A 5-Minute Read on Mobile Marketing

The mobile era has arrived, and it finds marketers striving to keep up with consumers’ rapidly changing habits and needs. Mobile has a growing role in shopping activities, so content, location, and the technologies that enable instantaneous communication are critical factors.

What Is Mobile Marketing?

First, a quick definition: Mobile marketing is the art of marketing your business to appeal to mobile device users. When done right, mobile marketing provides customers or potential customers using smartphones with personalized, time- and location-sensitive information so that they can get what they need exactly when they need it, even if they’re on the go.  If you’re not implementing a mobile marketing strategy, you’re already trailing behind!

As you can see from the graph below, more users spend more time engaged with mobile devices than ever before. We can expect this trend to continue even further in the future, so get ready.

How Does Mobile Marketing Work?

Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. Mobile marketing ad formats, customization, and styles can vary, as many social media platforms, websites, and mobile apps offer their own unique and tailored mobile advertising options.

Why You Need a Mobile Marketing Strategy

Your business needs a mobile marketing strategy for the same reason that you need a computer and wi-fi access – this is the age in which we live.  Walk around any major city, and you’ll find more than just a few folks with faces glued to their smartphone screens. According to recent reports, 40% of users spend their internet time on mobile devices, which means simply ignoring the rise of mobile just isn’t an option.  

Types of Mobile Marketing Strategies

There’s a healthy variety of mobile marketing strategies to try. The kind that works best for your business will depend on your industry, target audience, and budget.

App-based marketing: This is mobile advertising involving mobile apps. While 80% of mobile time is spent engaged with apps, you don’t have to create an app yourself to get in on the action. Services like Google AdMob (Links to an external site.) help advertisers create mobile ads that appear within third-party mobile apps.  Facebook also allows advertisers to create ads that are integrated into Facebook’s mobile app. Facebook’s mobile Promoted Post ads (Links to an external site.) integrate so seamlessly with Facebook’s news feed that users often don’t realize they’re looking at ads.

In-game mobile marketing: In-game mobile marketing refers to mobile ads that appear within mobile games, as in the example below. In-game ads can appear as banner pop-ups, full-page image ads, or even video ads (Links to an external site.) that occur between loading screens.

Example of an in-game mobile marketing ad

QR codes: People can scan QR codes and be taken to a specific web page that the QR code is attached to. QR codes are often aligned with mobile gaming and have an element of mystery since the people who scan them don’t always know which rabbit hole they’re jumping down.

Location-based marketing: Location-based mobile ads appear on mobile devices based upon people’s location relative to a specific area or business. For example, some advertisers may only want their mobile ads to appear when users are within a 1-mile radius of their business.

Mobile search ads: These are basic Google search ads built for mobile, often featuring extra add-on extensions like click-to-call or maps.

Mobile image ads: Image-based ads designed to appear on mobile devices.

Mobile Marketing: Google Ads Enhanced Campaigns

Enhanced Campaigns allow advertisers to manage their Google Ads bids across various devices in one single campaign, rather than make separate campaigns for mobile vs. desktop. Google advertisers can simply take the Google search ads they already use and then set bids to adjust for mobile devices. To increase bids for mobile devices, users can set a positive bid adjustment, such as +20%, and vice versa – a bid adjustment of -10% reduces the bid by 10% for mobile devices.

Enhanced Campaigns image

It’s in Google’s best interest to make mobile marketing easy for advertisers – Google generates a hefty amount of revenue from mobile ads.  Google’s Enhanced Campaigns allow for advertisers to manage bids across devices, locations, and time with ease. Some advertisers may choose to bid higher for users on mobile devices who are within a certain range of their store or may only want to bid on mobile devices during their store’s open hours, and Enhanced Campaigns make that an easy possibility for advertisers.

Google Mobile Ad Extensions

Creating mobile search ads with Google also lets you take advantage of Google’s nifty mobile ad extensions, which include features like:

Mobile Site Links: Mobile site links make it easy for mobile users to jump to specific pages of your site without wandering around. Site links are especially useful in mobile marketing, as it’s much more convenient for users on mobile devices.

Mobile site links on Google Ads

Click-to-Call Mobile Ad Extension: The click-to-call extension puts a “call” button directly beneath an ad. Clicking the button generates a business’s phone number on a user’s mobile device.  This ad extension makes it easy for people to contact your business, but it’s best to only have the click-to-call mobile ad extension appear when your business can answer the phone.

Google Ads mobile call extensions

Google Offers for Mobile: The Google Offers mobile ad extension lets advertisers post a discount offer or coupon beneath their ad. These special offers can capture the attention of users who might otherwise ignore an ad.

Local Ad Extensions: Local ad extensions are probably the most important extensions for mobile, considering that 1 in 3 mobile searches have local intent (Links to an external site.). Considering how many mobile searches are questions looking for a local solution, local mobile marketing needs to be a key aspect of your mobile strategy.  Local mobile marketing extensions often involve a phone number or link to Google Maps.

Mobile Marketing Best Practices

Be Clear and Concise: Mobile devices have small screens, which means text should be used sparingly. Cluttered and crowded ads will just drive users to scroll past. When it comes to mobile, it’s best to keep things simple.

Optimize for Local: Be sure to remember that 1 in 3 mobile searches have local intent. Users often use mobile devices to complement their immediate worldly interactions – where is the nearest gas station? Is there a nearby coffee shop that has wi-fi? Optimize for local mobile marketing to make sure you are aligning with users’ queries.

Consider Your Audience: The type of audience you’re hoping to reach should influence the kind of mobile ads you use. Are they gamers? Then try taking advantage of in-game ads. Are they young and tech-savvy? Mobile Facebook Promoted Posts might be more likely to get their attention.

Experiment with Different Strategies: There’s a lot of room for experimentation regarding mobile marketing. Don’t be afraid to test out some ad extensions with your Google Ads Enhanced Campaigns – try the Google Offers ad extension or the click-to-call extension, and see how they work for you.

Benchmark Your Results: Experimenting is great, but there’s no point in trying new techniques if you’re not tracking your results to see what works and what doesn’t. 

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