Published On: February 26, 2019
E-commerce Web Design Mobile Conversion Google Ad Guide
Consumers increasingly turn to mobile devices for the final purchase. To capture mobile shoppers, it’s more critical than ever for advertisers to have a simple and effective mobile presence.
Keep an eye on 4 key principles for a strong E-commerce campaign strategy for mobile.
1. Create a frictionless mobile experience
- Use mobile responsive landing pages or responsive web design.
Why: Ensure that your website is presented in the best format to create a better shopping experience for your customers.
Get started: Test your landing page with the Mobile-Friendly Test.
- Decrease page loading times.
Why: 69% of mobile consumers say that a fast mobile experience is critical.
Get started: Get with your web design company or hosting solution team to ensure fast loading pages.
- Remove popups or other interruptions.
Why: Shoppers will grow frustrated if they come across popups or registration requirements before they can continue onto your product landing page.
Get started: Create a simple and smooth user experience.
- Reduce friction to buy.
Why: 77% of mobile users are more likely to purchase from mobile sites and apps that allow quick purchases.
Get started: Create Actions to enable instant checkout.
2. Be competitive in mobile
- Set the right mobile Ad bid process.
Why: Top results drive more clicks on mobile so optimize your ads so they are ranking higher on products to capture mobile shoppers.
Get started: Get with your digital marketing team to automatically optimize your bids for mobile.
- Drive mobile shoppers to your local stores.
Why: Mobile shoppers are often on-the-go. Take advantage of this opportunity to drive your traffic to your physical stores.
Get started: Use local inventory ads to highlight local information to mobile users
- Differentiate your mobile E-commerce ads.
Why: Since mobile shoppers are viewing your ads on smaller displays, differentiating your mobile ads becomes even more important.
Get started: Show promotions or discounts to entice your mobile shoppers.
3. Evaluate your mobile E-commerce AD campaign performance
- Properly assess your campaign performance on mobile.
Why: Accurately valuing your mobile performance will help you build a better strategy to capture mobile shoppers.
Get started: Segment your performance report by device for a deeper view at the ad or product group level.
- Uncover opportunities to be competitive.
Why: You can improve your mobile performance by looking at your metrics compared to benchmarks based on other advertisers who are participating in the same auctions as you are.
Get started: Pay attention to the analytics to better understand your Google Ad performance.
- Evaluate the full path to purchase.
Why: Simply looking at conversions by device type may not provide a clear picture of your mobile customers’ entire shopping experience.
Get started: Review your cross-device reports and evaluate activity across different devices.
- Understand mobile shopper behavior.
Why: Use these insights to inform your optimizations and make strategic decisions about your E-commerce campaigns in mobile.
Get started: Link your Google Ads account with Google Analytics to uncover insights on mobile behavior.
4. Stay ahead of mobile trends
- Use the Consumer Barometer.
Why: You can gain an advantage by staying on top of and capitalizing on changing mobile consumer behavior.
Get started: Explore the Consumer Barometer for the latest mobile shopping trends.
- Follow current research, news and insights about mobile advertising.
Why: Being informed of the latest mobile trends is crucial for success in a mobile-first world.
Get started: Stay up-to-date with the latest mobile trends.
- Step into your customer’s shoes on your own mobile device.
Why: By going through the steps of researching and purchasing a product on your phone, you can uncover more opportunities to capture mobile shoppers.
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