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Should you advertise on mobile devices?

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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