SEM success on desktop computers doesn't guarantee success on mobile devices. That much is clear. Rather than share tips or best practices for launching campaigns on mobile, here's a more practical guide for those who've already tried mobile and failed.
With these three fast fixes, all the most common mobile PPC problems can be mitigated or improved with relatively straightforward actions.
1. Not Enough Impressions. If the number of impressions your ads get is too low, the first thing to do is review negative keywords. If you have too many negative keywords, you could be blocking relevant traffic.
Next, make sure you have broad match keywords implemented. Traditionally, broad match keywords generate 7 percent more views than exact, so this can help you reach people searching variations of your keyword.
Also, check your budget or budget groups; perhaps your campaign is running out of budget too fast. This could be because your budget is too small or because one of the campaigns in the budget group spends money too fast, leaving all other campaigns with no leftover budget.
Lastly, adjust your bids. You may want to bid more aggressively to get more views. If your Web content has a low quality score, you will have to bid much higher than someone with a higher quality score to even compete. Experiment with bidding or automated bid solutions to see how you can get the most views for the lowest cost.
2. Not Enough Clicks or Low CTR. If impressions are high but no one is clicking your ad, scrutinize your ad content to improve clickthrough rate. The goal is to construct the message in the ads related to the keywords which trigger them. Adjust ad copy and run through the process your user would experience, from search to ad click to conversion. Remember that your ultimate goal is get a conversion/sale, so there should not be any disconnect between the message and what people typed in their search engine, what they saw on your ad and what was written on your landing page.