At the end of 2016, mobile and tablet traffic surpassed desktop. According to eMarketer, nearly 12% of individuals in the US in 2016 only use a mobile device to access the internet, bypassing desktop usage completely. As this number continues to grow in 2017, this doesn’t just mean that your customers are now more likely to be searching on their mobile phones, but that they are more likely to make purchases or complete other actions using their phone.

Once your site is optimized for the mobile user, tailor your advertising strategy to mobile as well. Think about what a mobile user might be looking for? Is your phone number easily accessible, and is your location easy to see? Capitalize on the “near me” searches. Make sure your ad formats are responsive or create mobile-specific ads.