In an age where there are more mobile devices than toothbrushes in the world, it’s no surprise that mobile-first marketing strategies are increasing in importance.  We’ll be willing to wager that many of you sleep just inches away from your mobile, we are all always online and able to connect to the internet at a touch of a button. The average Brit checks their phone 28 times a day, that’s more than 10,000 times a year! It’s no wonder that many of us would struggle to live without our mobile phones.

There is increasing pressure on the high street retail market across the UK, with  a number of retail chains closing stores and cutting costs off of the back of reduced profits, Companies included House of Fraser, Debenhams and Marks & Spencer, just to name a few have all been hit in the last year alone, blaming reduced footfall and a tough trading environment as customers shop exclusively online

These shifts in consumer behavior move retail towards an a new era focused on digital shopping.

Is nomophobia taking over?

E-commerce continues to grow as the largest retail channel in the world. Now more than ever, it’s vital for businesses to shift their focus onto digital marketing, specifically mobile – and in particular paid avenues such as social or Google Advertising.

A recent study showed that 78% of Brits use their mobile phones for online shopping when they are traveling or commuting and 87% of UK retail purchases are made online.

With the rise of mobile usage across the UK, it’s important to implement an effective paid search mobile strategy, one of the great ways to drive more traffic from mobile devices and increase potential sales are through adding positive bid adjustments to your Google Ads campaign.

Are you missing out on conversions?

If you’re new to using Google Ads for your business, setting up bid adjustments is a great way to really drive traffic and conversions to a specific location, time, device, etc. However, before implementing bid adjustments, it’s crucial to look at your Google Ads data, from an account, campaign and ad group level before deciding to add these bid adjustments.

Device bid adjustments lets you adjust your bidding to show your ads more frequently either on mobile or desktop. Setting bid adjustments really helps businesses in micromanaging their bidding strategy as they can decrease the bids for unprofitable options or increase for the campaigns or ad groups that are performing.

It’s important to compare desktop performance vs. mobile in Google Ads, even if your clicks and conversions are coming through to desktop, you could exclude mobile paid search advertising altogether.

With mobile continuing to grow, it is estimated that 72% of e-commerce will take place on a mobile device by 2021. Start optimizing your mobile traffic by implementing bid adjustments and don’t miss out on a potential sale!

Polaris is a PPC Agency based in London, specialising in mobile first paid search strategies 

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