With mobile traffic use constantly growing, it has become increasingly important for small businesses to find ways to maximize the impact of their mobile advertising campaigns.
Yet, getting it right can be challenging.
Moreover, separating mobile and desktop ads when launching digital advertising campaigns is essential as they each need special consideration.
However, simply resizing desktop ads to fit mobile devices is insufficient.
With this in mind, below are 11 common mobile advertising mistakes to avoid.
Following trends instead of following your audience
Anyone can jump on a webinar or Zoom meeting and tell you the best ad to deliver.
However, will the suggested ad creative be suitable for your target audience?
After all, without conducting proper split testing, there is no surefire way of knowing.
Therefore, to make sound decisions that improve your mobile advertising campaigns, you should research trends, test assumptions, and poll your audience to gather the necessary data.
Forgetting to Create In-App Ads
Small businesses and marketers often overlook in-app advertising in favor of desktop ads.
Yet, people frequently prefer interacting with in-app ads over more general ads via search engines.
In addition, in-app ads are often more targeted to specific users and frequently convert better.
Not Ensuring Viewability
You must ensure your ads are viewable when creating your mobile advertising campaigns.
Thus, when creating an advertisement developed for mobile devices, consider the screen size and how your ad will appear.
With this in mind, ads should be easily understandable and viewable to work well.
Not Remembering to Account for User Experience
The user experience is the most critical component of a mobile advertisement.
Consequently, it is essential to consider how your advertisement affects the user's experience, as delivering the wrong ad will result in a poor one.
Using the Wrong Type of Advertisement
When delivering ads on mobile, you have numerous choices, including banner, native, interstitial, video, and rich media ads - plus combinations and sub-categories.
Above all, to determine the right advertisement choice for your business, research your audience and test accordingly.
Poor Audience Targeting
Poor audience targeting can result in wasted ad spend.
Hence, it is crucial to correctly identify your target audience and understand their customer journey before launching an advertising campaign that yields positive results.
Being Too Obtrusive
Being too obtrusive can also result in ineffective ads.
Therefore, you must ensure your ads are easy to understand while making it easy to click through and out of them quickly.
Creating Weak Calls to Action (or No CTA)
It is essential to include a compelling CTA when employing mobile advertising campaigns.
Notably, you must tell your audience what to do, when to do it, how to do it, and why they should do it.
Displaying Ads at the Wrong Time
Displaying ads at the wrong time can result in missed opportunities.
With this in mind, proper testing and tracking will help determine the correct days and times for maximum conversions.
Poorly Designed Content
Poorly designed content can also result in ineffective ads.
So, ensure that you deliver well-designed content using the best technology available.
Not Creating Specific Ads for Mobile
Lastly, it's essential to maintain a mobile-first strategy, which means first creating ads designed for mobile and then converting them to desktop ads instead of the opposite.
In conclusion
In the final analysis, keeping the above-listed common problems with mobile ads in mind as you move forward will help you avoid them.
Furthermore, the landscape of mobile advertising is constantly changing, so staying ahead of the curve is essential to outpace the competition.
Again, always consider your audience's desires, interests, and needs first to maximize your conversions and ROI.
Talk Soon,
Erik
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