Should you advertise on mobile devices?

If you are still asking yourself (or your business) this question, the good news is that it is not too late to start; the bad news is that you are a little late to the game.

Gavin O’Malley for MediaPost reports that in-app inventory is expected to surpass display inventory in the not-too-distant future.

It is easy to get started if you are already advertising through AdWords. You can begin creating campaigns that specifically target mobile devices such as tablets (which is a no-brainer) and smart phones. If you are going to target small-screen devices, I strongly encourage you to create separate campaigns and landing pages. If your existing landing pages and forms are already mobile-friendly, then you may be able to skip creating a new set. There’s an easy way to find out – just pull up your pages on a mobile device and participate in the user experience first hand. Here’s what you need:

  • Fast-loading page
    • few graphics
    • few plug-ins and calls to external files such as css, js, etc.
  • Easy to navigate
    • intuitive funnel
    • easy to ID links and CTAs
  • Easy to complete form
    • remember it is hard to type, so limit free text fields
    • limit hovering which is difficult without a mouse
  • Click-to-call phone number
  • Click-to-email email address
  • Limit scrolling from left-to-right
If your page complies with the short list above, you are headed in the the right direction. Google recently acquired AdMob, an advertising network for in-app ads. Between Google’s suite of products and AdMob, you’ll have plenty of inventory to pilot. You can opt-in and opt-out of various sites and apps, just like you can in the Google GDN (placements).
So don’t ask “should I?” and instead start doing!

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