Mobile Advertising Best Practices

Well hello, and welcome to Episode 58 of Aftershock Weekly. This week we’re going to talk about Mobile Advertising Best Practices, and I’m going to leave you with three main points.

The first one: Put your Call To Action up front. Make sure that whatever you want someone to do when they see your ad is on the ad. So for example, if you want them to visit your store, put Visit Today as the call to action button. If you want them to Buy Now, put Buy Now. If you want more information, put Get Information. Make sure it’s specific to the action that you want them to take. You can provide an incentive as well—you can put a coupon, 50% off, you can do some sort of limited time offer today in addition to what you want to do with that call to action.

Know your industry—make sure that you’re staying compliant. I know that if you’re in Real Estate, or Mortgage, or you’re a lawyer, there are only certain things that you can say, and you need to make sure that you’re being compliant. So know what the constraints are for your advertising to the audiences.

Number two: Make sure that your creatives meet the audience. So you want to make sure that you’re congruent with what you’re advertising to the audience you’re advertising to. You don’t want to show ads for weight-loss pills on a site that’s talking about starvation across the world. That would not be a congruent ad with the audience. Create a buyer persona like we talked about a few weeks back. Put together a fictitious representation of an audience you’re going to target and then say okay, what ad is going to elicit an action from that particular audience. So it’s very important that you are matching the ad to the audience.

Again, if you are in real estate, and you are advertising up in Scottsdale, a very nice home, you want to make sure that you use a home that represents that area very well. I can’t tell you how many times I’ve been targeted by different ads in the real estate world and it looks like a house in Minnesota—it’s got gigantic, sloping roofs for snow—well, that doesn’t represent here. I want to see desert landscaping. I want to see a beautiful Arizona home. You don’t always have to overdo it with cactus, but something that’s representative to the audience that you’re going after. Because once you identify, you’re going to have a better chance of them taking action.

Number three: balancing reach and frequency. We’ve talked about this before at Aftershock Weekly, that reach is how many people actually see the ad; frequency is how many times those same people see the ad. You don’t want 100 people seeing the ad one time, but you don’t want one person seeing the ad 100 times, because you don’t want someone to get annoyed with seeing it too much. 64% of people say that banner advertising is annoying, well, I would guess that most of those people that are annoyed by it—number one it wasn’t specific to them, and number two they’re seeing the ad so many times themselves that they feel like they can’t get away from it. You want to have that proper balance. A rule of thumb is 5-10x frequency. And if you’re running display ads, set a frequency cap at ten. They don’t need to see your ad any more than ten times in a given monthly cycle.

And then keep in mind that retargeted ads perform ten times better because they’ve already said hey, I like your product, your service, I’ve gone to your website. I’ve visited it. So now we’re going to make sure that we’re following them around, but again, don’t overdo your frequency. You’ve identified your audience, but you don’t want to follow them around ten times in one day because that’s going to annoy them. Spread it out around over the buying cycle. I said a month a minute ago, but if it’s a retargeted ad you can probably get away with over a week or two weeks showing the same ad ten times because they’re already in that cycle. They’ve already said, hey I’ve raised my hand, I’ve been to your site, I’ve said I want to see more about that ad. So retargeting them you can have a little bit higher frequency, but don’t overdo it.

So put the call to action up front, make sure that you’re matching the ad to the audience, and balance reach and frequency. Those are three things that will help your display advertising perform better. So thanks for tuning in to this week’s episode of Aftershock Weekly. We look forward to seeing you next week.