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With Google Adwords, businesses can set their online advertising budget depending on keywords that their target customers use when searching for specific products, but how much budget should you be setting aside for searches from mobile devices? Smartphones, in particular, have completely revolutionised the way in which customers interact with brands and decide on what they’re going to buy, and so you need to make sure that your marketing strategy fully incorporates mobile platforms – especially with regards to paid searches.

 

With smartphones and tablets soon expected to make up a third of the paid search clicks generated by Google, advertisers need to ensure that they are constantly developing their search campaigns in order to accommodate these mobile users.

 

• Make sure you are optimised for mobile platforms. So many business websites are still not embracing the need to have a mobile optimised website – unreadable text, difficult navigation and slow loading times will put users off. This can be easily remedied by making use of responsive web layouts, and minimising the steps needed for a user to make a purchase. User experience must be considered at every step of the development process.
• Track your sales conversions. Of course, you will already be doing this, but separating sales made through your main website and those made through mobile devices will allow you to change your budget accordingly. Are customers using your click-to-call function in order to complete a transaction or to find out more information? Do they look at the map for your physical store with a view to visiting the shop when they’re in the local area? Just how much revenue are you generating through your mobile-optimised site?
• Constantly review your marketing strategy. With more and more people using their smartphones and tablets to browse – and purchase from – the web, you need to make sure you’re aware of all the latest developments that could help your company. Keep on top of the best mobile-optimised website designs, and be creative with offers and rewards targeted specifically at your mobile users.

 

Some reports estimate that by 2016, Google could be generating over $20 billion just from mobile devices, so make sure you get in on the action now and re-evaluate your mobile advertising budget.