Morning Dough
To: Dough Readers


Why Your Mobile Ads Need Personalized Post-Click Experiences

In 2015, mobile traffic surpassed desktop traffic for the first time. Since then, it’s continued to skyrocket. Now, more than 85% of internet users are mobile.

With such an increase in mobile internet usage, today’s advertisers are pivoting more toward mobile ads. In 2019, mobile advertising spending surpassed $200 billion. By 2023, it is expected to exceed $400 billion, representing more than 80% of global digital ad spend.

Yet, there’s a problem: A huge portion of mobile ad spend is being wasted because advertisers don’t prioritize personalized post-click experiences on mobile.

The Problem with Most Mobile Ad Clicks
Advancements in advertising targeting technology allow advertisers to serve highly personalized ads to audiences based on criteria like demographics and online behavior. This helps maximize ad clicks, which of course is essential, but, it’s not enough.

Conversions are where revenue comes from—but the average mobile conversion rate across Google Ads is only 3.48% on the search network and 0.72% on the display network:

This means a huge majority of mobile ad clicks and budgets are wasted—primarily because advertisers focus on creating mobile-optimized ads and neglect connecting them to personalized post-click experiences. Without a focus on both the pre- and post-click stages of advertising conversion, it’s difficult to convert audiences.

Read more here.

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