If you have been using any type of paid media you should have tested out Facebook’s mobile ads. If you haven’t, you need to.
When you consider that your ideal customer is probably using Facebook on a daily basis from their mobile phone, you owe it to yourself to do whatever it takes to reach that audience.
We are going to be taking a look at some of the key ideas and concepts that you should be considering.
Let’s take a quick look at the differences in your approach between Facebook mobile ads and Facebook desktop ads.
The main thing to understand is that people will often find something that they like on their phone and complete the purchase on their computers at home.
It might be because they don’t trust their phone, maybe their login details are on their computers or they simply find it easier to make purchases on their computer.
Whatever the reason, it is a fact that your prospects will often convert on their desktops, even if you hooked them in through a mobile based ad.
For that reason, you should look at mobile ads from a perspective of increasing engagement rather than aiming solely for the conversion. Think brand awareness.
You should also make your videos shorter when on a video, aim for 20 – 30 seconds rather than the recommend 30 – 40 seconds on desktop.
You have a shorter time to catch people’s attention because your prospects are less focused and more likely to switch to something else when they are using their phone.
The biggest mistake that people make is to take note of the lack of immediate conversions that occur directly through the mobile ads, and decide to cut it out as a traffic source entirely.
It’s important to consider how mobile engagement is going to be driving prospects through to other channels.
You will often find that the conversion is not as instantaneous as it is with other traffic sources. Don’t feel that this is a disadvantage though; it may just be that you have substantially increased the likelihood of a conversion in other areas.
It can be hard to track this, but just keep it in mind.