If you target mobile audiences in your advertising, then you need to make sure that your campaigns are developed in the right ways to maximize your response rates and your return on investment. Simply stated, there are some specific rules that digital marketers must follow or their mobile advertising won’t generate the results they want and need.
It doesn’t matter if you’re developing mobile advertising campaigns to boost brand awareness or generate sales. These rules still apply, so familiarize yourself with them and make sure you follow them. If you don’t, you’ll be wasting time and money.
Target the Right Audience
Most mobile advertising platforms allow digital advertisers to target specific audiences, but many skip this important step. This isn’t a new step. Successful advertisers always target their ads to specific audiences, but demographic and psychographic targeting in mobile advertising is still evolving.
Many advertisers, particularly small businesses, don’t understand that mobile targeting is available to them or how to use it effectively. Do your homework and learn how and when to do it, and your results will improve significantly.
Create Amazing Landing Pages
Don’t send people who click on your mobile ad to your website’s home page! You need to create a highly targeted landing page for each mobile ad, and each landing page should make the action you want visitors to take extremely clear.
Don’t give people a chance to get away or get distracted. Use laser-focused landing pages that tell them how you’ll solve their problems. Be sure to review the five secrets to a successful landing page for more tips.
Optimize Your Website for Mobile Audiences
What does your website look like when people view it on their smartphones or tablets? If you’re advertising to mobile audiences, then your website needs to look good and work correctly when people view it on mobile devices.
Invest in a responsive design that works across devices or hire a web developer to code your site to work on desktops and mobile devices. Even though you’ll send people to a specific landing page from each of your mobile ads, many of them will visit your website and poke around to learn more about you and your business. Make sure they can get the information they’re looking for with ease.
Customize Your Ads and Offers
Don’t just resize online or print ads for mobile advertising placements. Mobile advertising is different from other forms of advertising, and your ad designs, copy, and offers need to be different, too.
For example, advertising an upcoming sale at your brick-and-mortar store that won’t take place for another two weeks is unlikely to drive much excitement let alone sales from a mobile audience. That’s because mobile audiences are highly motivated by instant gratification. Your mobile ads should promote offers that audiences can benefit from immediately.
Ads should create a sense of urgency focused on a single, highly relevant offer. Mobile audiences are very intolerant of ads that disrupt them without offering anything beneficial to them. Your goal should be to avoid interrupting mobile audiences and instead, enhancing their experiences in real-time.