Tips for Improving Your Mobile Advertising
1. Use In-Ad Engagement to Lower CPAs
There is a rule in mobile that every additional click required loses half your audience. Make sure your ad is interactive, and encourage in-ad sign-ups for email or offer claiming. With this type of campaign, you will see click-through rates that are two times higher.
– Trevor Sumner, LocalVox
2. Know Your Audience First
Too many mobile advertisers are spending before they know their mobile audiences and what they are trying to accomplish with them. For example, a large segment of the mobile advertising business is the mobile installation business. Companies are routinely paying $1.50 or more per install. Unfortunately, many of these installs don’t stick around for very long, rendering the installation useless. When running a mobile advertising campaign, particularly one focused on app installs, you need to work backwards: understand your mobile customers, which ones use your app the most, why they do so and who they are. Then, and only then, can you start making mobile ad buys with a reasonable chance of growing your business in a successful and repeatable manner.
– Robi Ganguly, Apptentive
3. Time It Right
My advice for creating and maintaining a successful mobile advertising campaign is to provide a relevant incentive for users to act immediately. Because mobile is all about immediacy, make sure to time your campaign according to when you want a user to take an action. Incentives could include a complimentary entertainment download or virtual coupon and are particularly effective when timed to the user being within a certain radius of a store or experience, too. In mobile, it’s about giving the consumer the right moment to interact with your brand.
– Doreen Bloch, Poshly Inc.
4. Location Is Key
It’s important to know where the best place to put an ad is. For example, putting it right in the middle of a computer game is probably not the best place. Effective ad placement differs depending on the company, but there are plenty of resources available to help you make the right choice.
– Andrew Schrage, Money Crashers Personal Finance
5. Use a Powerful Call to Action
Although awareness campaigns are valuable, mobile advertising is more effective for direct response campaigns. 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.
– Adam Root, Hiplogiq
6. Include a Phone Number
Depending on the business, running a mobile advertising campaign with a phone number can be a very effective strategy. We’ve had a lot of success with Google Ads on mobile devices. All users have to do when they see your ad is tap on the phone number and click call, and your phone is ringing with a lead. It’s simple for the user and a great lead strategy for you. Just make sure someone picks up the phone when it rings.
– Brett Farmiloe, Internet Marketing Agency
7. Use Geotargeting
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. Geotargeting will be a necessary component of all mobile campaigns in the near future.
– Lauren Perkins, Perks Consulting
8. Use the Right Analytics
Mobile marketing has a lot of crucial considerations that are different from traditional digital marketing. Without the correct analytics, you will not be able to effectively segment, understand or target your efforts. The first and most crucial step is to get mobile analytics implemented from companies such as Localytics so you can establish a baseline. From there, you can experiment, A/B test and really attack the market with your targeted and efficient campaign.
– Brennan White, Watchtower
9. Make It Social
Networks such as Twitter were born as mobile platforms and still attribute a huge portion of their activity to mobile sources. Give your mobile advertising campaign some legs by adding and incentivizing social sharing. With a compelling reason to share, you can make your campaign more viral and, therefore, higher yielding. A recent study from Media Bistro showed that users are three times more likely to share content via their iPhones than their desktops. Apply this knowledge to amplify your message on your next mobile advertising campaign.
– Matt Hunckler, Verge
10. Integrate Your Efforts
If you have a well-rounded mobile marketing and advertising strategy and integrate the mobile elements to work well and reinforce your overall brand message, you will have a successful mobile advertising campaign. For more than 10 years, I have seen the mobile marketing industry go through many stages of growth. Mobile marketing and advertising is maturing. People are now understanding that a mobile app or mobile-optimized website does not make up a mobile strategy or mobile campaign. Think about how mobile marketing will fit in with your overall marketing program and how it will enhance your existing relationship with your customers. Then take great care to create messages that are compelling and relevant.
Link: Advertising via mashable.com