If you are a business owner or marketer that is getting into mobile marketing for the first time, what you want is pretty straight forward. You want your target users to see your advertisements. However, you have to decide how you want to pay for these mobile advertisements. Different mobile ad networks will have different terms for pricing their advertising services.
There are basically 3 types for structures that mobile ad networks use as their pricing model. Cost per thousand impressions (CPM), cost per click (CPC), cost per action (CPA). You have to take a look at your marketing objectives and decide which approach is best for your company for cost effectiveness.
CPM. Advertising campaigns that charges by a CPM basis means that you have to pay a fee for every 1000 times your ad is displayed. The term that is commonly used is “impressions”. You will often have to bid for placements. The higher your bids, the higher your ad will be displayed. Thus, a better exposure. Plentyoffish.com, the largest dating site in the world charges by a CPM basis. As there may be a number of advertising space on a page, the more you bid, the better placement you get for your ads. Ad networks that uses the CPM pricing model also usually have a minimum bid price and minimum spending amount. CPM mobile ad campaigns are best used if your are trying to build brand awareness and get the word out on your company and services. You are basically paying for eyeballs. If your marketing objective is to drive mobile sales transactions, this may not be suitable for you. A CPC ad campaign could be more suitable.
CPC. This pricing model means that you will pay for each click that your mobile ad generates. This model is most commonly used by search engines like Google and Bing. Even Yahoo. Search-wise, you will be bidding on keywords that you want your ad to show up on after a user searches particular keywords in the search engine. The higher you bid that the more relevant your website is, the higher your ad placement. You can even choose what types of smartphones you want your ads to display on. You even can decide to only display your ads in devices running or iOS or Android. CPC can be more effective when you want visitors to purchase something on your website. So if you are selling something for $100. And you need 100 clicks at $0.10 per click to get a sale, it will be a no-brainer to continue running this types of ad campaigns. Unlike CPM advertising networks, you do not pay on each impression. So you ad can run a million impressions while you pay nothing if no one clicks on your ad. However, this is an unlikely scenario as mobile ads have a high click through rate.
CPA. A much newer model of pricing is to charge for each action that the advertiser specifies. As more and more corporations are using mobile advertisements to get leads instead of sales, the CPA model is turning out to be the more preferred advertising method these days. Mobile ad networks like Adaconda allow advertisers to create mobile ad and only pay when a mobile user completes the action that the advertiser specify. This is tracked by adding a pixel code that fires when a user completes the action and lands on the page after the action. This model can be incorporated if your ad campaign requires user to buy your product, submit an email or zip code, or submit their phone numbers, etc. CPA ad model is most suitable if you are building leads and prefer to do the selling process yourself to these leads. If for example, your business sales process is most suitable through emails or face-to-face conversations, you can use CPA to capture emails and let your sales team follow up on your proven sales processes.
You can incorporate videos and other forms of rich media into any of these 3 models of mobile advertising. But prices for rich media may be higher simply because of the extra file size and bandwidth required. If videos are indeed used, it is recommended that you keep your videos below 3mb and less than 30 seconds of animation.
So before you run along to create a mobile advertising campaign as part of your marketing strategy, decide on your objectives on your marketing campaign and see which model works best for your economically. Failure to do so can mean emptying your marketing budget without even the required data to judge professionally whether your mobile campaign is a success or not.
I would tell you that mobile is the future of marketing, but really the era of mobile has already arrived. If you're not implementing some kind of mobile marketing strategy, you're already trailing behind! As you can see from the graph below, more users are spending larger amounts of time engaged with mobile devices than ever before. We can expect this trend to continue even further in the future, so get ready!
Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. Mobile marketing ad formats, customization, and styles can vary, as many social media platforms, websites, and mobile apps offer their own unique and tailored mobile ad options.
Your business needs a mobile marketing strategy for the same reason that you need a computer and wi-fi access – this is the age in which we live! Walk around any major city and you’ll find more than just a few folks with faces glued to their smartphone screens. According to recent reports, 40% of users’ internet time is spent on mobile devices, which means simply ignoring the rise of mobile just isn’t an option.
