Google mobile ads can help you to reach potential customers anywhere, right when they’re searching on their smartphone for what you offer. 91% of people have reported that they look up information on their mobiles when they want to know about, find, do or buy something1, while 51% have discovered a new company or product while searching on their phones. Mobile ads can help you be there at such moments, making your business more visible to potential customers.
Google AdWords offers mobile ads to help you make a connection with on-the-go customers. So, how do Google mobile ads work?
- 1. Show up in the palm of their hand
- 2. Reaching your ideal mobile audience
- 3. Test – and tweak – for success
With Google AdWords, you pay only when a potential customer clicks your ad to visit your site or give you a call.
AdWords mobile ads come in multiple formats, including text and image ads designed to be mobile user-friendly and look great on smaller screens. You can also run “call-only" ads that prominently feature your business’s phone number, encouraging people to call you with one click. AdWords mobile advertising is pay-per-click (PPC), meaning you pay only when a potential customer clicks your advert to visit your site or calls your business from their phone. Additionally, how much you spend is flexible and up to you – you can change your advertising budget at any time.
A Mobile Ad is a type of AdWords ad that can appear on webpages and apps that are viewed on a mobile device like a cell phone or tablet. There are several types of Mobile Ads, including call-only ads, app promotion ads, and more.
To show your advert in mobile searches, you’ll choose a list of keywords that potential customers might use to search for relevant products and services like yours on Google. When someone searches on their phone for a keyword that you’ve selected, your advert may show up in their search results. For example, if you own a Thai restaurant that offers delivery in Manchester, in addition to more specific terms like your restaurant’s name, you might include keywords such as 'Manchester Thai Food' and 'restaurant delivery in Manchester'. AdWords comes with a free Keyword Planner tool to help you come up with a list of keywords for your business that people are more likely to search with
There are other options for where your mobile ads can show up on people’s smartphones, such as websites related to what your business offers. You can also target your ads to specific geographic locations to reach customers close enough to visit your business.
Your AdWords account comes with conversion tracking tools that can show you important data about how your advertising is performing, like how many people clicked your advert and what actions they took after that. This helps you see what’s working in your advertising campaigns, and what could do with being amended. Is one of your keywords leading to more phone calls than the rest? Are people from locations that you didn’t expect visiting your site on their phones? Should you widen the locations that you’ve targeted your ads to? Find out more about conversion tracking with AdWords here.
With insights into how your mobile ads are performing, you can make powerful changes to better reach today’s smartphone-savvy customer when it matters – the moment at which they want to visit, call or buy from a business like yours.
1 Consumers in the Micro Moment, Google/Ipsos
2 Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US, August 2015, n=1291 online smartphone users 18+