Digital marketing is all about to reach the specified audience with the most relevant content. The way smartphones have disrupted the telecom and the internet market, it has also hugely impacted the digital marketing models as well. The preferences of the end-users are changing with time. Today, most of the users are moving from desktop websites to mobile application for their daily search requirements. As per the experts, the user’s behaviour were found dependent based on the device they’re using. The best digital marketing agencies understand this difference in users habits and intentions on different devices. Based on this research, the digital experts change their marketing tactics. Especially, while running PPC (Pay per click) campaigns on Google Ads, the device targeting is becoming one of the major factors for success.
The marketing campaigns with Google Ads allows to choose ads based on the device type. There are options to create mobile-only campaigns or based on different variations of smart devices. There are majorly three choices namely Desktop, Mobile and Tablet on which specific audience can be targeted. Further, content can be created based on the browser that an individual could use. Safari, Chrome and Firefox are the major browsers providing own unique features. The need today is to personalize the business website and the landing pages specific to devices. The advertisers today are outsmarting their competitors by creating specific ads for specific platforms. This gives them more control over the campaign and a more targeted approach. They can increase or crease the bids separately for different devices. The experts can help the business to understand the trends of the users using the devices. The bid adjustments in the campaigns is then made to increase the conversion rates.
While considering mobile users, the business owners and the marketers should first understand the basic things related to different behaviours or trends of the end-users. Screen size is the most important factor which can make the SERPs (search engine results page) look differently. The placement of ads in the screen will potentially define the value of it. Simplicity is the next factor that derives the attention of the users. If the landing pages and ads are to the point, simple and easy to take action on, then it typically more effective. The Google Ads provides device targeted campaigns which can be easily set up. This can be based on the device types, models, carriers, and also operating systems.
The similar approach is used for desktop-based campaigns. While one way to identify the difference is to run the A/B test in both the platforms. This means that the same campaign is executed on mobile and on desktop and then based on the insights the advertisements are changed. Google Analytics provides extended information for research and search behaviour of users. The ultimate goal for each marketing model is to provide relevant information to the end-users in the best possible way. The device-based marketing campaigns are in the trend and must for an online business.