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A Quick Start Guide to Mobile Marketing for Any Size Business

| April 30, 2014 | Digital Payments

Mobile phones are now an indispensable part of our daily lives. According to Google, 67 percent of people surveyed have been online on their smartphones every day for the past 7 days. Consumers use their phones to search for product information online such as restaurants and travel. Small to medium businesses have been hesitant to make the leap into mobile marketing to reach these consumers because of the time and cost of redesigning their website to be mobile friendly. But with so many of your customers looking to find you on their phones, why wait?

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If your company’s site isn’t optimized for mobile visitors, this limits your customers’ ability to interact with your business or complete transactions via their mobile devices. Which is why it’s time to test out a mobile marketing plan. One way to dip your toes into the water without completely redesigning your website for mobile is to create a simple pay-per-click search campaign on either Google Adwords or Bing.

To create a successful mobile landing page via an ad campaign in Bing or Google Adwords you’ll want to follow these 6 steps:

  1. Determine why people will search for you on mobile. Will they be looking for a location? Researching products, or product price comparisons? Use this as the basis for your strategy to reach new customers.
  2. Think about how they will be searching for you. If potential customers will be seeking your location, concentrate on keywords like your company name and city “Big Bagel Shop Seattle” or “Big Bagel Shop 98101.” Remember that searches via mobile will be shorter and simplified, so keep this mind when conducting keyword research.
  3. Keep the copy for this mobile landing page  targeted specifically to mobile users to increase the ad’s effectiveness. For example, give your mobile visitors the opportunity to “Call now” or “Get driving directions” in a single click.
  4. Use the campaign settings to focus your ads to serve on mobile devices. Each advertising platform allows specific targeting to mobile or options to adjust cost-per-click bids to mobile devices. For example, Bing Ads allows complete freedom to target smartphones or tablets, giving advertisers the ability to customize their mobile strategies. Google Adwords offers a “bid adjustment” meaning you can increase or decrease bid for mobile clicks by a percentage of the desktop bid. To emphasize mobile serving, adjust bids to the maximum allowed which is +300 percent.
  5. Keep your messages short and concise, and the navigation easy to click and scroll for small screens. Always include a prominent call-to-action so users know what you want them to do on the page. For example, “Call now for a free quote”.
  6. Be sure to use “call extensions” in your landing page. This feature assigns a phone number to the ad that forwards to your main line. It allows users to click-to-call immediately from their smartphones.

Mobile marketing for small and medium businesses will face challenges in the coming years, but will also offer unique opportunities for growth. Mobile device users are on the go. The key to a successful mobile marketing plan will be making your business’ information easy and accessible to them. Businesses who can master the mobile space will have an advantage over their competition and be ready for future technologies.

Lisa Raehsler is the founder and principal strategist at Big Click Co. , an online advertising company and Google AdWords Partner, specializing in strategy and management of SEM and PPC for search engines, display, retargeting, and social media ad campaigns. Lisa has led strategy on hundreds of PPC accounts and puts her experience into practice every day as a thought leader in integrating clients’ search campaigns across earned, owned, and other paid media.

Lisa frequently lends her expertise to the search industry through organizational involvement, speaking, and writing. Lisa’s speaking engagements include SES, OMS, MIMA, HeroConf, and SMX conferences, as well as private and public events. As a columnist for ClickZ and Search Engine Watch, she writes on the topic of paid search.

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