Tailor your ad copy to Searching for “wine bar” on desktop might mean someone is planning a night out for the following Friday. But searching for “wine bar” on mobile (especially on a Friday night) is different: a person is much more likely to be in the mood for a party and phone number library may be looking for a place to go immediately.
These searches from mobile devices are called “micro-moments” and, according to Google, they can be divided into four categories:
“I want to Tailor your ad copy to know” :
the user is exploring or searching, but is not necessarily in purchase mode.
- “I want to go there” : the user is looking for a local business or intends to purchase a product in a nearby store.
- “I want to do” : The user wants help to perform a task or try something new.
- “I want to buy” : The user is ready to make creating automatic discounts a purchase and may need help deciding what to buy and how to do it.
Source: Official Google Blog
In micro-moments, time, screen real estate
and (often) loading speed are limited. People want their needs met without delay; this is what you need to express in your ad copy. Be very specific and provide valuable information for your mobile audience. Example:
Be mobile-friendly by using AMP for Google Ads
To improve your PPC performance on mobile, you need to ensure your ads provide a fast, consistent, and seamless user experience.
A great way to make your website more mobile-friendly is to use the AMP format. While it was previously primarily used by publishers, it’s now clean email also a platform for e-commerce and advertising. Since fall 2017, advertisers have been able to implement AMP on their Google Ads landing pages to improve loading speed. Creating AMP pages for your ad campaigns can have a positive impact on your conversion rates, time spent on page, bounce rate, and more.