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By Marisa Benton, Bayshore Solutions Digital Marketing team

Our smartphones and devices are among the most personal things we own. They are our means of communication and our entertainment. They house our memories in pictures and videos, and keep us on schedule with calendars and alerts. Whether it is for personal or professional use, we are always on our smartphones.

What does this mean for brands and businesses? You have a direct, open line to your customers almost 24/7.


What is Mobile Marketing?

Digital marketing is always evolving, and the newest frontier is mobile marketing. On average, we’ve seen our clients’ mobile traffic increase to about 40 percent of all website traffic; and users are doing more than just browsing businesses on their smartphones – they are converting. According to Google AdWords, 70 percent of smartphone users will call a business directly from their mobile search results.

Mobile marketing is what brands and businesses can, and should, be doing to get in front of their customers at the most opportune time. Searchers on smartphones are more likely to be further down the sales funnel or have decided to call a business directly either for more information or to convert. Mobile marketing is transitioning from being an additional paid search or social option to being well-rounded campaigns all their own.

To better server mobile searchers, AdWords recently rolled out call-only campaigns. These PPC campaigns prominently display business phone numbers and are only shown on devices that can make phone calls. Here’s an example:



Tips for Marketing on Mobile

Marketing on mobile should be completely different from your existing PPC efforts. Here are a few things to keep in mind when setting up a mobile campaign through AdWords:

  • Bid aggressively. Smaller screens mean less real estate, so don’t be stingy with your bid.
  • Optimize your keywords. Stick to shorter phrases and be hyper local. Mobile searchers want a solution that is fast and close by.
  • Tailor your content. Speak to pain points because searchers on smartphones are more likely to have an immediate need. Remember that searchers will probably call, so your ad copy should encourage offline conversation.

Where to Advertise on Mobile

Paid mobile search isn’t your only option when it comes to reaching your customers via their smartphones. To really reach people, you have to show up where they are spending the most of their time.


3-11-15-MB-pandoraAccording to comScore, Pandora is the ranks #1 in time spent per mobile user per month. The most-used smartphone app also has advanced behavioral targeting options for advertisers, so you can get your business in front the exact audience you are trying to reach.


Social Media

3-11-15-MB-social-iconsFacebook also offers advertisers robust targeting options on its interface, which is – of course – the most popular social platform and is a close second for most-used mobile app.  Twitter, Instagram and other social media platforms have been testing and slowly rolling out advertising options, too, so there is nothing but opportunity on the horizon for paid social. (If you aren’t already advertising on social media, you should be!)


Mobile Apps

3-11-15-MB-phone-appsThe advertising marketplace on smartphone apps and games also is growing. Business Insider reported that 86 percent of user time spent on smartphones is on mobile apps while only 14 percent is spent on mobile browsers. You can expect digital and mobile marketing to grow in this area as the app industry continues to boom.


Where to Start

Of course, earned SEO and other digital marketing efforts – like call tracking, unique optimized copy and a responsive website – will only make your mobile campaigns better.

Need help marketing to your mobile audience or bolstering your digital marketing efforts?

Contact the experts at Bayshore Solutions.

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