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Winning the Mobile Conversation with Clients

This content was pulled from Google Partners - North America


 Despite the mounting evidence that mobile is primed to be the cornerstone of the industry, some clients will inevitably push back when mobile comes up in strategy conversations.

“My business doesn’t make sense for mobile.”

“Sounds like too many cooks in the kitchen. Let’s just stick to what works.”

“Mobile sounds time and cost-intensive. I’ve got a business to run.”

The list of potential objections goes on and on, but this is a conversation that agencies and PPC consultants should be winning with clients!

With that being said, let’s dissect each of these one-by-one and help set you and your clients up for mobile success. Note that all of the following statistics come from credible research firms and reports from companies such as Nielsen, ComScore and Business Insider. We (Google) also use stats from reports created using our own company data.

“My business doesn’t make sense for mobile.”

Mobile’s presence can be felt across all verticals with varying degrees of magnitude. In fact, 67% of consumers are more likely to convert on a mobile optimized site versus a non-mobile optimized site. Further, 59% of smartphone users feel more favorable toward companies whose mobile sites or apps allow them to make purchases (you can sub any conversion here, really) quickly. Thus, regardless of vertical, not breaking into the mobile space has the potential to impact your client’s bottom line. Even if your client is in an industry that doesn’t scream “mobile friendly”  like industrial machinery or B2B — mobile is ever-present: 42% of researchers use a mobile device during the B2B purchasing process. In short, there’s no excuse to not be able to be ready for mobile.

“Sounds like too many cooks in the kitchen. Let’s just stick to what works.”

Ah, yes — the old “if it ain’t broke, don’t fix it” argument. A valid point — if it were the reality we’re all facing. To begin, 76% of consumers will abandon a website if it’s not optimized for mobile browsing, based on research from Compuware. To compound this, research from Smart Insights showed that 51% of media time is spent on mobile, compared to 42% on desktop and other media. Not only are users spending more time in mobile, they’re also keeping business’ mobile friendliness capabilities top of mind, as this relates directly to their UX. Finally, we know that mobile search traffic surpassed desktop traffic in late 2015, so your client’s users are going mobile at an increasing rate. Sure, desktop and other media worked for a long time, and it certainly still has merit in your strategy, but discounting mobile as a result of this is (in my humble opinion) foolish, at best.

“Mobile sounds time and cost-intensive. I’ve got a business to run.”

Crafting a sound mobile presence and strategy can indeed take time. However, there are several resources available to help clients break into mobile. You as an agency or consultant may offer services above and beyond PPC, such as web dev. Clients can also turn to Google-approved multi-screen vendors like BaseKit or Duda to help with mobile builds. Given that one’s Google organic ranking is affected by mobile friendliness, there’s no reason to not leverage the resources available to optimize mobile presence.

So! We’re all ready and raring to tackle those strategy conversations about mobile with clients now, yes? Anything I missed, or that you’d like to add? Feel free to cite any of the above statistics to help convince your clients to go mobile! Smiley Happy


jackson m
March 2016

love this article would like to know more about the topic