Targeted online advertising has become an essential tool as technology continues to evolve. With more customers using mobile devices on a daily basis, mobile advertising is quickly becoming a necessity for companies of all sizes.

Smaller firms do not need to feel exempt from this trend, and can take note from what others are doing to create a campaign that works for them. For example, Facebook launched its mobile ads just one year ago, but according to a company report, mobile accounted for 41 percent of the company's total ad revenue in the second quarter.

CNN Money explained that Facebook took note of the fact that people using the website on mobile phones or tablets increased by 51 percent year-over-year.

A recent Business 2 Community article discussed the important marketing metrics that businesses should focus on. Mobile advertising is critical, but companies must understand what all of their numbers mean.

"You can spend hours creating a funny, engaging, and well-thought-out piece on the top 5 reasons to use organic window cleaner, but it won't matter a bit if you either haven't drawn in an audience, or you aren't working to do so," the article said. 

According to the news source, businesses should pay close attention to their bounce and conversion rates, the amount of returning customers and their traffic sources online and on mobile. Additionally, it is essential to see which pages are the most popular. If your most frequently visited page lacks a strong call to action on the bottom, neither you nor your customers will benefit. 

Partnering with Key Media Solutions will ensure that small- to medium-sized businesses can develop the right local online marketing campaign for their needs. Everything from video ads to search marketing can be considered, but it is important to create advertisements that are unique to each firm.