Be Clear and Concise: Mobile devices have small screens, which means words should be used sparingly. Cluttered and crowded ads will just drive users to scroll past. When it comes to mobile, it’s best to keep things simple.

Optimize for Local: Be sure to remember that 1 in 3 mobile searches have local intent. Users often use mobile devices to complement their immediate worldly interactions – where is the nearest gas station? Is there a nearby coffee shop that has wi-fi? Optimize for local mobile marketing to make sure you are aligning with users’

Consider Your Audience: The type of audience you’re hoping to reach should influence the kind of mobile ads you Are they gamers? Then try taking advantage of in-game ads. Are they young and tech-savvy? Mobile Facebook Promoted Posts might be more likely to get their attention.

Experiment with Different Strategies: There’s a lot of room for experimentation when it comes to mobile marketing. Don’t be afraid to test out some ad extensions with your AdWords Enhanced Campaigns – try the Google Offers ad extension, or the click-to-call extension, and see how they work for you.

Benchmark Your Results: Experimenting is great, but there’s no point in trying new techniques if you’re not tracking your results to see what works and what doesn’t. Try the AdWords Grader to see how your mobile PPC ads are performing.

Why You Need a Mobile Marketing Strategy

Your business needs a mobile marketing strategy for the same reason that you need a computer and wi-fi access – this is the age in which we live! Walk around any major city and you’ll find more than just a few folks with faces glued to their smartphone screens. According to recent reports, 40% of users’ internet time is spent on mobile devices, which means simply ignoring the rise of mobile just isn’t an option.

Some other interesting mobile marketing statistics:

  • 80% of mobile device time in spent on apps, with game apps eating up the largest percent of app time
  • People browse 70% more web pages on tablets than smartphones
  • Retail conversion rates are 2% on tablets, considerably higher than 0.7% on smartphones, but traditional PC conversion rates are still highest at 3.3%
  • Mobile searches have increased 200% year over year in 2012
  • Mobile is predicted to surpass desktop in 2014