Tip 1: Build a mobile site to increase sales

Give your customers the best experience possible when they view your site on a mobile device. According to Compuware, 57% of people would not recommend a business which has a bad mobile site, and 40% will turn to a competitor's site instead. Is your site easy for users to navigate without pinching or zooming? Can text be read easily at arm's length? If the answers are no, then you're not giving mobile users a good experience. Check out GoMo, an initiative by Google, to test your site on a mobile device, get a free report with personalized recommendations to improve it, and find developers who can build you a mobile site.

Try this: Find out how to get a mobile site at www.howtogomo.com.

Tip 2: Create separate mobile campaigns to improve results

A separate mobile campaign is an AdWords campaign that targets only mobile devices with full Internet browsers and is separate from your campaigns that target desktop and laptop computers.

A well-structured AdWords account is the key to success with Google Mobile Ads. Our research shows that mobile-only campaigns help drive an 11.5% increase in mobile clickthrough rates and a 29% increase in mobile clicks. With a mobile-only campaign you can:

• tailor your ad text with a mobile specific call to action, such as "Request a quote from your phone,” that will appeal to mobile users;
• set bids for mobile searches only, so you can bid more aggressively to help get your ads in the top position.
• optimize for keywords that perform best on mobile without impacting your online desktop campaigns.

Try this: Watch this video about the benefits of separate mobile campaigns and then watch how to set them up.

Tip 3: Build mobile-friendly keyword lists to be more relevant

When you search Google on your phone, how often do you use long keywords? Probably not often. The keypad's small, your fingers are big, and you need an answer fast. This is true for your customers too, so make sure to include shorter keywords.

Try this: use Google’s Keyword Tool to find out what terms people use to search on high-end mobile devices.

Tip 4: Use Click-to-call ads to get more leads

Often, customers want to speak with someone who can help with their orders. Customers who call are more likely to buy! Make it easy for them to connect with your business with Click-to-call ads. Check out these benefits:

• Click-to-call ads have experienced a 6-8% average increase in clickthrough rates.
• A click to call costs the same as a click to your website but customers who call are often more qualified leads.
• See the number of calls received for each keyword, ad group and campaign.

Try this: Watch this video about the benefits of Click-to-call ads and read how to set them up.