Everything You Need To Know About A Mobile Marketing Agency

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• Best Metadata Practices Following Google Play Store Update

  December 08, 2019
  If your app store ranking has been failing you lately it’s probably due to a Google app store update announced recently. The update has affected certain apps more than others, mostly depending on the subject matter of the app as well as on metadata formatting issues. Along with a few other amendments, the Developer Policy Center lists metadata as one of the changes made to the app store ranking protocol. As is the case with most updates, this too is meant to ensure users get more reliable, accurate information about the app they’re about to download. If you’re an app owner, the bad news is that these new limitations have changed the rules of the game. Stuffing your descriptions with keywords, unconfirmed reviews, or shopping lists of properties simply won’t cut it anymore. The good news is that this gives decent apps a chance to really shine thanks to their true qualities. Assuming your app really is great, of course, which it surely is. As always, Google’s Do’s and Don'ts is a good place to start, and as always - it’s far from giving you what you really need to know. Here are our own insider’s tips on how to keep your traffic flowing and your conversion rate high. Rule #1: No More Keyword Stuffing  This might be stating the obvious but users need to get a clear, accurate and relevant description of your app. This means no more keyword stuffing as part of your ASO tactics. Besides the fact that it has little value to your users, trying to outsmart the app store algorithm this way will only result in getting a keyword stuffing penalty.    Here’s a perfect keyword stuffing example and why you shouldn’t do it: What value does an app user get from a shopping list of TV types and app properties? It’s not that the information is misleading or inaccurate. It’s that repetitive word blocks such as these tend to get excessive, and it doesn’t take much to figure out that they’re the work of an ASO master trying to rank high rather than give real value to users.  Don’t be too quick to throw all your keywords to the wind - they are still important. Instead, think of how you can blend them in organically, using them to describe and highlight the best things about your app and not as a way to manipulate the Google app store algorithm.     Rule #2: Stay Classy It doesn’t matter if yours is the sassiest dating app or the most savage video game the app store has ever seen. Inappropriate, provocative and offensive metadata will not be tolerated anymore. This goes for profane and vulgar language, imagery or videos with sexually suggestive content, app icons that depict graphic violence or the use of drugs and anything else you wouldn’t want your 10-year-old to be exposed to.  Let’s face it, the App Store is for the general audience. This includes children, sensitive communities, and people who simply don’t want to come across offensive content while looking for a new pumpkin pie recipe.  Rule #3: Lose the Bogus App Reviews in the Description Online reviews are one of the few tools end-users still rely on in deciding whether or not to purchase a product or service. This is why unreliable reviews are harmful above all to your users as well as to your ranking.  Starting now, Google prohibits using unattributed or anonymous user testimonials in the metadata description. To clarify, this doesn’t mean you can’t accept reviews by anonymous users. It only means you can’t quote nameless advocates of your brand or app in the description. In short, reviews are still a powerful ASO tool as long they can be traced back to real people. Rule #4: Keep Your Eyes on Your Own App Another thing to look out for is data comparison of apps and brands. Banning this practice is a clear attempt by Google to restore trust and authenticity to the system. You don’t need to go far to get an example of what would be frowned upon - the Developer Policy Center clearly demonstrate what they mean by improper app comparison:  For app promoters, if keyword stuffing your descriptions with names of your competitors and their flaws is part of your ASO strategy, it’s time to make a change. Trashing your competitors can only hurt your ranking, so from now on focus on the best features and key selling points of the app you’re actually promoting. Rule #5: Apps in "Risk Groups" Should Be Extra Cautious Right about when the metadata update went live, AppTweak, an ASO data tool, detected unusual behavior of some of the apps they monitor on Google Play. As you can see in the graph below, the keyword rankings movements of these apps are showing anomalies.  Ranking fluctuations as reported by AppTweak for October/November 2019 The movements might seem negligible, but they certainly affected certain apps, especially those that belong to one of the more daring categories of the app and gaming world.   What Google is saying with this update is pretty straightforward - use the metadata to communicate your app’s value clearly and honestly. Writing for bots and not for users is bound to catch up with you soon enough if it hasn’t already, so just make sure you’re writing for real people and not trying to beat the algorithm.   How to Avoid Getting Hit by the New Algorithm The new limitations imposed by the metadata update are not that extreme but they do require some adjustment. Now that we’ve covered what you shouldn’t do, here are the ASO highlights of what you should be doing.  First, focus on writing clear, accurate and succinct descriptions with your keywords elegantly mixed into them. Let’s take our casting app from before as an example. Instead of the non-descriptive bullet list of features, consider the following paragraph: “The app lets you have full control over your TV using just your phone. Turn the volume up, rewind to watch your favorite scenes or skip to the next track without ever having to look for the remote…” Next, if you have to mention other brands make sure you explain their value and relation to your app. This way, the list of TV brands turns into:  “With app X you can immediately stream your favorite movies, photos and music to any number of devices. The app is compatible with various smart TVs, including Apple TV, Chromecast, Amazon Fire TV, Roku and many more manufacturers. It also lets you cast to all local Amazon Fire Stick, Xbox One and Xbox360 and even DLNA receivers…” The bottom line is to help your users see the value in your app. As long as you’re writing for them and not for the app store bots you should be fine.
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• How to Write an App Description That Will Get Users to Download

