Gear Up your Facebook Ads With a Mobile-First Mindset

If you plan on creating social media ads via Facebook for your business, you have to think mobile first. Smartphone and tablet use now makes up 60% of digital media time, according to Comscore. The days of desktop dominance are now over and mobile has quickly risen to become the leading digital platform. What’s driving mobile’s relentless growth? According to Comscore, it’s ultimately a result of app usage, which makes up over half of total digital media engagement. This doesn’t mean that I suggest eliminating your focus on desktop users completely but in 2017, it’s a best practice to think mobile first when you create a Facebook advertising campaign.

Why You Need to Have a Mobile-First Mindset

According to Mark Zuckerberg, mobile users are 20 percent more likely than desktop users to go on Facebook on a given day. And according to research, mobile advertising on Facebook produces better results than ads that appear on the right-hand column or for desktop-users only. The bottom line: if you aren’t creating your Facebook ads for mobile, then you’re missing out on a massive chunk of potential leads.

On average, click-through rates on sponsored stories are 12 times higher on mobile devices when compared to desktops. Recently, Facebook revealed that mobile advertising revenue represented approximately 84 percent of overall advertising revenue in 2016, a big jump up from the 76 percent achieved in 2015.  If there were ever a time to take advantage of Facebook’s mobile advertising opportunities, it’s now. To do this, you need to create mobile-only ads.

Top Benefits of Mobile Facebook Ads Vs. Desktop Ads

Given how many people access Facebook through mobile devices like smartphones and tablets, it makes sense to invest heavily in mobile ads. Still, you may be wondering how the effectiveness of mobile ads compares to standard desktop-user aimed ads.

Here are the ways that a mobile-first Facebook ad mindset benefits you compared to focusing on desktop users only:

Users check their mobile feed more frequently

Both the frequency and duration of mobile use is on the rise, along with use of social media apps. On average, smartphone users check their various social media accounts up to 14 times per day, according to IDC. Within that, checking the Facebook news feed is the top activity for 77 percent of users. Shockingly, 44 percent of Facebook’s most active users never even touch the platform via desktop.

Engagement Boost

Another reason to think mobile-first is that mobile ads typically bring in higher engagement numbers, such as click through rates and goal conversions. Overall engagement tends to be higher on mobile ads simply because people tend to like, comment and share more on their phones. This is vitally important to keep in mind when creating ads. Keep your copy short and sweet, include a call-to-action and create a beautiful landing page for them to arrive at and you will see results.

You can get even more granular with ad targeting

When you add in additional layers, you can be even more precise with your targeting. Particularly useful for reaching mobile users are Facebook’s “Local Awareness Campaigns”, which ensure mobile users see a relevant ad for your business whether they are at home, on the go, or visiting from out of town. You can even know if a user access Facebook via mobile while he or she is near your business–you can even determine whether or not the user was delivered the ad or stepped inside your physical location.

Facebook’s algorithm is prioritized mobile over desktop

Most people choose to start Facebook ad campaigns on both mobile and desktop news feeds. However, from there, Facebook chooses which one is better and for most business, the mobile news feed outperforms the desktop news feed. Facebook’s algorithm will begin almost exclusively running ads there. But should you stop advertising to desktop users all together? The short answer is no, although I recommend allocating more resources for mobile.

This infographic recently created by the Online Marketing Institute reiterates these benefits and dives even deeper into why Facebook advertising works so well:

facebookmobileadvertisinginfographic

Source: Online Marketing Institute

Get Started with Mobile Minded Facebook Advertising

Compared to other channels, Facebook Ads are going to be among the most effective at driving leads for your business in 2017 and beyond. Facebook’s growth has been tremendous, with over 1.18 billion daily active users, 600 million instagram users and over a billion users on messenger.

However, the truly fascinating piece of data is that globally users spend 50 minutes a day on average with Facebook, which is far more than any other tech property. To take advantage of this, Facebook has subtly shifted towards solutions that benefit B2B midmarket companies, according to HubSpot. Facebook’s ad solutions will help you grow today, but also set your business up for future success. From video ads and messaging ads to Instagram ads and even virtual reality ads, there are a variety of ways to deliver your message via Facebook.

If you’re looking to get started with Facebook ads, it can be a complex process to determine who to target, create landing pages, create effective copy and know how much money to pump into the campaign.

 

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Chris Peterson

Chris Peterson

Vice President, Digital Marketing at Parqa
Chris' career spans 14 years in the online marketing space and more than eight years of marketing within the executive search and recruiting industry. As the EVP of Digital Marketing for Parqa – A Versique Company, he's helped Versique receive daily call-ins from new, qualified clients amounting to over 40% of search revenue and thousands of resumes, as well as similar results for a variety of clients.
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