Everyone is using a phone at some point in their typical day – some more than others. Many are walking and reading and browsing one of many social networks.
While the computer screen should not be ignored – you NEED to pay attention to mobile audiences. Your content and your advertising need to be built from the ground up for a mobile audience.
Here are five tips from Harpreet Marwaha, SVP of Digital Ad Products at YP, on ways to maximize your mobile advertising dollars:
Create a mobile-ready website. This is important for a number of reasons. First, mobile-responsive sites load faster which means when someone is on the go, they can access your page quickly. Second they provide a better user experience because the content is designed to fit the screen size. And finally, they help with your organic rankings in search engine results so you’ll be listed closer to the top.
Think about both who your customers are and where they come from. How many miles, on average, do people travel to come to your store? If you are a business that has a lot of repeat customers, like a restaurant or coffee shop, you probably draw your customers from a smaller geography. Maybe 1-5 miles? You want to make sure that your mobile campaign geographic targeting closely resembles your business area. Do you sell a product that has a higher price point with less repeat customers, like furniture or cars, then you probably draw customers from a larger area and should target a larger geographic area, maybe 10-20 miles. You should determine the average distance people travel to your business and use that to specify your geographic target.
The next thing to think about is who your customers are. Does your product or service have universal appeal? Then you may just need geographic targeting and adding an audience or demographic target may not be necessary. Or maybe you have a very specific target customer. Are your customers outdoor enthusiasts? Parents? Sports fans? Think about how you would describe your ideal customer and use that description to find the best audience or demographic target for your mobile campaign.
Determine your campaign message. Are you trying to build awareness of your business? Then your campaign message should speak to what differentiates you from competitors and you may also consider making your audience and geographic target wider to reach the largest potential customer base. Are you trying to acquire new customers? Then you should present an offer that compels people to try you out – for example $50 off your first visit.
Create consistent and compelling content. A great offer or message can sway someone who wasn’t in the market for your product or service into considering what you’re providing. For this reason, it’s important to tailor the creative (both visuals and copy) to your target audience by calling attention to something that might appeal to their interest. This could be an early bird special for seniors or a cocktail of the day for young professionals. Also be sure that any promotion is included on your landing page so that it’s easy for consumers to find more information when they visit your website.
Control the number of times your ad is visible to a specific user. As a rule of thumb, if you are trying to generate awareness, you want people to see your ad multiple times in a given timeframe. On the other hand, if you are trying to draw a response or conversion, you would want to limit the number of times the ad is shown. Serving an ad to the same user who chooses not to respond becomes an ineffective spend.
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