Advertising to Mobile Users – Strategies, Insights & Best Practices

Mobile advertising spend has been on the rise ever since Google introduced Enhanced campaigns in 2014, which target mobile devices by default.

People are definitely spending more time on their smart phones but does that mean you should spend money advertising on mobiles? 

There is no shortage of inforgraphics and mobile usage statistics confirming how popular mobile phone usage is and how much time people spend on their phones.

So yes, your audience is using mobiles but the real question is, is YOUR website ready to be shown on mobiles?

How does your website look on mobile phones? Do you need to scroll left right to read the text on the page or is everything set to a single column with no need for scrolling left/right?

Follow this link to see how your website looks on mobiles

If it is optimized for mobiles then absolutely you should target mobiles.

If not then its probably best to minimize your mobile spend until you have optimized it. Otherwise you will send people to a website that’s not user-friendly and they will just bounce off having wasted your advertising spend.

IMPORTANT: Every Google AdWords campaign is set to target all devices by default. So if you are not ready to promote to mobile users, you will need to make negative bid adjustments for mobile devices in your Campaign settings manually.

This needs to be done for each of your campaigns.

NOTE: adjusting your bids to -100% for mobiles will completely stop your ads from showing on mobile devices.

Conversion rates on mobile devices

Conversion rates on mobiles differ based on the conversion goal. For ecommerce (goal=sale) conversion rates for mobiles remain low in comparison to desktops.

Most likely it is due to the small screen size making it too difficult to complete order forms. Users are more likely to come back and complete their orders on large Desktops vs small phone screen. Problem with this and any other cross-device conversions is that it interrupts the conversion process. Every time when you interrupt the process by leaving it up to consumer to complete the conversion ‘later’ you are creating a window of opportunity for them to forget, delay or change their mind.

Email / phone enquiries, mailing list signups, store visit conversion goals

Other types of conversion goals like an email / phone enquiries, store visits etc, aren’t effected by this low conversion rate as there is no complex order forms to fill out.

If you have a mobile friendly website and you aren’t an e-commerce store, then mobile advertising can be as effective (if not even more effective) than desktop.

Learn more about new click-to-text message extensions.

If you need help with this or any other AdWords related task, get in touch with us or book a free 40min consultation.

Author: Natasha Popovich

I have been in Digital Marketing since 2003. My focus over the past decade has been Google AdWords, Analytics and Conversion Rate Optimization. I spent in access of $30m on Google and worked with companies of all sizes in NZ, AU, Asia & Europe, directly and through advertising agencies. I now provide consulting services to agencies and businesses directly.

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