Consumers expect a relevant and frictionless experience when they use a mobile device to find, do or buy something. This guide outlines best practices for reaching mobile users and measuring their value to your business.
1. Connect with mobile users
- Create ad text that appeals to users across devices.
Why: A compelling call to action on one device tends to be compelling on other devices as well.
- Elevate your mobile ads with assets.
Why: Assets deliver additional info and provide alternate ways for customers to interact with you.
| Use this asset... | In order to... |
| Sitelink | Give users the option of landing directly on specific pages of your site |
| Callout | Promote what makes your business, products or services unique |
| Call | Get users to call your business |
| Structured snippet | Highlight a specific aspect of the products and services you offer |
| Price | Showcase your business’s core products and services along with their prices |
| Location | Drive people to physical business locations |
| Affiliate location | Reach consumers when they are deciding what and where to buy |
| Review | Share positive write-ups, awards or third-party rankings |
| App | Drive app downloads alongside clicks to your site |
- Deliver a seamless experience across channels using tools like remarketing and Customer Match.
Why: Mobile users shift from one device to another as they visit your site, visit your store, call and text - you should shift with them.
2. Deliver great mobile site and app experiences
- Optimize your app’s listing page.
Why: Your listing page is the landing page for your app ads. You can run experiments in Google Play to find the most effective graphics and text.
- Set up deep links that will take folks directly to specific parts of your app.
Why: This reduces friction and increases engagement.
Tip
Google recommends using App Links for Android and Universal Links for iOS when enabling deep links for your app.
3. Measure the full value of mobile
- Account for both the online and offline value of mobile conversions.
Why: Mobile interactions lead to offline actions. Estimates can be helpful as measurement improves.
- Track important mobile interactions.
Why: You can update your strategy and investment based on the interactions you measure.
| Mobile Interaction | Way(s) to measure |
| Website conversions | Google Ads conversion tracking |
| Cross-device conversions | Google Ads conversion tracking |
| Calls (from ads or your website) | Google Ads call reporting, Google Ads conversion tracking |
| Store visits | Google Ads store visit conversion tracking |
| In-store purchases | Conversion import, store sales conversions, Search Ads 360 |
| App installs and in-app actions | In-app conversion tracking |
- Account for mobile interactions by including them in your “Conversions” column.
Why: You can optimize to a more complete picture of performance by counting mobile conversion types.
4. Set bids that drive profitable mobile traffic
- Automate bids using Smart Bidding.
Why: Automated bid strategies account for signals like device type and browser to make auction-time bid changes that save time and often deliver better results.
- If you’re using automated bidding, use device-specific Target CPAs.
Why: The automated bid strategies that work for you can be further customized to connect directly with what you know about mobile’s value.
- If you’re using manual bidding, bid your ads to the top of search results on mobile where it’s profitable.
Tip
Plan to consolidate your campaign management with all devices in one campaign. Use bid adjustments to manage performance between devices within those campaigns.