Test the Google AdWords “click-to-call” feature within Ad Extensions>Phone Extensions.

Test the Google AdWords “click-to-call” feature within Ad Extensions>Phone Extensions.

Study mobile device activity within your analytics to see which keywords are driving sales from mobile devices, and then add those keywords to your mobile-targeted campaigns.

Explore AdWords Call Metrics. This limited-availability feature has recently been expanded to more advertisers, and it works on desktops as well as high-end mobile devices. AdWords Call Metrics provides a free phone number that’s automatically inserted in your ads and is directly linked to your business phone number.

The beauty of this feature is that it allows you to track the activity of a user who sees your ad, but then calls in to get more information or place an order, rather than complete the order online.

Set up a separate PPC conversion tracking code (if you’re working with a mobile site), and install the code on the backend of your mobile store.

Most comparison shopping engines accept a “data feed” (i.e., a spreadsheet) as the means for updating and editing your estore’s product data. One of the most important and often most overlooked steps you can take to increase the quality of your data feed is to include uniform identifiers—such as UPCs, MPNs, and ISBNs—along with your product data. I call them “uniform identifiers” because you, as a merchant, can title an item in a totally different way than your competitor might title that same item.