Well, if you’re running PPC ads on Google, it obviously means a lot more mobile-friendly options, but it also signals an online shift in general. It means that if you’re not making mobile a top priority, you’re already missing out and you’re likely going to continue to fall further behind your competitors that have prioritized mobile. Basically, it means you need to wake up to mobile!
If you’re not currently running online pay-per-click (PPC) ads, this is a great time to get started! If you’re already doing PPC and using the same ads for users across all devices, it’s time to start segmenting out mobile users and customizing ads just for them. Here are the most effective ways to do just that:
- Creating mobile-specific ad copy (like “Shop from your Phone for The Lowest Prices!” and “Tap Now for Deals!”)
- Adjusting bids based on device performance
- Utilizing call ad extensions so mobile users can contact your business without even having to visit your website
- Using ads to drive traffic to mobile-friendly pages
Integrating Online Marketing Efforts
While running ads on search engines geared towards mobile devices is a great start, it’s not the be all end all when it comes to mobile advertising. This is why it’s so important that you integrate mobile into all of your marketing efforts. Whenever you get ready to launch a new marketing initiative, ask yourself how you can pull a mobile focus into it as well. For instance, you can embed a QR code on printed promotional materials for people to scan with their phones. Or, you can have an app created for your company and urge people to download it for free in order to communicate with them in a dedicated mobile space.
The best mobile marketing doesn’t mean anything if the website that you’re directing visitors to isn’t mobile-friendly. This is why it’s so important for you to use responsive web design so that your website will be functional across different devices with various screen sizes. But don’t just force your mobile website on users – always give them an option to switch back to your main site if they prefer. This gives users maximum control over their browsing experience.
Kate Pierce is the owner of LionShark Digital Marketing LLC, a West Michigan internet marketing company. Her areas of expertise include Paid Search, Search Engine Optimization, Business Blogging and Web Copywriting. She lives in the Grand Rapids area with her husband and son and enjoys cooking, watching sports, and spending time together as a family. Like a true digital marketing expert (i.e. geek), she loves talking about current marketing trends… so don’t say you weren’t warned!