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Why You Should Think Mobile-First for Facebook Ads

Posted by | Mar 11, 2016

facebook-mobile-ads

As smartphone and tablet use now make up 60% of all digital media time, it shouldn’t come as a surprise that the same is true for Facebook ads consumption. In fact, in their 2015 Q4 Earnings report, Facebook revealed that 80% of their advertising revenue came from mobile.

While this doesn’t mean you should completely cut desktop advertising out of the equation, you should think mobile first when creating your Facebook advertising campaigns.

Think mobile first

I reviewed one of our clients’ Facebook advertising data for the last quarter of 2015 to compare desktop vs mobile results. While these campaigns had various objectives, all of them ran with placements on mobile and desktop newsfeeds. There was no conscious effort to allocate more dollars toward either placement. Based on last quarter's campaigns, here’s what we found.

2015-facebook-advertising-spend

Mobile accounted for 93% of our total Facebook advertising spend. While I expected mobile to be greater than desktop, I didn’t realize just how much more it skewed towards mobile. But just because mobile spend is significantly higher, does it mean that the performance was also better? In the case of this client, it does.

As you can see below, mobile had a higher click-through rate and a lower cost per click (CPC) than desktop.

cpc-vs-ctr-facebook-mobile

How to Optimize Your Campaign for Mobile

If you know that the majority of your audience will come from mobile devices there are a few things to keep in mind when designing your next Facebook advertising campaign.

  1. Use short copy – ads containing lengthy copy gets truncated on mobile devices. You want to make sure that your message isn’t getting cut off on users’ phones. Copy length depends on what type of ad you are running. Check Facebook’s Ads Guide for ad specs.
  2. Use mobile friendly landing pages and thank you pages. If your ad is going to send traffic to an external landing page or website, you want to make sure that they work properly on mobile devices.
  3. Use attention grabbing images. On the go, people scroll through their newsfeed. Use a photo that captures their attention and makes them stop, look at your ad and take the desired action.

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