They say that experience is the best teacher but in the world of mobile advertising, experience can be very costly. With mobile CPM rates soaring and CPI payouts steadily increasing, the mobile advertising environment has become a very dangerous one for beginner and novice app owners alike who may be on a modest budget.
Thankfully, there are some important steps that you can take which will help give you a head start and ensure that you’re efficiently advertising your mobile app as opposed to just throwing around some “test” money. The following is a list of our 5 steps to take before advertising your mobile app.
- Determine where your target audience is. Getting installs from around the world may sound attractive due to the expanded reach and lower advertised costs, but you may be burning away your hard earned money on users who will not drive value. Figure out what you want from a user and which countries around the world are most likely to have users who match your goals.
- Conversion points. Most people are on the go when looking at mobile ads. Thus the term “mobile” phone. The messaging within your mobile advertising campaign needs to be concise and attractive. If an elevator pitch is 30 seconds, think of this as a phone booth pitch where you have less than half of that time. Grab someone’s attention and give them a reason to install your app or look at your ad. Remember, simply being attention grabbing isn’t enough. Once you have someone’s attention, you need to seal the deal.
- Know your keywords. Always know what your most valuable keywords are. This will help you understand the competitive landscape that your mobile advertising campaign will exist in and listing your keywords actually forces you to think of how users see your app. Once you know your most valuable keywords, you can begin trimming your list and removing keywords that won’t target the type of visitors you’re looking to narrow in on. Ensuring that your keywords are well matched to your mobile advertising campaign will help you generate a much stronger ROI.
- Optimize your site for mobile. If you’re driving visitors to your site, you absolutely must have optimize it for mobile traffic. The decision you’ll need to make is whether to go with a responsive web design or a native mobile website. The two are not the same and you’ll want to research which makes the most sense for you. One thing is for sure though, mobile advertising campaigns don’t work with sites that are not optimized for mobile traffic.
- Know your mobile network. There are a lot of mobile networks out there and choosing the right one may make all of the difference in the world for you. 50% of mobile spending is on display ads, so you may want to think outside of the box, do some homework and seize an advantage by working with a model like pay per click. On the other hand, if you’ve honed your skills, know all of your keywords and have the search game locked down, you may want to engage in traditional display. There are also networks that provide CPI options and everything else in between. Finding the right network for you is key. Our recommendation is to make sure that you have step 1-4 completely taken care of, then try a network that has a long standing reputation and engages in one of the aforementioned ad models (PPC, CPM, CPI).
Was there a mobile advertising tip that wasn’t mentioned? Please contact us and let us know.