Mobile ads are a type of ads showing on mobile device, for example, a smartphones, a mobile phone or a tablet.
These ads should be designed only, and specifically, for mobile phones and tablets.
Type of ads
The type of mobile ads are: text, images, mobile app promotion, and call-only.
Text ads, image ads, app promotion ads and HTML 5 ads (designed with Google Web Designer) can appear on mobile phones or tablets.
Text ads, Image ads, App promotion ads, Image app promotion ads, Video app promotion ads, TrueView for app promotion ads, and Responsive display ads can appear within apps on mobile phones or tablets.
Image ads are supported on the GDN (Google Display Network), the Search Network, and Display Network (Display Expansion).
Mobile phone: 320 x 50, 300 x 250, 336 x 280 Interstitial.
Tablet: 300 x 250, 728 x 90, 468 x 60, 336 x 280 Interstitial.
Opting out of mobile ads
If you want your ads to display only on desktop computer, you can opt-out of mobile ads by setting the Bid adj. (Bid adjustments) to Decrease -100.
Select your campaign or ad group > Devices > Select Mobile Phones, Tablets or both > On Bid adj, select Decrease > type 100.
If you don’t see Bid adj. select Devices > COLUMNS > Modify columns > Attributes > Check Ad group bid adj.
Mobile friendly website
Make sure your mobile is mobile friendly. Google’s recommendations to create an effective mobile site
Make sure your mobile site load fast.
You can test your mobile site at Think with Google Test My Site
Use Bid adj. (Bid adjustments) per best performing keywords, audiences, demographics, locations, and ad scheduling.
Mobile keyword searches may differ than desktop keyword searches.
Abbreviations are used more often, as well as local names and searches such as ‘near me’. Segment keyword searches by device to find the mobile search terms and target these accordingly.
Keywords > Search Terms > SEGMENT > Device.
If you have keywords that are performing much better on mobile than desktop, consider to move these to a new dedicated campaign for mobile only to easily monitor their performance.
A mobile only campaign can also benefit from a different budget, audiences, and dedicated mobile ads with tailored calls-to-action.
However, on each device, users’ behaviour is different. Therefore, it is important to segment your message. Create specific ads and banner ad sizes (if you have a Display Network campaign) for mobile that point to a well designed mobile landing page.
Streamline your menu navigation, everything should be visible and not hidden.
‘Buy now’ buttons should be well visible and centred to attract users’ attention.
Online forms should be easy to access and with only the necessary fields, but especially easy to manage with thumbs. Forms should not be too long, and possibly taking up only the available space on the mobile screen without forcing users to scroll.
Click to call
Use call-only ads.
If you have a physical store, on your contact us page show map, location, telephone number, your address, and easy directions to your store.
Create specific mobile ads with a strong headline and call to action.
Highlight your USP (unique selling points) on your descriptions.
Use expanded text ads, these are designed for optimal performance on mobile devices.
Add Sitelinks, Location, and Call extensions to your campaign or ad group level.
Select your campaign/ad group > Ads & extensions > Add Sitelink, Location, and Call extensions.
Your landing page should be aligned and relevant with your ads and keywords, and users can find quickly what they’re looking for.
Extract from my Book ‘Making Google Ads Work’.