There’s no doubt that mobile advertising is here to stay and its growth has been staggering. Recent research by Nielsen reveals that smartphone penetration in the US has reached 70% with Americans spending seven more hours each month on their phones than in 2013. What is astounding is that while people are spending more than 38 hours on their phones per month, mobile only comprises about 4% of total ad spend. The good news is, with such little saturation in the market, that means less competition, cheaper clicks and more sales for PPC advertisers keen enough to enter this space.
Prepare for Mobile Advertising
So you know you want cheaper clicks and more sales, but where do you start? It’s not as simple as just throwing up some mobile ads if you really want to reach the mobile market and see converting visits. Businesses need to not only deliver a mobile-optimized ad, but deliver a great experience on mobile devices after the click. This is incredibly important. Not only does it affect your Quality Score, ad position, cost and sales, but it affects your customer loyalty and organic visibility too. The most essential step a business must make before entering the mobile ad space is optimizing their website for mobile devices. If you jump in feet first without a mobile website, it can actually have adverse effects on your business.
Mobile Optimized Websites
According to a research study by Google, 67% of mobile users say that when they visit a mobile-friendly site, they’re more likely to buy a site’s product or service. I’m sure the majority of you have experienced the frustration of trying to navigate an outdated website with miniscule text and infinite scrolling. It just doesn’t work. The majority of mobile users will just leave and go to a different website they can easily navigate.
It’s not just about losing business. When you send mobile users to a website that is not optimized for their device, it can actually damage your brand’s reputation. According to Google, 52% of users said that a bad mobile experience made them less likely to engage with a company and 48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business. This means that not only will users leave your website and go to a competitor, but you could be hurting relationships with your current customers. Make mobile work for you, not against you, and get started on a mobile website
So, we’ve convinced you to mobile optimize your website; what next? This is where the real fun can begin. Let’s make some money! Get in touch with your web designer and kick start your mobile initiative with a mobile responsive website. After that, it’s time to optimize your PPC accounts for mobile devices and begin analyzing this wonderfully new flood of data. When you start delivering a truly great mobile experience to consumers, you’ll not only see an increase in conversion rates, but you’ll also start to see mobile contributing to conversions on other devices. Having a great mobile site isn’t just about making more sales, it’s an essential part of building your brand and creating long lasting customer relationships.