Create Mobile Friendly PLA Ad?

On-the-go shoppers are looking for your products day and night on their smartphones. So make sure your merchandise looks good on the smaller screens of the “mobile shelf.”

The opportunity here is huge. 74% say they’re more likely to return to a mobile-friendly site again in the future , while 52% say that a bad mobile experience makes them less likely to engage with a company.

TIP: Mobile users actively seek out and prefer mobile-friendly sites.

 

8.  Simplify shopping and checkout

Users search and browse differently on mobile phones than on computers. The screens are smaller, and the usage takes place in shorter bursts. For both those reasons, it’s vital to make details like price, shipping costs and images clear and easy to find.

It’s hard to thumb-type through lengthy forms with multiple steps on mobile. To increase your conversion rates, simplify the payment process as much as you can. Add services like Google Wallet Instant Buy that help customers check out quickly.

Be touch-friendly and use descriptive buttons. Don’t make customers guess where a click will take them. Label your buttons clearly, then use “breadcrumbs” and clear category names (like “Step 2: Payment”) to help them navigate.

Here are some examples of a good mobile experience:

Note that the pages aren’t overcrowded, the key data is clear, and the buttons are large and descriptive. Everything’s working on these mobile shelves.

TIP: Avoid these common mobile commerce site mistakes:

  • multiple domains
  • pop-ups
  • unplayable videos
  • faulty redirects
  • 404 errors

 

 

The ‘adwords redirect’ attribute will make sure you can track mobile conversions.

Shoppers use multiple devices throughout the day. They may do research on a desktop at lunch, check prices on a mobile in the afternoon, and buy on a tablet at night. It’s important to be there for the whole journey and measure the results. To do so:

 

  • Specify your mobile URL with the ‘adwords redirect’ attribute, then monitor the performance of that traffic.
  • View estimated total conversions to see how your Google search advertising is driving all conversions online, offline and across devices for your business. 2

 

GOOGLE STAT: Shopping advertisers in the US see a 7% increase in measured conversions, on average, when they look at cross-device conversions. For clicks initiated on a mobile device, the increase in measured conversions is 32%.3

 

9.  Don’t forget about mobile tracking

The “adwords redirect” attribute will make sure you can track mobile conversions.

Shoppers use multiple devices throughout the day. They may do research on a desktop at lunch, check prices on a mobile in the afternoon, and buy on a tablet at night. It’s important to be there for the whole journey and measure the results.

To do so:

 

  • Specify your mobile URL with the ‘adwords redirect’ attribute, then monitor the performance of that traffic.
  • View estimated total conversions to see how your Google search advertising is driving all conversions online, offline and across devices for your business.3

 

 

10.  Bid higher for shopping queries close to your store

A mobile shopper searching for stores and products while she is near your store is more likely to convert with you. It’s good business to make an extra effort to be there for her.

To do so, use location bid modifiers to bid higher for queries that occur near your stores. Then use location reports to fine-tune those bids by radius intervals, checking results for users who were one mile away, five miles away, and so on.

TIP: Local inventory ads show a Product Listing Ad in Google search results when a searched-for product is in stock nearby. Email ls-get-started@google.com to learn more and see if local inventory ads would be the right fit for your account.

 

Conclusion

Your Shopping campaigns are your shop window, your front-door greeter and your lifeline to today’s constantly-connected shoppers. Keep them top-notch and up-to-date, and consumers will respond with their attention and their dollars.

Remember to…

  • Be there on the digital shelf at all times
  • Be relevant by giving shoppers the right details at the right moments
  • Be optimized for every screen size

Then measure the results, so that shoppers can tell you what they find most useful and compelling. Good luck on the digital shelf!