Lindsay Christensen — January 4, 2017 
This is the seventh part of our eight-part series on mastering PPC.
We are living in a “mobile-first” world right now, which means every aspect of your digital marketing needs to be configured for mobile devices – including your PPC campaigns. You have to have a mobile-friendly website, mobile-friendly landing pages, and an optimized PPC campaign for mobile searchers.
Is Your Website & Landing Page Mobile Friendly?
If you’re not sure whether or not your website or landing pages are mobile-friendly, Google offers a free tool to check your website’s mobile compatibility. Start there and begin optimizing your web presence for mobile searchers. Your searchers are using whatever device is most convenient for them at the time they are ready to search which ultimately leads to purchase.
Google & A Mobile-First Strategy
Google is prioritizing a mobile-first strategy, as evident from their removal of right rail ads. Now with Google, you have the same experience searching on your phone, tablet, and laptop.
Different Searching & Buying Profiles
People search and buy differently. Personally, I use my laptop while I’m at work and I use my cell phone the majority of the time I’m not at work. I will buy on my laptop nine times out of 10, but I typically make purchasing decisions from my cell phone, so if I’m unable to find your ad on mobile search or am taken to a landing page that isn’t mobile-friendly, I likely won’t purchase from you.
My sister-in-law travels for work so she uses her cell phone in between meetings, her tablet when she’s traveling, and her laptop when she is at work, and she will buy using whatever device is convenient for her at the time she is searching.
My co-worker only uses her cell phone to search and will make 99% of her purchases from her phone.
These three examples illustrate how we all fit into the same basic profile, but the way we choose to research and buy is completely different.
Determine Your Mobile Strategy
When you begin optimizing your PPC campaign for mobile, ask yourself these questions:
- What is your percentage of mobile traffic to your site?
- What was the percentage of mobile traffic to your site last year?
- What are you doing to ensure you are in front of searchers no matter what device they are on?
Once you have the answers to the above questions, you can use this information to create mobile-specific text ads and tailor your PPC strategy. One way to tailor your strategy for mobile is to bid on “near me” searches. “Near me” searches are growing rapidly, especially if you are in an industry where people are coming to you.
Mobile will continue to grow in importance when it comes to PPC, so it’s a good idea to stay up-to-date on the latest mobile search trends and refresh your PPC campaigns regularly.
Check back next week for the last part in our Mastering PPC series when we’ll be talking about reporting.
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