This article is the series of previous notes: How Mobile Technology is Changing the Practice of Business Communication.

This one is focus on the information of advertising on mobile devices. I recorded the digital marketing course from Google, then I write the notes here for public documentation.

Advertising on mobile

At this moment, many people spend more time browsing at their smartphones than browsing at the computers. By this fact, smart business practitioners are putting an extra effort into reaching these prospective customers. They do mobile advertising. 

The example goals of advertising on mobile

The goals are varies, such as:

- Get more leads

- Get phone calls

- Increase the purchases

These are fundamental things before advertising on mobile devices

The things to concern are:

- Make your website mobile friendly.

- Enhance your website so that the loading speed is fast.

- Optimize your website so that it works on all types of mobile devices.

- Design your website optimally so it is really easy to use for people on mobile devices.

Why should you optimize the website first? Because if you don’t address these issues now, you’ll be spending money to send people to a poor website experience.

Mobile ads benefits

By advertising on mobile devices, you can get these benefits. They are:

- Mobile advertising can help you get more phone calls and inquiries. 

- Mobile ads can drive more people into your shop or website.

- Get more people to download your mobile app.

- Gives you a lot of unique opportunities to connect with people, while they’re using their mobiles.

- You can target potential customers based on their location and offer them useful tools like “click-to-call” ads.

Several ad types on mobile

You can choose one of the types based on your business goal and your target audience. The types are:

- Search ads

The ads appear next to google search result when people look for product and services. 

- Ads on mobile website

We can call it display ads. Display ads can reach customers both on the web and in apps (mobile application).

- Video ads

People watch only the video they like. It means your video ads shown only to the people you want to target and you only pay when they watch.

- Ads on social network

Most people interact in social site on mobile, so you can advertise via social network also.

-ads on mobile application

- Apps ads

You can promote your app to IOS or Android users on Google.

Best practices on search ads

- Try to focus on shorter keywords and phrases mobile users might search.

Why should you focus on shorter keywords? Because many people are all thumbs when it comes to typing on their phone! So that they’re not searching the same way they do on a computer. They’re much less likely to search for detailed, long phrases.

- It should present a strong, concise message with a clear call to action. 

- Try to customize the ads, so that the ads will work well across a variety of device screens.

- You can also ad extensions. 

These are special features that will help people call you, or get directions to your shop’s address. These features will automatically resize themselves to best fit any device.

Display campaign for mobile

If you focus on display campaign, remember this theory: "Display advertisements are all about capturing the attention of people browsing content online."

There are several kinds of mobile device, such as smartphones, tablets, phablets and smartwatches. 

By realizing many devices types being used, you shouldn't use "one size fit all" ads approach to display ads. 

If you advertising at Google Adwords , you can use Google ad Gallery for free. You can use it to create a good looking display ads in all sizes and shapes. 

As I mention above, display ads can be used to display the ads on website and in apps. If you focus and apps ad, you can use mobile ad network namely InMobi besides Google adwords.

Social media campaign on mobile

Steps to do social media campaign on mobile: 

1. Determine which social media sites you want to use. 

2. Take advantage of audience targeting feature.

3. Create ads with mobile in mind: the message must be optimized for viewing on small screens; the message is short and simple.

Video campaign for mobile

Many businesses do a video campaign because they realize these facts:

- People spend more time watching videos on their mobile devices.

- Video ads can be more engaging, and provide more information than traditional ad formats. 

Video ads benefits:

- You can choose keywords to target your ads to related content. 

- You can even choose specific videos and websites where you want your ads to show.

- If you know about a popular YouTube channel that shows videos that are related to your business or service, that could be a great channel to target.

If you also want to try do a video campaign on mobile devices, you have to keep in mind the things below:

- Make it relevant.

- Keep it short.

- Have a clear call to action in your video.

When you target the audiences for your campaign, consider these things:

- The location of your audience. 

- The time of day they watch mobile videos, 

- What types of videos they watch.