10 Tips to increase the conversions of your PPC ads on mobile

For those of us who are dedicated to Digital Marketing and SEM in particular, there are some basic guidelines to keep in mind when placing online advertisements. In this post, we share some tips to optimize your strategy with ads that pay for each click (PPC in English Paid Per Click).

Key differences between mobile PPC and desktop viewing

Since we were offered the possibility of viewing the online desktop version in a “different” way compared to the mobile version, there have been many tasks associated with this double work.


The PPC campaigns we refer to are based on what we apply to Google Ads, but the tips for the rest of the platforms are good.

The fundamental difference of PPC ads between mobile and desktop is in the width of the screen, which is what mainly defines how much text (characters) we have to “sell” our pay per click ad.

The Key: the customization of the two types of PPC

cpc google

When you go to place an ad, it is important to put ourselves in the user’s skin, think like him. What would you like to find on your smartphone, when you are looking for a restaurant? You might want it to be near your location.

And when you are looking for a physiotherapy service? In addition to the situation, you would like a phone to make an appointment as soon as possible. And for an express purchase? Perhaps the best promotion is the one that would attract your attention.

All these actions are done from the mobile phone. Therefore, the basis for making PPC ads, both desktop and mobile, will be the personalization between what the customer has to sell and what the user is looking for.

Google Ads lets us introduce a mobile URL to offer the user landing pages fully adapted to the device

1-A headline to capture user attention

The headline is the first thing that will impact the user. You have less than 3 seconds to get their attention, according to recent studies of mobile phone consumers. In this first line you must: attract and inform equally of your product or service.

Some examples:

  • *Find us right here
  • *Buy it very close!
  • *Free appointment without obligation
  • *Free call Contact us!

In this headline the keyword is crucial, then you can measure how your campaign is working and you can modify it, do A / B Test and go testing which headline converts best.

2-Benefits of the descriptions

A mistake we usually make is to try to keep getting the attention of our potential clients in this text. The only condition is that it is a precisely descriptive text, a short message extolling the main uses of your product or the main advantage of your service.

Remember as advice “if it is not descriptive, do not write it here” because you have extensions for it, see them later.

If you are interested in selling through social networks in this other post we leave you a few secrets to make cash: ” Social Selling: 8 actions to boost your sales .”


Call to Action or Call to Action, with the mobile device they charge another type of relevance because if they can call you at the moment you can also activate the call extension or even have a call-only announcement.

Some examples to give you an idea:

  • *Call now and ask for your appointment.
  • *Visit us we are very close.
  • *Listen to the podcast now
  • *Request now from your mobile
  • *Subscribe in one click
  • *Download the mobile app
  • *FAQ or Frequently Asked Questions

4-Call extension

A button that when pressed makes the call, simple, powerful and effective. The same goes for visiting the website of the company, you can customize and shorten the URL, we explain a little below.

5-Call-only ads?

The extension should not be confused with call-only ads, as you can see for the user on the smartphone they are very different. The latter will be ideal when the client does not have a website or not very well optimized to sell products or services.

We recommend that the text message be short so that the lines do not become long paragraphs on the screens of small mobile devices. The CTA should encourage the user to make a phone call (for example, “talk directly to us!”).

6-Links to the website

As we anticipated in point 4, there are also links to websites that can be customized having prepared in advance a specific landing page to sell and optimized for mobile devices. As the link can also be customized we leave you some examples:

  • *Store Locator
  • *Latest Store Offers
  • *Hours and addresses
  • *Prices and offers

7-PROMOTION Extensions

Is your customer’s product or service on sale? Cool! There is a very privileged place within the mobile PPC ads for this, with a prominent tag icon that reminds us of the promotion, offer or discount.

The extensions promotion can be configured by changing the mobile device preference (advanced options).

8-Message extensions

It may be one of the most underused extensions, it consists of programming a series of messages that answer themselves when a user asks them a question.

A great potential that small and medium businesses can take advantage of to answer the user’s small questions through a text message or an email.

9-Location (GMB)

I have put in brackets GMB, the acronym for Google My Business, a fundamental tool for companies and even more for those who perform services in the location itself. Your information essentials tell the user everything:

  • *Distance to which the user is
  • *Street name, number and district or neighborhood
  • *Opening and closing hours

With a simple touch to the GMB icon, the user will know everything you explain about your company on this platform. Simple, right?

10-UX: user experience Outstanding!

Do you still think about buying from the desktop computer to see all the options that the company offers you? Every day we are more adapted to the mobile, and losing the opportunity to buy some great boots in Zara for being late home is not an option for the user.

More and more companies today invest in the user experience, that is, to facilitate as much as possible the purchase from the thumb.

We advise you as a very intuitive resource for the user, a private login area, where you can add the products or services and later, you can check them, look at the reviews and buy from the desktop computer. A company that performs this kind of advice very well is Amazon.

Personalization is the key to offering the user precisely what they are looking for, within reach with a couple of clicks. Therefore, the task of the SEM Manager will be more precise every day and will require you to know all the user profiles to which you intend to sell your client’s products and services.