Whether you want to build a brand or focus on performance advertising, mobile is the key. Google Mobile display advertising is a new way to win new customers on-the-go, grow leads and make more conversions. Smartphones and tablets have become a vital platform to perform a mobile search. Often, when you visit certain site or open an application you may come across an advertisement at top or bottom of your screen but you won’t see such ads on famous social networking sites like Facebook, Twitter or LinkedIn. This is because the sites have their own ad network.
What you need to establish a successful mobile display ad campaign?
To create an effective mobile display ads, you need to make sure the ad adapts to the size of the user’s device. The message should be conveyed, should be short, to the point and should be apparent to the visitor. Just limited words and images would be better to make your ads work. This is the most challenging task to do as it requires immense time and efforts to judge what content and image would make your mobile display ad successful. When you want to grab the attention of a user, focus on how to make your ad clutter free by avoiding unnecessary words or images. A visitor will be more compelled to click on a well-designed mobile display ad, which gives a clear message in just a few seconds. This leads to better branding metrics and increases the response rates.
As indicated in research studies mobile searches growing as compared to a desktop, there is immense scope for mobile display ads too. A single mobile display ad with a relevant message allows you to tap new customers when you know what information users are searching. When you roll out campaign, you should create a dominant bidding strategy for the location targeted and you need to show the right ads, site link or application related to the information a visitor has searched. Your campaign would really get a push advertise about discount offers.
Metrics to measure the effectiveness of Mobile display ad campaign
Click Through Rate (CTR): For long time, CTR has been the essential metric the measure the success of a campaign. The CTR results for desktop usually range between 0.05% to 0.1%, while in case of mobile the range is between 0.5% to 0.8%. Although CTR appears to be high for mobile, there are also some accidental clicks made by users making the CTR percentage less reliable.
Secondary Action Rate (SAR): For identifying deeper levels of purchasing intent, SAR is the best indicator. SAR lets you know what actions are taken by a visitor after a click, such as going through images, calls or contact details.
Store Visitation Lift (SVL): This indicates the number of customers with the real intent to purchase by visiting your website after completing the SAR.
Same Store Sales Increases (SSSI): This determines the success of your mobile ad campaign and lets you know whether your sales are increasing or decreasing.
Key to a successful mobile display ad campaign:
Mobile is a distinct platform and you need to recognize what would drive the success of a campaign. Here are some steps you can follow to set a successful campaign:
- Identify purchase type
- Set goals for the campaign
- Figure out performance indicators
- Optimize your campaign as per the metrics
Every Pay Per Click campaign is different. You need to modify constantly and use smart tactics to get optimal results.