Mobile vs Desktop: PPC Targeting Differences
Mobile and desktop users behave differently online, and so should your PPC campaigns. Mobile users prioritise quick answers and immediate needs, while desktop users focus on detailed research and complex purchases. Here’s what you need to know:
- Mobile PPC: Drives 60–70% of ad clicks, with higher click-through (2–5%) and conversion rates. Features like click-to-call and location-based targeting are ideal for on-the-go users.
- Desktop PPC: Better for high-value purchases and longer sessions. Desktop users spend more time researching and are more likely to complete detailed forms or multi-step processes.
- Key Challenges: Mobile ads face limited screen space and shorter attention spans, while desktop campaigns often come with higher cost-per-click rates.
Quick Comparison:
| Metric | Mobile | Desktop |
|---|---|---|
| Traffic Share (UK) | 67.05% | 30.23% |
| Average CTR | 2–5% | 1–3% |
| Conversion Behaviour | Quick decisions, smaller purchases | Research-heavy, larger purchases |
| Ad Format Preference | Visual, concise | Detailed, text-rich |
To maximise results, tailor your PPC strategy to match user behaviour on each device. Mobile excels for quick, location-based actions, while desktop is better for in-depth engagement and higher-value transactions.
Google Ads Device Targeting – Optimizing Ads from Mobile to Desktop
Mobile PPC Targeting Features and Benefits
Mobile PPC campaigns provide a range of features that make them highly effective for reaching audiences in the UK. By understanding these tools and their benefits, advertisers can craft campaigns that truly connect with mobile users.
Mobile Campaign Features
Mobile advertising revolves around smartphones and tablets, with in-app advertising taking the lead. In fact, in-app ads are growing so quickly that they are expected to outpace mobile web ads by nearly 3-to-1. This trend aligns with the UK’s increasing preference for in-app usage.
One standout feature is click-to-call, which allows users to contact businesses instantly with just a tap. This is particularly useful for local services or time-sensitive queries, as it eliminates unnecessary steps between seeing an ad and making contact – a game-changer for UK businesses targeting local customers.
Location-based targeting is another major strength of mobile PPC. Since people carry their phones everywhere, advertisers can pinpoint users based on their exact location – whether they’re near a competitor’s shop, browsing in a shopping centre, or within a specific postcode. This precise targeting is invaluable for businesses with physical stores or location-specific services.
Given the smaller screen size of mobile devices, ads must be concise, visually appealing, and have attention-grabbing headlines to stand out.
Additionally, advanced analytics provide insights into user behaviour across apps and mobile websites. These tools help advertisers identify trends like peak activity times and popular content types, enabling them to fine-tune campaigns for maximum impact.
These features collectively lay the groundwork for strong performance metrics, as discussed below.
Mobile Performance Metrics
Mobile PPC campaigns consistently deliver impressive results. Click-through rates (CTRs) on mobile devices range from 2–5%, which is about 83% higher than the 1–3% CTRs seen on desktops. Mobile devices also account for 60–70% of all digital ad clicks.
When it comes to conversions, mobile also outshines desktops. Conversion rates on mobile average 3.48% for Google search ads and 0.72% for display ads – 2 to 3 times higher than desktop rates.
Mobile PPC is often more cost-effective, offering better engagement rates and lower cost-per-click (CPC). However, mobile users typically spend 72% less time per session compared to desktop users, making it crucial to capture attention quickly.
Another critical factor is page loading speed. Mobile users are 40% more likely to abandon a site if it takes more than 3 seconds to load. This makes fast-loading landing pages a must for success.
Mobile Targeting Pros and Cons
Here’s a quick look at the advantages and challenges of mobile targeting:
| Advantages | Challenges |
|---|---|
| Higher engagement rates – Mobile ads achieve better CTRs and conversions | Limited screen space – Ads must convey messages concisely without losing impact |
| Immediate accessibility – Reach users anytime, anywhere with personalised interactions | Shorter attention spans – Mobile users need quick, digestible information |
| Location-based precision – Target users based on their exact geographical position | Loading speed sensitivity – Sites must load within 3 seconds to retain users |
| Click-to-call functionality – Simplifies contact, reducing friction in the conversion process | Banner ad limitations – In-app banner ads often have low CTRs, averaging just 1% |
| Cost-effective with lower CPC and higher engagement |
Mobile advertising also offers global reach, which is particularly beneficial for UK businesses looking to connect with international audiences. Social media platforms like Instagram and TikTok further enhance mobile PPC efforts. With nearly 64% of the world’s population using social media and an average daily usage of 2 hours and 21 minutes, these platforms provide countless opportunities for ad placement.
