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The use of mobile devices has risen hugely in the last few years mobile usage has overtaken desktop for the first time. So it has become crucial that advertisers pay attention to mobiles and make sure they’re optimizing their advertising strategies. You could check if your website is mobile friendly with the right tools.

Google AdWords is one of the key tools used by marketers and advertisers to promote a brand, but be warned, for rookies there are some pay per click mistakes & obstacles along the way. Google has aimed to keep up with the growth in mobile, including adding useful tools to AdWords that allow you to target mobile users more easily.

If you want to improve your mobile advertising, AdWords can help you to do it using a variety of methods.

  1. Create Ads Specifically for Mobile
    One of the best things about AdWords is that it allows you to set your ads so that they’re specifically targeted at mobile users.You probably don’t want to do this with all your adverts, but it is a good idea to try it with at least a couple of them. It’s easy to do by ticking the “Mobile” box when you create a new ad.Try setting up two ads, one for mobile and one for desktop, to see which performs better.Recent stats show mobile currently accounts for half of all global web pages served.

    Try ‘Mobile Traffic Report’ from Your Google Analytics. This information is useful because it can give you an idea on how to improve your views further. For instance, if you get more mobile views than desktop views, you can review your mobile pages and boost how fast they load and make sure that they adhere to Google mobile guidelines.

  2. Use Faster Mobile Pages
    In their efforts to improve mobile advertising, Google has also introduced Accelerated Mobile Pages (AMP).These pages are meant to be faster for mobile users, which should make your website a better experience for visitors.

    Speedy mobile landing pages
    are the next thing they’re focusing on. They could help to lower the bounce rate for your website because people won’t have to wait so long for the page to load.Google says that the new faster pages are twice as fast. You can join the beta to try it out.
  3. Track Mobile Ad Performance With any type of advertising, it’s always important to track how well your campaign is going. A number of tools make this easier to do when you create digital ads.Before you start tracking, though, make sure you have goals that you want to reach. You can keep an eye on mobile traffic specifically using AdWords and Analytics.Here’s more information on how you can Link Google Analytics and AdWords accounts. When linking a Google Analytics property to your AdWords account this will be able to help you to analyze what your customers are doing on your website as you can track them after an ad click or impression. You can link Analytics properties to your AdWords account, you can also edit or remove linked properties, to do the above tasks you will need the appropriate access permissions to your website, console, analytics etc, In the AdWords section of your Analytics dashboard, you can add a mobile section to watch the numbers closely.Once you have linked up you can try another great feature which is adding the google analytics data to your AdWords reports here.
  4. Use Extensions
    Adding extensions to your AdWords ads is a great way to enhance them.One of the most common ones at the moment is a call extension, which allows people to easily call you from the search results page.Extensions are growing, however, with Google introducing a message extension for instant messaging, plus a price extension so you can be more transparent about your prices.
  5. Direct Purchase Through Mobile Search
    Another thing that’s now available to try out right on the search results page is direct purchase.You can offer the option of buying your products without having to visit your website, although the customer does need to have a Google Wallet and an Android device.If you sell physical products, it could work for you.

Google AdWords can help to improve your mobile advertising strategy if you know how to make the most of it.

Paul GrangerAvatarPaul GrangerPaul Granger is a content writer at Website Promoter, a site that helps small businesses and website owners with advice on how to grow their reach online with better ROI using SEO and Pay Per Click to follow me on LinkedIn.View all posts by Paul Granger