Mobile LBA
(Location Based Advertising)
As LBS continues to flourish, location-based advertising has picked up major steam as well. New data out from ABI Research suggests marketers will spend $1.8B on the medium in 2015, up substantially from the $42.8M expected for 2010.
While the concept has been around a while, marketers were unclear how to best leverage the technology. As LBS apps continue to define advertising models and rewards programs based on location, options for marketers are becoming better defined as well. “For a number of companies, especially ones with physical stores, the value in knowing a prospect’s location is the opportunity to drive that person to a store, and thus increase foot traffic,” said Neil Strother, research analyst at ABI Research, adding that the industry is now “seeing the first shoots” of location-based advertising being commercialized. “Once in store, the retailer has a high probability of converting that visit into a sale, which is the ultimate objective.”
The report noted that analyzing customers’ mobile and location habits is a good strategy for marketers to begin taking on location-based advertising, as well as determining which platforms are best for a particular brand. Location-based advertising (LBA) is unique compared to other methods in that each campaign is highly targeted and relevant to a particular audience, meaning marketers need to take the time to plan and optimize for the best results.
“There is a value exchange between marketers and consumers that goes along with location-based advertising,” said Strother. The consumer is asked to share his location via phone in exchange for something of value from the marketer, which could be information about a nearby store, a coupon or a special offer, he explained.
Mobile marketing is fast becoming an important avenue for reaching potential customers. Millions of people use their mobile device to search for information and services every day. Mobile should be a part of your larger marketing strategy – The market is evolving and changing at a tremendous rate, with thousands of new advertisers each day. Chances are high that your next potential client is looking for you on the Mobile Internet.
"Mobile Ramping Faster than Desktop Internet Did and Will Be Bigger Than Most Think – 5 Trends Converging (3G+ Social Networking + Video + VoIP + Impressive Mobile Devices). Regarding pace of change, we believe more users will likely connect to the Internet via mobile devices than desktop PCs within 5 years." - Morgan Stanley
Success in mobile advertising means translating your marketing message to new and different platforms. Searchers are using a wide variety of devices, from featurephones running WAP enabled browsers to high-end Smartphone devices like the Motorola Droid or the iPhone, phones that provide a rich experience and full HTML browsers. 15 Below Studios’s Mobile PPC Program bridges the gap between your marketing program and the audience looking for you on the mobile Internet.
Mobile PPC Search Benefits. Targeting mobile search offers a variety of benefits to advertisers:
- Extended search reach – Your audience doesn’t just look for you while in front of their desktop or laptop. Advertising through Mobile PPC puts your ad in front of searchers on the move.
- Get in on the ground floor – Early adopters of mobile PPC search pay lower costs-per-click and catch their audience before their competitors.
- Local focus – Mobile PPC search provides businesses with new opportunities to capitalize on searchers with local intent. Provide directions and offers to an audience that wants to find you.
Mobile Marketing with Search Expertise. 15 Below Studios helps its client achieve their mobile marketing goals by strengthening brands and extending the reach of their products and services to targeted audiences through mobile networks. Understanding and isolating mobile from other search campaigns is important as it allows you to see the specific impact of your search marketing efforts. User behavior is different in the mobile world and these campaigns need to be optimized based on those patterns and performance.
We continually monitor your campaigns to ensure your targets and goals are met along with ongoing testing practices to ensure fresh messaging that aligns with your strategy.
Mobile Search PPC Setup
- Mobile keyword research and selection
- Determine daily/monthly ad campaign budget
- Keyword bid optimization
- Categorize the keyword phrases into "themed" ad groups
- Developing unique ad copy for ad groups to comply with mobile ad guidelines
- Test mobile ad creative to ensure best performance and click through rates
- Mobile landing page optimization for your specific targeted mobile devices
- Work with Google AdWords teams to ensure ad serving uncover opportunities
- Day parting set-up and ad scheduling for what days and times mobile ads will run
Campaign architecture. 15 Below Studios recommends running Mobile PPC campaigns separate from existing search initiatives. If clients are already running search campaigns, 15 Below Studios will tweak or even redesign them to improve keyword relevance and Quality Scores. We'll target specific audiences depending on device, carrier and your unique needs.
WAP vs. High End Smartphone Campaigns. Different phones need different tactics.
A large number of phones feature WAP browsers that cannot support standard HTML web pages, ecommerce transactions and traditional analytics tracking. Advertisers targeting WAP devices must create a Google AdWords Standard Mobile Ad Campaign with mobile-specific creative that lead to WAP formatted landing pages.
High-end smartphones are a smaller segment of the mobile market, but are rapidly growing in usage due to their power and popularity. A recent Nielson study which predicts that Smartphone penetration will reach 50% of the cell phone market by Q3 2011! That’s pretty amazing and just a bit scary.
Smartphones use full HTML browsers that render standard web pages and Google AdWords ads like their desktop and laptop counterparts. Even with a full HTML browser, the landing page experience and be designed with mobile users in mind, optimized to their specific device’s needs.
Keyword Research. We create keyword phrases and matching text ads make sure you receive the most relevant and cost-effective visitors. Often, we’ll establish sub-campaigns to support ads and identify keywords for specific product features, competitive targeting or branding.
The bid strategy. In this phase, we implement an initial bid strategy for your campaign and set targets for lead volume and cost-per-acquisition. 15 Below Studios matches clients with the appropriate third-party bidding/tracking system and search engines.
Landing Page Consultation. We collaborate with your web and marketing teams to evaluate the site design and the pages on which potential buyers land after clicking on the client's ad. We make or suggest modifications to these pages for specific mobile devices and test effectiveness to improve results. Utilization of third party solutions may be recommended to deliver the most comprehensive solution.
Benchmarking. We start by benchmarking the data so you have a better understanding of the marketplace dynamics for your products and services. That allows us to refine and customize your strategy for maximum results.
Refining the ad copy. Next, we revise and edit ad copy as necessary. New copy is tested and rolled out based upon successful test results. This is vital because search marketing is a direct response channel based on click-throughs, and copy is vital to qualifying traffic. You need a synergy between keywords, ad copy and the landing page experience for best results, and that takes an experienced PPC team with the sophistication to make it happen.
Revise, report, retest. With every program we help launch, we continuously monitor, evaluate and test with one primary objective: to optimize the program over time so that your search campaign generates more customers at lower costs per acquisition.
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