Another advantage is the ability to adjust bids and budgets based on traffic patterns. Advertisers can prioritise mobile users during peak times, ensuring campaigns reach audiences when they’re most likely to engage and convert.
That said, there are technical challenges to consider. For instance, mobile in-app ads often appear as small banners, which limits the amount of information they can convey. Overcoming this requires creative approaches to both messaging and design, ensuring the ad remains impactful despite its size constraints.
Desktop PPC Targeting Features and Benefits
While mobile PPC thrives on quick interactions and concise messaging, desktop PPC is all about deeper engagement and detailed exploration. For UK businesses aiming to connect with users conducting thorough research or making complex purchases, desktop PPC offers longer session times and visually rich ad formats.
Desktop Campaign Features
Desktop users often exhibit behaviours that make them ideal for certain PPC strategies. One of the standout advantages is their tendency to spend more time online, enabling them to dive into detailed product information and weigh their options carefully. This makes desktop platforms particularly effective for promoting products or services that require thoughtful consideration, like financial plans, software solutions, or luxury items.
Another key behaviour is multitasking. Desktop users frequently compare products and browse multiple sites, which provides advertisers with the chance to create ad copy and landing pages that cater to these research-heavy habits.
What sets desktop PPC apart is its precise targeting. Ads are shown to users who are genuinely interested, ensuring your budget isn’t wasted on irrelevant clicks. As Shout Out UK explains:
"PPC advertising allows for highly targeted ads that place your business in front of the right people… You won’t waste money paying for clicks from people who aren’t genuinely interested in your products or services, as they won’t see your advertisement in the first place." – Shout Out UK
This level of targeting aligns perfectly with the deliberate and research-focused browsing patterns of desktop users, driving stronger campaign outcomes.
Desktop Performance Metrics
Desktop PPC campaigns often deliver higher-quality conversions. Users on desktop are more likely to complete detailed forms or navigate multi-step purchase processes. Because desktop users tend to invest more time researching, they’re also more inclined to make larger financial commitments, which can result in higher order values.
Metrics like session duration and page views also tend to be stronger on desktop. These longer, more engaged sessions open up opportunities for remarketing and allow businesses to build richer user profiles for future targeting.
Although desktop campaigns come with higher cost-per-click (CPC) rates, the improved conversion quality often translates into a better return on ad spend (ROAS). With Google’s network reaching 90% of internet users, desktop PPC campaigns benefit from extensive visibility, making them a powerful tool for businesses looking to maximise their reach.
Desktop Targeting Pros and Cons
Desktop PPC offers clear advantages but also comes with challenges that UK businesses need to weigh carefully.
| Advantages | Challenges |
|---|---|
| Higher average order values – Desktop users often make larger purchases after thorough research | Declining usage – Mobile devices continue to dominate user activity |
| Longer session durations – More time spent exploring and engaging with content | Higher cost-per-click – Desktop ads generally cost more |
| Better form completion rates – Users are more likely to finish multi-step processes | |
| Multitasking-friendly – Users can compare products and research competitors side by side | |
| Superior visual presentation – Larger screens allow for detailed, visually appealing ad formats |
Desktop PPC campaigns often shine during business hours when professionals are active, making them an excellent choice for B2B marketing or high-value consumer products.
However, running successful desktop campaigns requires expertise. Desktop users’ behaviour can be complex, and optimising landing pages to match their expectations is crucial. As Sarah Folan, Head of Biddable, points out:
"PPC requires time investment and specialised skills but ultimately, it is a powerful channel to drive direct conversions if you know how to navigate some of the potential pitfalls of PPC." – Sarah Folan, Head of Biddable
Managing costs is also a balancing act. Without careful monitoring and optimisation, expenses can escalate quickly. But when campaigns are executed well, the higher conversion rates and order values often justify the investment.
The ultimate goal with desktop PPC isn’t just attracting clicks – it’s turning those clicks into meaningful conversions.
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Mobile vs Desktop PPC Comparison
Grasping the differences between mobile and desktop PPC targeting is crucial for optimising ad performance in the UK. With mobile traffic now making up 67.05% of the UK market share, compared to desktop’s 30.23%, it’s clear that mobile-first behaviour is the norm.
Mobile vs Desktop Comparison Table
Here’s a quick look at how mobile and desktop PPC campaigns differ when it comes to key metrics and user behaviours:
| Metric | Mobile | Desktop |
|---|---|---|
| UK Traffic Share | 67.05% | 30.23% |
| Daily Usage Time | 3.28 hours | 1.13 hours |
| Click Share | 62% of all Google Ads clicks | 38% of all Google Ads clicks |
| Average CTR | 0.6% | 0.9% |
| Session Duration | Shorter, quick bursts | 37.7% longer than mobile |
| Pages Per Visit | Lower engagement | Twice as many pages viewed |
| Conversion Behaviour | Quick decisions, smaller baskets | Higher-value purchases, detailed research |
| Basket Size | 32% smaller than desktop | Larger average order values |
| User Intent | On-the-go, immediate needs | Research-focused, considered purchases |
| Ad Format Preference | Visual, swipeable content | Detailed, text-rich formats |
When to Choose Each Device
Deciding between mobile and desktop PPC depends heavily on your campaign objectives and the behaviour of UK users. Each device serves distinct purposes.
