If you have paid attention to my blog posts you should be aware of the importance of mobile advertising. If you haven’t read my related blog post please take some time to check it out “We Know That Mobile Advertising Is Working. Here Is The Reason Why!” The most important aspect of advertising to the client is mobile advertising ROI. That is the reason we are in the ad business. To drive results. To put cash in the pocket of our clients and keep business flowing. So how can businesses get the most “bang for their buck” with mobile advertising? Here are 5 easy steps:
Step 1: Strong Call To Action
When I counsel my clients about mobile advertising ROI the first thing I try to help them understand is we are reaching prospective customers closer to the end of the buying funnel when advertising on mobile devices. They have the power to take action right in their hands. What do you want the customer to do? Do you want them to call? Do you want them to set a calendar reminder in their phone for a special event? Do you want them to go to a specific page on your website? Do you want them to be able to download a coupon and walk straight into your store? ALL of these are options that can be taken when the customer clicks on your advertisement. So…TELL THEM WHAT TO DO & MAKE IT WORTH THEIR TIME. Sorry to yell, but it is that important. Tell the customer to “touch here” give them incentive to do it “touch here for 25% off one item.
Step 2: The Geo-Fence & Geo-Conquesting (Location Location Location)
Mobile ads can now be geo-fenced down to less than a mile radius around a latitude and longitude point. Sometimes the CPM can be more expensive at a narrow reach, but it is all to scale and budget. We can now reach people right where we want them. Take advantage of that. But wait, there’s more! Now we can also reach customers that are shopping in your competitor’s stores and serve them YOUR advertising. You can change the course of a buying decision right at the end of the buying funnel and steer business away from your competitors.
Step 3: There Is More Inventory Than Ever (Don’t Overpay)
Mobile traffic surpassed desktop traffic in November of 2013 and it is continuing to grow at alarming rates. As smartphones get smarter and wifi and LTE become stronger and faster this trend is only going to skyrocket. We have very little need for desktops anymore. Companies are looking to “fire-sale” there mobile inventory because they have so much. There is no need to pay high price CPM for mobile ads so get as much as you can for your money. Mobile ads can be as cheap as $3.00CPM or even less, an incredible value for mobile advertising ROI. The only catch is, if you want to get very targeted with geo-fencing, geo-conquesting, or serving ads on specific networks or apps it can still be as high as 10.00CPM
Step 4: Go Simple Or Over-The-Top
Anything else and you might as well throw your money away! Mobile Scrolling Text Ads can be just as effective as video if the message is strong and the call to action is rewarding. If your advertisement needs to tell a story it is time to turn to pop up video. Don’t worry, new smartphones these days can handle it like a dream. Tell your story in the palm of their hand. Of course video is more expensive, but sometimes there is no alternative. Just don’t get stuck in the world of stagnate cold banner ads that do nothing more than take up precious space on a smart phone.
Step 5: The Message Is Flexible
This is often overlooked but because mobile advertising can be as simple as scrolling text it can be changed to suite a specific need at a specific time. Don’t just catch clients where you want them, when you want them, catch them with a targeted message that will drive results. For example, if you want to reach out to work out enthusiasts, target a large run or workout event. Make the message specific to that date and time to drive maximum results from your campaign. Don’t worry about reaching large numbers. Make sure you hit your target audience at the right time with the right message for the best mobile advertising ROI.