Mobile First Advertising: Google Ads’ New Frontier

In digital marketing, mobile devices are becoming the primary player. Smartphones and tablets now account for over 55% of online traffic^[1]. Marketers must change their approaches as consumers focus on smaller screens. They need to fit the mobile-first environment.

Google Ads offers advanced features to support marketers' success with mobile advertising. This includes everything from simple campaign creation tools to extensive targeting.

Growth Jockey has expertise in helping companies step into the world of ads. This blog will introduce concise concepts of Google Ads’ new frontier: Mobile-First Advertising.

The Mobile-First Revolution

The use of smartphones has skyrocketed in the past decade. Smartphones have evolved into commonplace items that we cannot live without.

The following data points highlight the extensive reach of mobile today:

• By 2025, the number of mobile users worldwide is projected to reach 7.49 billion.^[2]

• 83%^[3] of mobile internet time is now spent on apps, with TikTok and Instagram leading the way.

• On average, a user checks their phone more than 150 times daily.

Moving to a mobile-first strategy is now essential for marketers. Google Ads makes the ad generation processes easier and streamlines mobile landing pages.

Important Google Ads Strategies for Mobile

Google Ads has advanced settings to make each element mobile-friendly. The following are the most effective strategies for better performance:

Optimising Mobile Landing Pages

Optimising mobile pages should be a high priority as they are the first interface for the user. This can increase the likelihood of conversions. The elements that one can optimise for landing pages are:

• Simple-to-tap links and buttons

• Large font size

• Minimal scrolling

• Rapid loading times for pages

• Adaptability to different device sizes

Google PageSpeed is one of the tools to analyse existing sites. It also helps make personalised recommendations.

Making Mobile-Friendly Ads

To make mobile-friendly ads, advertisements must adjust in the same way as landing pages. Here are a few ways to create such mobile-friendly ads:

• Create ad content that’s brief and targeted.

• Make ads that are large and with an uncluttered design.

• Include call-to-action.

You can also enhance the performance of your ads using ad extensions like call buttons.

Using Google Ads, advertisers can create mobile-preferred ads. These ads help show which users are searching for a certain product from their mobile phones.

Employing Mobile Bid Strategies

Mobile Bid Strategies are specifically used for mobile devices. Using these, brands can optimise their ads for phones and tablets. Factors like location, time and type of device affect the mobile bid strategies and their efficiency.

It is a highly effective optimisation strategy for marketing. This strategy works best for marketers who want to create distinct mobile phone bids.

Here are a few of the best bid techniques to take advantage of:

• CPA Bidding Objective: CPA or cost-per-acquisition is a metric used in online advertising. It measures the cost of acquiring one customer. With Google Ads, you can set cost-per-acquisition targets. Marketers can enter different CPAs for desktops and mobiles.

• Manual Modifications to Bids: Marketers can try adjusting the bid for mobile. Mobile phones give better control while setting up bids. For instance, if mobile conversions are more valuable, raise mobile offers by +30%.

• Improved Cost-Per-Click Bidding: Google Ads uses a bidding strategy called Enhanced Cost-Per-Click or ECPC. This feature can adjust the bids with the help of conversion data.

• Dayparting Bid Modifications: You can examine mobile users’ conversion rates. That can help you raise or lower bids in accordance.

You can obtain performance information and determine the ideal balance to reach goals. You can do so by testing these specialised bid methods. The greatest potential ad can achieve placement and exposure with optimised mobile bids. You also need to review the findings and adjust bids to reflect seasonal patterns.

Location Targeting

Businesses may show Google advertising to consumers based on their current location. This makes the ads more relevant to audiences in the area.

Here are a few recommendations for Google Ads location targeting:

• Geo-Targeting: To display advertisements to people within a specific radius.

• Geo-Fencing: You can create virtual walls around vital regions with geo-fencing.

• Extensions of Location: You can provide location extensions to highlight your local presence. You can provide location extensions in the address, phone button, etc.

• Bid Modifications: Marketers can modify bids by placing larger bids for local buyers.

