Most search marketing platforms such as Google AdWords and Bing ads can detect when your ad is appearing on a full computer or a mobile device. Since users behave very differently on mobile devices compared to computers, it is important to tailor the ad experience to the user’s device. Targeting mobile users also provides advertisers with unique promotional opportunities.
Click to call
With all the new features of smart phones, sometimes we forget their original purpose: to make calls. And for many advertisers, a direct call is far more valuable than a click to their website. Mobile ads allow you to put a clickable number directly in your ad, so searchers can call you directly from the search engine, without having to navigate to your website. You can even run mobile ads with your phone number only, even if you don’t have a website.
If you have a mobile app that you would like to sell, mobile ads are obviously an relevant place to advertise. Alternatively, if your business sells desktop software rather than apps, building and advertising a related app can be a method to promote your main product. For example, suppose you sell manufacturing management software. You could build a safety app that allows manufacturing staff to submit safety concerns to management directly from the line, via their smartphones. This could be a free download that would contain messages to expand awareness of your manufacturing management software.
According to research by ComScore, local mobile searches lead to an offline purchase in 78% of cases. A common use of searches on mobile devices is to find local information that will be acted on immediately, such as looking up restaurant reviews to find a place to eat in the next hour, or looking for directions or business hours for a store. Due to this fact, local businesses may want to specifically target mobile searches within their region.
The study also found that most business visits after a local mobile search are within 5 miles of the user. We have access to technology that allows advertisers to take advantage of these findings; device targeting and location targeting allow advertisers to target users on mobile devices within a few miles of their location.