Optimize for the Mobile Path to Purchase - AdWords In Under Five Minutes
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Learn how to optimize your AdWords Account for potential customers using their mobile devices in their path to make a purchase!
00:00 Every day consumers turn to Google on their mobile devices for 4 different “micro-moments” that are a part of their path to make a purchase.
00:25 Billions of times per day, consumers turn to Google for I want-to-know, I want-to-go, I want-to-do, and I want-to-buy moments. And at these times, consumers are increasingly picking up their smartphones for answers. In fact, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan. This presents a tremendous opportunity for your business to reach potential customers throughout all the new touchpoints of their path to purchase.
00:52 The first touchpoint is the “I-Want-To-Know” Moment, which captures the researching phase before a consumer makes a purchase. As potential customers are exploring products and browsing different providers, it’s crucial for them to see your ads and become familiar with your brand and business early on in the path to purchase. Studies have shown that you can increase unaided brand awareness by 46% by simply by showing up in mobile search ad results.
1:17 To help you boost your presence on mobile, you can add a mobile bid adjustment to your campaigns. A mobile bid adjustment is a percentage increase you apply to your cost per click bid when users are searching on their mobile devices. Since fewer ads appear on the screen on mobile devices, adding this adjustment can be crucial to getting visibility in the “I-Want-To-Know” moments. Check out this video for step by step instructions to setting a mobile bid adjustment.
1:44 The second touchpoint in the path to purchase is the “I-Want-To-Go” Moment, which happens when a potential customer searches from their mobile device so they can visit local stores that sell the product they are interested in.
1:56 To capitalize on this moment in the path to purchase, you can set up a Location extension to display your store’s physical address for potential customers. On mobile devices, the extension even includes a link with directions to your business! Check out this resource to learn more about location extensions and set them up in your AdWords account!
2:17 In addition to extending your ads with details about your location, also consider setting a location bid adjustment for the areas near your store! For example, you could target a 3-mile radius around your store’s address and add a 15% bid adjustment to bid more competitively for nearby users searching on their mobile devices! Check out this video for step by step instructions for setting up a location target with a useful bid adjustment!
2:42 The third touchpoint in the path to purchase is the “I-Want-To-Do” moment, which includes moments when users search for content about how to do something. For example, a user in the purchase process for a skateboard may research “how to skateboard” or “how to do skateboard tricks” before they commit to the purchase. You can insert your brand and business in these “I-Want-To-Do” micro-moments by creating an AdWords video campaign, since many of these micro-moments start with a search on YouTube. To create a video campaign, click the red +Campaign button and select Video campaign from the drop down menu.
3:16 And the last touchpoint in the path to purchase is of course the “I-Want-To-Buy” Moment. This final mobile micro-moment is critical, as 82% of smartphone users say they consult their phones on purchases they’re about to make in a store. This comparison shopping on mobile often occurs on Google Shopping, so consider advertising your products and competitive prices with an AdWords Shopping campaign! This can help supplement your in-store purchases and give you visibility to potential customers at every stage of the path to purchase. You’ll create a Google Merchant Center account to upload all of your product information and then create a Shopping campaign in AdWords to actually serve the product listing ads to consumers.
3:57 Check out this great video to get started creating a Merchant Center account, and this second video will help you create your first Shopping campaign.