Mobile Ad Targeting Tips For Why & How To Get Ahead Of The Competition By Getting In Front Of Your Customers
There’s never been a better time for mobile ad targeting. Already, mobile purchases account for over 40% of online transactions, while up to 91% of smartphone users make/plan purchases after seeing relevant mobile ads. With the number of smartphone owners growing year-over-year, innovation in mobile ad targeting is a key driver of how consumers make purchasing decisions.
That’s why a successful mobile ad campaign can now be just as (and sometimes more) effective than traditional digital marketing. This is especially true when it comes to creating strong connections with niche consumers. It’s also why having authentic, innovative, eye-catching ad creatives isn’t always enough anymore. You can do everything else right and still fail to create a successful mobile ad campaign if your ads end up in front of the wrong people (or don’t get in front of the very specific right people). Consequently, the most successful mobile ad campaign plans have a strong foundation in data-driven mobile ad targeting.
What Is Mobile Ad Targeting?
Put simply, mobile ad targeting is a process of tailoring ad content, placement, and visibility to appeal to specific consumers. In doing this, mobile ad targeting captures the interest of a mobile ad target audience. When well executed, mobile ad targeting can dramatically improve mobile ad efficacy. This is because more than 40% of mobile users prefer to see targeted ads are also more than twice as likely to purchase products or services they see in targeted ads. What’s more, following reengagement tips for mobile ad targeting can increase retargeting success by as much as 1000%.
This kind of successful mobile ad campaign involves ads with good “clickability” and strongly data-driven digital marketing plans. Such plans should use ad data to understand and respond to the changing needs and behaviors of the mobile ad target audience. This often involves trying to anticipate not only consumers’ needs, but also their “click” and purchasing decisions/motivations based on their past online behavior.
How Do You Create A Mobile Ad Target Audience?
Just one well-targeted cost-per-click (CPC) ad campaign can increase brand awareness by as much as 80%. This statistic doesn’t even consider segmented campaigns that have even better effects when aimed at an appropriate mobile ad target audience.
Popular mobile ad targeting tips focus on the use of social media, search engine, and behavior-based ads. In each case, companies use consumer data to create a portrait of their ideal customer (called a mobile ad target audience profile or persona) including their demographics, community involvement, and search, purchase, and app use habits. Different ad networks and platforms enable companies to create targeted audiences for ads, like Facebook’s Core, Custom, and Lookalike audiences.
How Can Ad Data Help Make Mobile Ads More Effective?
Accuracy is critical to a successful mobile ad campaign. The accuracy of mobile ad targeting depends on the use of ad data to build upon the firm’s initial mobile ad target audience profile. In this way, using ad data ensures that the benefits of mobile ad targeting are compounding; more precise mobile ad targeting yields greater efficiency, which then yields more accurate ad data that can inform future targeting improvements.
Gathering and analyzing ad data can be controversial. A successful mobile ad campaign should not endanger customers or make them feel their privacy has been compromised. That’s why the use of ad data must also be appropriate, not just informative.