How do you budget for SEM on mobile devices?

Search engine marketing (SEM) is a powerful way to reach potential customers who are searching for your products or services on mobile devices. However, mobile SEM can also be challenging, as you need to consider factors such as device type, screen size, location, and user behavior. How do you budget for SEM on mobile devices to optimize your return on investment (ROI) and achieve your marketing goals? Here are some tips to help you plan and manage your mobile SEM budget effectively.

1 Define your objectives and KPIs

Before you start spending money on mobile SEM, you need to have a clear idea of what you want to achieve and how you will measure your success. Do you want to increase brand awareness, generate leads, drive sales, or improve customer loyalty? Depending on your objectives, you will need to define key performance indicators (KPIs) that align with them, such as impressions, clicks, conversions, revenue, or retention. Your KPIs will help you set realistic and achievable targets for your mobile SEM campaigns and track your progress and ROI.

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Mukesh Rajpurohit

Head of Digital Marketing at Team Tweaks Technology - Mobile App Development Company
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It is all depend on business to business like in e-commerce we focus more on ROI prospective where in B2B we mainly focus on CPA. KPI will differ from business to business.

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Loukas O.

Helping Businesses Generate New Quality Leads, Sell & Make More Money Online with Digital Marketing 💸| Helping Founders Sell & Close More | Global Go-To Growth Marketeer
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Getting your SMART goals in place is the first step of any strategy. The next step would be to align these goals with the business’ KPIs to get the most out of your marketing efforts. Focus on overall ROI, CAC and LTV. Make sure to align your goals with the business' KPIs to get the most out of your strategy.

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2 Research your target audience and keywords

To budget for SEM on mobile devices, you also need to understand who your target audience is, what they are searching for, and how they behave on different devices. You can use tools such as Google Analytics, Google Ads, and Google Trends to research your audience demographics, preferences, intent, and location. You can also use these tools to find relevant and profitable keywords for your mobile SEM campaigns, based on factors such as search volume, competition, cost per click (CPC), and conversion rate. You should aim to select keywords that match your audience's needs and expectations, as well as your budget and goals.

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Mukesh Rajpurohit

Head of Digital Marketing at Team Tweaks Technology - Mobile App Development Company
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Right audience target and perfect keyword research helps more to reduce low quality traffic and increasing in the engagement which leads to sales and leads for the business

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Loukas O.

Helping Businesses Generate New Quality Leads, Sell & Make More Money Online with Digital Marketing 💸| Helping Founders Sell & Close More | Global Go-To Growth Marketeer
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Understanding your audience is key to getting your strategy right. Make sure to define your personas and ICP and then go deeper and identify the ICA ( Ideal Client Audience ) which is the inner circle that affects the decision-making of your ICP.

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3 Choose your bidding strategy and budget allocation

Once you have your objectives, KPIs, audience, and keywords, you need to decide how much you want to spend on mobile SEM and how you want to distribute your budget across your campaigns, ad groups, and keywords. You can choose from different bidding strategies, such as manual, automated, or smart bidding, depending on your level of control and optimization. You can also adjust your bids based on device, location, time of day, or other criteria, to target the most valuable segments of your audience. You should monitor your budget and performance regularly and make adjustments as needed to optimize your ROI and avoid overspending or underspending.

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Shiva Tripathi

Head of Performance Marketing and MarTech @ Ameyo | Driving Revenue Growth in B2B SAAS
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Remember, the goal is not just to spend your budget but to invest it wisely to achieve the best possible ROI. Choosing the right bidding strategy and budget allocation is like setting the sails for a ship; it guides the direction and speed of your journey. It’s not just about deciding how much to spend but also about strategically distributing your budget to maximize results. Different bidding strategies, such as manual, automated, or smart bidding, offer different levels of control and optimization. Additionally, adjusting bids based on device, location, and time of day can help optimize performance.

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4 Optimize your landing pages and ads for mobile

Another important aspect of budgeting for SEM on mobile devices is ensuring that your landing pages and ads are optimized for mobile users. This means that they should load fast, be responsive, have clear and concise content, and have strong and relevant calls to action. You should also test different versions of your landing pages and ads to see which ones perform better and generate more conversions. You can use tools such as Google Optimize, Google Ads Editor, and Google Ads Performance Planner to create and optimize your landing pages and ads for mobile.

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Shiva Tripathi

Head of Performance Marketing and MarTech @ Ameyo | Driving Revenue Growth in B2B SAAS
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Optimizing your landing pages and ads for mobile is like rolling out a red carpet for your guests; it ensures a smooth and pleasant experience. Mobile users have different needs and expectations than desktop users. They demand fast loading times, easy navigation, and clear calls to action. Testing different versions of your landing pages and ads can help identify what resonates best with your mobile audience. Remember, a well-optimized mobile experience can significantly increase your conversion rates and ROI.

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Mukesh Rajpurohit

Head of Digital Marketing at Team Tweaks Technology - Mobile App Development Company
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In this case, amp work better when it comes to ads especially for mobile users. Which reduce loading time and more responsive to the users

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5 Track and analyze your results and ROI

Finally, to budget for SEM on mobile devices effectively, you need to track and analyze your results and ROI regularly and consistently. You should use tools such as Google Analytics, Google Ads, and Google Data Studio to collect and visualize your data and metrics, such as impressions, clicks, conversions, revenue, cost per conversion, and ROI. You should also compare your mobile SEM performance with your desktop and tablet SEM performance, as well as your industry benchmarks and competitors, to identify your strengths and weaknesses and opportunities for improvement. You should use your insights and feedback to refine your mobile SEM strategy and budget accordingly and achieve your marketing objectives.

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Mukesh Rajpurohit

Head of Digital Marketing at Team Tweaks Technology - Mobile App Development Company
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Proper tracking of ads via tracking tool helps and create better reporting for the business owners. Tools such as GTM, GA4, Google Ads to track CPA or CPS mobile ads.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Mukesh Rajpurohit

Head of Digital Marketing at Team Tweaks Technology - Mobile App Development Company
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I've seen many examples from that the b2b business mostly into SaaS product getting their conversion from the desktop where they spend less very less on mobile ads but even it is dependent on SaaS product to product and service to services.

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How do you budget for SEM on mobile devices?

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3

4

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1 Define your objectives and KPIs

2 Research your target audience and keywords

3 Choose your bidding strategy and budget allocation

4 Optimize your landing pages and ads for mobile

5 Track and analyze your results and ROI

6 Here’s what else to consider

Search Engine Marketing (SEM)

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How do you budget for SEM on mobile devices?

1

2

3

4

5

6

1 Define your objectives and KPIs

2 Research your target audience and keywords

3 Choose your bidding strategy and budget allocation

4 Optimize your landing pages and ads for mobile

5 Track and analyze your results and ROI

6 Here’s what else to consider

Search Engine Marketing (SEM)

Rate this article

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