While social advertising might not be the perfect solution for all marketers, it's likely that it could help your business reach AND convert mobile consumers, so it's worth assessing if it's right for you.
Google's share is largely driven by mobile search ads, which it stronglyencourages desktop advertisers to buy.
Mobile is forcing down the search cost per click, as they cost less, and thenthere's the "Problem" of mobile time spent in apps, where the Google searchfield is far less relevant and prevalent.
I will share that social advertising shouldn't be seen as a niche of mobileadvertising but should become your primary focus as you craft and iterate yourmobile strategy.
"Make social the center of my mobile strategy? Our social infrastructure is focused on community management and customer support and our agencies are telling us it's all about mobile advertising and apps."
Massive third party and social graph segmentation Better data power lookalikesOff network conversion triggers Real identity over cookie matching Mobile remarketing on and off network A/B + multivariate testing of ad creative and landing pages Crossdevice reach and attribution App install and inapp deep linking Native ad formats Remarkable fullscreen takeover mobile landingpages/social rich media Etc.
If it's essential for your business to reach and convert mobile consumers, you better be using all the tools you have available to assess if social advertising is right for you.