With the algorithm updates that took place on Google earlier this year, searchers and advertisers expected to see a change in mobile search results. Beyond the website being mobile-friendly, advertisers sometimes forget that there are additional checkpoints.
Typically a developer will run a speed test prior to launching a website. If the site has not been designed specifically for mobile, then it is recommended that a Google developer mobile-friendly test is also ran. This test will determine if users will be able to use this site on mobile devices, and if the user see all text and images without excessive scrolling (left and right). While this is the first check, there are additional items to continue optimizing to create the best user experience.
Once the site is mobile-friendly there are additional optimizations that can take place within AdWords. On the settings tab, for each campaign, there is a mobile device bid adjustment. Since almost half of PPC traffic is typically from mobile devices, it is a best practice to have an increased bid between 5-25% for mobile devices. The percentage depends on the industry and competition. This begins differentiating the PPC campaign on mobile.
Google gives preference to mobile-friendly sites. To take full advantage of this opportunity, set up mobile versions of the ads and ad extensions. When creating an ad, there is a checkbox that must be selected for the ad to be mobile optimized.
In addition to ads, ad extensions also have the opportunity to be mobile optimized. Sitelinks, call extensions and callout extensions each have the option for a mobile checkbox. While the same extensions can be used, this is another chance to build a connection with a mobile user. The information can be different or shorter to be more applicable on mobile devices.
Beyond the website, each additional checkpoint is building a better user experience especially for the mobile audience.