Make mobile marketing work for you

With mobile video consumption on the rise, it makes sense to include mobile in your advertising strategy. Understanding the options and tools available and how to choose the right keywords and ad formats will set you up to succeed in your first mobile marketing campaign.

Key learnings

As people spend more and more time on their mobiles, businesses are increasing their mobile advertising in order to reach new customers. In this video, you'll learn about:

• benefits of mobile-specific marketing
• mobile opportunities available to advertisers
• challenges to effective mobile advertising.

• Check your knowledge

  

  Mo is a plumber in Glasgow.

  He has a mobile-friendly website, and wants to make sure his site becomes more visible on the results page during a search.

  Which keywords do you think would work well for his mobile SEO?

  Select the option(s) you think are correct, then select Submit.

  8. People are more likely to search for short keywords than for lengthy phrases when using mobile. By choosing the right keywords you are much more likely to bring people to your website.

     When people type on a mobile device they’re usually using a touchpad keyboard, which is slower to use than a desktop. So make sure you keep your keywords short, snappy and easy to type with thumbs!

  9. Practice writing clear, concise ads that will appeal to mobile users on the go. What do you need to emphasize? What are some calls to action you can use?

  10. Key learnings

      By running mobile search ads, you can get your business in front of potential customers right when they are looking for products or services you offer. This video will cover:

      • the importance of having a mobile-friendly site
      • getting your keywords and ads right
      • special features for mobile search campaigns.

      • Google Keyword Planner is the right tool to use here. It can tell you which search terms are most popular on mobile devices.

        Broader analytics will give detailed insights into how users are finding and interacting with a site, but they won't help with identifying search keywords.

        Hootsuite is a social media dashboard that lets you organize all your social media accounts from one place.

      • Next steps

        Visit your website from a mobile device. Are your landing pages optimised for mobile? Are your calls to action front and centre? Are text and buttons large so visitors can easily read them? If not, what changes should you make to your mobile site?

        Additional Links

        • TestMySite
        • Digital marketing jargon buster

        • Key learnings

          Whether you’re focused on driving sales or building a brand, mobile is more important than ever. That’s why a display ad approach that doesn’t include mobile is incomplete. This video will cover:

          • the importance of trying different ad formats
          • tools to help you quickly develop ads
          • targeting apps.

          Choosing an ad can’t be a 'one size fits all' exercise.

          The design you’ve chosen works for this device, but it could be far too small or not eye catching enough for another device such as a tablet.

          Remember, designs will display differently depending on the device they’re being viewed on. Good mobile ads need to be readable and clear on even the smallest smartphone screen and should contain a clear call to action.

        • Next steps

          Read about how to use Google's Display Planner to find ways to target your audience on the Display Network: https://www.thinkwithgoogle.com/products/display-planner.html

          Then, use the Display Planner to make a list of five mobile sites or apps where your audience might be on the Display Network.

          Additional Links

          • Digital marketing jargon buster

          Key learnings

          As a business owner, you want to make your brand visible to people who use social media on their mobile devices. This video will cover:

          • how to create a mobile social media campaign
          • targeting options available on social networks
          • guidelines for creating mobile social ads.

          
          
        • 
          

        • Check your knowledge

          

          After a lull in sales, Mo wants to use a social media campaign to launch some of his new plumbing services.

          He wants to make sure he’s targeting the right audience.

          Which parameters should he use to decide who to target?

          Click and hold to drag the best answer into the box, then select Submit.

          Targeting parameters

          Drag Here

          Age, interests, location

          Internet speed, age, interests, hair color, location, job title

        • 
          
        • 
          
        • 
          
        • 
          
        • 
          
        • 
          
        • 
          
        • 
          
        • 
          
        • 
          
        • 
          
        • 
          
        • 
          
        • 
          
        • 
          
        • 
          
        • 
          

        
        

      
      

  Write down the top two social media sites that would be best for your business's advertising efforts, and note the characteristics of your target audience.

  Additional Links

  • Digital marketing jargon buster

• Key learnings

  Mobile video consumption is on the rise, which means businesses should be following the trend towards advertising with video. In this video, we'll review:

  • the growth of mobile video
  • how to create mobile video ads
  • targeting mobile video ads to related content.

  The right answer in this case was 120 seconds, but when it comes to video every case and every industry is different.

  Most people prefer to watch short and snappy videos, but if you can present your material in a really engaging way you could probably hold the viewer’s attention for longer. It all depends on the needs of your customers, so before you shoot the video, do some research into what will appeal to them most.

  Remember, video doesn't have to be expensive. Have you ever considered filming a short video advert on your mobile?

• Question 1

  When considering how mobile users will search for your business, which types of keywords should you focus on?

  That's correct. People using mobile are more likely to shorten and simplify their search terms due to smaller screens and keyboard size. So concentrating on shorter keywords and phrases is best for this audience.

  • ALong tail keywords
  • Shorter keywords and phrases
  • CLonger keywords and phrases
  • DExact match keywords

  Question 2

  Before running search ads, you should make sure your site is mobile-friendly. Which scenario best describes a mobile-friendly experience for a customer?

  That's correct, good work. If a website isn't mobile-friendly, when mobile users click your search ads you'll be getting charged to send them to a poor website experience. To ensure a good customer experience, your website should work on different device types and sizes.

  • AThe business has a mobile app instead of a website
  • BThe site include business phone numbers
  • The site works on different mobile devices
  • DThe site does not include any videos so it loads quickly

  Question 3

  Which of the following can be used to target an audience when using some social media ads?

  That's right! Good job. Providing the information is available on their social profiles, businesses can target ad campaigns to people based on their relationship status. It is also possible to target by life events/milestones such as newly engaged and newlywed. This gives businesses the chance to tailor ads to their customers' lifestyles.

  • APeople's names
  • BPeople's address
  • CPeople's pet names
  • People's relationship status

  Question 4

  When making video content for your display ads, what is most important to ensure?

  That's correct! Video ads should be relevant and short in length to try and keep the viewer's full attention. As with other ads, they should include a CTA to achieve conversions from customers.

  • AVideos are entertaining, long and include a CTA
  • Videos are relevant, short and include a CTA
  • CVideos are relevant, long and include a URL
  • DVideos are short, informative and include a phone number