How to pick the right networks and rates for your ads?
How does targeting work on mobile?
How to create compelling ads?
Best tips on mobile landing page design.
Ryan made it very clear from the beginning that you should pick the network and your campaign bidding option depending on your campaign’s goal. After deciding your goal, before investing even a penny, it should be clear exactly how much you are willing to pay for each impression, click or conversion. The selected bidding option and ad network must be aligned with your business goals and target audience in order to increase your return on investment.
Mobile targeting is one of the most important marketing trends for 2013 and Ryan explained in detail how marketers can choose between many different ways to aim for a specific audience. Ryan mentioned that targeting specifically by geography, demography or device are some of the most important ones. Today we can be very selective and decide, for example, to just show our ad in a certain neighborhood, or demographically to women between 30 and 50 years old who use only IPhones. Which targeting option to choose will depend ultimately on set goals and your campaigns, but a combination of them and good testing will give you the best answer. It’s important to understand the situation in which the visitor sees your ad and clicks on it from a mobile device, which is why Ryan gave some important tips on creating good ads.
First of all, speaking of Mobile ads, if people don't understand where the ad redirects them, they just simply won't click on it. That’s why the most important parts of the ad (the headline, the value proposition and the call to action) should give the visitor a clear idea of what he or she will get after clicking. So if you create a clear and attractive title explaining your offer, a good value proposition explaining the benefits and a clear and easy to click call to action, it should be clear to your visitors what they will get, where they will direct, and no problem getting them to click on it.
Connect your title with the ad: don’t lose your visitors.
As an extra tip, Ryan explained that it is essential that the mobile experience you offer your visitors must be a good one to have a successful campaign. So lets face it, if you want to be competitive with mobile marketing, you will need an optimized mobile landing page.
The final bit of advice from Ryan was really simple: Test, test test and keep on testing! Constantly adjust your campaign to improve your results and optimize every step of your marketing funnel to improve your registration, payment, retention and referral results.
Mobile is not just for the future, mobile is for right now! You need to keep this in mind regarding your marketing strategy, and decide how much of your budget will go to mobile. In this, the final Lander Academy webinar of 2012, Ryan Pitylak provided you with some resources to help you make better choices and make your next marketing campaigns much more successful thanks to mobile.
Last but not least, Lander Academy winner is Maria T. Valle (@gingerita) who tweeted all webinar long using our hashtag #LanderAcademy and won an amazing Lander t-shirt. Congratulations Maria!