by samWhat are the benefits of spending that bit more on splitting your campaigns? Splitting campaigns between mobile and online platforms allows a wider outlet of communication channels for users and means you’re more likely to reach more of your audience per day. Smartphones are the portable desktop; people check their phones all day, in and out of the office, and then again at home or on their travels. Therefore, if they are looking at your website via a smartphone, you could lose out on potential sales due to a poor mobile campaign and an increase in your PPC services.
Creating separate specific mobile and desktop content allows your advertising to take on a more creative edge and bring in more customers via new campaigns dependent on what they prefer to use. You could be spending unnecessary money on computer ads that aren’t converting and use it to increase your presence with mobile content. The benefit of using mobile campaigns is that they can be relatively cheap if you don’t have the resources to create a mobile landing page. By using a ‘call-only format’, you can ensure that only the phone number is clickable on smartphones. The mobile clicks will generate a phone call for the client, increasing their business yet bypassing the mobile landing page altogether.
Creating mobile-specific campaigns usually achieves better results than hybrid campaigns, as the statistics show an increase in the average CTRs via this medium. As well as allowing the company greater control over what they are spending on budgets, keywords, bids, PPC services, and ad creative, while allowing more insight into mobile performance and gaining an insight into what their target audience prefers.
Using mobile campaigns means you can utilise those mobile-specific features such as click-to-call and location-based services, both convenient services that are also relevant to the mobile phone user of today. Focusing on creating a mobile-specific ad includes tailoring your ad to mobile users, and through these campaigns, you can reel in consumers with phrases such as ‘Save on dinner with your iPhone.’.
Not taking the time to develop a mobile campaign could be crippling for an account, as more advertisers are taking the time to market their products in a way that is accessible for all. Whilst the desktop content used to be sufficient enough, people want more, and as digital marketing agencies, you should be able to give them all the information they need through a click on their smartphone. Even a basic mobile campaign will get your company relevant feedback to encourage developments in this area.