Mobile AdvertisingCampaigns
Successful Campaign Strategies;Self ServiceVsManaged Campaigns
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Introduction
This presentation is an insight into mobile advertising campaigns and covers:
• Aspects of successful mobile advertising campaigns
• Self Service vs. Managed Campaigns
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Strategies of Successful Mobile Ad Campaigns
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Successful mobile campaign
• A Campaign is defined as successful if it has met the key objectives of the advertiser
• Though all other metrics are important, end results is what matters to all advertisers.
• In mobile advertising, high Click-Through-Rates (CTR) is not uncommon but high CTR is not always equals to great results.
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Plan the campaign
• Choose your right target audience based on the kind of targeting that is available.
• Choose all types of applicable ad mechanics
• Have multiple creatives for better results
• Start with a right bid – a low bid might not get you the right traffic. A high bid may exhaust your campaign budget early.
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Test the campaign
• Test the campaign creatives & landing pages
• Check if the ad creatives confirm with the ad guidelines.
• Make sure that page load times for the first landing page are extremely fast.
• Test it on a number of actual handsets of different makes and models. Note --• Emulator does not equal to a handset.• Results always vary from handset to
emulator
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Ad Mechanics: Call to action modes
• Click to download: Click to download works well for most campaigns and with anything that is FREE. If you charge, don’t forget to inform the users before you actually charge them.
• Click to do locate etc: Click to view maps / locate etc. works very well for high end phones that have support for maps. Target the campaigns only for those kind of phones.
• Click to sign up: This is also a very common type of campaign that works reasonably well. Please remember to keep the sign up form, really simple and short.
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Creatives• Use multiple creatives right at
the outset of the campaign.
• Refresh creatives frequently.
• Use a combination of text and banner ads diligently to attract the end user.
• Use trigger words like “FREE” in your ad text wherever appropriate.
• Personalize your message, with the help of segmentation and targeting.
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Targeting
• Make sure you select the right set of options for targeting.
• Too much / Too less - could adversely affect campaign run
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Daily budget and bid amounts
• Tune the daily budget and bid amount to acquire desired traffic.
• Increase it as results start to meet expectations.
• Always keep a close check on your Cost Per Acquisition / Action (CPA).
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Use Tracking tools, Reports
• It is a great idea to use tracking tools and reports on an everyday basis to measure the results of the campaign.
• There are several free and paid third party tools that provide detailed information which could be useful, which includes• Conversion rate• Unique users etc.
• Close monitoring enables fine tuning the campaign at any point of time.
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Measuring Campaign Effectiveness
Key points to be taken care of include:
• CTR: A high CTR could mean a well executed campaign. But your CPA results must co-relate and must be proportionately high.
• CPA: Total amount spent divided by the total number of downloads, registration or leads is calculated as CPA.
High CPA=Dissatisfied advertiser Low CPA=Satisfied Advertiser
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Other success factors in mobile advertising• On-deck vs. Off -deck Inventory: Some campaigns work
very well on-deck, some only work off deck. This really depends on the kind of product the advertiser is selling.
Note: Products that are on deck are always best sold on-deck. Products that are out of the walled gardens are best sold in
similar inventory.
• Self Service vs. Managed: Some campaigns are best self run whereas some campaigns may require experienced executives to make them successful. The upcoming section talks more about it.
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Self Service vs. Managed Campaigns
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Self Service and Managed Campaigns• Self service: The advertiser creates and manages
his mobile campaigns through a self service enabled ad platform/network.
• Managed: Managed campaigns or campaign management is a process of creating, executing and tracking the performance of the campaign by an external entity – network or agencies to meet advertiser expectations
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Self Service
• Advertisers manage the entire campaign execution by themselves
• The campaign execution options are limited but visible to advertisers
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Self Serve
• Advertisers can quickly create, schedule, execute and track mobile campaigns by themselves.
• Advertisers can easily measure the campaign performance and adapt services if necessary.
• Advertisers gain exposure to customer centric info, which can be used in segmentation and targeting.
• Various advertising activities of the company can be integrated and supplemented together.
Risks in Self Serve
• Lack of expertise to handle campaign related issues.
• The company may under-utilize the potential of mobile
campaigns, while giving more importance to the other forms of
advertising.
• Advertisers may not be equipped with information related to
Inventory allocation or mobile publishing techniques.
• Advertisers might not be well versed in appropriate Ad positioning
techniques.
Managed Campaign Model
• Follows the ad agency model.
• Executives, acquire specific inventory, according to campaign requirements.
• A dedicated campaign management execution team, manages the entire campaign.
• Monitor the campaign closely on an everyday basis.
• Optimize campaign, based on performance.
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Campaign Management Process
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Campaign Planning
Campaign Initiation
Performance Tracking and Reporting
• Campaign performance is closely monitored through detailed analytics and reports.
• Campaign performance is constantly enhanced, by refreshing ad creatives, revised positioning & ad mechanics.
• Advertisers are regularly updated with the campaign budgets, status & performance.
• Non Performing ad traffic may be routed to other campaigns
• Non performing ads may be removed and new ads may be refreshed
Self Serve vs. Managed Campaigns
• Advertisers manage the campaigns
• Allocation of traffic is automated
• No Choice in Positioning of the Ad
• Advertisers have to monitor the performance vigilantly
• Dedicated campaign management executives, manage campaigns
• Traffic is manually allocated based on performance
• Control over Ad inventory placement [publisher sites]
• Campaign executives track performance and report to the Advertiser
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So which approach is the best?
• If you’re new to mobile advertising, it is better that someone else does the campaign management for you.
• Also if you have already run campaigns and if the CTR rate and click through are dropping, or the results are not satisfactory, then managed campaigns can drive better results.
• However, the ultimate decision depends on what you want to achieve through the campaign.
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About ZestADZ
ZestADZ is a leading mobile ad marketplace delivering highly targeted ads to SMS and Global WAP inventory in several leading markets of the world.
• ZestADZ enables best in class targeting based on
• Channels• Device Manufacturer• Device Property• Country• Carrier• Keywords
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Start your mobile advertising campaign today!• Visit www.zestadz.com to create your advertiser
account and to start creating your mobile landing pages.
• Sales • Contact sales by writing an email to us at advertiser [at]
zestadz.com
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