Mobile advertising is exploding. To put it into perspective,
there are 7.2
billion people on the planet, yet there are 7.5 billion mobile
connections. There are more connections than people and a huge proportion have
the capacity to find you online.
At no point in human
history have businesses had access to such a vast audience. This article is
going to show you how you can go about mastering mobile advertising.
Use In-Ad Engagement
Every additional click
in mobile advertising will cut your potential audience by
half. Your ad should be interactive, rather than asking for a simple click.
Interact with your customers along the way in order to hold them.
You'll
see your click-through rates practically double if you can get this right.
Know Your Audience First
A common mistake is
beginning your mobile advertising before you know who your audience is.
Mobile users are everyone. They are just as diverse as a desktop audience. Yet
there are advertisers who will happily spend their time marketing to a
generalized audience that they randomly pulled out of thin air. Spend some time
researching your preferred audience. Find out their likes and their dislikes.
Browse as someone searching for your product. Take a look at things from the
other side of the glass. Nextiva suggests installing 3rd party
tools like Google Analytics to get concrete data on who your mobile users are.
Get the Timing Right
Creating and maintaining
a mobile advertising campaign that works is about encouraging users
to act as soon as possible. Mobile marketing is all about getting the quickest
way to the results. You need to time your campaign to encourage users to act as
soon as possible.
There
are many incentives you can use to get users to do what you want fast. For
example, you may decide to offer a free download of something entertaining. You
may even decide to provide some sort of discount coupon.
It's
about giving users a reason to care about you over someone else.
Location is Everything
Your location is
everything. Effective ad placement does differ depending on your company and
who you are marketing to. For example, many advertisers on Facebook discovered
on desktops that placing ads in the sidebar no longer worked. But they only
knew this through good testing and lots of research.
A Strong Call to Action
So you have an ad, but
what do you want people to do when they see that ad?
To
you, it may seem obvious, but to everyone else it's often a matter of
confusion. It doesn't have to be a long pitch about how you want customers to
change their lives for the better. Just tell them what to do. Do you want them to
click something? Do you want them to give you their emails? Or do you want them
to do something else entirely?
Why You Need to Add a Phone Number
The reality is most mobile users are searching for businesses in their
local area. It's why Google has started to concentrate so much on local and
hyperlocal SEO. Over half of all searches fall into these two categories. It's
why companies that want to master mobile advertising need to have a presence
with information like opening hours and contact details.
Take
note that this strategy won't work for every company. There are some businesses
that have had lots of success using Google Ads on mobile. Users just need to
tap the number and the call is placed instantly.
But
you do need to test this to see if it will work effectively for you.
Take Advantage of Geotargeting
Geotargeting
advertisements always make mobile advertising campaigns more successful. You
have a limited number of impressions before your daily ad budget is spent. By
reducing your number of wasted impressions through better targeting, you are
reducing the amount of expenditure, while reducing the cost per lead/cost per
subscriber.
There's no doubt that
geo-targeting will become a part of every mobile advertising campaign going forward. Businesses have to make
sure that they are hitting only the people who are likely to have an interest
in them.
Test, Test, Test
Mobile advertising may
have changed the way businesses promote their products and services. What
hasn't changed is the need to test various strategies. What works for one
company won't necessarily work for another.
It
may require a significant investment in the beginning, but in the long-term you
are bound to get all that money back. Consider mobile advertising an investment
in your long-term future.
Credit: Aj Agrawal
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