We’re gonna show you how to build a successful mobile ad campaign.
As the level of competition grows and ad tech innovations like AI and machine learning come into play, it is very important for businesses to remain visible to consumers. Digital advertising helps address this issue - this is proved by industry leaders.
Every year global brands increase their ad spend on digital advertising to get more sales and enhance client engagement. As Zenith reports, in Q2 2018 giants like Coca-Cola, Ford, Samsung, Nestle, and P&G have allocated over 40% of their budgets to online ads, with the key focus towards mobile campaigns over desktop and TV.
The reason for the increase is simple: if a company stops to promote its product online, the competitors will take the lead and occupy the advertising space. It will entail a big loss of huge market share. That’s why you need to advertise your product or service all the time. In order to have a successful ad campaign, you need to carefully structure it, paying attention to every single piece.
We’re gonna show you how to build a successful mobile ad campaign. So, buckle up tight, we starting!
And yet, why mobile advertising is so important
Running a successful mobile campaign depends on several factors. First, it is publishers (web site and applications) that will run your campaign across potential customers. Second, it is affiliate networks that will mediate your campaign and connect it with publishers.
The main factor of a successful ad campaign isn’t centered only on delivering the message to the target audience, but also on the ability to intrigue potential customers. No one likes boring advertisement, so the ad should entertain people. This is the art of marketing.
If the user doesn’t understand what your product is, the ad will be rejected, and this can lead to the failure of the campaign.
Many online resources that speak about digital marketing importance divide their arguments into several paragraphs. We will do the same. Let’s consider in more detail the main factors underlying the success of a mobile ad campaign:
1. Time spent on a mobile device is growing
The time of using mobile devices is growing every year. People spend a third part of their day on smartphones and other devices. According to eMarketer, by 2019 about 72% of marketing dollar spend will be driven to mobile advertising.
2. Digital advertising has gone mobile
Constant availability is a big advantage in marketing. You will become popular if a consumer can reach you 24/7. Digital world gave this possibility to marketers. Mobile advertising allowed interacting with customers when they want.
3. Cost effective budget allocation
Mobile advertising gives a conversion and effective solution to the all advertising related solutions, plus mobile advertising doesn’t cost as much as another type of advertisement (TV, desktop, video). So, yes, in a particular way, mobile ad campaign can really save your money.
4. Mobile advertising allows you to better understand your customers
Mobile ad campaign allows advertisers to directly connect with the audience and sell the product or service. This leads to a better understanding of the brand among the customers, and the satisfaction of their needs.
Many brands go into mobile advertising with misunderstanding. The expectation is that with the simple classic advertisement they will enlarge the audience, but wait, how about using all the advantages of advertisement in affiliate networks? Follow the link
to read about signs that most of the marketers prefer to pass over. Take a full advantage of the ad.
Build your foundation by articulating your goals
Every strategy begins with the definition of the goals, and marketing isn’t the exception. So, first of all, you need to understand what you want to achieve with the future mobile ad campaign.
These questions can help your team decide on the sense of the advertising campaign.
Why did you create your app?
What has been done to ensure that users know your app?
If you already applied mobile marketing, ask yourself what is already working, and what is not.
Who is your key audience for mobile marketing? Describe the whole portrait.
How are you engaging your audience?
Discussion around these questions will help you analyze how your marketing strategy can work.
Identify the customer segments you want to target
Follow these advertising fundamentals to build the structure of your mobile ad campaign:
1. First, reach the right person. This part includes the determination of your target audience. It is important to build the full portrait of your future customers. The clearer you list the characteristics, the faster you will reach the conversion.
A fundamental targeting strategy works well on a basic level. Check the targeting abilities out:
You can target the platforms where your app is available. You can divide the audience by geo-location. Geo-location includes the language, weather-related content, local relevance.
One of the most popular targeting group in a demographic way. Demography includes age, sex, education, average income, interests.
After you find out which basic parameter brings a result to continue improving your targeting skills. Keep in mind that from the type of targeting depends the number of people you will reach. That is why you have to decide on the goal of your ad campaign.
2. Then, decide on the right time of advertising. Knowing the behavior of your users will show you the appropriate period when they are opened for suggestions. This will help you to measure the length of your ad campaign.
3. After all, define the right place. Choosing the right channels to send your advertisements is as much important as the right time. You choose not only popular apps but also those that may be related to yours (we mean the same direction, like fashion, games, study, etc.)
Think about the content in creatives
Content still is the king. After creating the right profile of your customers, you know the best time and place for sending them the message, that means that you have the instruments to engage the users. Only one thing left. You have to send them the right message, which means that you have to understand what they want to hear from you. It is very important to listen to them carefully and talk their language.
Using the right content you can convince the audience why they should download your app. Follow the first rule of content marketing: create an epic… and a short message. Independent
published a research of the scientists that defined that our average attention span is less than the attention of a goldfish (it takes 8 seconds). That’s right, you have 8 seconds to interest the client.
John Morrow a blogger from Smart blogger
recommends spending as much time promoting your creative as you produce it, especially if you want to reach a good number of customers.
Choose the advertising channel
Selection of the right mobile partner is one of the parts of the successful mobile ad campaign structure. It depends on a number of factors, especially on your individual marketing needs.
Over the few years, the affiliate programs underwent many changes and taking many interesting forms. The most popular affiliate programs use different pricing models, let’s take a look at the most popular:
1. Cost-per-click (CPC) or pay-per-click (PPC).
This pricing model goes around the users’ clicks. Users don’t have to be converted, make a purchase of a product or sign up. It is enough to click.
There are some advantages of using the CPC model. The ad receives an exposure, you can measure the ROI, and you control the budget.
As for disadvantages, there happen bidding wars, it is a high possibility of fraud, fake clicks, and ghost traffic, and the ad can be blocked by unscrupulous publishers.
2. Cost-per-mile (CPM).
In this pricing model, publisher charges a flat rate for 1,000 impressions. The CPM model depends on the number of times the ad has been shown. It doesn’t matter if the user clicked on the ad.
Speaking about the advantages: CPM has the lowest cost of advertising (good decision for budget programs), it is easy to realize (you just pay a clearly defined price), and it is a good solution if the brand goal is to achieve the brand awareness.
A little bit about disadvantages: still, there is a high risk of impression fraud, the ad may be shown to the same user for several times, it doesn’t bring the acquisition.
3. Cost-per-action or cost-per-acquisition (CPA).
With this pricing model advertiser pays when the user makes some action (views the ad, subscribes, logs in, installs the app, etc.) Publisher will receive the payment only after a specified action that was pointed by the advertiser.
The CPA is the most used model in affiliate networks. No wonder, there are a lot of advantages: all the risk is shifted to the publisher, you pay only for a performance, the model generates sales leads.
As for disadvantages, the CPA model is more expensive for advertisers, it has a low conversion, and there is also a risk of fraud rate.
If you still burst into a choice, use different pricing models to understand which one of them fits better for your ad campaign.
Don’t be afraid to change the course
Even if you’ve created a mobile app that helps people stay young, and you don’t market it well, there are small chances to rich the success, but you still need the promotion. Remember, marketing is one of the pillars that hold a mobile ad campaign together.
Start by regulating the knowledge you’ve already received. Based on them start creating the ad structure using the right tools, defining with your audience, and choosing the affiliate platform.