Mobile devices are the most used at the moment to access the internet. Last year $8 billion dollars was spent on mobile ads, but not all campaigns was effective. Here is five tips for more effective mobile ad campaigns in 2014.
1. Use Better Targeting Practices
One of the greatest benefits of mobile advertising is that it easier to fine to the locations where the ads will run. Mobile apps can use the phone’s GPS data to get precise location data that can be used to determine which ads to run. Since many apps use Facebook logins or similar methods of persistent identification, there is also a lot of demographic information available that can be used to target very specific groups of people.
“Your mobile advertising campaign will be more successful by geotargeting advertisements to your audience. This makes your campaign more relevant and wastes fewer impressions, ultimately leading to higher engagement and follow through,” said Laura Perkins of Perks Consulting.
2. Improve Your Landing Environment
Getting people to click on an advertisement is only half of the equation for successful mobile advertising campaigns. Advertisers need to make sure that the landing page for the ad is mobile optimized and has content that will close the deal. For example, the landing page should include very specific information that is relevant to the reasons the person clicked on the ad. There should also be a clear call to action.
“For example, an ad for a pair of shoes I’m looking at brings me to a mobile-optimized page featuring the shoes and a way to buy them, rather than pointing me to a more generic page where I have to look around for the shoes I want, and then figure out how to buy them,” said KyeMou, of the mobile research firm Marin, when demonstrating an example of an optimized landing page to a reporter.
3. Do Specific Mobile Keyword Research
When planning mobile ads, don’t use the exact same keywords as you would for desktop campaigns. Google’s Webmaster Tools, Google Analytics, and Google Keyword Tool all have features that can be used to filter specifically for mobile. Mobile devices users employ different words when searching mobile devices (like “nearby”) and there are fewer branded searches than by users on desktops and laptops. Advertisers who aren’t specifically researching keywords with mobile in mind aren’t maximizing their budgets.
4. Experiment with Content
The size of mobile device screens can be a limitation when creating ads, but advertisers can make up for this by experimenting with banner sizes, shapes, images, and colors. What may seem like a minor adjustment may turn out to be the key to a higher click-through rate.
Advertisers should take special care to make sure they have chosen the right call to action and be willing to experiment with different offers to find what best motivates customers.According to Adam Root of HipLogiq, “The three most effective calls to action I have seen are discount coupons (e.g., 20 percent-off coupons for nearby mobile users), buy-one-get-one promotions and free items.”
5. Select the Right Mobile Ad Network
The mobile advertiser network a business uses also plays a large part in the overall effectiveness of the campaign. Determining the best mobile advertising network depends on whether you want to advertise on apps, or specific sites, or in search results. Google is a good choice for most businesses but there are a lot of other good options to choose from. Examine the network’s option for relevant localized data, their mobile publisher database, and what their abilities are for ad display and ad search.
Mobile advertising will see great increases in 2014 as more people use mobile devices to search and shop online, and advertisers follow them. Be sure your advertising are being used effectively by always measuring your results and keeping up with the latest news in best practices.
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