How To Start Advertising On Mobile
If you're not advertising on mobile, or you're not optimising your website for mobile, you need to make that a real priority. Mobile advertising spend is expected to reach nearly $7bn by 2019, and in 2015, Google started to penalise those websites that weren't mobile friendly in their search rankings; so if your site isn't mobile friendly, you're simply being left behind. Click here to read our blog on perfecting your website for mobile.
But how do you make mobile work, and how should you go about advertising on a platform that, according to some, doesn't drive sales or conversions? We'll dispel that myth, and tell you just what you need to be doing to get the most of our your mobile strategy.
Find out about your customer base
The first thing you need to do when creating your mobile strategy is determining what kind of an audience you're looking to target through your mobile ads, and where you want to target them. Like starting any marketing strategy, you need to be able to understand your current customers, and your potential customer base before you can move forward with an efficient and effective campaign.
You may be a local business, and therefore you may want to geotarget your audience, so you only shoot your adverts towards people of a particular location. You may offer a product or service that can be showcased with beautiful imagery. You may be looking to target a younger demographic, so you may want to think about advertising on social media. This step is crucial to fine-tune before you start spending money in the next few steps, or else you'll be tipping that money straight down the drain.
Create a mobile specific landing page
Even if your website is mobile friendly, it's important to create a mobile landing page for your users to land on which is designed for a mobile user's needs. This page will make it really accessible for the user to call you, to contact you, and to see what your business is about within one or two clicks.
Naturally, when thinking amount mobile users, you need to reflect on how you use a website when on your phone because it's different to how you use it on a desktop. On a mobile, users spend on average 30% less on site than they do on a desktop, so with this in mind, you need to focus on what the user wants to see straight away. So for example on the image above I searched for 'Vietnam holidays' and got through to a landing page showing me exactly what I expected with two clear call to actions.
Big images, or videos, can also take time to load, and may put mobile users off - 50% of website visitors expect sites to load within 2 seconds, and if they don’t load within 3 seconds, people will abandon the process. Make sure when a mobile user lands on your site, they immediately see what they were hoping and expecting to.
Set up a Google AdWords account
The best place to start off when advertising online is on Google Adwords. You may already be on the AdWords network advertising to desktop, but there is a treasure trove of mobile users - nearly 2bn a day of them searching in fact - who you can also target using Google AdWords.
The first, and easiest, way to target people through AdWords is by using the Search network. Search ads are currently the biggest part of the mobile network, and because they are text ads, you won't need to create any images, pictures or banners.
But if for example, you're a company who sell bespoke furniture, you may want to look into using the display network too so you can showcase the beauty of the the designs you will be offering to potential customers so you can lure them on to your site.
If you do have AdWords set up, you can use your search or display adverts to target desktop, tablet and/or mobile. Every $1 spent on AdWords equals $2 in sales, which shows just how effective the network has become, and with 89% of consumers using a search engine to find information on products or services before buying and AdWords display campaigns currently reaching 80% of global internet users, setting up on Google AdWords is a must.
Branch out to other ad networks
Once you're all set up with Google AdWords, and you feel that that's ticking over nicely, it's probably best to branch out elsewhere. As mentioned above, you may want to target the social media scene as you may feel that is best suited for your demographic. You could see how well your search ads are doing on AdWords, and you might think of replicating them on Yahoo Gemini. You may want to stay ahead of the curve by doing some native advertising on RevContent. Each different option has its benefits and disadvantages, and it's always good to not solely rely on Google.
Social media advertising budgets have nearly doubled in the past two years from $16bn to $31bn of which 57% of the advertising budgets are dedicated to mobile on Facebook, and 25% on Twitter. 70% of the US population has a social media account, and that gives you unprecedented ability to target specific users that you wouldn't be able to do elsewhere. On Facebook for example, you can target: age, location, interests, behaviours, income, parental status, marital status, education, workplace, and more. The personal data that people share on Facebook is a treasure trove for marketers.
With regards to Yahoo Gemini, the whole network all about mobile. Though there are some drawbacks, especially in regards to the volume of traffic that advertisers get on Gemini. Only 10% of web traffic goes through Yahoo, compared to Google’s 67%. Though, having said that, that doesn’t mean the ads aren’t being clicked on.
The clickthrough rate on Gemini compared to Adwords is over 50% less (though this is improving), but it’s still standing at about 1%, and when those ads are 50 times cheaper than on Google, it does make Gemini a very tantalising option. With mobile continuing to grow, and the potential of cheap traffic and a growing click through rate, it’ll be worth investing a bit of time scoping out Yahoo Gemini, especially if you’re looking to run it concurrently alongside AdWords.
RevContent and native advertising may be the network that you're most unaccustomed to, so instead, we'll point you in the direction of our blog on the network to give you a full run down of exactly what it is.
Mobile has well and truly taken off and is already heading for the stars with desktop now lingering behind in the rear view mirror. Mobile won't slow down, and over the next few years it's only going to pull away from desktop, so you need to start focusing your mind towards it now before you get left behind.
Google AdWords is the best place to start for the beginner, and it's really quite easy to set up. Of course, we at Adzooma can help you when you're starting out too. Our platform is designed specifically to help out those who are new to the digital marketing world, that's why we created Adzooma to streamline and ease the AdWords process (which can be quite tricky to get the hang of at first).
However, don't forget about identifying your customer base and your potential customers first. This is a vital step if you're looking to get the most out of your money, and are looking to run a fantastically profitable campaign.