mobile advertisingMobile advertising for your business need not be scary or complicated. In fact, you can be running trackable, optimizable, reliable mobile ads tomorrow.

All you need is a Google keyword campaign to start your mobile advertising.

From 2012 to 2013, mobile Internet use in the U.S. more than doubled. Google noticed this and stopped allowing phone numbers in ad copy. Now the advertiser’s telephone number is a separate link that incurs a charge when clicked to call.

Today, about half the clicks in our Google keyword campaigns are generated on a mobile device. Most are for a telephone call to the advertiser. Google allows us to tailor ads by device; phone, tablet or desktop. We can even create links that only appear to mobile users. And we can choose to bid higher or lower for mobile users. That means we can use Google to create mobile campaigns.

Mobile ads give you some cute creative ideas. One of my clients has many of his Google clicks and calls coming from the zip code where his major competitor is located. People are in the showroom and comparing prices on their mobile device! So, we offer to meet or beat the competitor’s prices on mobile device ads! It works. People walk in with the competitor’s estimate in hand.

Small business and professionals should not be afraid of mobile advertising. It’s just another tool in the tool box and you need to learn to use it.

Like anything else, start small, iterate and test. You’ll learn what works for you and your customer base.

photo credit: William Hook via photopin cc