Mobile PPC continues to be a growing contributor for search traffic and as mobile device traffic evolves, so do search engine’s search results as they strive to provide the most relevant experience for searchers, on all devices.
Starting in mid-October, Google announced it will be rolling out a new ad format for mobile PPC ads, a variation that may display ad extensions in place of description line 2 of the ad. This format change is a move to make every character count on the smaller devices, at a time when searchers are typically on-the-go and have shorter attention spans.
What This Means For Advertisers: This change reaffirms the necessity for advertisers to create a mobile PPC strategy and requires a revisit to current mobile-preferred ad copy and ad extensions.
– Mobile-preferred ads should now feature the mobile call to action prominently in the headline or description line 1. The ad copy should also be short and to the point, ensuring that the ad will render properly within the new format and avoid cutoffs.
– Mobile-preferred ad extensions may now show more frequently. To start, ensure your campaigns are utilizing mobile-preferred ad extensions. Next, tailor them to mobile; use reduced characters and promote actions best taken on mobile devices.
Google continuously tests new ad formats to provide the most relevant experience for searchers and drive the highest CTR. This new format may appear more often for some advertisers over others. Monitor your mobile PPC ad performance to identify when this new variation rolls out to your campaigns and evaluate the impact to mobile PPC performance.
This latest update continues to create a greater need for PPC strategists to establish a separate strategy for mobile PPC and stay up-to-date on changes rolling out in the new Enhanced Campaign structure (launched by Google in 2013 and rolling out to Bing starting 2015).