Mobile Is a Horse of a Different Color
Typical PPC ads reach users in two ways. They show up on search engine results pages (and I’m lumping in search partners here) or as AdSense ads on content pages of other sites. The user sees these ads in a standard browser (IE, Firefox, Chrome or Safari) while seated in front of a computer. They’re on the internet for a reason and you can decipher at least some intent with keywords and ad copy. This is the PPC world in a nutshell and it’s awesome for people who know what they’re doing. But mobile doesn’t fit the mold.
Is It Worth the Effort?
The AdWords blog has a case study from Razorfish that shows a 7.5% lower cost/conversion on mobile advertising and a conversion rate boost of 9.3% for their mobile-specific ad copy. So in this situation, yes, the effort definitely paid off. If you’re still not convinced, here are the most critical areas to consider:
- Intent – Mobile users are probably looking at your site for different reasons than a desktop user. They may be looking for a phone number, address or hours. They likely won’t be going through a lot of page views (3G is fast, but not that fast) so think of what tasks that eliminates and what is left.
- User Experience – I will reiterate, smartphones are slower than computers so consider a mobile-friendly subdomain (ie http://m.linkedin.com) to serve a better user experience.
- Situation – The definition is in the name: MOBILE. These users are seeing and clicking your ads in a much different physical situation. Speak to that in your messaging.
What have been your experiences with mobile?