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:
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.
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.
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.
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