Mobile First: How to Create High-Converting Google Ads for Smartphone Users

For searching information online, making purchases, and other activities on the web, users are increasingly using mobile devices. Despite this trend, many advertisers, affiliates, and PPC specialists still create their Google Ads campaigns, pre-landing pages, landing pages, and other elements with a focus on desktop devices. In this article, we'll explore the key considerations for creating high-converting ad campaigns specifically targeting smartphone users.

Key Focus Areas in Mobile Google Ads

Optimizing Google Ads campaigns for mobile devices helps affiliates, media buyers, and PPC specialists not only attract a larger target audience but also improve traffic quality and, consequently, increase conversions. Since the official Google Help does not provide extensive information, here is an expanded list of ways to optimize campaigns for mobile audiences to boost conversion rates (CR).

Use Responsive Ads

When designing ads, ensure they display consistently across all types of mobile device screens. The appeal and easy readability of the ad content encourage more clicks from the target audience, increasing not only the click-through rate (CTR) but also the quality score in Google's eyes. Such ads occupy top positions in search results and generate more conversions.

For more details on setting up responsive ads, refer to the official Google guide.

High Speed of the Landing Page

Mobile users rarely wait more than 3 seconds for a page to load. They almost always expect immediate content loading. Therefore, one of the most critical factors in improving conversions in Google Ads is minimizing content load time as much as possible.

You can check the loading speed of both mobile and desktop versions of a page using Google's official PageSpeed tool.

Adding Clickable Elements

Even if a webmaster drives traffic to offers from gray verticals, to ensure better CR, the ads in their campaigns should include various clickable elements. In search ads, it is recommended to use extensions such as additional links and clickable phone numbers. Additionally, by occupying more space in the search results, such ads stand out from competitors.

It is also worth noting that to extend the life of an account, ensure budget withdrawal, and prioritize ad moderation, it is beneficial to use agency Google Ads accounts, which have higher trust levels.

Use Local Attributes

Since mobile ads in Google Ads often target local audiences, experienced webmasters and media buyers recommend including local attributes such as location, maps, and reviews in the campaigns.

Multimedia Content

In campaigns targeting mobile users, it is important to use various types of content. Video and static images with animation elements can make ads more attractive and dynamic.

Additional Tips for Optimizing Google Ads Campaigns

Optimization of a Google Ads campaign for mobile users can be conducted both at the ad level and the landing page level.

Ad Level Optimization:

• Mobile users browse information and make purchases much faster than desktop users, so ads should be brief and simultaneously appealing, capturing the audience's attention and prompting them to take the desired action.
• When optimizing ads for the mobile audience, ensure they display correctly on different types of devices in both vertical and horizontal screen orientations.
• Optimization of Google Ads for mobile devices, similar to its desktop version, involves using the most relevant keywords in the campaign and excluding negative keywords to expand audience reach and show ads only to interested users.
• In ad headlines and descriptions, add the unique selling proposition (USP) of the offer and its advantages over competitors. Also, maintain the sequence of all elements in the marketing funnel. The ad creative, pre-landing, application, and landing page should complement each other as much as possible.

Landing Page Optimization:

You can optimize a campaign at the landing/pre-landing page level in several ways:

• Adapt the page for different types of devices, operating systems, browsers, etc.
• Ensure fast content loading by compressing images, removing unnecessary scripts, etc.
• Use a compact design and intuitive navigation to improve user experience and enable quick order placement, deposit making, or contact form filling.
• Add a large number of clickable elements, as the use of highly visible buttons, links, and contact forms on the first screen, which users can easily tap, can significantly increase conversion.

Conclusion

When setting up and optimizing Google Ads for a mobile audience, it is important to consider the preferences of these users and the features of their devices. To ensure high campaign conversion rates, webmasters need to adapt ads and all elements of the landing page to the format, sizes, and settings of mobile devices, ensuring fast loading and user-friendly design. For media buyers launching ads from multiple accounts (especially for gray offers), using trusted accounts can solve issues with frequent blocks, long moderation times, and ad rejections.