In order to appeal to customers on mobile devices, it’s important to:

In order to appeal to customers on mobile devices, it’s important to:

Avoid using ad extensions
Include your phone number as your display URL
Send users to a video-based landing page
Send users to a mobile-friendly landing page

Explanation: People seeing your ads on mobile are more likely to want to know where you are, or to call you. Show your location and phone number with location extensions and call extensions. Also, consider creating ads devoted to people on mobile devices, using the mobile version of your website as a landing page, and offering specials suited to a mobile audience. Keep in mind, your text ads can appear differently on mobile. Read more here

See all AdWords Fundamentals Questions and Answers here.

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