You've learned about the customer journey from impressions to conversions. But here's something crucial: where people see your ads dramatically affects how they respond.
Mobile and desktop create completely different advertising experiences, and smart marketers adapt their strategies accordingly.
Engagement Message
Do you behave differently when browsing on your phone versus your computer?
Let's start with the obvious: screen size. Desktop screens average 24 inches while mobile screens are typically 6 inches.
This means desktop ads can include detailed text, multiple images, and complex layouts. Mobile ads must be simple, visual, and instantly understandable.
Engagement Message
How might screen size affect what information you include in an ad?
User behavior differs drastically between devices. Mobile users are often multitasking - walking, commuting, or watching TV while scrolling.
Desktop users typically give more focused attention, sitting down specifically to browse, research, or work.
Engagement Message
When are you most likely to make online purchases - mobile or desktop?
This behavior difference creates distinct conversion patterns. Desktop users convert at higher rates for expensive purchases because they can easily compare options, read reviews, and research thoroughly.
Mobile excels for quick decisions: food delivery, simple purchases, or immediate bookings.
Engagement Message
For high-priced items, which device would you rather use to purchase, and why?
Ad formats must match device capabilities. Mobile ads work best as short videos, single images, or brief text that fits thumbs-friendly interfaces.
Desktop can handle longer videos, detailed product galleries, or interactive elements that require precise mouse control.
Engagement Message
Which device feels easier for clicking small buttons or links?
Timing patterns also vary significantly. Mobile usage peaks during commute hours, lunch breaks, and evening relaxation time.
Desktop usage dominates during traditional work hours when people research B2B purchases, plan major buying decisions, or handle complex tasks.
Engagement Message
When during the day do you use each device most?
This is why device targeting exists in every major advertising platform. You can choose to show ads only on mobile, only on desktop, or adjust bids differently for each.
Smart advertisers often run separate campaigns optimized specifically for mobile versus desktop behaviors and conversion goals.
Engagement Message
Why might you want to bid higher for desktop traffic for some products?
Type
Sort Into Boxes
Practice Question
Let's test your understanding of mobile vs desktop advertising differences. Sort these characteristics into the correct device category.
Labels
- First Box Label: Mobile Ads
- Second Box Label: Desktop Ads
First Box Items
- Quick decisions
- Commute viewing
- Thumb-friendly
- Brief content
Second Box Items
- Detailed research
- Complex layouts
- Mouse precision
- Work hours usage
