Chapter 8: Common Pitfalls and How to Avoid Them

Ignoring Mobile Optimization

In today’s digital age, mobile optimization is essential for any online advertising campaign. More and more people are using their smartphones to search for services like orthodontics, making it critical to ensure that your Google Ads campaigns are optimized for mobile users.

Why It Happens

Orthodontists sometimes overlook mobile optimization when setting up their Google Ads campaigns, assuming that their ads will perform the same across all devices. However, Google Ads performance can differ dramatically between mobile and desktop devices. Mobile users tend to have different behavior patterns, including a preference for quick information and immediate action, like calling your practice or requesting an appointment.

How to Avoid It

• Optimize Your Landing Pages for Mobile: Your landing pages need to be mobile-friendly, meaning they should load quickly, have easy-to-read content, and feature clear call-to-action (CTA) buttons that are easily clickable on a small screen. Use a mobile-first design that prioritizes the mobile user experience.
• Use Mobile-Specific Ad Copy: Create ad copy that speaks directly to mobile users. This could mean incorporating language like “Call now for a free consultation” or “Book your appointment today on your phone.” Offering mobile-friendly services such as one-click call buttons or online booking directly through the ad can help increase conversions.
• Adjust Device Bids: In Google Ads, you can adjust your bid settings based on device performance. If mobile users are converting more than desktop users, consider increasing your bid for mobile devices. Alternatively, if mobile performance is underperforming, you can lower your mobile bid modifier.
• Track Mobile Metrics: Use Google Analytics or Google Ads’ Device Report to track the performance of your ads across devices. If mobile performance is lacking, make adjustments to your mobile targeting and landing page experience.