Become the MacGyver of Mobile Advertising (Part 2)

Learn how to build mobile ad campaigns that will deliver results for your business or brand.

In last week’s post, we discussed the many benefits of mobile advertising, and listed several factors that determine the success of mobile advertising. As promised, this week we bring you seven how-to tips for implementing effective mobile ad campaigns.

  1. Keep your messages clear and to the point. When consumers are on their smartphones or other mobile devices, they are looking for the best possible experience. Large amounts of text can be overwhelming and difficult to read on small devices. If users have to work to engage with your ads, they will give up within a split second.It’s also important to use the right kind of message. Much like social media, users do not like to be annoyed with brands that seem desperate for likes, clicks, and downloads.  Although these are the goals many advertisers strive for, there is a fine line between a clear call-to-action and desperate plea. Try using short, but sweet, messages to attract mobile users.
  2. Images are crucial. When creating brand awareness and guiding consumers through the sales funnel, enhancing mobile ads and apps with bigger, quality images and less text can give you a leg up on the competition. With the right images, user can see how an app will work for them before downloading it and how a product might benefit them before purchasing it. Attention spans are becoming shorter and shorter, so it’s important to utilize intriguing imagery rather than text.
  3. Provide a clear call-to-action. Let your audience know, right away, the specific action that they should take upon viewing your ad. As previously mentioned in the first tip, it’s important to not sound desperate but rather provide a guide on what steps the ads’ viewers should take next. Using callouts such as click-to-call, tap-to-play, or get directions [to a business] are some creative ways that are known to drive more mobile traffic.
  4. Show relevant ads to a relevant audience, at relevant times. No one enjoys being shown irrelevant ads that delay them from using an app or watching a video. Advertisers have the ability to see what content their audiences view frequently, the search queries they have made, apps they downloaded, and the geographic region they are currently in. This should all be used to decide the content, to whom and where an ad gets shown for the best results. In some instances, seasonal changes can effect user interaction. For example, people usually interact more during major holidays such as 4th of July, or Christmas. This is another example where timing is everything in digital marketing, and it is important to create a sense of urgency for consumers to take immediate action.
  5. Reach your users across multiple channels, screens and platforms. It takes reinforcement and message continuity across channels to generate brand awareness. This can best be done by running mobile advertising initiatives across multiple channels. TV and Radio may be enough to peak consumers’ interest and begin researching, but desktop and mobile advertising must follow to tell the whole story and close the sale. It’s important not to deliver the exact same message across all channels, but to deliver a congruent, continuous story in order to lead consumers through the sales process all the way to the point-of-purchase.
  6. Mobile experience is much more personal than any other channel. As stated in the first part of this blog post last week, smartphones and mobile devices have become an indispensable part of modern-day human existence. Consumers rely on their mobile gadgets and utilize them a when making a purchase decisions. They may visit a store to look at, and touch, the product. However, in the end, they will still make the purchase on their mobile devices. This is why a mobile campaign, or an app, is a great way to engage with an audience that has real interest in your products or services. Expert tip: Catch their attention by making in-stream video ads for even more reach, engagement and sales.
  7. Use every tool you have available. Paid search, native, integrated display advertisements, social media apps and video ads on Facebook and YouTube should all be a part of your mobile arsenal. Target mobile audiences based on their search histories, their geographic locations, recently visited websites downloaded apps. Once advertisers have narrowed down their mobile audience and have exposed this audience to relevant cross-platform content, it’s up to the consumer to take the final action. Hopefully, by this time, they’ll be ready to commit and spend their money on your product or service.

If you’re new to mobile advertising, it may seem a bit daunting at first. However, it has become a necessity for businesses of all shapes and sizes to invest in mobile advertising, or risk losing sales to the competition. To reiterate H.G. Wells’ quote, mentioned in the opening of our post last week, businesses must “adapt or perish.”

By following the aforementioned tips, and with a little time and practice, mobile ads will become much easier to understand and effectively implement for valuable returns!

Let us know if you have any mobile advertising questions. Post them in the comments section below. Thanks for reading!

Josh Henson is a Search Marketing Associate in the Digital Media Group at Dealer Product Services. He first realized a passion for digital marketing while attending the Northern Illinois University School of Business. He spent his early years after graduation exploring Retail Management and Sales until he came to DPS in December 2014. In his free time, Josh loves to play golf, swim and produce electronic music. He also enjoys discovering new music genres, researching new technologies, reading up on the latest consumer electronics and spending time with family and friends.

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