strategies for successful mobile advertising campaigns

Mobile AdvertisingCampaigns

Successful Campaign Strategies;Self ServiceVsManaged Campaigns

All Rights Reserved. Copyrights © 2009 mobile-worx

Introduction

This presentation is an insight into mobile advertising campaigns and covers:

• Aspects of successful mobile advertising campaigns

• Self Service vs. Managed Campaigns


Strategies of Successful Mobile Ad Campaigns


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.


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.


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


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.


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


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).


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.


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


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.


Self Service vs. Managed Campaigns


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


Self Service

• Advertisers manage the entire campaign execution by themselves

• The campaign execution options are limited but visible to advertisers


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.


Campaign Management Process


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


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.


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]

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strategies for successful mobile advertising campaigns

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