That’s Not My Target Group

As usual, the story begins with, “In the United States…” I know, we’re not in the U.S., where Google has announced that mobile search queries have surpassed those from desktops. Here, mobile devices might still be in the minority, but they still account for a significant portion of website traffic (about 25%, according to Gemius) and search engine queries.

Nearly everyone uses smartphones these days. According to Google Consumer Barometer, 59% of Poles use them. It’s important to remember that these users are typically more inclined to shop online and have greater trust in online services. Therefore, for most campaigns, completely ignoring mobile is not a good idea.

Mobile Conversion

You need to advertise on mobile, but mobile traffic doesn’t convert—true and false. Often, analytics systems (e.g., Google Analytics) report low conversions (purchases, sign-ups, etc.) from mobile visits.
Smartphones are often used during commutes, in the bathroom (apparently), before bed, or while watching TV during commercial breaks. In these situations, people aren’t always ready to finalize purchases or create accounts (remembering passwords), so they browse and then close the browser. However, a well-presented offer plants a seed of desire, and that consumer may later finalize the purchase on a computer when they can fully focus on the task. The conversion gets attributed to the computer.

Context

That’s why context is crucial when creating mobile campaigns. Some products or services are perfect for mobile advertising and perform much better on mobile than on desktops.

For example, imagine someone searching „roadside assistance Gdańsk” on their phone. Do you think they’ll browse through several pages comparing offers and reading reviews? Probably not—they’ll click on the first, second, or third result and go with the company that offers help first.
Even e-commerce owners who believed mobile didn’t convert and haven’t checked their stats in a while may be surprised. More and more users aren’t afraid to make payments on small screens. The key is making sure the website and checkout process are mobile-friendly.

Conclusions

Mobile advertising isn’t for everyone, but it’s definitely worth considering when planning marketing activities. Especially since the competition is still lower, and costs are generally lower than for similar desktop ads. And the potential is growing, with features like direct calls or navigation to a location being just a few examples. Mobile ads offer even more exciting technological possibilities than desktop ads.