According to the Pew Research Center, more than three-quarters of Americans own a smartphone. In fact, the smartphone has quickly become the primary medium through which most web users access the internet. With such a large portion of the population utilizing smartphones to browse search engines and use mobile apps, the opportunity for targeted mobile advertising has never been better. After all, the key to attracting the right attention is to be where prospective customers are looking.
While it is noted that many consumers dislike ads on their mobile devices, it is a reality that is only going to increase with time. 78% of local-mobile searches result in offline purchases (Search Engine Land, 2014) which could be increased with strategic mobile ad placement. So, the question remains; is mobile advertising right for your small business? Well, let’s take a deeper look.
How much traffic is your website receiving on mobile vs. desktop?
You can track this information using Google Analytics by visiting Audience and then clicking Mobile. From here you will be able to see how many people visit your website, how many people make purchases or follow a call to action and from which type of device they are using to view your website. If you notice that your mobile website is receiving significantly less traction then your standard desktop version, some changes may need to be made. Does your website require you to sign-up by providing a long list of information? Is your mobile website easy to navigate? These are all issues you should address before investing in mobile advertising for your company.
Who is your target audience, and do they use mobile phones?
- Smartphone users earn a median salary of $61,000 (Android) and $85,000 (iPhone).
- Consumers aged 25-34 are the biggest app audience, though usage is pervasive amongst most age groups.
- The median age of all app users is 40.
Now if your target consumer falls within this demographic (which it most likely does), mobile advertising might be a lucrative investment to make to help publicize your product or service.
When you’ve decided to make the investment in mobile…
You’ve concluded that mobile advertising is appropriate for your business and optimized your website to work across all platforms, now you have to put your mobile advertising strategy into play.
- Drive consumers to your website with a compelling offer. Make your business stand out by creating a reason for people to choose you over the competition. Is there something unique that you offer that your competitors do not? Can you bundle products or services to create an offer that customers cannot refuse? Think creatively, add value to your customers, and reap handsome rewards.
- Optimize your mobile campaigns. An important factor in creating a successful ad is monitoring it and maintaining it. Using websites that track your campaigns across different platforms and provide insightful analytics will help focus your strategy by knowing what is working and what isn’t. Be sure to test ad titles, body copy, CTAs, images, etc. to identify the best messaging and approach for your target audiences.
- Play with location specific ads. The power of mobile advertising is in the convenience that people have all the information they need right at their fingertips wherever they go. By using ads to target audiences that are in a specific geographic location, you can enhance the foot traffic to your brick and mortar business or grow awareness about your service within a targeted area (also known as geo-fencing).
Are you ready to boost your business with targeted mobile advertising? Reach out to learn more about our solutions. We are a Google Partner agency and have the tools and expertise to make your ads a success.