Now that you’ve had a chance to check out our mobile benchmark report (download here!), it’s time to think about how to use this data to most effectively reach your audience. Best practices for mobile devices differ from those of desktops in a few important ways, so keep that in mind while crafting your strategy. Here are some tips to get you started:
- Pay attention to ad position. While click-through rates for smartphones are higher than click-through rates for desktops, this may be due to how ads are displayed on smartphones. The limited real estate on a smartphone screen allows only a few ads on SERPs, relative to tablet and desktop. This underlines how important ad position is, with click-through rates dropping off sharply after position 2.
- Create a cohesive mobile experience. In addition to improving conversion and return rates, a cohesive mobile experience can also affect ad cost and ad position - crucial metrics for online marketers. To create a positive mobile experience, make sure you have mobile-optimized landing pages and conversion paths that work well on smartphones and tablets. This means formatting the page to fit and read properly on a small screen, and addressing the difference in input.
- Make it easy for people to convert. It's also important to take conversion paths into account when developing mobile advertising. Ideally, you should make it as easy to convert as possible. For example, consider discarding long-form fills on your mobile site, and replacing them with click-to-call buttons or a store-locator option.
With mobile adoption growing by the day across the globe, it has become critical for marketers to keep pace and leverage this consumer behavior. The potential gains are huge, and the market is only getting bigger.
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