• Examine Performance: Examine the data from the location report to observe the CTR. You can do so for various radii. Extend targeting or change bids according to regions with the highest value.

Targeted Ads become very noticeable to neighbouring searchers. Businesses may target campaigns to increase in-store conversions using Google's precise geo-data.

App Campaign Options

Advertisers can run app-specific Google Ads using deep links and post-install metrics tracking. Advertisers may optimise Google Ads campaigns to boost mobile exposure and engagement. Combining these techniques also helps with conversions.

Measuring and Improving Mobile Campaigns

Mobile strategies need more than the initial setup and optimisation. Advertisers should conduct trials to enhance components that require fine-tuning. They must also track important indicators to maximise performance over time.

Track KPIs for Mobile

Google Ads provides comprehensive data on important KPIs on mobile phones. Trackable metrics consist of:

• Click-through rate (CTR) on mobile

• Price per click (PPC)

• Rates of conversion

• The purchase cost

Test Advertising Elements

A/B testing or split testing lets you compare two versions of the same data, such as landing pages or ads. This can help with the optimisation of ads. For testing, you can experiment with the following elements:

• Ad Copies

• Call-to-action

• Extensions

• Images

You can review the data for each element to find combinations of the best mobile ads.

Retarget Engaged Users

Marketers can make personalised mobile remarketing lists. Remarketing refers to targeting viewers who have previously viewed or interacted with your ads. You can convert your audience into customers through retargeting.

Examining Analytics

Google Analytics helps build on your strengths. It lets you dive deeper into in-app user behaviour, location, and trends.

Future Scope of Mobile Advertising

Emerging technology and privacy laws are driving a rapid change in the mobile ads industry. Advertising professionals must keep track of upcoming trends.

Here are a few pointers as to how the future of mobile advertising might look:

New Technologies Create More Possibilities

WiFi 6 and other next-generation networks will lead to increased connection. More engaging mobile ad formats are possible because of these advantages. Advertisers will be open to experimenting with mobile ads in the future. This is due to the vast potential for innovation in this area.

The use of voice searches is also growing fast. To meet this requirement, conversational long-tail keyword optimisation might be helpful. Additionally, linked gadgets and smart speakers provide us with better targeting opportunities.

Privacy Shifts will Encourage Precision

There will be restrictions placed on targeting as they can hamper users’ privacy. Audiences can let marketers concentrate their marketing efforts on interested customers.

Conclusion

Mobile phones have revolutionised the modern life. Advertisers must keep up with this trend to stay relevant and engage with today’s customers. Google Ads can provide marketers with the latest features for their brand growth. This can help them with small screen optimisation.

Mobile is rapidly growing in market share. Marketers can use this by concentrating on creating strong mobile landing pages. They can create targeted ads for local audiences. They can also place smart mobile bids for better ad results.

Google Ads' focus on smooth mobile experiences will only increase. Advertisers can try out new features like improved clicks as new mobile technologies come to market. Included benefits are larger text advertisements and automatic extensions.

This will surely let you stay ahead of the competition. Growth Jockey’s expert team can help you with the ins and outs of marketing.

Frequently Asked Questions

1. How much does Google Ads cost?

Google Ads can cost anywhere from $1000 to $10000 on average per month. This is also dependent on the brand’s budget and resources. It costs around $1 to $2 for the Google Display Network in 2023.

2. What’s the most important metric to track for mobile ad performance?

Your mobile conversion rate, or the proportion of clicks that lead to a conversion, is the most important KPI to track. Once your mobile conversion rate is at parity, compare it to your desktop conversion rate and continue to optimise your ads.

3. How often should you review the metrics for mobile ads?

At least once a week, review the metrics of your mobile campaigns. Since the mobile environment is always changing, it is possible to identify problems early on with periodic tests. Examine performance for any recent dips or surges and test adjustments as necessary.

1. 55% of online traffic - Link ↑
2. 7.49 billion. - Link ↑
3. 83% - Link ↑