Desktop users may require more advanced features or customization options. Tailor ad copy to showcase the depth and sophistication of your products or services, addressing the specific needs of desktop users.
Optimizing Ad Extensions
Ad extensions are powerful tools for enhancing the visibility and functionality of PPC ads. Tailoring extensions for mobile and desktop users can improve ad performance and the user experience.
- Sitelink Extensions: Sitelink extensions provide additional links to specific pages on your website. Customize these site links to direct mobile users to relevant landing pages optimized for small screens and desktop users to in-depth product pages or resources.
- Call Extensions: Enable call extensions to allow users to contact your business directly from the ad. Mobile users, in particular, appreciate the convenience of one-click calling.
- Location Extensions: For businesses with physical locations, location extensions are invaluable. Displaying address information and maps in ads can drive foot traffic from nearby mobile users and provide desktop users with essential contact details.
Get More Clicks and Sales: Call Now Media Group
With mobile web browsing surpassing desktop usage, failing to tailor ads to smaller screens means wasting ad spending on disinterested visitors. Want custom ad copy, strategic keyword targeting, and device-specific landing pages proven to boost conversions?
Contact Now Media Group today at (858) 333-8950 for a free digital marketing strategy consultation. With advanced PPC optimization services from Now Media Group, you can reach mobile and desktop audiences with targeted, results-driven advertising that generates clicks and sales on any device.