As mobile advertising is growing faster than ever before, it is inevitable to have your own unique mobile strategy to stand out. Here are some tips result-based marketers should do for mobile campaign.
Create a Shorter Process
Less time and less hassle translate into more conversions. This is especially true in the mobile realm, where campaign success depends on keeping the advertising process as short as possible. Unlike stationary PC users, mobile device users are constantly on the go. They can be exposed to an ad anywhere, at any time, in an endless variety of situations and occasions. Not less important, mobile screens are considerably smaller than PC screens.
Given these limitations, in order to successfully attract the user’s attention, messages (both on the creative and the landing pages) need to be short, precise and effective. The call-for-action should be instantly understood, delivered from a single landing page, and should employ a simple registration form. The form should include a minimum number of required fields that can be quickly and easily completed without the need for lengthy responses or multiple clicks. The mobile platform’s features and capabilities should be leveraged whenever possible. For example, automatic mobile number recognition should be utilized in order to eliminate the need for additional user input.
Utilize Multiple Landing Pages
The entire process should be optimized to the fullest, from impression to conversion, in order to reach the campaign’s goals. The use of multiple landing pages for each product is critical for the success of the campaign – as is the use and testing of a variety of different banners. Multiple landing pages enable a quick determination of what works best, i.e., what turns users into buyers – and delivers the best results for the advertiser.
Use Text Links
Text Links are ideal for mobile advertising. They deliver excellent conversion rates for result-based advertisers, usually cost less than banners, can bring a higher CTR (Click-Through Rate), and often account for the majority of a campaign’s traffic.
Maximize Results with Advanced Technologies
Today, result-based advertisers can benefit from the intelligent use of the latest campaign tracking and management technologies – which can make all the difference for mobile campaign success. Conversion Tracking enables a view of the entire process as well as ongoing measurement and optimization, thus allowing for continuous improvement of campaign results. By focusing on the total process – from impression through conversion – it’s possible to achieve a very positive ROI.
Unified Reporting Capabilities consolidate campaign data from all relevant networks into a single, unified report. This facilitates the simple detection of campaign variations, strategy, and effectiveness including the relative performance of specific landing pages and network/landing page matches. Innovative new tools that enable the tracking of a campaign’s progress without requiring the advertiser to check each mobile ad network separately are critical for the success of mobile campaigns.
Take Advantage of Vast New Markets
There are global markets where mobile phones are commonplace and often used instead of landlines – and where the amount of traffic is vast and rapidly growing. Marketers should take advantage of the reach and potential of these relatively untapped and unsaturated markets. Advertising costs are often significantly lower than in other parts of the world and, at the moment, there is considerably less competition.
Extend Campaigns to the Widest Range of Devices
Marketers should match their campaigns and technology to the widest possible range of mobile devices including both feature phones and smart phones, in order to maximize effectiveness and expose the campaign to as much traffic as possible. When planning campaigns, it is particularly important to take into account the rapid growth in smart phone traffic, which, on top tier mobile networks and platforms can reach 30-50% of the total traffic.
Update Campaign Partners (Publishers and Ad Networks)
Marketers should keep traffic sources continuously updated. Publishers and Ad Networks should be kept informed about the advertiser’s selected operators, and about the agreements signed with them. This avoids running campaigns via unsuitable operators and on ineffective traffic, and prevents running wasted campaigns.
Read More: http://mmaglobal.com/articles/its-time-go-mobile-guide-mobile-campaign-success
