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White Papers

6 Hacks to Optimize Your Mobile Campaigns

Produced by Hanapin Marketing

Mobile ad spend has progressively gotten larger over the past few years, making desktop secondary in comparison. According to Google, the majority of worldwide searches coming to their site are from mobile devices. Additionally, an eMarketer study called 2017 the “year of mobile.” The same study projected mobile spend to be at 70% by 2018 and predicted mobile will take 84% of your ad spend budget by 2021.


Because of this shift from desktop to mobile, PPC advertisers should be changing their strategies to accommodate that.  In this white paper, we will discuss six strategies for optimizing mobile performance in your campaigns. At the end of the discussion, we will map out the argument you should be making to clients in favor of mobile.


#1 – Testing


You don’t want to immediately use your entire budget on mobile without doing some testing beforehand. Look at cross-device conversations and use device reporting to find the right balance of bids and adjustment percentages across all devices. One tool you can use is a Device Path report.


A Device Path is the order in which your audience utilizes different devices to engage with your content and covert. You can find the Device Path report under Cross Device reports by setting up the User ID and creating a User ID view. You should look at your Device Path report to see what is telling the story – what is actually getting the clicks.


With a Device Path report, you can see up to the last 50 device interactions with at least one transition. For example, you could run a test to see if your users are transitioning from mobile to desktop to convert or vice versa or just staying on their mobile devices. Once you’re done testing and have found what is actually telling the story, you should implement your mobile bidding strategy.


#2 – Social App Ads


90% of time spent on mobile is spent using apps, which presents a huge opportunity for PPC in regard to social media. Social media apps are already created for mobile content, so it is arguably one of the easiest ways to implement mobile strategy into your campaigns. To utilize social media apps to the fullest, try implementing these types of ads:





Instagram In-Story Ads



Facebook and Instagram In-Feed Ads





Promoted Pins on Pinterest



Facebook Canvas Ads for User Engagement



Photo Ads, Video Ads, Carousel Ads




#3 – Ad Extensions


Extensions work because they expedite communication between the Google user and company by eliminating extra steps when searching. There are several kinds of ad extensions.


Location extensions


These drive foot traffic. For example, if you are an ice cream shop looking to drive people to your store, these will make sure people can get to your location quickly. The extension is usually at the top of the page and links to a Google Maps or IOS Maps app.




Call extensions


These allow customers to call you directly from their device. The convenience of call extensions is that you can call without the extra step of having to copy a number into your phone. The extension places the number directly in the call app.



App extensions


These link your ad to the Apple or Android app store. The consumer can download your app and quickly begin ordering online.



Message extensions


These extensions allow users to send a message to a phone number where you can reply back to them directly. This gets information to them quickly in a format they’re accustomed to.



Visual site links


These extensions show images directly in your ad that link to your website. These links not only take up more real estate, but they’re more visually appealing to users, which helps to increase conversions.




Promotion extension


These extensions display boxes that users can swipe, which show various prices for a product or service. They’re great for ecommerce clients who have various products or services to offer.




#4 – Humanize Your Content



To do well in mobile, you have to put yourself in the shoes of the mobile user. You have to humanize your copy so that they self-identify with the device they are already on. Utilize ad copy on mobile such as “shop now from your phone” or “easy mobile check-out” to let your users know that their needs are being taken into consideration.


You should look at your device targeting and set this up to match where the user is in their micro moments. Are they at work? Commuting on public transit? For example, you can make your video content stand out by turning captions on. It is critical for users to engage with video content visually, not just audibly, because they may not be at liberty to listen to the audio. Give users every opportunity to interact with your video ad to get them to convert.


Another way to humanize your content is through remarketing strategy. As marketers, we need to understand how to strategize our remarketing efforts without being in the users face. Putting remarketing in the right context without being annoying shows the user we are keeping them in mind.


You should consider the kinds of questions your consumers are typing into Google and write your content accordingly. Ubersuggest can be an excellent tool for finding new keywords not found in Google Keyword Planner. Ubersuggest can help amp up your keyword ideas for your next mobile campaign.



#5 – Multi-Step Forms



Multi-step forms allow the user to engage with a page by doing something as simple as typing in their name. Multi-step forms should be interactive and include something like a progress bar that shows users where they’re at in the process. This method has been proven to drastically increase conversion rates. However, if your page is longer than the mobile device, this decreases your chances of conversion.



#6 – Mobile-Only Campaigns



Mobile-only campaigns allow you to better target a mobile-centric audience rather than creating a campaign for all devices. This focuses your overall strategy on what mobile users need and want. Some strategies for mobile-only campaigns include call-only ads, singular calls to action, and device-based bidding.


  • Call-only ads prompt users to call your business.
  • Give one clear call to action to counteract distractions.
  • Utilize device-based bidding to avoid desktop and tablet traffic.



If you are tentative about jumping right into mobile-only campaigns, you can implement IF functions. IF functions allow you to have different ads for different devices. If someone is searching on a desktop or tablet, they’ll see a different ad from someone searching on a mobile device.




The argument for mobile is pretty simple. The growing use of mobile devices for search means Google’s rankings will now be based on the responsiveness of your mobile site. Making sure you have a good mobile UX and a mobile site that is responsive should be at the top of your to-do list. Also, focusing on mobile bidding and strategy is important too.




More mobile spending will result in:


  • Lower CPCs
  • Lower cost per conversions
  • Higher conversion rates


Managing your mobile accounts and making sure you are on top of engaging mobile users will drive clicks and improve conversion rates. We look at our phones over 150 times a day. So, as an advertiser, you should be using those moments to make an impact and engage users who will ultimately convert.