How To Be Successful in Mobile Advertising

How To Be Successful in Mobile Advertising

Mobile Advertising

Mobile advertising or marketing is no longer a vehicle for only blue chip brands. Today we are seeing mobile media has a budget of its own, and remember It is not just about the media? Technology platform advancements has a fuel up this medium, which was once static and dull banners now turned them into quality engaging experiences.

To cut a long story short that the mobile advertising industry is a lot more healthy today. Therefore it is mandatory that a mobile advertiser has a complete and flexible plan when approaching their mobile strategy. A successful mobile advertising campaign is a combination of goals, results, creativity and consumption knowledge of the mobile users. To be successful in mobile advertising, starting steps to get there are simple but mostly neglected.

Step one: 

When we began as marketers, we did little without a clearly defined goal. However enhanced technologies made it more difficult to measure, and at the same time we all started throwing things at the wall just to see what would stick. Measuring targeting and deep reporting enable us to set & see the clear goal. These can be as simple as driving clicks, refine CTR or as complex as store visits. In any scenario a clearly defined goal is essential to proving the value of your mobile activation campaign plan.

Step two:

Understanding of your consumer & respect them. Today we are seeing more & more devices becoming a part of mainstream, means variety of ad formats for users. Say that you are managing a great client brand but just because brand is great does not naturally mean that users will spend time and energy to engage with it? Don’t worry the formula is simple, Offer value to consumers in a quick engaging manner….few clicks and they are their!

Step three

As a serious marketer/account manager your focus should be on complete user experience, not just the media advertisement. Start with where the user entered the ad, What did they give up to engage with brand? What will they do next? You should try drawing the full mobile advertising user experience on a piece of paper. Do not stop there, once the ad is in QA ask you coworker to test it. You will learn a lot and once live check your reporting regularly to see if users are engaging they way you foresee? If not then change it.

Step four

Be innovative and do not refrain to try something new. We were only able to arrive at this juncture because those before us tried (succeed and failed). Finally choose the right mobile advertising partner. The right partner is hard to find. First and foremost thing is to track as much of the user experience as possible.

Converting a mobile impression into a click

Top mobile advertising campaign is just not only well designed ad banner, QR code, App install to a targeted audience. But it’s the one that converts an impression to a click and a click to an engaged user? Many of us are missing that element. Too many mobile advertisements take users to a desktop friendly Web site instead of a mobile site. Whereas Mobile landing pages and mobile microsites provide a mobile friendly experience that is designed to maiximize in reaching the goal of your campaign (engagement/conversion). Specialised mobile landing pages provide the critical next step in an ad message and have potential of leveraging even if an business does not have an existing mobile site.

Here are a few examples: 

  • Watch a video
  • Access to mobile coupon
  • Search Local Map
  • Click to call
  • App Download
  • Social Shares

To achieve success with mobile advertising, advertisers need to map out the entire mobile user experience. That determines the best approach to copy, creative, design and technology. Here are a few best practices for mobile landing pages and common pitfalls to avoid.

Messaging and copy

1. Keep copy very concise and put the most important information at the top. When you think you have cut down on copy, cut some more.

Design

1. Use finger friendly buttons to eliminate the possibility of users frustration
2. Clean design and make sure graphics are readable even when sized down.
3. Keep a same brand look so consumers feel comfortable interacting with your channel.
4. Do not use Flash or fancy JavaScript. (usually this make page heavy)

Mobile engagement

1. Use of click-to-call, interactive maps and location-based promotions.
2. Provide a link to your main Web site for visitors to explore more if they desire.

Development

1. Minimize the load time. With content rich page get heavy and you risk a negative brand impression and lost page views.
2. Use short page titles allowing visitors to know what page they are on.

Lastly the right partner does not stop working for you when the campaign goes live but that is the easy part.  Your work throughout the campaign, optimizing and suggesting changes is the key to win & achieve your client goals.

