In general, mobile ads are highly effective… for some businesses. The efficacy is dependent on your business offering, does your niche speak to mobile users? Also, how are you designing the ads, have you done your research? What do people on their smartphones want/need these days?
Here are a few basic mobile stats to give you a head start, courtesy of CMO:
- Mobile ads in the retail and electronics categories had the highest average click-through rate (CTR), at 0.52 percent and 0.41 percent, respectively.
- Mobile users are three times more likely to accidentally tap static banner ads than they are to click rich-media banners because static banner ads “appear to be part of the content, and may be tapped by the user unintentionally.” The 3D and animated qualities of rich media are easier to differentiate from the app or Web site content.
- Fifty-five percent of those who have clicked on a mobile advertisement have an annual income of more than $75,000.
- The most interest and interactivity with mobile ads exists among the 25-to-34 age demographic. Specifically, 70 percent have made a purchase as a direct result of a mobile ad; 58 percent would be willing to provide personal information via a mobile Web site in return for a reward or coupon—twice as likely as those in the 45- to 54-year-old category; and 48 percent think more positively about their favorite brands after interacting with them via their mobile devices, significantly more than any other age group.
- Sixty-four percent of survey respondents who have smartphones have made a mobile purchase after seeing a mobile ad. The bad news? Nearly three-quarters (74 percent) haven’t received mobile ads from their favorite brands–which means some brands are missing the mobile boat.
Ask These 3 Questions:
1. How much mobile user traffic are you currently getting to your website?
What is the site volume per day? Is it increasing/decreasing? What are mobile users responding to, what do they ignore? What are the most viewed pages, products and articles for mobile users? This will give insight into what will likely be a better landing page experience for these users.
2. Does your store generate mobile sales?
Do you sell online already? Looking at your Google Analytics, do you see that there are sales already coming through from folks that are using their mobile devices during the purchase? What is the % volume of these sales? This gives insight into the amount of your marketing cash to spend on mobile ads.
3. What is the ‘landing page’ experience like?
If a mobile user clicks your paid search ad on their phone and then lands on a non-responsive badly configured page the likelihood that they will bounce is really great. Bounce is a term used to describe a user that gets to the landing page and then doesn’t go any further, you’ve lost them with a bad experience and they’re likely gone for good. The landing page experience is critical to keeping mobile users engaged once they click on your mobile ad.
To learn about what TRISYM can do for your mobile paid search ads, contact Osiris Indriya at firstname.lastname@example.org