The increasing number of mobile devices have paved way for the advertisers to tap the audience in real-time. This is evident from the facts enlisted below:
• Search reaches 90% of the Internet population
• 65% of the Internet population in India use mobile for accessing Internet.
• About 80% of nearby searches happen on mobile devices.
In 2015, Google changed its algorithm to favour websites that are mobile friendly. Hence, there are no two ways about the fact that 2016 is the year of mobile.
“We do not disclose exact numbers (of mobile-desktop split), but mobile is more than 50 percent.” The share of mobile and desktop search was equal last year, but this year, it had exceeded.”- (Google, 2015)
Ruchi Sinha, Associate Media Director, OMD Worldwide led a webinar for Digital Vidya’s community. The highlight of this webinar was on how mobile search ads have assumed great importance for the digital marketers. Furthermore, she threw light upon the fact that it is imperative to assessing the need for a mobile specific strategy. For this, the mobile advertisers should first answer the following questions:
- Do you want to promote a mobile asset?
- Are you a local business?
- Do you want to generate leads?
- Does the consumer research online before buying your product?
- Do you sell online? etc.
Above all, it is important to create a mobile responsive website. To ensure that a website is mobile friendly, she shared a link as well. To know more features that you can apply to monitor your ads performance on mobile, have a look at the webinar recording!
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