As a small business, you only have so much money to devote to your advertising campaigns. At RingPartner, we've discussed in numerous blog posts the importance of mobile advertising, both in its own right and as part of a wider campaign for marketing that includes tools such as Pay Per Call. However, some 25% of mobile ad spending by businesses is wasted due to a lack of optimization with mobile ads. Here's some tips to help you optimize your mobile ads to increase revenue by driving more valuable conversions.
Choose the Format that Fits Your Audience
Hopefully you already know what drives your mobile audience's search habits online. Perhaps some of them react strongly to social media ads, or maybe they are attracted to ads that appear in the popular games they use on mobile devices each day. Whatever drives your audience, it's important to understand and take advantage of that format. Examples include:
- Facebook Ads: These often catch the eye of 18-35 year olds who make up the largest demographic of users on the social media platform.
- Promoted Pins on Pinterest: Great option for promoting individual products.
- Mobile AdWords: Google's search engine is the preeminent force in the world, and optimzing your ads for mobile platforms through Google AdWords can pay dividends.
Adjust Wording and Add CTAs
The wording of your ads and advertised content should be neither so vague that customers aren't sure what you're promoting, nor so specific they can't understand what the point of your ad or content is. On top of that, it is important to add a CTA (call to action) at the end of your ads that help direct customers to a certain outcome. This could be calling your business to set an appointment or asking about certain products or services.
Focus on One Goal
Finally, make sure that your mobile ads are focused on one key goal. If your ads have no specific purpose or stated goal for your business, you'll not only find it hard to attract customers, but you'll also find it difficult to measure the success or failure of your ads. Examples of goals include clicks, social media shares, app downloads, or even sales through your mobile app.