Optimizing Your Paid Ads for the Small Screen

According to recent reports, about 63% of online searches now happen on mobile devices. With a rapidly growing mobile audience, now is the time to optimize your paid ads for mobile devices.

But that’s easier said than done. Quite simply, most businesses still need help to create compelling mobile ads. The key to success is understanding how to optimize your ads for the unique needs of the mobile user.

Learn how to leverage mobile ads to drive conversions and maximize your return on investment.

Account for the Smaller Visual Space

To optimize your mobile ads, you first need to understand how users interact with their mobile devices. While desktop or laptop users use relatively large screens, mobile users often work with much smaller screens. Advertisers typically have fewer options when creating mobile ads because of this.

You’ll want to focus on creating simple, concise, and visually appealing ads with easy-to-read and understandable messaging. This is especially true for banner ads, where you have limited space to work with.

In addition to message clarity, you have to choose the right types of ads for your mobile users. For example, while search ads work best for desktop users, mobile users are more likely to respond well to display ads.

Display ads can be easily optimized for mobile and tend to appear more prominently on smaller screens. Additionally, mobile users are more likely to engage with video ads, so consider incorporating these types of ads into your mobile strategy.

You can also experiment with interactive ads, though be mindful of the additional technical requirements these types of ads often require. Interactive ads allow users to interact with them in some way, such as swiping or tapping. And while these ads can be more engaging for mobile users, they also require extra effort to create and optimize.

Know Where to Place the Ad

Ad placement is also important to consider, as while right-side placement might work well for some desktop screens (near navigation buttons), it won’t necessarily engage mobile users. Scrolling on a mobile device is typically done with one hand, making it difficult for users to interact with ads on the right side.

Instead, consider placing your ads on the left side of the screen, where it’s easier for mobile users to access them. You can also focus on in-stream ads that can be viewed on a user’s feed or timeline. These are more effective on mobile, as users are more likely to scroll through their feeds than look at static pages.

In addition, look for opportunities to place your ads in relevant app stores. Many mobile users will browse the app store for a particular product or service, so make sure your paid ads are visible to them. You can also target mobile users with targeted text messages or notifications to effectively reach a mobile-first audience.

Leverage Mobile-Specific Features

Modern mobile devices offer several features and capabilities that most desktop users don’t have. For example, mobile devices can access location data, which you can use to target ads based on a user’s current location.

You can also use geofencing to deliver ads based on a user’s proximity to a specific location, such as a store or restaurant. This can be an effective way to drive in-person visits and boost conversions.

Pay attention to the operating system (OS) your users have as well. While many users may access your site from multiple devices, they will likely have a preferred OS. Ensure your ads are optimized for systems like Android and iOS so everyone can access them.

This is especially important if you target mobile users with native ads, which are typically seen as more engaging than other types of ads. Native ads are customized to fit a particular platform’s look and feel, making them even more effective for mobile users.

Need more help optimizing your paid ads for mobile? Contact us at Grow Team today to learn more about how we can help you create effective mobile campaigns that will drive conversions and maximize your ROI.