SYLVIANE NUCCIO

It’s an understatement to say most people spend a lot of time on their phones.

2017 research from Flurry showed that consumers in the United States spent about five hours each day on their mobile devices. This was a 20 percent uptick from Q4 2015.

However, people have a lot of options on how to spend time on their phones.

Marketers are quickly learning that merely getting your app installed on people’s phones does not mean much in itself.

More must be done to drive engagement and attract active users.

The Keys To Good Mobile Ad Campaigns

Today’s mobile ad campaigns must be creative, unique, and compelling to garner taps.

Companies that can execute mobile advertisements have a lot to gain. The Mobile Marketing Association released a variety of studies showing how mobile ads have paid off in a big way for some leading companies.

Their research found how AT&T “enjoyed twice the awareness per dollar spend” with mobile advertisements in comparison to TV and digital. Walmart’s Back to School campaign saw mobile impacting more consumers per dollar than broadcast and cable TV.

Even though everyone knows about mobile advertising, many campaigns fall flat for a variety of reasons. Problems include a lack of diversified advertisements, an unclear vision of success and a lack of personalization.

Let’s look at three ways these issues can manifest:

Problem #1: Your mobile advertisements are bland and stale.

Solution: Personalize with dynamic remarketing strategies.

Today’s business world is very competitive. As a result, mobile ad campaigns have to be innovative and personalized. If your advertising campaigns are not achieving substantial ROI, think about how you can make the next campaign as personalized as possible.

One effective strategy is to reconnect with people who have already viewed your products and services. Focusing advertising towards people who have expressed interest might spur them on to make a purchase and boost the metrics of your next campaign.

Problem #2: You’re not using social media to enhance your ad campaign.

Solution: Integrate your campaign with the social platforms that best align with your app.

In a perfect world, your app would generate buzz and installs without you having to spend any money on advertising. But in a crowded market, every channel serves a purpose in spreading the word.

Popular platforms like Facebook, Twitter, Instagram, Snapchat, Pinterest and Reddit eat up a lot of people’s time on mobile. Take advantage of this by connecting your mobile ad campaigns with social media platforms.

Whether you try to start a hashtag trend, experiment with Facebook’s advanced targeting options, seek out an influencer on Instagram, allocating some of your ads spend to social platforms that align with your app’s offering can drive major installs and get existing users to spend more time in your app.

Also be sure to incorporate social sharing options in your app to your organic reach.

Problem #3: Your advertising budget is small. Or you don’t know where to start.

Solution: Utilize advanced targeting options.

Platforms like Google and Facebook facilitate a lot of advertisements. The good news is that they give users a wide range of options to better target their mobile ad campaigns. Refinements can include specific parameters on location and age along with a host of other factors like income, industry profession, education, interests and more.

Google offers many features to help improve the performance of mobile ads. Back in 2017, they launched Accelerated Mobile Pages (AMP) to help speed up page load time. Other features like message and price extensions place essential information right at the consumer’s fingertips, potentially raising the chances of them buying a product.

A more refined advertising campaign with the help of advanced targeting options is going to help you save money and improve your ROI since consumers who might not be as interested will be filtered out.

Towards Better Ad Performance

Refining your mobile advertising campaigns can be a tricky affair, especially since competition is fierce.

There’s a variety of tools and strategies marketers can turn towards to boost performance. Keep these three essential tips to improve mobile ad campaign performance in mind as you craft the next round of advertisements.