12 Ridiculously Powerful Ad Targeting Options

12 Ridiculously Powerful Ad Targeting Options

Paid Traffic

In today’s digital market space targeting audiences is one of the most critical area to any marketing campaign. Advertiser laxing on targeting would not be able to rightly use advertising to reach the right audience with the right message. Resulting in wasting budget money & more over time. Going with a power of targeting which allows level of personalisation and relevancy that right consumers always looking forward. And for digital advertisers it opens a way to segment audiences, test and optimize for improved results. Let see & explore the key targeting methods that seek your attention.

1. Audience Focused Targeting: Helps you sketching ads to those people interested in the products and services. It includes various methods of segmentation that allow advertisers to find and target specific audiences. Let’s explore the various types of audience focused ad segmentation that you can choose;

2. Demographic targeting: One of the oldest kinds of targeting, it shows ads to your consumer based on a various set of demographic information. This often includes age and gender. When advertisers know that their business or product tends to appeal to a specific age group, or else the objective is to build awareness in a specific age group, demographic targeting would be a good way to target audiences to reach objectives. However when demographic targeting and placement targeting are combined, they allow to deliver an ad to the right age group of people who had also visited sites that customers typically visit. Likewise when demographic targeting combined with behavioral targeting, allowing an advertiser to be extremely specific about who sees their ad message.

3. Placement Targeting: One another type of audience targeting, which shows ads only on specific websites that has been selected. This type of targeting is very helpful if advertiser knows which websites your consumers visit. Websites like Telegraph.co.uk or Time.com can be targeted from various ad exchanges & also can include via google display network. With placement targeting you can put your ad on the site or portal of your choice, with various ad types animated banners, video banners or text ads depend what format they are allowing on certain pages.

4. Behavioral Targeting: This form serves ads based on the interests of a visitors. Their interests/intent can be known from their e.g. previous form fill or registration process or they can be inferred based on browser history, like sites visited, searches, etc. With behavioral targeting a consumer’s earlier web behavior determines the ads they are served.

5. Geographic and Language Targeting: Geographic and language targeting means that ads are targeted based on the geographic location or local language of a consumer. This can be very niche on some advertising platforms. For geography, advertisers can be as broad as region and country and as specific as neighborhood or zip code in a particular city. Geo-targeting is quite important for businesses that operate in many regions and want their ads to be relevant and personal for audiences in every region.

6. Interest Targeting: Based on the interest categories of customers. This type of targeting targets customers whose online behavior shows they are interested in a specific category. Those customers are then served niche ads as they move across the web. Slightly different than behavioral targeting because the user does not select or self-identify their interest… they are inferred by the platform based on their behavior. Normally ad platforms let consumers customized their interests so they can see ads they want, while also helping the advertiser reach audiences more effectively.

7. Topic Targeting: Based on sites that fit into a category grouping, such as finance, shopping, or health. It’s a type of targeting that is done mainly on Google and an advertisers using this form of targeting who wants to target people based on the type of website they go to, rather than specific sites. It’s a good way for advertisers to get exposure on an extended variety of sites that are also relevant, which has the benefit of revealing them to new audiences and building awareness.

8. Lookalike Targeting: Lookalike targeting is based on existing marketing list and targeted group of consumers. Many advertising platforms offer this targeting method which usually takes an available list of visitors or contacts from previous activities. Then the platforms find matching audiences who “look like” the visitors from the existing list available to them.

9. Contextual Targeting: One that delivers relevant messages to visitors based on the type of content they consume, whether that is an article or a content asset like a site or blog. Contextual targeting enables advertisers to deliver their ads in the moments that the customer is engaged and interacted with a similar topic. This way the ad get relevant. This type of ad also protect advertiser brand and keeping it safe by preventing ads not appearing next to content that is irrelevant or not wanted.

10. Keyword Targeting: Ads get triggered around targeted keywords. With this type of targeting select a keyword or phrases that advertiser wants ad to visible for. Google is the most well-known for keyword targeting based advertising.

