We all know that our websites need to be optimised for mobile, but are you underestimating the importance of mobile marketing for your business?

Google has announced that mobile searches have surpassed desktop in the UK. But businesses are still not tailoring their sites to suit the mobile experience.

I recently took a trip to Google’s London HQ, where they highlighted that many businesses are not using mobile marketing as well as they could be.

When users have a bad mobile experience 40% of people turn to a competitor. Additionally, 66% of mobile searches want to purchase within the hour, which shows what a huge opportunity it is to tailor the user experience for mobile users.

Mobile should play a huge part of your marketing strategy. From lead generation to enquires, your mobile strategy should be there every step of the way.

The Customer Journey

Part of the reason why marketers are undervaluing mobile is because the majority of purchases are made on Desktop. The graph below shows that 81% of users make a purchase on their desktop.

purchases made on desktop

However, Google has found that a smartphone is the most common starting point for many online activities.

In many ways, the first interaction might be the most important interaction with your business. This is because users will start to form a decision as to whether they want to continue browsing your products and services.

Research by Think with Google showed that 65% of activities start on a mobile, but 60% move on to a desktop for more in-depth research or to complete a purchase. Think with Google showed that PCs are often the starting point for complicated tasks.

The graph below shows which parts of the customer journey that users use their smartphone:

Being There for Those Micro-Moments

In some cases, a mobile phone can provide more information about a product than a sale assistant ever could. Mobile users want to see specific messages, and they need to be direct and concise.

Appearing at the top of the SERP for mobile seems to be even more important as mobile users don’t like to scroll.

It’s essential to be there in the moment and ensure that your messages are relevant. It’s vital to consider the time of day where you can target your users during peak times in AdWords – 9-5 for B2B businesses.


When looking at conversions in analytics many marketers will look at which device gained the conversion. This is ‘Last Click’ attribution, which gives credit to the device that scored the conversion.

This ignores the impact that other devices had on the customer journey. This includes all of the research, micro-moments and decisions that were thought out by the user during the customer journey. This is important, as these moments were likely to have come from a mix of mobile, tablet and desktop.

Using Google Analytics

To see the different attribution measurements in Google Analytics, Go to Conversions – Attribution – Model comparison Tool. Add ‘Device Category’ as a Second Dimension:

Model Comparison Tool Analytics croped

Here you can see the extent to which users are using mobile/tablet as their first interaction with your website. This can help you to see the reliance of mobile/tablet. If you have conversion tracking set up you can see you can see the ‘First Interaction Conversions’ column, which shows “The weighted number of conversions under the custom-selected attribution model”.

Using AdWords

Under tools you can see the Attribution report and see the First-Click and Last Click Analysis. By looking at the First Click report and ‘First Clicked Keyword’ as the second dimension you can see which phrases are leading to clicks by first time users.

The Attribution Modelling report lets you compare two types of attribution.

Is Mobile Important for B2B?

Mobile is still important for B2B, as 47% of people use their phone at work. Additionally, it’s likely that your competitors are doing some form of AdWords or Google Shopping. So if you aren’t using AdWords, your organic result is likely to be further down the page on mobile compared to your competitor’s result.

What Actions Can You Take?

First ensure that your site is mobile user friendly. Does the user need to zoom in to click on links? Creating a good mobile experience is more that making our site fit a mobile screen. Take Google’s mobile friend test to see Google’s recommendations for your website.

Think about why a mobile user would visit your site. Do they want to make a quick booking? Find a product quickly? It’s likely that they want to complete a simple task, and leave the more complicated tasks for later when they are at a PC. By thinking about the actions your user wants to take, create simple calls-to-action and a streamlined navigation.

Below you can see the difference in the screen layout and calls-to-action for the Domino’s Pizza mobile and desktop sites. The effectively use different wording according to the users’ intentions:

desktop v mobile site

Desktop v Mobile Site

Domino’s has reduced the number of images on the site in favour for a number of clear calls-to-action which push users to making a purchase.

Location is important for mobile, as one third of mobile searches are location based. Optimising your landing pages for specific locations can help to pull your website higher up the results. Additionally, ensure that your Google+ pages are up-to-date and verified so that you can make the most out of Google Maps.

As mobile users are reluctant to scrolling, AdWords might be a good option to ensure that you appear highly in the results. Apparently, position one is three times more valuable than ranking in position two for mobile.

If you’re already on AdWords, punchier and short phrases are working well for mobile users according to Google. Creating ads designed for mobile devices means you can create punchier ads that have less text. Different phrases work well on mobile compared to desktop, as users use different phrases when using their phones.

In Google’s keyword planner you can compare the use of different phrases on Mobile vs Desktop. Using the graph you can view the breakdown by device. For example, using the phrase ‘Pizza Delivery’ you can see that mobile device searches (58.8%) are more than double the desktop search volume (28.2%):

mobile in keyword planner


But I Can’t Optimise My Site for Mobile!

If your website is not optimised and you’re struggling to do anything with it, ensure that you add call extensions to your ads and people to call you instead.

call extensions mobile

If you’re not on AdWords, make sure your website is optimised for your location and that your Google+ page is up to date.

Power of Mobile

Mobile can help your business online in so many ways. So if you don’t have a mobile strategy you are missing a great opportunity to get people into your store, call you up, or make a purchase. To read about the latest changes to AdWords see our blog post here.

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