Mockingbird is one of the newest members in the Google’s Partner Acceleration Program (humble bragging found here). With this exciting new partnership comes exclusive training from Google’s AdWords specialists themselves. During our recent training at Google’s offices, one thing was stressed over and over: MOBILE IS IMPORTANT.
I could tell you that people check their phone over 100 times a day, or that 66% of people turn to their smartphone to look up something they saw on TV, but really all you need to know is that more people are using their phones to research and make purchase decisions than ever before.
Below are some tangible, actionable tips that you can apply in your AdWords campaigns today to help capture that growing number of mobile searchers.
1) Take advantage of new expanded text ads for mobile
Why you should use them:
- Longer ad titles. You now get two headline fields (up to 30 characters each) instead of one headline with a 25 character limit.
- Longer, more readable ad descriptions. You now get one field (up to 80 characters) instead of two fields with 35 character limits.
- A display URL that uses your final URL’s domain
- Two optional ”Path” fields in the ad’s display URL (up to 15 characters each). This means you can now change your ugly URLs to something more targeted.
Most importantly, you should begin using expanded text ads because starting October 26th, 2016, AdWords will no longer give you the option to create/edit standard ads. You might as well embrace the change and get used to the new format now.
More info from the Big G here.
2) Use locations extensions
There are many boons to showing your location directly in your ad:
- Potential clients generally want to hire legal counsel close to them; you can show users your physical address to help with the decision process.
- Location extensions help your ad take up more real estate in the SERP (search engine results page)
- Push down bad reviews in the SERP. If you can’t seem to get rid of those pesky Yelp reviews, one strategy may be to run a branded advertising campaign with a location extension. With the bigger ad, users are less likely to ever see the negative reviews since that result will be further down the page.
- Location extensions make you eligible for the newly launched promoted pins. Although Local SEO’s will loathe seeing ads in Google Maps results, it’s inevitable. As a local business, it’s important to jump on board now while the competition is low.
3) Utilize “near me” keywords
These keywords have become increasingly important with the (not so recent) surge in mobile searches. There has been a 2X increase in “near me” search interest in the past year and 82% of smartphone users use a search engine when looking for a local business. If you are not bidding on “near me” related keywords, you are missing out on a large number of potential clients. Also, these keywords that show the searches obvious intent on finding a local business, are the same keywords that are most likely to produce the new local search ads referenced above.
4) Change conversion setting for calls down from 60 seconds
If you feel like you’re getting more calls from your call extensions or call-only ads than what Google shows you in the conversion column, there may be an explanation. Google’s default setting for phone call conversions is set to 60 seconds. If you want to measure every call received from your advertising rather than just the calls over a minute, you need to adjust your conversion setting accordingly. Here is a help article on how to change your conversion settings.
If you would like to know more about Google AdWords, mobile advertising, or just want to tell us how awesome our blog posts are, feel free to give us a ring: 206-209-2125