The Importance of Optimizing Ads for Mobile Users and PC or Laptop Users Different
- Different user behaviour: Mobile users can have shorter attention spans because they might be on the go or might be in a situation that needs immediate action. On the other hand, laptop or pc users tend to be in a stationary environment and thus might have an enhanced attention span. Thus, ads need to be optimised accordingly so that mobile users can receive information in a quick time.
- Different functionality: The functions and features in mobiles differ from those of desktops, such as direct app integration and location-based targeting via GPS, or tap-to-call buttons. Thus, mobile ads need to be differently optimised so that users can be targeted according to their current location or compel them to make a call by pressing on the “tap to call” button. The benefits of this optimization are based on improved leads and conversions.
- Different screen sizes and visuals: Mobiles have smaller screen sizes, and the layouts are also different from those on desktops. Thus, optimisation is necessary so that the designs and texts can appeal to mobile users, which is not possible if the same UI is maintained in both devices. It is important to use specific ad formats to improve the user experience of your website.
- Difference in expected loading times: Mobile users expect ad pages to load faster because they might be on the go. However, desktop users might have more patience in terms of ad loading times due to them potentially holding stationary positions. Although faster loading times are suggested for both devices, it has been observed that slower loading times in mobile devices lead to users leaving or abandoning the page.
- Need for achieving competitive advantage: Businesses that are separately optimising ads for mobile users are experiencing increased clicks, impressions, and conversions. If you do not want to lag in the highly competitive contemporary market environment, then optimising ads based on devices has become a necessity due to the growing importance of user friendliness for ad pages.
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How You Can Optimise Ads for Mobile Users?
1. Design mobile-first landing pages: This is one of the most important steps that you need to follow while optimising ads for mobile users. You need to focus on creating easy-to-navigate landing pages and single columns, along with faster loading times. By ensuring these three aspects, you can significantly enhance the user friendliness of your ads for mobile users.
2. Create short and appealing ad copy: Make your ad copy highly appealing to mobile users by adding keywords, such as “lowest price” and “free shipping”, which can capture immediate attention. In addition, prioritise adding strong CTAs, such as “call us today” and “shop now”. Adding such keywords can make mobile users visit your ads due to the perception of immediate value and direct call to action.
3. Implement mobile-specific ad extensions: This step is based on adding local extensions, such as “near me” searches and click-to-call buttons. The advantage of implementing mobile-specific ad extensions is that users can connect to your business in just a single click. Thus, one of the major keys to optimising ads for mobile users is to simplify interaction.
4. Implement time-sensitive and location-based targeting: Mobile phones allow GPS-based targeting, which makes it possible to target nearby users with “near me” searches. In addition, you need to adjust your bids by showing ads only during your business hours. This strategy proves to be effective in terms of increasing chances of repeat purchases based on timely response.
5. Keep the fill-up form short and simple: Mobile users might not prefer filling out unnecessary details in the form of your landing page for purchase or enquiry. Thus, you need to keep the form short and simple, along with creating large tappable buttons. In addition, implement one-click actions, such as “call now”, to minimise user efforts.
6. Maintain ad-to-page consistency: This holds tremendous significance because misleading or irrelevant information in the landing page can lead to negative impressions among users. By maintaining consistency and relevancy in the ad and landing page, you can make your business highly credible and the top choice for mobile users.