Mobile advertisements are the new big market arena and will likely stay that way for a long time. That is, perhaps until we become telepathic? Mobile ad spending will account for more than 60% percent of the industry by 2017.
Smartphones, tablets,even watches are already what today’s shopper uses to discover products and services across the internet. Perpetually siphoning in endless content and digital social venues. Shopkeepers and service providers have already smelled the blood.
Nowhere is this shift to mobile more noticeable than with Facebook. Facebook interaction is also mostly happening over mobile devices; more than a billion daily active users/losers. Over 80% percent of ad revenue on Facebook revenue is mobile.
If you are hoping to rope in conversions/customers from FB advertising, the double your mobile.
First, beware of the common FB advertising money-pit-falls.
Don’t Ignore call conversions
As people are naturally staring at their phone in hand whenever noticing an interesting digital advertisement, they usually prefer to call rather than type.
The number of mobile advertisement call conversion to businesses is expected again to triple over 35 billion inquiries by 2019.
Call conversions are not something most digital marketers have given much attention to - yet click-to-call and ‘whatsapp’-type free-voip functionality is heavily re-landscaping the marketplace.
Today’s supercomputer phones are still phones. Even better, click-to-call is therefore the easiest conversion path for consumers considering a purchase. Motto of this paragraph is to make sure to optimize your FB ad campaigns for call conversions.
· Include an easily-readable phone number or call button on every ad or banner on your website.
· Test your ad’s “call now” button; your ad’s main call to action.
· Do your best to accurately measure “cost per lead” to prove and/or improve ROI, return on your “advertisement”
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Location, ditto, ditto
Somebody close to your store or business is going to most likely be a higher-quality lead; rather than someone at a different state, or country. (chuckle)
So FB now offers “geo-targeting” options to help you get your advertisement into the eyes of the most lucrative prospects, and even at the right time. For example, you can aim your ads to consumers who are in a specific area or offers something relevant to their situation. You can provide special offers to shoppers who occasionally (or often) drift by specific store.
This technique, recommending the content in your ad or landing page,drills down a the closest location to your store or one of your branch locations highlighting the address and phone number.
“Incentivize” your ads
Advertising on FB is different in ways than search engine advertising.
People viewing ads in their FB feeds are not in the mode (or mood) of actively searching for your specific products or services. Therefore, it is especially essential to give them an extra special reason, such as an incentive, to persuade them to stop what they are doing and tap on it.
Experiment with testing a couple of, or handful of promotions - from discounts to special incentives, and discern what creates the best ROI for different demographics.
Ad Retargeting
Smartphone users provide a rich set of data that can be used for ad re-targeting options. An example of re-targeting would be showing ads to particular people who have filled out a form on your site or are on your mailing list already but who have yet to call you (or your sales team has been unable to get on the phone).
You can configure ad-targeting options to display ads to previous visitors who are currently traveling within your area.
In other words, perhaps you should not settle for 'one-size-fits-all' ad messaging. Naturally, it depends on the the scale and size of your campaign.
In summary,it is best to deploy relevant and personalized ads.
There is a new menu of targeting options social media platforms and smart-phones are now offering. Configuring FB targeting options helps you tailor your advertisements to optimize conversions.
Avoiding these FB advertising (for mobile) mistakes is in alignment with good practice. As with most any type of internet adverting, success on FB necessitates continual optimization & testing.
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