If you are targeting local searchers, you have the option to add ad extensions to your campaign:
With ad extensions, users can interact directly with your ad. For example, enabling the call extension allows mobile users to tap the number and phone your business.
The next page is where you will be creating the rest of your ad.
If you have ever created an ad in AdWords, then you will already be familiar with this step. Here is a quick review of each component of your ad:
- Headline: This is the main headline of your ad. Aim to include your target keywords here as Google will bold the text, which helps to draw attention to the ad.
- Description: You only have two short lines to write a brief description about your products or services. So make it count and include a compelling call to action or offer to entice your target audience.
- Display URL: This is the URL that gets displayed in your ad below the body description. If your URL is too long, enter in your homepage address or shortened URL that directs to the main page.
- Destination URL: This is the URL that you want to direct traffic to such as a product or service page. Create an optimised landing page just for your mobile campaign.
To adjust bids for each device type, click on the Settings tab and click on Devices.
Note that this option only becomes available once your campaign has more performance data. Carefully review the rest of the campaign before it goes live.
As with any marketing campaign, tracking your results is simply a must.
AdWords is no different.
Tracking your results provides invaluable insight that you can use to optimise your campaign for even more conversions. If you notice that certain keywords are performing better for mobile search, you can allocate more funds to those keywords. Likewise, you can remove ad groups that are not performing as expected.