If you follow the trends of digital marketing you know that targeting mobile devices is really hot at the moment. Everybody talks about mobile campaigns and how fast mobile is growing. For these same reasons, I will show you a practical approach to mobile marketing or as I like to call it — to get mobilized.
Before going too far into getting mobilized you should check your traffic to see how many visitors you get every week via mobile devices, and then compare these numbers to your total amount of visitors. Monitor how they move through your site. By gathering this data, you will be better to assess if going mobile is the right choice for you.
The strategy you set will depend on what you want to accomplish. Ask yourself the following:
By answering these questions you will be able to prioritize the objectives of your mobile campaign; which will help you implement the right strategy.
If you are thinking about directing mobile traffic to your desktop site, you might want to reconsider and invest in a mobile site instead. Even with the best smartphone your desktop site might look too busy and may be hard to navigate. Believe me, there is nothing worse than putting together a great campaign only to send traffic to a page where the user will get frustrated due to a poor experience. Optimize your landing pages and make sure they are mobile friendly. Remember, you want to make it as easy as possible for people to convert on your goals.
From here, it is just a matter of setting up your AdWords campaigns and following their best practices.
Once you are mobilized, remember to track and analyze your mobile data to measure the effectiveness of your new efforts.