Richard HartleyThere was a time in the not-so-distant past when mobile digital ads were an afterthought for many businesses and desktop computers garnered the lion share of all web traffic. In 2014, however, smartphone and tablet sales grossly outnumbered PC sales, and that gap has only continued to widen. What savvy marketers now realize is that the vast majority of transactions do not occur after only one website visit.

In fact, Google reports that 90% of consumer transactions are started on one device and finished on another, which further corroborates the idea that reaching today’s consumers requires a multifaceted digital marketing strategy that recognizes mobile ads being just as important as ads viewed on desktops.

What Companies Tend to Overlook With Their Mobile Ads

Sitelink extensions are a primary culprit behind subpar mobile ad performance. Sitelink extensions are the links that appear underneath normal PPC ads, usually appearing at the top of the page where you can specify your text and destination URLs.

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