Making a Smooth Transition to Mobile PPC

April 11th, 2013 by Justin Miller

If you are running Pay per Click ads using Google AdWords, you’ll need to be ready for your ads to start showing up on smartphones. Once yourLegacy Campaigns are upgraded to the Enhanced Campaigns, your ads will begin showing on mobile. Before this happens though, there are a few things that you can do to prepare.

Targeting Devices (or not)

First off, if you absolutely do not want to be advertising on mobile at all, there is a way to do so within Enhanced Campaigns. The Bid Adjustment feature allows you to target specific devices. By setting your bid adjustment to -100% for mobile devices, you will prevent your ads from being shown on phones. But with the noticeable rise in smartphone use, are you sure that is the best marketing decision?

Mobile-Optimized Ads

Another option is to prepare our ads accordingly. A great way to do this is to utilize the Call Extension. Although this extension can be used to target all devices, it is best suited for targeting mobile users. This extension will allow searchers on mobile devices to not only find you, but connect with you via a phone call with a single click. Another additional feature that comes with this Enhanced Campaigns extension is day parting. This means that the call functionality can be set to coincide with your business’s operating hours. On top of all that functionality, Google has also dropped the additional charge that formerly came with using a Google forwarding number.

Using the steps above, you can make sure that your PPC account is ready for the Enhanced Campaigns upgrade. These new features and extensions allow you to reach new customers no matter what device they’re using!

We’d love to hear which aspects of AdWords Enhanced Campaigns you’re using to improve your PPC ads. Let us know in the comments below!

Justin Miller is the Search Manager for DaBrian Marketing. He does everything from research, account creation, campaign management, and reporting to improve clients’ Pay per Click (PPC) advertising and Search Engine Optimization (SEO). With separate accreditation in Google Analytics, Google AdWords, and Bing Ads, Justin has been helping companies increase awareness, website traffic, as well as conversions (sales, sign-up, registrations, etc.)

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