Some other interesting mobile marketing statistics:
Mobile is here to stay, and if forecasts are correct, it will soon by eclipsing desktop usage. If you don’t have a mobile marketing strategy yet, it’s time to get going!
There’s a healthy variety of mobile marketing strategies to try. The kind that works best for your business will depend on your industry, target audience, and budget.
App-based marketing: This is mobile advertising involving mobile apps. While 80% of mobile time is spent engaged with apps, you don’t have to create an app yourself to get in on the action. Services like Google AdMob help advertisers create mobile ads that appear within third-party mobile apps.
Facebook also allows advertisers to create ads that are integrated into Facebook’s mobile app. Facebook’s mobile Promoted Post ads integrate so seamlessly with Facebook’s news feed that users often don’t realize they’re looking at ads.
In-game mobile marketing: In-game mobile marketing refers to mobile ads that appear within mobile games, like in the example below. In-game ads can appear as banner pop-ups, full-page image ads or even video ads that appear between loading screens.
QR codes: QR codes are scanned by users, who are then taken to a specific webpage that the QR code is attached to. QR codes are often aligned with mobile gamification and have an element of mystery to them, since users who scan them don’t always know exactly which rabbit hole they’re jumping down.
Location-based marketing: Location-based mobile ads are ads that appear on mobile devices based upon a user’s location relative to a specific area or business. For example, some advertisers may only want their mobile ads to appear when users are within a 1-mile radius of their business.
Mobile search ads: These are basic Google search ads built for mobile, often featuring extra add-on extensions like click-to-call or maps.
Mobile image ads: Image-based ads designed to appear on mobile devices.
SMS: SMS marketing involves capturing a user’s phone number and sending them text offers. This is considered somewhat passé.
On July 12, Google rolled out Enhanced Campaigns for all AdWords users, integrating mobile advertising options with classic online AdWords advertising.
Enhanced Campaigns allow advertisers to manage their AdWords bids across various devices in one single campaign, rather than make separate campaigns for mobile vs. desktop. AdWords advertisers can simply take the Google search ads they already use, and then set bids to adjust for mobile devices. To increase bids for mobile devices, users can set a positive bid adjustment, such as +20%, and vice versa – a bid adjustment of -10% reduces the bid by 10% for mobile devices.
Picture borrowed from siteproppc.com
It’s in Google’s best interest to make mobile marketing easy for advertisers – Google generates a hefty amount of revenue from mobile ads .
Google’s Enhanced Campaigns allow for advertisers to manage bids across devices, locations, and time with ease. Some advertisers may choose to bid higher for users on mobile devices who are within a certain range of their store, or may only want to bid on mobile devices during their store’s open hours, and Enhanced Campaigns make that an easy possibility for advertisers.
Creating mobile search ads with Google also lets you take advantage of Google’s nifty mobile ad extensions, which include features like:
Mobile Site Links: Mobile site links make it easy for mobile users to jump to specific pages of your site without wandering around. Site links are especially useful in mobile marketing, as it’s much more convenient for users on mobile devices.
Click-to-Call Mobile Ad Extension: The click-to-call extension puts a “call” button directly beneath an ad. Clicking the button automatically generates a business’s phone number on a user’s mobile device.
While this handy ad extension makes it easy for searchers to get in contact with your business and drives users down the conversion funnel, it’s best to only have the click-to-call mobile ad extension appear when your business is open and able to answer the phone.
Google Offers for Mobile: The Google Offers mobile ad extension lets advertisers post a discount offer or coupon beneath their ad. These special offers can capture the attention of users who might otherwise ignore an ad.
Click-to-Download Ad Extension: The click-to-download ad extension is similar to the click-to-call, only instead of generating a phone number, clicking the “download” button takes users to the download page of the advertiser’s pre-selected app.
Local Ad Extensions: Local ad extensions are probably the most important extensions for mobile, considering that 1 in 3 mobile searches have local intent . Considering how many mobile searches are questions looking for a local solution, local mobile marketing needs to be a key aspect of your mobile strategy.
