If you’re creating digital ads on most platforms, your content will easily and automatically translate between desktop and mobile displays.
Once upon a time, you would’ve needed to draft two entirely separate ads so that one could appeal to desktop users and the other would look best on a tiny phone screen. But smartphone screens have gotten larger and users have gotten savvier. Plus, ad platforms have gotten more efficient. They realized that it doesn’t suit marketers to do redundant work—and it doesn’t suit customers to interact with two different ads, either.
Now it’s easy to use the same assets for any type of display—and for customers to experience a seamless campaign when they log off their work laptops and slide over to the couch.
Marketers today don’t need to spend a lot of time customizing their creative and copy to suit the screen where they expect prospective customers to interact with their ads. But when it comes to quality control, it’s still important to approve all of the ways your assets will be displayed.
That means not only looking at the previews before they go live, but actually getting on your phone and checking them out after launch, in context. Because most marketers work on desktop computers or laptops. That means ads are likely skewing toward a similar experience, and then being tweaked by bots for mobile, within your ad platform.
Most of the time, that’s fine.
But some of the time, it’s important to ensure that you’re creating the absolute best experience for users on their mobile devices. That might be important if your target audience is likely to encounter your company while unwinding at home (like a mattress company) or if you know that 70% of your leads discover your content while they’re on their phones (like comparing prices for energy drinks in line at the store).
In these cases, you’ll want to create ads specifically for mobile engagement. Make sure you preview the ads on your phone. Look at all variants. And go one step further: Click through the ads and see what it’s like to go from there to the landing page. Does the tone remain consistent? Will the user know what to do next? When it comes to mobile users, reducing clicks, enhancing navigation, and minimizing the path to conversion is even more important than it is on a computer, where you might be settled into a chair, with more time and attention and comfort to spare for your quest.
So that’s why we ask: Do you write your ads FOR mobile? Or do your ads simply adapt to mobile? The answer could make a big difference in terms of revenue.
To learn more about how to track your ad spend, engage mobile users, and drive meaningful leads, contact the specialists at Mad 4 Marketing.