A Portable Guide to Mobile Advertising
Regardless of its budget size, a mobile advertising campaign is dependent on the persuasive power of its ads. They must be eye-catching, relevant and credible all in the same breath.
To fill this tall order, digital marketers follow several basic rules of advertising that have been updated for the 21st Century.
If you are stuck in a content creation rut, these seven steps will help you develop mobile ads that will likely convert more visitors into leads.
Write Irresistible Ad Copy
Mobile ads today are a dime a dozen. You see them on just about any website you visit. Truth be told, you probably remember just a fraction of them.
Then, what makes some mobile ads more effective than others?
Digital marketers who create memorable mobile advertising copy do these six things right:
- Research the company, product or service
- Know the target audience
- Craft an attention grabbing headline
- Use creative copy but remain focused on the brand’s message
- Be clear and concise
- Edit and proofread everything
Include Eye-Catching Imagery
Since most people are visually oriented, image selection is incredibly important. The best photos and graphics quickly tell the story behind a mobile ad without saying anything at all.
Before you start shifting through stock photos, take a look at these five elements of eye-catching visuals:
- On brand
Be Friendly to Mobile Devices
Digital marketing receives the best results when it is tailored to a specific platform. In addition to being compelling and eye-catching, mobile ads are most effective when they are paired with a mobile-friendly website, which has an intuitive navigation, easily-executable calls-to-action and a clean, clutter-free design.
Harness the Power of Video
As mobile devices have become more able to broadcast high-quality video, brands are relying more on video advertising.
The prime advantages of video:
- Increase brand awareness
- Support lead generation
- Drive engagement
- Build strong connections
Create a Persuasive Call-to-Action
Obviously, accumulating ad views is not a marketer’s ultimate goal. They must provoke an action from the consumer.
While you may experiment with the size, shape, color and copy of your call-to-action, remember these five best practices:
- Be direct
- Be unique
- Use actionable language
- Be urgent
- Make it easy
Target Segmented Audiences
Today, nearly five billion people worldwide have mobile phones. Finding interested customers in this group can be like finding a needle in a haystack, unless you segment your audience using buyer personas.
Buyer personas, which are fictional representations of your ideal customer, can be used to refine the focus of your mobile advertising campaigns. They help marketers align content with their target audience’s interests.
This cost-effective and valuable method helps you pinpoint potential customers who are more likely to make a purchase.
Perform A/B Tests of all Mobile Advertising
Since mobile ads contain many different elements, it may be tough to instantly figure out why your campaign is or is not working.
A/B testing is a method for breaking down individual parts of a mobile advertising campaign to test which elements perform best. For example, you could test different variations of an ad’s headline to see which might have a better conversion rate.
Once you’ve launched your mobile ads, measure your results so you can continue to improve your campaign’s performance over time.