Local mobile marketing extensions often involve a phone number or link to Google Maps.
We’re leaving you with some quick mobile marketing tips to make sure you make the most of mobile.
Site-links photo and local ad extension photo borrowed from Marketing Land- See more at: http://www.wordstream.com/blog/ws/2013/08/19/what-is-mobile-marketing#sthash.Qf1zVwDt.dpuf
Last year, 25 per cent of ‘Generation Z’ – those born around the year 2000 – left Facebook.
That’s according to Global Messaging , which has produced an infographic looking at the best ways to reach these consumers as they enter their teens. You can see the full thing below.
by Rocco Baldassarre
When people hear that nearly 30 percent of searchers in the US use Bing on a daily basis, most think they can reach 70 percent of searchers without Bing or reach Bing users somewhere else. Wrong on both counts.
Turns out that Bing is a large chunk of the search market. In addition to bing.com, yahoo.com and msn.com, Bing powers web search on Apple’s Siri, Kindle Fire, Amazon Fire Phone, Xbox, Twitter and many others. In other words, when you think you are Googling, you might actually be Binging.
For the vast majority of advertisers, Bing Ads is more affordable because of a lower cost-per-click . Nonetheless, countless businesses choose between Google AdWords and Bing Ads because it is generally assumed that they reach the same audience. Wrong again! The audiences from Google and Bing-powered web searches are different in multiple ways including their click behavior. In other words, you will reach different people with different habits who want to be addressed differently from Google searchers if you want them to convert from searchers to buyers.
Bing is relatively intuitive. You can import your Google campaign into AdWords in just a few clicks or create a new campaign from scratch.
First, log in your Bing account (or create one), then click on “import campaigns” on the top right bar of your screen. Click on “Import From Google AdWords.”
Insert your Google AdWords log in data and follow the step-by-step guide to complete the process. Considering how Bing has lower costs per click than Google, you need to make sure to tune up all of your bidding strategies once you are done importing your campaigns.
If you are not looking to import a campaign from Google for whatever reason, here are instructions on how to create a Bing campaign from scratch. Begin by choosing your campaign settings. This is an important step because it determines the geographic location you want to show up in (or where not to show up), the days and hour, age, gender and much more.
Set your budget right here. Spend as little or as much as you’d like on a daily or monthly basis. A great strategy is to start small and grow based on the response you get.
When writing your ad you’ll need to add a title (25 characters), the description (70 characters), the display URL (35 characters) and the destination URL. The usual ad copy best practices apply: a headline that is catchy and summarizes your offer plus a feature and a call to action in the description line to maximize your effectiveness.
Choosing your keywords is one of the most important parts of the whole account set up. It determines which search terms you will show up for. It’s important to think at what stage of their buying journey your customers are in: are they searching for “buy,” “reviews” or “how to?” If you are targeting sales, you might want to not invest into reviews and how to solutions while if you are planning to invest in a longer sales funnel you can open up to these other terms as well.
One of the biggest differences between Google AdWords and Bing Ads is that Bing allows for the separation of mobile and desktop devices. When doing a keyword research on Bing, you should therefore keep in mind what device your potential customer is using and whether you want to target mobile in a separate campaign. Mobile keywords tend to be shorter, so if you are looking to target mobile devices, Bing is one of the best ways to do just that.
Be careful with how tight you are grouping those keywords. A concrete example could be a campaign for dog toys. One group could be water toys while the other group could be tennis balls which would be a great way of getting started. Separating the groups even further by color, for instance (red water toys, blue water toys, yellow tennis balls, blue tennis balls), would take it a step too far in 99 percent of cases.
The bid is the maximum value that you are willing to pay for a click. You can set up bids at the ad group or keyword level. The best strategy is to start low and scale up accordingly. Once you acquire some traffic, Bing will show click opportunities for different bid levels. This will make it easier for you to optimize this aspect of your campaigns.
Whether you are looking for new leads or want to open up a new sales channel, Bing definitively is a good option to test for your business. Try it out with a small budget and see if it turns out to be a profitable addition to your marketing efforts!