Keeping up with the trends in digital marketing is a must especially if you want to run a successful online ad campaign. That’s why we’re here to help! We’ve worked with Main Street ROI to help you understand some of 2017’s top digital marketing trends. One of the biggest? No surprise here: everybody is going mobile. More customers are researching and shopping from mobile devices. You cannot wait to get your site mobile friendly. The days of desktop domination are gone.
In fact, even Google is going crazy about mobile. Google already uses mobile friendly signals to determine its search results ranking, but in the near future, they are shifting to a complete mobile-first index. This means that Google will consider the mobile version of your site first, over the desktop version, in order to determine search ranking.
What does all this mean for you? If your website isn’t mobile-friendly, your Google rank is at risk and you’re losing sales. Enough said.
You’ve got to create a smashing mobile site to keep up with your competition. In case you’re feeling overwhelmed, don’t. We’ve got your back. Use these suggestions to get a great mobile site and stay with the trends.
Google can help you to know whether or not your website is mobile friendly. Visit www.google.com/webmasters/tools/mobile-friendly/ and enter your site’s URL.
Google will provide feedback about the mobile compatibility of your page. You’ll even get suggestions about what you can do to improve your page. You should also visit your website from a mobile device. This is another method to evaluate your site.
After evaluating your site’s mobile appeal, make the necessary needed to have a fully functional mobile page.
Google always rewards the sites that give the user the best experience, and load time in an important component of this algorithm. People do not like waiting for slow pages to load; in fact, over 50% of mobile site visitors will leave if a site takes more than a mere 3 seconds to load. You’ve got to have a page that appears almost instantaneously if you’re going to have a strong mobile presence.
That is where AMP comes in. AMP is an open source initiative that can create faster loading pages with smooth scrolling capabilities without sacrificing customizable design. You can visit AMP’s website at www.ampproject.org to learn more. There are a lot of details to AMP, but we recommend that your developer considers using AMP’s technology to create your web page Google has already made a push for some publishers to use AMP pages; in the future, this could become an even bigger factor in page rankings, so keep your eye on AMP.
People use the internet differently based on what type of device they have. Your campaigns need to reflect this reality. You should have separate ad campaigns, sales paths, and calls to action for each device.
For example, since people browsing on a mobile device are literally holding a phone, it makes sense for the call to action to be a call button that allows them to reach your company with one click like click to call.
Desktop sites will certainly still have a phone number listed, but the call to action may be more powerful as a web form submission. You should consider what people are most likely to do on the device they are using. Segmenting all aspects of your site by the device will help motivate potential customers to get in touch or make a purchase. For more about how you should segment ad campaigns by device, check out this blog.
Although online tracking is harder because of all the different devices one person uses, it is even more important than ever before. Yeah, sales paths are not totally clear as people might perform a quick search on a mobile device, do some more browsing later from a tablet, and ultimately make a purchase from their desktop computer. But you still need to do everything possible to track which marketing campaigns are the most successful. If not, you’re likely to get swallowed by the ever-growing online competition.
It’s smart to track your return on investment for each marketing channel. You can do this by setting up and using Google Analytics to measure the success of each of your online ad campaigns. Sure, there are limitations to tracking across devices, but Google AdWords is improving how you can address this issue.
Maybe even more effective is Convirza’s call tracking software to monitor phone calls and see which ads are generating the most sales. In the end, you’ve got to cut the channels that don’t convert to sales. Talk with us today about tracking and making the most of your advertising budget.