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Mobile Marketing: Search ads on mobile devices.

4 Mins read

If you’re interested in how search ads can help you reach people on their mobiles, you probably already know a bit about how search ads work. In this article, we’ll show you how this applies to mobile devices, and focus on some useful strategies and tips to help you along the way.

What you will learn

By running mobile search ads, you can get your business in front of potential customers right when they are looking for products or services you offer. In this article, you will learn.

  • 3 steps to take to effectively run search ads on mobile devices.
  • Tips to effectively set your search ad to the desired device and audience
  • Special features for mobile search campaigns.

Running search ads on mobile devices can help your business achieve some of its sales and marketing goals. Perhaps you want to get more leads, phone calls, or purchases? 

3 steps to take to effectively run search ads on mobile devices.

  1. Make your website mobile friendly: before you get started in running search ads on mobile devices it’s really important that your website is mobile-friendly. So, what exactly does it mean to have a mobile-friendly site?
  1. Your website loading speeds should be super-fast: Surfers/Searchers are eager to get what they want; they want to get it as quickly as possible. Therefore, nobody likes to wait for a website to load. Especially people using mobile devices. So, you will definitely lose them if they have to wait for more than 6sec to view whatever you have for them on your page – albeit you can retain them if you already showed them that you have something valuable for them in your ads or meta description. The ideal loading speed for websites is 2sec. You can check your website load speed at
  1. Make sure your website looks and works the way it should on all types of mobiles: Tell your web developer to make use of responsive web design, The goal of responsive design is to build web pages that detect the visitor’s screen size and orientation and change the layout accordingly.
  1. Your site should be really easy to use for people on mobiles: The Text should be bold enough for people to see, and it should have nice big buttons that are easy to see and click, minimizing typing, and clear navigation options.

Read our article on 8 tips to design a website that people will love. It will tell you in detail what you need to do to make your website more mobile-friendly.

If your website doesn’t tick all these boxes, that’s where you’ll want to start. Because if you don’t address these issues now, you’ll be spending money to send people to a poor website experience. Which isn’t great for anyone. Fortunately, there are lots of tools to help you make your website more mobile-friendly. 

So, let’s assume your site is mobile-friendly and ready to get more traffic. The second thing you have to do to run an effective search ad on mobile is

Read: Social media advertising: How it works

2. Choose your keywords: Just as with any search campaign, you’ll need to pick out which keywords you want your ads to appear on. You could use the same keywords you’re using in a regular search campaign. But, remember: users on mobiles don’t always search the same way that they do on laptops or desktops. They are more likely to type shorter, simpler terms.

Let’s say you’re a plumber in Lagos. People on their laptops might search for terms like ‘plumbers in Ikeja, Lagos’. But the same people might search for things like a leaky tap or clogged sink when they’re using their mobiles.

So how can you figure out which search terms are common on mobile devices? 

Google’s Keyword Planner or Bing’s Keyword Research Tool. They can help you research a search term you’re interested in, and tell you what percentage of those searches come from mobile devices. Spend some time researching here and you’ll find the best keywords to use for mobile. Ones that are relevant to your business, and also commonly searched for by mobile users. 

3. Make sure your ads are laser-focused: it is very important you know that People who search on mobiles are often very focused on completing a specific task. A person searching for plumbing services or food restaurants on their mobile is probably not casually browsing. They need help, fast! And they need it ASAP!

So, make sure that your ad is laser-focused on the specific task your customer is trying to accomplish.

Read also: The evolution of mobile device

Tips to effectively set your search ad to the desired device and audience

  1. Be specific about your target audience: If someone searches for a leaking bathtub, don’t show them an ad that says you can fix all kinds of plumbing issues. Instead, show them an ad that says if you can fix any bathtub problem fast. They’ll see it and know you’re right for the job! 
  2. You can prioritize one device over another: If you’ve created search ads targeted to people on mobile devices, make sure people on mobile devices will see them. If you don’t want your ads to also appear to people searching on computers, they don’t have to. Search engines like Google and Bing will allow you to specify certain ads as “mobile preferred.” This means that users on desktops won’t see your mobile ads. And vice versa. 
  3. You can also opt for Bid adjustment: Know that People on mobiles behave differently from people on computers, and how much you choose to pay for your ads can reflect this. Let’s say you’ve been running a successful search advertising campaign. But you check your analytics and notice that people on mobiles are 10% less likely to fill out your contact form. Well, if that’s the case, you can use bid adjustment to bid a 10% lower price when your ads are appearing on mobile. Using bid adjustments can help you make sure you’re spending your money wisely, and getting the best value for your money. 

Read also: Mobile Websites and Mobile Apps: The difference and Benefits


Remember, having a mobile-friendly site is crucial. Research the types of keywords your customers tend to search for when they’re on their mobiles. Keep your ads laser-focused. And make sure you take advantage of special features for your ad campaigns.

Get all of those things sorted and you’ll be well on your way to success.

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There's this unexplainable joy I get whenever I write, knowing fully well that my copy will transform people's life and destiny. This rare feeling elates me and encourages me to write more value-packed pieces. I think a divine being has possessed me to write, that is why I write, Therefore, I will advise every of my piece should be regarded as a divine message.
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Understanding Search engines, mobile devices, and mobile searchers