11. Re-Marketing: Means that ads display to customers who have already visited your site or web pages. Advertisers know with the help of re-targeting list that the previous visitors has more potential to drive them back to their site. A consumer who is re-targeting continues to browse other sites across the internet, and your ads display to them. The re-targeting ad directs the customer back to the site with a CTR (call to action) to shop, a promotion, and a banner. Retargeting ads remind customers not only of the products they looked at, but also of your brand. The goal is to drive them back to your site to complete an action.

12. Device Targeting: Delivers ads to consumers based on their device, including manufacturer, model & operating system. Today’s shopper engaged with brands on multiple devices, therefore device targeting could be a great way forward to grab the attention of potential on the go. It’s important that advertisers should be using different devices they can advertise on and analyze the response on their advertisement message from each.

10 Best Practices for Static and Animated Display Ads

10 Best Practices for Static and Animated Display Ads

Display Advertising

Digital advertising is swelling and with each passing month its reputation is growing, especially for reaching niche target audience with exact measurable results. Now with all these natural marketing traits with in and the ad content convergence power, the businesses are shifting spends from traditional BTL advertising model into digital. However looking at the various digital ad models and can see display ad is one of the most popular, old and effective type, which is form of visual advertisements that can be placed on a variety of web media. Display ads come in a wide array of formats such as text, images, video, animated, and more.

Along with PPC, for many marketers display advertising is another piece of the advertising cake (and it’s true). The great part about display ads is their adaptability& diversity! You can target almost any type of media to get your message across to your audience. And you can target your audience across multiple devices and channels.You can choose individual websites for your banner ads to be displayed, or you can create banner ads as part of a retargeting campaign. But for your reference, a retargeting ad campaign tracks your website visitors and serves them customized ads with variety of messages on multiple channels.

“Display ads is a must fit in overall integrated marketing strategy as it helps people who are browsing web after they exposed to any offline activity such as TV commercial, Print ad or radio commercial”

There are many types of display ads. We will go over some of the most popular types of display ads in the upcoming sections.Static Display Ads Your static ads are the bread and butter of your display ad strategy. These banner ads typically use an image and have some copy, your brand logo, and a clear call-to-action (CTA). A static ad has no movement and works on a variety of channels and devices. This type of ad is also the least expensive to create, so it is the most scalable.

Best Practices for Static & Animated Display Ads:

1. Have a clear CTA (Call To Action):

One of the most important practice when it comes to your advertising. While you are spending money for your banner ads so you want to ensure that the people who click on your ad do exactly what you want them to do. Keep your CTA short, wherever it’s possible make it action oriented and full of usability. Good examples are “Download Today”, “Shop Now”,“Buy Now”, “Find More”, and so on.

2. Use clear and talking images:

You need an image which act as a catalyst for ad engagement. Usually web pages can be too clutter with information. Or your consumers might even be surrounded by a number of other banner ads. Therefor ensure that your banner image instantly catch the attention. Make it eye catching, have top contrast imagery and consider using lifestyle images, which tends to perform better than others.

3. Have great branding:

Its quire important that your ad branding is aligned with your website and other owned media assets. Keep in mind that ad should have your brand colors, brand fonts, and other elements so consumers know that the ad belongs to particular brand.

4. Use Company Logo in the Banner:

No rocket science at all, ensure that you include brand logo! Try different placement for testing purpose, otherwise logos work best in the top left or right corners.

5. Include a Promotion as a Part of Ad Message:

If it’s a sale or discount or sale campaign then mention promotion in your ad, this certainly a higher click through rate (CTR). Consider offering a discount, free shipping, or sale %.

6. Include a Sense of Urgency Highlighted in the Ad Message:

Include a sense of urgency by saying that promotion “Ends Today” or that before certain date “21 January 2016”. People are much more likely to click on adsthat include this kind of punch lines.

7. Include a Headline Text Message:

Add a headline along with your image, so your audience knows exactly what to do.

