December 5, 2017

5 Keys to a Successful Mobile PPC Strategy

Reading time about 5 min

According to, there will be 6.1 billion smartphone users by 2020.

That’s a huge number on its own, but it’s an even more monumental figure when compared to the 7.4 billion people who existed on this planet in 2016 (Source: World Bank). It seems safe to say that smartphones have taken over the world.

Smartphones have made a profound impact, and their influence only continues to intensify.  So, what does the age of mobile phones mean for you and your business?

It means that the time for you to create a mobile PPC strategy has arrived.

That’s right – you can now use a PPC management agency services geared specifically to mobile phones.  Not only is Google AdWords aware of this business trend, and it is taking steps to respond and adjust accordingly.  Thanks to Google AdWords, more and more small businesses can now use mobile PPC as an advertising tool, enabling mobile PPC for all!

A mobile PPC campaign may seem intimidating, but it doesn’t have to be.  Like so many other digital marketing techniques and trends you’ve already encountered, it’ll be a piece of [delicious virtual] cake in no time.  That’s pretty sugary sweet news when you consider the fact that, in a world where smartphones are taking over, any presence your business can have in the mobile-sphere is significant.

Breathe easy – below are 5 key ways for laying out the groundwork for a successful mobile PPC campaign.

1.      Determine who your target audience is and get to know them

Like starting any other marketing initiative, one of your first orders of business when launching a mobile PPC campaign should be to identify the audience you plan to target and learn about them.  Know who your target audience is and study their relevant tendencies as customers.

  • Who is your audience?
  • What is your audience trying to do?
  • When are they online?
  • When are they conducting online searches?
  • What do they like?  What do they dislike?
  • What do they want?
  • What do they need?
  • Where are they physically searching from?
  • Where do they live in the physical world?
  • Where can you find them spending their time online?
  • Why are they searching?
  • Why should they consider using your business?
  • Why are you their best option?
  • Which devices are they searching from?
  • Which smartphones do they have?

These are the kinds of questions you need to answer if you want to have a complete understanding of your target audience.

Avoid a futile attempt at a mobile PPC campaign by answering these questions right off the bat.

2.   Set SMART goals for your mobile PPC campaign

The only real way to determine whether your mobile PPC attempts are effective is through analyzing their successes and failures – but you can’t know what your results really mean if you didn’t set your goals before launching your mobile PPC campaign.

That is why it’s so crucial that you set SMART goals:

  • Specific
  • Measurable
  • Achievable
  • Realistic
  • Timely

Know where you want to focus and what you would like to gain from your mobile PPC campaign and then set your goals accordingly.  As they say, the key to success is to work SMARTer, not harder.

3.      Select keywords for your Google AdWords mobile PPC campaign

The keywords you choose to use for any PPC are vital to your success.  Keywords are how Google AdWords (and other PPC advertising platforms) learns how to show your PPC ad.  The keywords you select will determine which consumer-conducted mobile searches your mobile PPC advertisement(s) will appear on.

Smartphone users who search for products or services on their mobile phones generally plan to make their purchase(s) within the same hour.  As a result, it’s now more crucial than ever before to stand out from your competitors during consumer’s’ mobile searches. Use keywords such that users encounter your mobile PPC advertisement before they’ve even so much as seen your rivals’ names.

How do you do this?  Select unique but effective keywords that will bring users to your mobile PPC advertisement(s) first during relevant searches.  Choose wisely!

4.      Utilize responsive design for your website

A website with responsive design is critical for any mobile PPC campaign.  In fact, a website with responsive design is essential whether you’re using a mobile PPC campaign or not – under the smartphone’s reign, websites that are not mobile-friendly will only damage your company’s relationship with your smartphone-wielding customers, and most people these days are smartphone-wielders.

When the entire point of a smartphone is to have the world at your fingertips, no one wants to deal with having to zoom in excessively to read and click around a website formatted only for a computer screen.  Any UX that is anything short of smooth, simple, and satisfying usually chases away consumers to the point of no return.

Responsive design is essential, especially if you’re launching a mobile PPC campaign.  Don’t target mobile-users with a non-responsive website.

5.      Incentivize consumers

Use incentives — such as promotional offers or calls-to-action — to your advantage.  Furthermore, when inserting incentives into your mobile PPC campaign, it only makes sense to make them mobile-specific.

Make mobile users feel special and like they just stumbled upon something splendid that they would never have encountered on an actual computer.  More importantly, make them want to make your website the final destination of their search endeavor.

According to, 61% of smartphone users conduct searches from their mobile phones every single day.  Aim for your mobile PPC to be the first thing they see when they hit “search”.

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About the author:
Chris Hickman is the Founder and CEO at Adficient with 15 years of experience in search marketing and conversion optimization. Since 2006, he founded, helping businesses and websites suspended in Adwords to Get Back on Google

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