How Do Mobile Advertisers Reach Mobile Users Where They’re Searching in 2019?
By targeting and bidding for ad placements at the right times, in the right places, and on the right devices. FYI this is your online audience. Get to know them and build a relationship with engaging content. Google Ads mobile advertisers can target their ads by location, time, and device to reach mobile users in their moments of need.
Mobile signals tell when consumers have a need and the context of where this need is located. Google Ads location targeting enables us to use these signals and context to deliver mobile ads in those moments.
Ads can show any time by default, but you can also serve them at specific times. For example, if you're advertising for a restaurant that is only open from 11 a.m.-11 p.m., you may want to create ads promoting a walk-in discount that will only show during the 11 a.m.-11 p.m. timeframe.
For Display campaigns, you can target ads to specific device types, operating systems, models, and ad inventory, as well as carriers and wireless networks. The demographic you’re targeting likes to make purchases by talking to human beings, so you’re trying to drive sales with mobile ads that include call extensions. Which targeting options would you use to display ads on the Google Display Network to your target mobile users only when your call center is open for calls?
You’re more likely to gain impressions and clicks when they appear at the top of the mobile search engine result pages (SERPs), and your bids play a crucial role in your ad rank. Let’s see how mobile advertisers can use manual and automatic bidding to win better mobile ad placements.
Adjust bids by device manually
Mobile ad views are often worth more to you for particular devices, locations, or times, so Google Ads lets you adjust your bids to be visible when customers are looking for you. You can do this manually in Google Ads by bidding up to boost your visibility where it’s most valuable.
Call bid adjustments
Call bid adjustments help drive more calls to your business by setting a bid multiplier on call clicks. You can bid higher or lower on call clicks and determine how much you are willing to pay for a call versus a standard click.
Automated Smart Bidding adjustments
Smart Bidding, Google Ads' automated bidding solution, is the most straightforward way to optimize bids across your segments and combinations of those segments. Managing bids doesn’t have to be time-consuming and complex. You can manage your bids manually or leverage Google Ads’ powerful Smart Bidding solution to adjust them automatically. Whichever you choose, however, you need to consider location, ad schedule, and device targeting options to drive mobile performance.
The ability to search on mobile has made calls even more important for businesses. Google Ads provides two powerful ways to drive calls: ad call extensions and call-only ads.
Calls are an opportunity to deliver a level of service that sites and apps can’t necessarily offer. And it’s a level of service that customers have demonstrated they want and respond to. Mobile brings together searching and calling, and people are using both of them more than ever.
There's no getting around it: 70 percent of people have made a call from their search results.1 Customers call businesses because of the situation they're in, about something they want or are about to buy, or simply because they'd rather talk to a real person.
Consumers have more reasons to call more often because mobile makes in-the-moment searches very easy. More people are doing it — more people are searching for products and services on their smartphones and using the information they find to call businesses.1
Calls to U.S. businesses from smartphones are predicted to reach nearly 162 billion by 2019.2 It’s a pattern that’s happening in other markets as well. User behavior has changed.
61 percent of consumers say calls are extremely or very important, and 47 percent say they are more likely to explore other brands when a number is not included with search results.
Conversions and average order value are higher for calls. Conversion rates have been shown to be 10 times greater from calls, and average order value two times greater.
If your primary business goal is to drive calls to your business, Google Ads provides two ad formats to help you do this: call-only ads and call extensions.
- Call-only ads make our strongest pitch for mobile users to call from their smartphones when they search. They’re simple ads with a specific purpose of driving calls. Call-only ads only appear on mobile devices people can call from.
- Call extensions give this option more subtly — they give users the option of calling from the ad or clicking through to the website.
And after your campaign has active call extensions or call-only ads, you can set up Google Ads to track these calls from ads and websites.
Conversion tracking is typically a tool advertisers use to show what happens after a customer clicks on your ads, such as whether they made a purchase or downloaded an app. When you set up Call Reporting with Google forwarding numbers (only available in certain countries), you can also use conversion tracking to track the value that calls from your ads are driving by counting the calls that lasted over a certain call duration as conversions. You can define the minimum call length that would be counted as a call conversion (default is 60 seconds).
I’m really happy with these ads, but what can I do to support their performance and drive calls? I can add a bid adjustment, which lets me bid up or down on clicks when a call option is shown. Remember how I added a bid adjustment to my call extension? Let’s take a look at how it’s done with call-only ads.
To adjust bids on my call-only ads, I’ll have to apply the bid adjustment at the campaign level.
I visit the Advanced bid adj. screen, choose my campaign, and select Change bid adjustments from the “Edit” menu.
Since my goal is to drive more calls, I’ll want to raise my bid, so I’ll select “Increase” and set a percentage accordingly.
I can select PREVIEW to double-check the calculation and APPLY to put it into effect.
Google Ads helps you drive calls with call extensions and call-only ads. Call-only ads run on mobile search ads and the call to action is only a phone call. Ads with call extensions run on any device and let users choose whether to call or jump to the website. Google Ads can track calls for both as long as you use a Google forwarding number. To potentially drive more calls, use bid adjustments to increase bids for ads with a call option.
Why store traffic is important for mobile advertisers
Ninety percent of retail sales still occur in physical stores, and people turn to their smartphones to find stores that offer what they need, confirm availability in stock, check operating hours, and much more.2 That’s why prioritizing mobile visibility is crucial for advertisers who have physical storefronts.
How to drive store traffic with your campaign
Whether your visitors go to your physical store to make their purchase or use your store as a “showroom” so they see the product in person and purchase later online, store traffic is highly valuable. Here’s how to drive it with Google Ads.
Step 1: Show your business locations with Google My Business
Step 2: Add location extensions to your mobile ads
Step 3: Target ads to customers near you
- Step 4: Show ads during your hours of operation