Mobile Ad Acceptance Grows and So Should Your Mobile Marketing

As a business owner, mobile marketing should be an important aspect of your growth strategy. The majority of U.S. adults own a smartphone and are using them to find information and locate businesses. This has led to a constant rise in mobile ad growth and consumer acceptance. Additionally, mobile marketing ties in extremely well with Google marketing given apps like Google maps and local business listing features.

Nielson, xAd and Temetrics released their 3rd Annual U.S. Mobile Path-to-Purchase Study which combined survey responses with on-device usage information from 6,000 smartphones and tablets. The results are encouraging. Close to fifty percent of consumers reported that they found mobile ads helpful or useful, which is an increase of 113 percent over last year, a clear indication that paid search is becoming more relevant to mobile users. Simultaneously, around forty percent of users will click on an ad, with additional users taking action like clicking on the site’s organic listing instead. This is an example of the importance of Google marketing overall. By running a paid search campaign in combination with improving your organic Google marketing efforts, you can increase the number of visitors to your site on desktop and mobile devices.

The study also highlighted the importance of location in mobile marketing. Advertisements that were location specific were more likely to have someone click through to the website. Google marketing is geared towards helping businesses with location specific advertisements and also offers free features like local business listings that provide an additional way for consumers to locate your business based on type or features. Older users found the location specific information to be especially helpful and important when making a buying decision.

Benefit from Paid Search and Mobile

Businesses can benefit from running a paid search campaign as part of their mobile marketing strategy. In fact, 47 percent of the people that clicked an ad took action after doing so, with 25 percent making a purchase. A total of 88 percent of those that clicked either made an immediate purchase or planned on doing so in the future. When setting up your Google marketing and paid search campaign, be sure to run several mobile-specific advertisements to see their impact on your overall sales. Continue to improve your mobile marketing because it is not going away. There will continue to be transitions and improvements, but overall mobile is here to stay.