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September 5, 2019

6 Factors That Affect Mobile Ad Performance

Do you want to improve your mobile ad performance? Do you need a checklist to evaluate your current ads?

In this article you’ll discover six tips to improve your mobile ad performance.

#1 – Know your audience

Before you consider the image, text, CTA, and landing page for your ad, you must know your audience! Is this a conversion campaign where you’re trying to gather leads? Is this an awareness campaign, reaching people who have never heard of you? Are you running ads localized for one city, or targeting a larger region? What product is being advertised, and what consumer demographics are known to resonate most with it?

All of this data will drive the content of your ad, and will allow you to personalize the ad content so that the largest number of people find it relatable. 

#2 – Thumb-stopping image or video

Before people read the copy of your ad, they must be compelled to stop scrolling and spend a few more seconds seeing what you have to offer. Here are a few things to consider for images and videos:

Images

  • Use vibrant images or designs that is well-composed.
  • Consider Facebook’s brand colors, and differentiate your images so they stand out from the “regular flow” of a newsfeed. Incorporate colors that align with your brand, but remember that it’s okay to use other colors, too.
  • Limit the text you put on an image to maximize delivery. Facebook no longer limits text to 20% of an image, but it does warn that reach may be lower with more text on an image.

Videos

  • Most people start videos with their sound off (and may not ever turn it on). Include captions or text with the main points of the video.
  • Consider publishing live videos on your page and later turning them into ads. According to Sprout Social, “People spend 3x as much time watching a Live video than a pre-recorded one.” 

#3 – Well-written copy

Build trust and credibility by using specific numbers rather than generalized statements about benefits, cost savings, time savings, etc. How much money will people save using your company versus another? Instead of saying “Save money on insurance” say “Save $200 on your insurance today!” 

If you offer a guide or ebook, share how many people have already downloaded it to encourage others to do the same. “450 newlyweds have downloaded this guide” or “392 homebuyers have downloaded this handbook” – speak directly to the audience you’re targeting, and build social proof by telling how many others have used the material.

#4 – Have One Clear Call to Action

Allow a single call to action (CTA) to shine in your ad. If you ask people to do multiple things (like and download, for example) it dilutes the CTA and leads to a lack of action.

The CTA is the one action you want people to take. For example:

  • Download a free ebook.
  • Get a free quote.
  • Sign up for a webinar.

It’s okay to tell people what to do next! Beating around the bush or offering multiple next steps is confusing, and people will likely take no action versus the action you want them to take.

#5 – Solid Landing Page

Once people decide to click, your landing page must be ready to lead them through the rest of the process. The landing page should be specifically designed as a follow-up to the ad.

A few quick tips:

  • Cohesive design and branding between the ad and the landing page confirms for the consumer they’re in the right place.
  • Ensure the offer on the landing page matches what was offered in the ad.
  • Keep it simple with a clear follow-up to the single CTA presented in the ad.

#6 – Test, Test, Test

After you’ve spent all this time creating the perfect ad, be prepared to make changes based on the ad’s performance. Run the first ad for a set amount of time, then review the metrics. Duplicate the ad, changing the image, title, copy, or CTA, and watch the metrics again. Of course, you can also run two ads simultaneously and compare data over time. Denim customers are able to run two ads simultaneously using Smart Campaigns. Underperforming ads are automatically paused and funds are reallocated to the winning ad.

Get our latest ebook, Best Practices For Linking Brand and Local Advertising Campaigns