More and more people are using mobile devices to access the Internet, and this trend is being reflected in the world of search advertising. More than half of all searches on Google come from a mobile device.

Google has recently implemented a change to their algorithm that means websites will be ranked differently in the organic results depending on how mobile friendly they are.

Google has announced that mobile-friendliness is now a ranking factor for websites. Following this announcement, the number of mobile-friendly websites increased by 4.7% in March and April of 2015.

Obviously, mobile is a huge area of focus. But what are you exactly supposed to do? What does “mobile friendly” mean?

I’m going to show you how to align your ads and landing pages with your customers’ motivations, so you can create effective “mobile-friendly” Google AdWords campaigns.

Structuring an Efficient Mobile Ad

You have to be aware that you have less space to work with when it comes to mobile ads. Ads that are above the fold on a website are more likely to be seen by users than ads below the fold.

This makes your ads even more important to be effective. This also suggests that if your ads are effective, you have a significant chance of earning a lot of money.

1. Use Short Words for Mobile Ads

It is more difficult to capture the attention of mobile users than desktop users because they have shorter attention spans and smaller screens. One of the best practices that has been around for a long time is to use shorter words in your ads.

Don’t try to impress people with your big words. Be precise. Get your point across. Highlight your USPs in short terms.

This is also important to remember for regular description lines in AdWords ads, but it is even more important for mobile AdWords ads.

2. Consider Environmental Changes from Desktop to Mobile

However, for others, it’s a complete game-changer While some industries are minimally impacted by the switch from desktop to mobile, others find it to be a major change. However, there are important factors that others need to take into account.

If you are advertising desktops to customers, you won’t need to change your ad much when targeting mobile users. You can test different messages for your ads, but it is not a big change to the way you have to write your ads.

Imagine a consumer searching for an emergency plumber on her smartphone at 10 pm at night. Do you think the environment has changed? The situation now may merit a different ad than if the user was searching on their desktop at 4 pm on a Saturday. Of course it does.

A great ad to present in such a case would be:

Emergency Plumber 24/7 Ready by the phone. Call now! 1-hour guaranteed response time.

This is a basic marketing technique where you write ads that are designed to fit the specific situation that your potential customer is in. Mobile devices allow you to target ads specifically to certain audiences with a high degree of success.

3. Write Mobile Ads that Highlight the “Mobility” Situation

One of the longest standing best practice for mobile ads is to write an ad that touches upon any of the following statements:

  • Mobile-Friendly Website
  • Call Us Now
  • Call us from your mobile
  • Display URL with “Mobile” in it

You can’t just expect success if you only focus on the word mobile. The goal is for the user to know that you’ve put thought into your mobile ad, rather than it being an afterthought.

4. Include Call and Sitelinks Extensions

Ad extensions are a great way to improve your AdWords ads, but there are so many of them now that you need to carefully consider which ones are right for your needs.

The two best options for mobile ads are the Call extension and the Sitelinks extension.

If your goal with AdWords is to generate calls, you can add call extensions to your ads. The Sitelinks extension ensures that your ad will occupy the maximum amount of space on a search results page.

Structuring an Efficient Landing Page for Mobile Users

1. Format Your Content to Fit Smaller Screens

Your content should be designed to communicate your key message.

Some websites believe that having less information on a mobile website is automatically better, but this is a misunderstanding of how mobile users behave. Mobile users are not interested in having less content, they are interested in having less clutter.

If you make your mobile website too difficult to navigate, users will likely give up and go elsewhere.

If you create expandable elements, then you can include more information. The mobile user will be able to see more information by expanding the elements they are interested in.

effective website for mobile users means making sure the content is easy to scan and understand Tactics for making your website mobile-friendly: Tactics for making your website mobile-friendly include using clear and concise headlines, using bullet points, and using short paragraphs.

2. Don’t Try to Capture Your Prospects’ Entire Profile With Contact Forms

The contact form on your mobile landing page should only contain the necessary elements. You should not try to get users to fill out more than four fields. If you want to see what you can get out of mobile landing pages I would even consider only asking for three things:

  • Name
  • Phone number
  • Email

If you have a quick process for calling leads, you may not need email. Try to minimize the number of fields in your forms and only include essential ones.

If it’s possible, try to only ask for someone’s name and phone number. Contacts who have difficulty being reached immediately after filling out a contact form can be emailed.

Consider changing your contact forms to “click-to-call” buttons. Instead of using contact forms, try to get the user to call you immediately. If someone has their mobile phone in front of them, you could ask them to dial a number for you.

If you want your landing pages to convert better, make sure that the information on the page is aligned with what potential customers need to know before they decide to call you. When deciding which airport taxi service to use, it is not a decision that can be made on the fly.

If the website appears to be of quality, and the user clicked on an advertisement that included a few of your unique selling propositions, then you can easily add a button on your landing page that allows for direct calling.

3. “Call Us Now” Buttons With Cick-to-Call Functionality Spread Out Through Your Landing Page

Your landing page should have strategic “call us now” buttons placed throughout the landing page, especially for mobile users. It’s preferable for these buttons to be very easy to identify as “pushable,” and the purpose of the button should be clear.

Try not to make your buttons too flat, as they might end up looking like they can’t be clicked on, rather than being an interactive element.

4. Video can be Effective — Just Analyze Engagement Metrics

It is not advisable to depend on a video to communicate your most important information. Since most people use their mobile device in places where it would be rude to have the sound on, many mobile users have started using vibrate instead. While a video can be helpful in selling your service, don’t rely on it too much.