Mobile campaigns shine when targeting users who need quick information or make snap decisions. As Tracie Crites, Chief Marketing Officer of HEAVY Equipment Appraisal, explains:
"People use their phones for quick tasks. Mobile usage reflects the fast pace of modern life. People want instant information and content that loads quickly. However, mobile usage is usually characterized by shorter attention spans."
This makes mobile ideal for industries like restaurants, retail, emergency services, and businesses that rely on location-based targeting. Features like click-to-call are especially effective for service-based businesses, as mobile users often prefer direct phone contact over filling out forms.
On the other hand, desktop campaigns cater to users who take their time researching and making decisions – perfect for high-value or complex transactions. While desktop accounts for less traffic overall, its users display behaviours that are better suited to certain industries. As Tracie Crites further notes:
"Desktop, though it accounts for less overall traffic, continues to dominate in certain areas, especially when transactions involve higher-value purchases or more complex decisions. This arises from how users process information. Larger screens make it easier to review details like specifications, pricing, or lengthy reports. Desktop users feel more secure entering payment information or uploading sensitive documents on a stable platform, which is important for transactions that involve huge investments. Furthermore, desktop sessions are usually longer because people tend to use desktops in places that allow for more attention, such as a dedicated workspace or home office."
Industries like financial services, B2B software, luxury goods, and professional services often see better results with desktop campaigns. The extended session durations allow users to closely examine options, compare competitors, and complete detailed applications.
For e-commerce, a mixed approach is often best. While 53% of shopping traffic comes from mobile devices, desktop users still account for 56% of e-commerce revenue. This suggests using mobile to drive awareness and desktop to seal the deal.
Device Targeting Best Practices
Understanding the differences between mobile and desktop user behaviours is key to fine-tuning your device-specific campaigns. By tailoring your pay-per-click (PPC) strategies to these nuances, you can significantly improve your results. For instance, mobile users are twice as likely to make purchases exceeding £250 compared to desktop users. Clearly, getting your device targeting spot on can make a big difference to your campaign’s overall success.
Mobile Campaign Optimisation
When it comes to mobile campaigns, a mobile-first mindset is essential. These users typically crave speed and simplicity, seeking quick answers and seamless interactions.
- Adjust bids based on mobile performance: Keep an eye on conversion rates. While 93% of mobile researchers eventually make a purchase, only 17% complete the transaction on their mobile devices.
- Simplify landing pages: Use optimised images, concise text, and clear call-to-action buttons to ensure a smooth user experience.
- Leverage mobile-specific ad extensions: Features like click-to-call extensions can be highly effective, especially since 40% of adult users in the US search for local businesses on their smartphones. Location extensions are also great for businesses with physical locations, as mobile users often search with immediate intent.
- Tailor ad copy for mobile: Create ad groups specifically for mobile users with short, engaging copy. Phrases like "near you", "open now", or "quick delivery" address their immediate needs. Keep headlines short to avoid truncation on smaller screens.
- Incorporate video and interactive ads: Mobile users engage well with video ads and bumper ads. Eye-catching, visually appealing content can grab attention quickly, while interactive formats encourage direct engagement.
Desktop Campaign Optimisation
Desktop campaigns, on the other hand, should focus on users who are more inclined to dive into detailed information. These users often take their time to research, compare, and evaluate before making a decision.
- Highlight detailed product information: Use ad copy that includes specific features, pricing, and benefits to cater to desktop users who value in-depth details.
- Optimise the conversion path: Include detailed product galleries, comparison charts, customer reviews, FAQs, and a secure checkout process to encourage conversions.
- Target high-value users: Use detailed buyer personas to zero in on desktop users with higher purchasing potential.
- Advanced targeting methods: Features like geotargeting and location-based ad scheduling ensure your ads appear at the right time and place. Business hours targeting is also worth considering, as many users browse during work breaks or dedicated research times.
Getting Help from The PPC Team
These strategies highlight the importance of tailoring your approach to the unique behaviours of mobile and desktop users. If you’re unsure where to start, The PPC Team can provide expert guidance.
They offer a free PPC audit to help you understand how your mobile and desktop campaigns are performing, including a detailed analysis of device-specific metrics. Their conversion tracking software measures key stats like Cost Per Acquisition (CPA) and Return on Ad Spend (ROAS), giving you a clear picture of your campaign’s effectiveness.
