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Using ad extensions to simplify the mobile journey.

Sean Healy, PPC Strategy Development Manager

The author

Sean Healy

PPC Strategy Development Manager

A user’s behaviour differs so drastically on mobile to desktop that we as marketers have seen a huge shift in the way we create our strategies. Marketing for mobile effectively relies heavily on understanding how, where and why your customers are using their mobile; and being useful, relevant and valuable to them in those moments.

Users often use their mobile on the go, away from home, and want to find information quickly and easily. To that end, there are a number of options in paid search for brands to be visible, be useful, and to simplify and speed up the journey for their users.

Location extensions

Perhaps the most important extension to get right; location extensions enable brands to promote their physical stores / offices for local searches. Over half of mobile searches are local, so it’s important to ensure users have the option of visiting your local store / office if they’re nearby.

Epiphany’s consumer behaviour research found that 28% of UK consumers would be more likely to visit a local store right away if they saw an online advert for it within walking distance; demonstrating how effective ads served at the most relevant time, can be.

Call extensions

Consider what other motivations mobile users might have for searching - perhaps they want to find your office telephone number? Or contact customer services? If you know that your mobile users are less likely to convert online, use a mobile-preferred call extension which allows your customers to call directly from the SERP and eliminates the step of going to the website.

App extensions

Brands can promote their apps directly through the SERP with app extensions, enabling mobile users to click directly through to the app download page, both improving awareness of the app and increasing the number of app downloads.

The more downloads the app receives as well, the better it will rank organically in the app store. AdWords can also find and target the customers who are most likely to download your app - creating an efficient ad campaign.

Message extensions

Message extensions give your users the option of communicating directly to your business from the search results. These allow customers to send your business a text message, book an appointment, request a quote or request information and avoid the ‘on-hold’ loop.

These message extensions can also be scheduled to appear at certain times of the day - this is useful if you know there are certain times that your phone lines will be busy or perhaps for out-of-office hours.

Call-only campaigns

These campaigns provide a call-only option in ads, which drives calls and doesn’t give the option of a website visit. These can be activated only when a company’s call centre is open and the calls can be counted as conversions within AdWords.

Awarding mobile fairly

A dated last-click wins model discredits the value of mobile, as it fails to pass conversion value to the devices which contribute to a conversion in the path, and therefore discrediting the research phase of the customer journey which often takes place on mobile devices.

AdWords conversion tracking now automatically includes figures from their cross-device conversion calculations, this means it’s a great first step to ensuring you’re crediting mobile accordingly. Combining this with the data-driven attribution model in AdWords will mean you are really beginning to give the research phase of a user journey the credit it deserves.

Another consideration would be to measure store visits from your AdWords campaigns, to take this one step further you could then layer on assumed store conversion rates and average order values to begin to build up a more realistic picture of your ROI from mobile advertising.

As a final thought on your mobile advertising, due to the complexity of device usage and user journeys it may not be possible to get ‘perfect’ tracking and attribution in place, however, don’t let the pursuit of perfection stop you from striving to do something better than simply last-click.

AdWords cross-device conversions, AdWords store visits and AdQords data-driven attribution is a great start to rewarding your mobile advertising accordingly.