We all know that Facebook is a viable source of huge amounts of mobile traffic with relatively cheap CPCs (cost per click).
It’s too good an opportunity to ignore in today’s digital landscape – even if your mobile landing-page experience isn’t up to snuff. Maybe you’ve got a completely new mobile experience in the works, but you don’t want to pass up a few months of good traffic while development and launch is underway.
So how do you continue to scale and drive incremental conversions? You use Facebook mobile ads as an “interest indicator”.
What this means is that you’ll want to still create ad sets targeting your audience on mobile. However, the purpose of these ad sets is to have clear-cut creative and copy so users know what your service/product is and, if interested, click on your ad to get on your site.
It is crucial that our ads are as transparent as possible in what our product/service is about, so we essentially pre-qualify the user. The following is a good example:
Now with these being mobile ads, they may not convert as well due to your less-than-optimal mobile experience, but you now know the exact users who are interested in your offering.
The next thing to do here is create a remarketing ad set on the desktop News Feed and serve your ads to users who have specifically clicked on your ad via mobile. So how do you set this up?
- When building out your mobile ad sets to prospect for mobile users, add an extra parameter to your URL. For example: device=mobile. This will help in identifying users coming in from your mobile ads.
- In the Facebook audience section, create a Facebook remarketing audience based off of the URL parameter:
- Next, create your ad sets remarketing to that mobile-specific remarketing list and select the desktop News Feed to ensure that you are only pulling them into your site via desktop.
Let’s use an ecommerce scenario as an example.
Users love to browse around on their mobile devices, but actual transactions are clunky for multiple reasons – shopping experiences are poor, there’s a lot of information to enter on a mobile device, people on mobile devices are in public places and squeamish about typing credit card info, etc.
The goal shouldn’t be to get them to convert; it should be to get them to come back on a desktop device, where they’re much more likely to buy.
In this scenario, we’d retarget users with Facebook’s dynamic product ads, which feature products someone has viewed on your site. Create a separate ad set to leverage Dynamic product ads on the Desktop News Feed that exclusively targets users who have come through on your mobile acquisition campaigns.
In short, even if your mobile experience is sub-par, you can bring mobile users into your funnel and convert them on desktop. (Note that this is a good tactic even if you DO have a good mobile experience.)
Don’t let weeks or months of mobile opportunity slip past; get ahead of your developers, use the customer journey to your advantage, and keep the conversions coming.
Sana Ansari is General Manager of 3Q Accelerate, the high-growth division of 3Q Digital, and a contributor to Search Engine Watch.