With a focus on business-critical metrics, The PPC Team ensures you stay on track with your goals instead of getting distracted by vanity stats. For businesses struggling with device targeting, they deliver sharp, results-driven strategies that account for the unique behaviours of mobile and desktop users.
Need expert advice? Reach out to The PPC Team at hello@theppcteam.com. They’re ready to help you refine your campaigns and achieve better results.
Conclusion
Grasping the differences between mobile and desktop PPC targeting is essential for UK businesses aiming to get the most out of their advertising budgets. With mobile web traffic taking a significant share and mobile e-commerce sales expected to account for 77% of total e-commerce sales by 2024, refining your device-specific targeting strategy can lead to better returns. Here’s a recap of the key insights.
Key Takeaways
Mobile and desktop users behave differently, which means PPC strategies must adapt to these variations. Mobile users tend to prioritise speed and straightforward information, while desktop users often focus on more detailed, research-heavy tasks. Aligning your campaigns with these behaviours can lead to better outcomes.
Instead of focusing solely on cost metrics, the standout point is this: mobile campaigns perform well for quick, on-the-go conversions, whereas desktop campaigns are better suited for securing higher-value transactions, particularly in the B2B sector.
Mobile PPC shines with location-based targeting, allowing businesses to deliver highly relevant and timely ads based on a user’s physical location. On the other hand, desktop campaigns are ideal for reaching users during the research phase, when they are evaluating options in greater depth.
Given these distinct advantages, having professional expertise can take your campaigns to the next level.
Why Professional Support Helps
As discussed earlier, each device requires its own tailored approach, which involves specialised strategies. Managing device-specific PPC campaigns effectively demands expertise across multiple platforms, a strong understanding of user behaviour, and ongoing optimisation.
Professional support can make a real difference to your bottom line. According to Google, businesses typically earn £8 in profit for every £1 spent on Google Ads. However, achieving this level of success requires advanced campaign management, regular testing, and data-driven adjustments – tasks that can overwhelm many in-house teams.
"Hiring a PPC agency is a strategic move that can save you time, improve your ROI, and provide access to expert resources. By partnering with professionals, you can ensure your campaigns are managed efficiently and effectively, allowing your business to thrive in a competitive digital landscape."
The PPC Team specialises in tackling these device-specific challenges and offers bespoke solutions tailored to UK businesses. Their free PPC audit can uncover how your current mobile and desktop campaigns are performing, while their conversion tracking software provides detailed insights into metrics like Cost Per Acquisition and Return on Ad Spend. By focusing on performance metrics that matter, The PPC Team ensures your campaigns are aligned with your business goals and deliver measurable results.
FAQs
When should businesses prioritise mobile PPC over desktop PPC in their campaigns?
If your audience mainly interacts through mobile devices or if mobile performance metrics like click-through rates (CTR) and conversion rates consistently outshine desktop, focusing on mobile PPC is a smart move. It’s also a good fit when consumer trends indicate a growing preference for browsing or shopping on mobile.
Moreover, mobile PPC should take priority if it yields a higher return on investment (ROI) or aligns better with your campaign objectives. For instance, it’s particularly effective for reaching users on the go or promoting services tied to specific locations.
How can you tackle the challenges of limited screen space and shorter attention spans in mobile PPC campaigns?
When it comes to mobile PPC campaigns, the challenge lies in working with smaller screens and capturing attention within a short span. To tackle this, focus on crafting clear and concise ad copy that gets your message across instantly. Opt for vertical or square ad formats to make the most of the screen space, ensuring your ads fit seamlessly into the mobile experience.
Equally important is the design of your landing pages. Make sure they are mobile-friendly, load in a flash, and keep scrolling to a minimum. These tweaks not only grab attention but also encourage users to engage more with your content on their devices.
What are the key differences in cost-effectiveness and ROI between mobile and desktop PPC campaigns?
Mobile PPC campaigns often stand out as a cost-efficient option because they allow for highly targeted and personalised advertising. With mobile devices driving a large portion of PPC clicks, these campaigns often yield better engagement and a stronger ROI. That said, mobile traffic tends to convert at slightly lower rates compared to desktop traffic. To keep things profitable, it’s crucial to make thoughtful bid adjustments.
Desktop campaigns, by contrast, usually see higher conversion rates but come with a heftier cost per conversion. This makes them a better fit for industries or products where customers prefer to do in-depth research before making a purchase. Deciding between mobile and desktop PPC targeting really comes down to your specific business goals and how your audience behaves. Still, mobile campaigns often shine when it comes to efficiently connecting with users on the move.
