The fastest-growing population in online advertising, without a doubt, is the mobile device segment. In the past few years, mobile advertising has shifted from an opportunity for forward-thinking advertisers to a vital component of most accounts. As the user experience becomes more holistic (encompassing computers, traditional media, word of mouth and mobile devices), it will become more and more important to close that loop for constant engagement.

This really boils down to your overall business, industry, site design and capabilities, and most importantly, your marketing goals. If you are purely an online business, and your site is fully responsive or optimized for mobile, the advertising approach may be very similar across devices. On the other hand, if you have brick-and-mortar locations, value phone calls, encourage app downloads, or have a very different mobile website, your strategies and goals should reflect these different objectives. Wpromote always takes a holistic view of campaigns and has helped many clients develop creative solutions for mobile challenges – like shortening lead forms and tracking goals such as store locator visits, mobile email captures, app downloads, and mobile wish list registrations

Mobile ad formats can take many different forms, from simple text ads to interactive rich media ads. Wpromote recommends beginning one’s efforts in mobile search, where the environment – and any given search engine results page – is strictly limited to text ads. These ads closely resemble text ads in the desktop landscape. The most important thing to remember when developing mobile ads is that, like desktop ads, it’s vital to continually test your ads so that you’re always looking for ways to make improvements.

Location extensions are a great way to provide more useful information about your physical location(s) to users. Location extensions display your address, phone number, and map marker with your text ad – and on mobile devices, can include a link to directions. All the advertiser has to do is set up a free Google Places account, which you can easily link to your AdWords account. Because many users on mobile devices may be looking for your address, or may be at a nearby competitor doing price comparisons, the addition of location extensions can be a vital part of your mobile advertising efforts.

Advertisers should look into creating a mobile website or a mobile landing page before they are ready to invest money in advertising. Google now considers whether your site is mobile-compatible when assessing an advertiser’s quality score. If you plan to invest dollars on sending a user to your site from their mobile phone, it makes sense to send them to a page that offers them the best possible experience. There are many inexpensive and even free options for making your site mobile-compatible. Speak to a Wpromote representative about your options before deciding to begin your mobile advertising initiative.

The creation of a mobile app for a website is a sexy idea that has grown in popularity the past few years. However, unless you have a wealth of developer resources or money, building a mobile app may be completely unnecessary. A more effective use of your time and money would likely be investing in optimizing your website experience within a mobile browser. Wpromote wouldn’t deter its clients from building a mobile app, but we would recommend making sure that the in-browser experience is optimized before proceeding with app development as a general best practice.

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