PPC executives have developed numerous campaigns separated by device in the not-so-distant past to readily distinguish and customize emails for desktop and mobile users.

The targeting of the device is now simplified. We can use a one-size-fits-all strategy to guarantee that with little effort advertisements are displayed on mobile devices.

But does all fit in one size?

Some of us advertisers may have become somewhat lazy in customizing our mobile advertisements to deliver the greatest mobile experience to their clients.

For instance, someone may be interested in the menu looking for an Italian restaurant on their desktop, so the ad should be written accordingly.

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