So you’re starting to advertise on mobile devices. What’s next?
As most advertisers already know, one of the most notable changes in Google AdWords campaigns is that they will now target all devices that access the Internet. This new type of campaign is called a universal campaign (“ah yes that’s what was flashing on my AdWords account a few months ago!”) In the eyes of Google, there is now no difference between a tablet, a mobile device and a computer in terms of ads!
The arrival of universal campaigns: what do they change?
Once the update fully rolls out, some of your impressions will come from users on mobile devices even if your market is mainly computer-based! Of course, you can set mobile bid to -100% to disable mobile ads (know however that Google has kindly stated that this is not enough to fully ensure that your ads are not displayed on mobile devices) or you can simply submit to the rules of the search engine giant and start using mobile ads.
This is not necessarily a bad thing! More and more research is being done on mobile devices and the rate of smartphone usage continues to grow. Even Google believes that in some cases, more than 50% of searches come from mobile devices. In other words, if you do not do mobile marketing, you may miss a significant number of potential customers (and you give a huge lead to all competitors already on the mobile scene).
But beware, just because your ads appear on mobile devices does not mean that they are optimized!
The importance of optimizing your ads for mobile devices
It is surprising to note that only a small number of people take the time to create specific text ads for mobile devices. Web experience on a smartphone is fundamentally different from that on a desktop computer. Why? Simply because people use these devices for different reasons. Think about the last time you searched something using your phone:
- Were you at home or outside? If you were at home, did you use your phone and computer at the same time?
- Did you do a thorough search or were you looking for an immediate solution (“I want a pizza”, “I’m looking for a translation …”)?
- Did you enter a detailed or short search?
- Did you use voice recognition?
- Did you end your search with a phone call?
Using ads specifically for mobile devices allows you to customize the user experience. You can include specific action incentives geared towards landing pages optimized for mobiles (“it’s crazy what we can do today!”). This option can greatly help marketers (you know, the people who constantly want to measure and analyze every single possible action). Indeed, you can also do A/B tests on mobile text ads, putting two ads into competition against one another to see the performance impact they have on your entire account!
Mobile Advertising: a plethora of opportunities not to be neglected
Migrating to mobile devices is a huge opportunity for most advertisers. This is a new way to engage potential customers and market evolution presents opportunities even for smaller advertisers. As Woody Allen said “80% of the success is simply to be present! (Thank you Woody). While this may be true, the biggest question regarding mobile advertising remains: “Now that you are present, what are you going to do with this opportunity?”
If you liked this article, you will probably also like this: Our tips for creating an effective mobile ad