Google Mobile Ads blog put together the following list of best practices for driving smartphone users to purchase from your site.
Please note that these tips are geared towards ads running on high-end devices with full Internet browsers.
- Extend your online brand reputation to mobile with Seller Ratings and leverage the power of the mobile platform to drive conversions on your website.
Seller Ratings extension enables mobile searchers to see merchants who're highly recommended by other shoppers. By showcasing relevant and useful rating info for your business, the extension can help differentiate you from your competition and guide potential customers to purchase from your site.
Seller Ratings are aggregated from merchant review sites all around the web and the extension will only show when a merchant's online store has a rating of four or more stars and at least 30 reviews.
- Take your Customers Directly to your Desired Conversion Path with Mobile Ad Sitelinks. For e.g., with sitelinks you can quickly guide your customers to best selling products on your site or to your online store locator. Mobile users find this format particularly helpful and on average campaigns with mobile sitelinks see a 30% increase in clickthrough rates when compared to campaigns without sitelinks.
Right now a max of two sitelinks can appear on mobile devices with ads displaying two links across one line or stacked vertically on two lines. One-line sitelinks can show with Click-to-Call Phone Extension and will display one link to your website alongside your phone number. One-line sitelinks can also show with Seller Ratings Extension and will display your online store rating as well as two links to your website.
- Drive Customers to your Store with Offer Ads. Mobile Ads with Offers enable advertisers to include special deals in their mobile search ads, allowing users to store coupons via email or SMS. Ads will also display your phone number or your business location on a Google Map for Mobile so that customers have everything they need to go to your store, redeem the offer and make a purchase. Mobile Ads with Offers are currently in beta, but we hope to make it broadly available soon.
- Make it Easier for Customers to Contact you with Click-to-Call Ads. Ensure that your customers can easily connect with you by including your business phone number in your mobile search ads. Since users who make a call are showing interest in your product or service, they're more likely to make a purchase. With a call costing the same as a click to your ad, this's a very cost-effective ad format for driving quality leads and conversions for your business.
Are you specifically focused on driving calls to your business? Try the Call-Only Creative, an enhancement to Click-to-Call ad format that ensures your phone number is the only clickable part of your mobile ad.
Use Vanity Phone Numbers feature of Click-to-Call to display an alphanumeric phone number in your mobile ad and ensure that customers easily remember how to get in touch with you.
To learn more about mobile ads with Click-to-Call please read this Help Center entry.