Facebook Ads on Mobile Devices

How much do you use your mobile device for business? Consider your own usage when asking customers to take an action to buy or sign up. How easy is it to complete the "call to action" (buy, sign-up, etc.) you are requesting in your ad?

Try looking at your website from a smartphone and a tablet.  Complete the checkout process (or sign-up process if you are after leads rather than sales).  Was that easy?  Could you find and use the right buttons or drop-down menus?  
Some websites are not yet optimized for mobile.  If that is the case with your website, it may be difficult or time consuming to check-out (or sign up).  Users may give up before they complete the process.  

Even with the best ad ever created on Facebook, people will not check out if your website is broken, slow, or problematic on mobile. 

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Check Facebook's reports to find out what ad placement is giving you the most checkouts or leads.  This will also give you more information about how mobile placements are performing.  

I had a client that suddenly saw a big increase in the cost of checkouts.  It was no longer worth his money to advertise on Facebook but he had good results in the past.  I ran reports for him to find the problem. The cost of mobile checkouts was much higher than desktop checkouts.  When you look at your total costs at the Campaign, Ad Set, or Ad level it is not going to show you the breakdown for ad placement. 

Select the columns for Placement, Checkouts, and Cost Per Checkout (or Cost Per other goal you are tracking).

As you will see from this screenshot, the cost per conversion from the Desktop ads was between $4.27 and $8.18 depending on the ad.  The cost on mobile was more than 7 times higher!  

Are you running reports to find these things?  Please let me know if this post was helpful or if you need any help figuring out how to find your results of cost per placement.