Your buyers search for you online. Web searches, advertising, including Mobile Ads, and digital marketing services are immensely effective in reaching your target audience. If you’re only focused on traditional desktop channels, you could be missing upwards of half of your potential audience.
In 2018, mobile traffic accounted for 52.2% of all online traffic. Most people who use the Internet browse at some point in the day on a mobile device. Even more striking is the percentage of people who shop and research services on their mobile devices. Almost all eCommerce occurs on smartphones, and local searches for service providers are nearly as high.
As a local service provider, your first and most essential ads should be targeting mobile devices. How do you set up a mobile-focused ad, and what changes are required to your initial strategy to do it effectively?
Let’s look at some ads options for mobile and how to leverage them to grow your business.
4 Google Mobile Ads
Google AdWords is a single platform to build and manage all of your Google-targeted ads. With the world’s largest search engine and a 92% reach to all websites and search traffic, it remains the most effective way to engage with your audience.
For mobile-only ads, there are several options. Keep in mind that most traditional ad types such as local service ads and search ads will display on many mobile devices.
There are 4 other options when you target mobile-only displays.
1. Call-only ads
Call-only ads appear alongside Google search results with a phone number and a call link. If you have phone numbers in your call extensions for standard ads, these should already be available in your account. Similar to standard pay-per-click (PPC) ads, you’ll be charged for clicks on your ad to initiate a call.
Also, Google offers call reporting that assigns a Google Forwarding Phone Number to your ad so it can be tracked accurately.
2. App promotion ads
Suppose your business has taken the extra step to produce an app to communicate with customers. In that case, you can run app promotion ads that promote your content in Google’s network, including search, YouTube, Discover, and Google Play. Lots of targeting and bidding are automated, which can limit your local options.
However, there are still several levels of specific demographic and location information you can enter when building your ads.
3. Responsive display ads
Google’s display ad network allows you to run ads on millions of websites, targeted by specific URLs, search terms, related content, or even by an existing audience you’ve defined, such as your website visitors.
When setting up a display ad campaign, you can include responsive ads to ensure they display on smaller screen sizes. According to Google’s estimates, the benefit is a 50% higher conversion rate at a similar cost per action.
When uploading mobile-friendly ads, the following sizes are recommended:
- 320 x 50
- 300 x 250
- 336 x 280
- 300 x 250
- 728 x 90
- 468 x 60
- 336 x 280
4. Text ads
Google runs standard text ads by default on both mobile and non-mobile indexes. You can select only target one device type or the other when setting up your ads, especially if there are certain elements of your ads that make more sense on a mobile device than a desktop.
The type of ad you choose will depend on the targeting you have defined. For example, app Promotion ads are often less effective on a local level due to the way installation is measured by Google’s app-enabled ad network. Make sure to check reach and options within Google AdWords before running your campaign.
Getting the most from your Mobile Ads
Since more than half of the average audience is searching on a mobile device, you are in a good position to target people in your area. All four ad types offer location targeting based on state, city, or geographic distance from a specific location. If you have a limited service area, this can help ensure only the right people see your Mobile Ads.
Even for your display ads, consider including a phone number. A vast majority of mobile searches are on smartphones, and most people browsing for a service provider are ready to have a conversation sooner than later.
Ensure your website is fully optimized for mobile visitors. If someone taps a mobile ad and it sends them to your website, they should be able to easily browse and find information that answers their key questions, regardless of whether they are ready to talk or not.
Mobile advertising represents a large potential segment of most audiences and allows you to engage with people more directly across multiple devices and user experiences. Use it correctly, and you can generate more leads from ready-to-talk prospects. Now, if your company’s marketing is out of synch and holding you back, Pronto Marketing will be glad to help.