Each of Wistia, YouTube, and Vimeo provides video analytics that will give you data on how frequently your video is played and for how long each viewing lasts. You should keep this in mind when deciding if your video on the landing page is increasing conversions.

Mobile marketing strategies in 2022

1. Responsive Website Design that is Optimized for Mobile

You need to make sure that your website, marketing content, and ads are all designed to work well on mobile devices. This means having a website that is designed to be easily used on a mobile phone, not just one that can be accessed from a mobile phone.

A website that is mobile-optimized provides a great experience for customers who are using their phones or any other mobile device. It also increases conversion rates and lowers bounce rates.

There are several ways you can make sure your website is running at its best, such as using mobile-specific platforms, using HTML5, and making sure the site is adaptive and responsive. If you want your content to be read by people on their phones, you need to make it easy to read and quick to load.

2. Mobile-Friendly Content and Copy

Using content that is mobile-friendly is important too!

Here are some tips to ensure that your content is mobile-friendly:

  • Use high-quality images, videos, and GIFs. Mobile content needs to be visually engaging and interesting.
  • Copy needs to be short, concise, and to the point. Use short sentences, break up paragraphs with headings and sub-headings, and use ordered and unordered lists for any content that can be skimmed.
  • Use large fonts (size 14px or bigger), as small font sizes are hard to read on a small screen.
  • Add alt text, image names, and captions to all media so that viewers can see what it is if it’s taking a while to download on a slow data connection, or if their browser does not automatically load media.
  • Most people watch videos on mute, so adding subtitles is essential to get your message across even with the sound off!   

3. Opt-in (and Opt-Out) Forms

In digital marketing, especially email marketing, it is best practice to get permission from recipients and make sure that they have a way to opt out, too. Mobile marketing is no different!

If you include opt-in forms on your website, emails, and any other form of communication, you will be able to contact people and also grow your email and SMS lists.

Similarly, having an opt-out option is critical. Some people are more likely to give you their contact info if they know they can opt-out. They are more likely to unsubscribe from your email or SMS lists, which saves you the effort of doing it yourself when they are no longer active.

4. SMS/Text Message Marketing

There is a lot of evidence to support the effectiveness of SMS marketing and text blasts as mobile marketing tools. They’re SMS messages are highly cost-effective and have a close to 100% open rate!

To get the most out of your text/SMS marketing campaign, include options for people to sign up and opt out, as well as coupons. Digital coupons, such as discount codes or links to exclusive offers, are used more often than coupons from any other marketing channel.

5. Paid Social Media Ads

Social media marketing is a popular marketing technique, especially for mobile marketing. People often access social media using their mobile phones or other mobile devices.

In order to make your social media and mobile marketing more effective, include ads on social media platforms and test which ones work best for your brand.

Ads allow you to target specific groups of people with offers that are relevant to them. Additionally, they can help to increase brand awareness and gain social media followers.

6. GIFs and Video Content

GIFs and videos are great for mobile marketing because they are interactive and visual. People expect mobile content to be brief and entertaining. People don’t want to read a lot of text on a small screen!

If you want to make your mobile marketing more engaging, try incorporating videos and GIFs. These elements can help capture attention and improve recall of your content. Making your content easier to digest and more entertaining will help keep your audience engaged.

7. Location-Based Marketing Techniques

Location-based marketing techniques, such as targeting mobile users based on their location, creating virtual boundaries around a physical location, and targeting users based on their geographic location, are invaluable mobile marketing strategies.

Location-specific search results help businesses that have a physical location or an app to reach people that are close by. This is beneficial because it takes advantage of the convenience factor.

Brands that offer location-based mobile marketing, such as free delivery within a certain area or products that need to be delivered quickly, will benefit from location-based marketing.

8. Voice Search Optimization

As of 2022, it is projected that more than 50% of homes will use a voice smart speaker, and the trend is increasing rapidly.

People often use voice search to find recommendations for local businesses, such as restaurants, stores, and services.

Most voice searches on platforms like Siri and Alexa lead to phone calls to the business, website visits, or in-store visits. This means that voice search is an important driver of actual sales, not just web traffic.

9. In-App Support to Improve Customer Experience

Customer experience is everything. If you provide excellent customer service and make it easy for customers to do business with you, they will be more likely to stick around and keep buying from you, which will increase the total value they bring to your business over the course of their lifetime.

If you provide good customer service, it will increase the chances of customers referring their friends and family to you, advocating for you online, and sharing their positive experiences with your brand on social media.

Support through live chat on your website or in your business’ mobile app is a convenient way to communicate with your customers. It is beneficial for you if they can easily contact you and get a quick response and an uncomplicated resolution to their issues.

10. Push Notifications

For businesses with a mobile app, push notifications can be a great way to send notifications about time-sensitive offers and to keep users updated on your latest promotions.

When a user opts in to push notifications, they will appear on the home screen, not just when the user is in the app. Push notifications can be used to send messages to people who have abandoned their shopping carts, in order to try and get them to come back and finish their purchase.

11. In-App Messaging

Users do not need to opt-in to receiving messages in your app’s message inbox.

User will automatically receive these messages which can be used for communications such as onboarding, setting preferences, marketing promotions, and upselling additional products or features.

12. Personalized Mobile Marketing Campaigns

To be successful in digital marketing, it is important to personalize messages and content to the individual recipients. This is especially true for email and mobile marketing.

One of the main advantages of mobile marketing is the high level of customization and accuracy of targeted marketing campaigns.

About the Author Brian Richards

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