Mobile advertising covers both smartphones and tablets, and advertising on these devices is inherently different from desktop and laptop devices. The mindset of mobile users is different and they may be busy on the go, more task driven, less patient and closer to the end of the buying process.
The things they are interested in will also often be different and they could be searching for store hours and directions.
Here are 8 mobile advertising strategy tips to implement for your business:
1. Mobile-specific creatives
Mobile specific creatives help to target prospects with messages and offers that are easier to read and interact with on mobile devices. Many advertisers will create one set of banners or rich media ads for desktop viewers without taking into consideration that these will also be viewed on smaller devices – and often the results are not good. So it’s important to create the banners with the correct mobile dimensions that will make them easily viewable and accessible on mobile devices.
2. Mobile responsive site
A mobile responsive site is a must if you want to rank higher on mobile devices. It provides a great user experience that leads to higher conversion rates and visitor satisfaction. Also, Google has started penalising sites that are not responsive and demoting their listings in the search results.
3. Coupons and discounts
With a mobile app you can push vouchers and coupons to your prospects as an incentive to purchase your products. For online retailers, apps have become essential to increase customer retention and to push offers to customers and visitors.
4. Mobile ads
Create mobile text ads on Google Adwords to promote mobile-specific offers that are not available to desktop users. This helps to improve the Click Through Rate (CTR) and conversion rate because ads are more targeted at people who are more likely to respond.
5. Ad extensions
Google Adwords provides sitelinks and callout extensions that you can use to promote other pages on your site. These appear under your standard text ad and you can create mobile specific ones to target people who are searching on mobile. If you have a special offer for example, that would be of benefit to users ‘on the go’, then these extensions can help you to highlight these offers separately from the main text.
Mobile usage for purchases and downloads is high among younger users like Millennials so it’s important to target these users specifically on mobile and send targeted messages.
7. User Experience
User experience on mobile differs from other devices so this should be taken into consideration when creating a mobile advertising strategy. Mobile will often be used for research and in the early stages of the buying process for some products – and then the sale will be completed on a desktop or in-store. Overall, this multi-channel and multi-device use is common for many industries and all channels will be important in the path to purchase.
8. Key Metrics
Mobile advertising metrics are similar to desktop and some common ones include CTR and conversion rate but they will differ in their results because of the differences in the way people research, browse and purchase on each device type. For example, search volumes on mobile have now overtaken desktop, however, conversions are still higher on desktop.