Four Questions You Should Think If You Advertise On Mobile

According to Google research, mobile already has more searches daily and more clicks on ads than desktop. But, it doesn't mean you must run your campaign on mobile.

Desktop campaigns still work better than mobile campaigns in many businesses. The conversion rate is higher on the desktop because the sites are well optimized and giving users a better user experience.

If you want to run a mobile campaign, you should ask yourself four important questions:

1. Is your site mobile optimized?

If your site is not mobile-friendly, you really SHOULD NOT advertise on mobile. It will potentially hurt your brand reliability because the users feel bad about their mobile experience. And, you are also going to be penalized by Google and have a very high cost for click.

Before you advertise on mobile, test your website on the site evaluation tool such as MobileTestMe. Paste your website URL and to see whether it displays well on different devices.

2. Where are your customers when they search for your products or services?

You need to think like your customers. Are they more likely to search for your products during lunchtime? Are they traveling a lot? Think about that perspective from your customer's perspective.

3. What does your buyer's journey look like?

Are people making the decision very quickly? Do people interact with your brand multiple times before they make a decision? You need to study historical behavior data to analyze your buyer's shopping behavior before you decide which device you should advertise on.

4. What are your competitors doing?

Do some competitor research, take a look at what your top three competitors are doing. Where are they showing the ads? Are their ads attractive to click? What ad extensions do they use?

Study what your competitors are doing could give you a good indication of where you should run your ad and how you will run your ad.

Overall, if you could spend the budget on a desktop alone, then you should spend it on the desktop because you will see a higher conversion rate and low cost per click. Most time, people search on their mobiles doesn't lead to final conversion, so it will drive up your CPC.

Comments

Starbucks: Three Main Benefits For Writing Customer Name On The Cup

Whenever I order a small Starbucks coffee, I am always asked "What's your first name?" by a cashier. Even I was the only person to order, they still asked my name. Not only Starbucks, now many other bubble tea brands such as Vivi, Coco, Gong Tea also start calling customer's names. Why does Starbucks write customer name on the cup? What're the benefits to do that? Image from writingelves.com Self-Promotion In the beginning, Starbucks wrote customer names because they received too many orders. Marking down names would prevent mistakes. Later on, Starbucks found that writing names do not only improve work efficiency but also increase brand awareness. Sometimes (most times) Starbucks spell the wrong name. You think customers will get angry? Actually no. In contrast, people feel Starbucks is not only a coffee shop but also a coffee shop with its own personality. Image From Memeguy Some customers also make fun with Starbucks. They come up with...

Pantene "Power of Grey" Campaign: Every Color Is Shining

Many of my girlfriends started to change their hair color. A new hair color brings a new look which makes them feel different. I never color my hair because I love my black hair. If one day I get white hair, I might change the color because I don't want to look old. See, white or grey hair means old. It is a very common thought in society. What if someone was born in grey hair? Pantene found that 80% of Brits have grey hair, but 40% cover them because they feel less confident with grey hair. So, Pantene launched "Power of Grey" Campaign to encourage people to embrace their unique trait: grey hair. Yes, grey hair is different, but they are also beautiful the way they are. The new Pantene hair care product is special for grey hair and will make them shiner. "Power of Grey" campaign turns the negative perception of grey hair to a positive view. As the Katharine Newby Grant commented: "We're committed to continui...

Pampers "Love The Change" Ad Review: Good Story Always Comes From Real Life

Being a parent is exciting but also challenging. The new Pampers Ad "Love The Change" tells the true story of being new parents and how a baby changes our life. As a new parent, we may feel fear and worried when the baby throws up. We may be still awake in the late night to hold our baby to sleep. We may forget to bring some baby care supplies when we need it. We may search for our concerns online to get help. No matter how difficult to deal with every trouble, once the baby smile, all we could feel is happiness. As long as we are together, we want to accompany our baby to change and grow up. A baby brings surprise, happiness, and a wonderful memory. When I see this ad, I feel touchable and real. I am a new mom, too. All these scenes in the Ad I have been through. I was afraid when my baby was crying; I woke up every two hours to feed my baby every night, and I also search for a lot of weird questions on Google. Instea...

My Digital Insight

Search This Blog