For the first time, mobile paid search advertising has overtaken desktop, with advertising on mobile search and social media channels dominating paid ads in Q2 2018. It’s not surprising, really, considering mobile internet usage has surpassed desktop since 2016. Mobile visits are higher and bounce rates are lower, so it makes sense advertisers want to spend where the people are.
Because we’re so often used to working on desktop computers for business, it can be tempting to just create and set up ads on desktop only. However, a mobile advertising strategy is key to implement. Mobile is where your competitors are advertising, and it’s where your target customers are.
Here’s more about why a mobile paid advertising strategy is essential, plus tips for executing an effective mobile paid advertising campaign.
Benefits of Advertising on Mobile
Besides the fact the majority of Americans use smartphones, and smartphone traffic surpasses desktop, there are other unique reasons why mobile advertising provide advantages.
Mobile Ads Are Winners for Local Businesses
Consumers aren’t using desktop computers when they’re on the go. They’re using their smartphones. As we covered, half of adults ages 50 and younger check out online reviews before they make a purchase.
People are searching for your industry and type of product before they shop. You could notch a better result in search with mobile paid ads.
Social Media Rules on Mobile
Users check their social media accounts on their phones all the time. They do it while they’re waiting in line, they do it while they’re at live events, and they do it while they’re at home watching TV.
More than three times as many users access Facebook on a phone than they do desktop devices. If you’re advertising on social media, make sure you target mobile users.
Mobile Ads Are Harder to Avoid
Desktop users can easily turn a blind eye to ads. In addition to using ad blocking, it’s easy to tune out advertising when you know the exact spots ads usually are in.
On mobile, however, for users not using ad blocking, ads are virtually unavoidable. Smaller screens mean ads take up more real estate, and ads are more likely to seamlessly blend in with the overall user experience – another reason why advertising on mobile social networks is wise.
Conversions Are Instant on Mobile
If you want people to call your business, mobile ads are ideal. One-click calling features on mobile ads not only mean customers can instantly call your business. You can also easily track which ads are converting the most, so you can instantly shift your mobile ad strategy.
With smartphones, users are engaged directly with what’s on their screen. They’re already interacting with the platform and taking action, so they might be more likely to interact with your ad. The ease of using mobile payments means users can also more easily purchase from your brand after they see your ad.
How to Create an Effective Paid Advertising Campaign on Mobile
Now that you know why mobile paid advertising should be part of your paid advertising strategy, let’s take a look at best practices for creating mobile ad campaigns.
Test Multiple Campaigns
With pay per click (PPC) advertising, you want to test several keywords or keyword phrases against one another so you can see which ones are getting the most clicks. You should also test your targeting – demographics, behaviors, locations and, yes, devices. You don’t pay unless people click on your ads, so you can easily whittle down your spend based on what’s converting and what’s not.
In addition to testing multiple campaigns within one ad platform, you should also test multiple ad platforms. You might learn that your cost per conversion on Google AdWords is much less than your cost per conversion on Facebook Advertising, for example.
Use a Call to Action
A call to action lets the consumer know what you want them to do next. It can also clue the consumer in to a service you offer that they might not have been aware of.
For example, a restaurant might include the call to action, “Order online for free delivery.” The user may not have been aware that the restaurant offered delivery. The value-add of free delivery might motivate them to order online.
If your website gets substantial traffic (at least 5,000 visitors per month), but you want to improve your conversions, you can explore retargeting ads. These are great especially for e-commerce sites that have high shopping cart abandonment numbers.
You can install a pixel on your website that uses cookie technology to track users. Then, you can use your ad platform to show your ads to those users who have already shown interest in your site and visited it. This type of targeting enhances relevance even more, since the users seeing your ads have already engaged with your brand.
Get on Mobile to Reach More Leads and Customers
If you are already invested in digital advertising, make sure mobile is part of that strategy. You could quickly discover that mobile ads bring you far more value than desktop ads, and then get to work on optimizing those mobile ads based on the ad network, targeting, calls to action and other elements.
Want to get started with paid advertising on mobile? We can provide a free consultation to let you know where to begin. Contact us.