3 Essential Mobile Ad Extensions to Get More Clicks from Mobile Devices
With the recent announcement of Enhanced Campaigns, Google has made mobile advertising much easier for the average advertiser. Previously it was much harder and Google had advised marketers to create separate campaigns targeting different locations and device types in order to ensure ROI on mobile advertising. This quickly became too complicated and time-consuming for most advertisers, especially small law firms and solo lawyers.
Now, with Enhanced Campaigns, AdWords users can target mobile users with the same campaigns they use for desktop search. It’s just a matter of checking a box that tells Google you want a given ad to run on mobile.
The best way to optimize the ad experience for mobile users is to take advantage of ad extensions – essentially enhancements that will make your ad more compelling and clickable for mobile users. (These are really big deals)
Here are the top three new or completely overhauled ad extensions you should use in your mobile campaigns to increase clicks and conversions.
1. Offer Extensions
Offer Extensions are a brand new feature, one which wasn’t publicly available until this week! This exciting new extension type allows you to attach a redeemable offer (such as a coupon, rebate, or discount) to your AdWords ad.
On a mobile device, it looks like this:
When a user clicks on the offer extension link users will be taken to a Google-hosted landing page. From there, they can print out the offer or save it by sending it to the “My Offers” section for later in-store use. (Now for lawyers you could put a Free Consultation, Free 1/2 hour meeting or some other kind of creative enticement to get them to visit your site)
2. Location Extensions
At least 1 in 3 mobile searches have local intent, so if you’re the type of businesses that can benefit from local searches on mobile, you need to take advantage of location extensions. Location extensions allow you to add location data about your business to your ad, like a phone number and address.
When combined with click to call extensions, that phone number becomes clickable, so mobile users can call you with one click. The advantages for you, the advertiser, include:
- A bigger, more noticeable ad: Location information, at a basic level, adds more lines to your ad, so it will stand out more from the competition that isn’t using location extensions. (This is HUGE)
- Giving the user what they need now: Mobile users tend to be further down the funnel than desktop searchers. They’re on the go, in your area, and they want something now. Making your physical location or phone number available immediately, without them having to search around on your site for it, increases the chances that they will call you.
3. Click to Call Extensions
Click to call extensions make your phone number clickable so a mobile user only has to click the number to make an appointment at your law firm.
Again, since mobile users tend to be “hot” leads, in the sense that they are ready to convert immediately, it’s crucial to make the pathways to conversion as smooth as possible, or you could lose those leads to a competitor.
According to Google’s Surojit Chatterjee, Group Product Manager of Global Mobile Search Ads, “When an advertiser uses click-to-call ads with call extensions and location extensions, we see an average CTR increase of 6-8%.”
Mobile Campaigns Are Easier, More Measurable
Enhanced Campaigns are a game changer because they make it much easier for small, local businesses to get ROI from mobile search ads – these are the types of businesses that stand to gain the most from mobile search, but (due to time and budget constraints) were least likely to advertise on mobile under the previous system.
Does your law firm have a mobile advertising strategy yet? If not, now is the time!