8. Match your Landing Page to your Ad before Going Live:

Relevancy is a wining feature like i said many times. Make sure that your landing page is reflecting an expression of your ad! If your ad promotes a mobile phones and your landing page promotes tablets, you are inviting higher bounce rate, which is a reverse of engagement.

9. Choose Banner Sizes Correctly:

There are definitely banner ad sizes that outperform, so make sure you are focusing time on the following sizes for both (static or animated html 5 banners)

  1. 300×250
  2. 300×600
  3. 728×90
  4. 970×90
  5. 970×250
  6. 250×250

10. Always be Testing for Better Engagement Rate & Conversions:

You can test various elements of your banner ads, so make sure you are incessantly testing.

Display advertising plays a crucial role in the online marketing mix for both branding and direct response campaigns with a 26.4% rise year on year. Changes in customer behavior in last few year years has introduced the term “always on consumer”. For display advertising or any other form of digital marketing, data is now a stark reality which is serving the always on consumer with messages that echo with them wherever they choose to interact. And in the last ensure that consumer focus should be the heart of all variations of display advertising strategy.

Paid Search Ads (PPC) The Zeus Of Search Engine Marketing

Paid Search Ads (PPC) The Zeus Of Search Engine Marketing

Paid Search Advertising

With pay per click (PPC) search ads your ad is placed under “Right Side of sponsored result” or “Above Top of Organic results, also known as Premium Ad positions” and you only pay for when each received click. The real magic is that you can tailor your PPC ads unlimited times as you desired and it get quickly visible when targeted search terms are entered, creating highly targeted ads.

For many businesses paid search (PPC) ads make up the majority of their digital advertising spend. In 2014, search ads accounted for approximately $12 billion, or 41%, of the total web ad revenue. Pay per click ads are flexible, highly visible and most of all effective for various types of businesses. One of the most important element for such ad campaigns are Keywords, therefore When creating your PPC strategy first determine your keywords by relevancy, importance, competition, auction bid (i.e.what you want to rank highly for) and later optimize & create ads for those terms.This means when someone searches for those terms your ad has a better chance of coming up. Keywords should be chosen based on:

  • Relevant business goals
  • Traffic opportunity
  • Competition

Likewise CTA (Call To Action) Strategy for paid search ads is an excellent way to showcase your services and products, but keep in mind that people who search for your keywords may not be knowing of the advertiser. This means that it often doesn’t make sense for your CTA to always be a sales focused. Instead, offer them a piece of content that is applicable to their search query.

Another great feature to target PPC ads are RLSA, it stands for Remarketing Lists for Search Ads. This is a feature in Google AdWords that enables you to customize your ad campaign for people who have already been to your website. You can select keywords and formulate your ads according to what you like your past visitors to see & know about it. This has so far given a very positive feedback interms of higher conversion rate and saving good amount of budget.

Pay Per Clicks Ads and Marketing Automation:

If you are reading this section and jotting everything down in earnest, a lot of your ad budget is probably allocated to PPC ads. But do you know if your investment is actually working? When a purchase is made online, Google has made it fairly easy for marketers to tie revenue back to the ad. However, the system begins to break when a purchase is made offline, such as when a buyer works directly with a salesperson. So how do you know that your PPC ad influenced a purchase like that?

PPC Tracking ROI:

By using marketing automation you can actually start tracking all of these engagements. Through a tool like ominutre & google analytics premium (urchin) can associate offline purchases with the ads that initiated them. Equipped with this information, marketers can create more intelligent PPC campaigns by focusing their bids on keywords that drive the most revenue. Additionally through these applications you can track important back end metrics such as the amount of leads & MQLs (Marketing Qualified Leads) this is particularly for a B2B company, analyzing data shows true ROI for your PPC activity.

Last but not least you also want to take into consideration your cross channel campaign strategy while targeting your PPC advertising campaigns. Going with converged marketing messages will act as an engagementmultiplier for your holistic advertising activation.

Note: The year 2016 will be seeing two major PPC events. Google ads showing on Yahoo Search Interface + Google is testing promoted video search ads…