  November 20, 2019
  So, why do you need to write an app description like a pro? Pretty simple, your copywriting can make or break your marketing efforts. If you think writing articles for SEO is complicated because you need to keep a keyword in mind, write a minimum number of words and use specific HTML tags, just wait for when you'll be writing an app description. Not trying to scare you here in any way. Yet, showcasing the same idea in 700 words instead of 3.000 words is way, way harder. So, why is writing an app store description so hard? The answer is pretty simple, you're forced to: Respect the app store description character limitSend your message in the first lines of your descriptionFollow the app store description guidelinesWrite content without the help of formating (headers, bolds and so on) We'll talk about everything in this article and help you out on your task of writing a killed app description. App Store Description Guidelines As mentioned before, you need to fully respect the App Store Description Guidelines in order to rank your app on the app store and increase downloads. Just to push the importance of a relevant app store description, less than 2% of users read the entire description. Meaning that, if you don't write the relevant information in 5 lines or less, you won't convince anyone to download your app. App store descriptions are limited to a maximum of 4.000 characters and can be disapproved by Moderators if they find out you stuffed it with app store keywords. Make sure that you eliminate all errors in your copy, keep it as natural as possible and don't falsify any information or testimonials. Start with the main app keyword in mind The best app store description works with the keyword in mind. You should write the copy in a way that: Converts users Increases your rank We've done App store optimization guides in the past, talking about the benefits of doing proper keyword research and optimizing your app. If you still don't know what ASO is, it is the process of optimizing an app for the app store. Pretty self-explanatory, isn’t it? You start by doing keyword research and continue with analyzing your competitors. This allows you to better understand what keywords users are using to find apps similar to yours and what keywords you need to integrate inside your copy. It's also a good exercise and task to read what your competitors wrote and better understand what worked for them. If you've already done your research for your main keywords, don't forget about ASO! ASO can help you increase your app store ranking. The more people see your app page, the more people will download. Because of this, also take care of the following: App title. Your app should have the main keyword integrated into the title. This will help it rank better and get more organic views on the homepage. App Store Keyword Field The Apple App Store has a keyword field where you can integrate the main keywords you want to rank your app for. Make sure you fill everything in order to increase your app ranking. What are the app store description best practices? Besides the standard guidelines, we've also created a list of the app store description best practices. After looking over the market, reading studies and based on our experience, we created the following lists. Use an Emoji in your app store description Before anyone starts ramping up in the comment section. Yes, we do know there have been cases in the past where the use of Emojis had detrimental effects on app developers. Yet, the problem wasn't related to the use of emojis in the app store description. It was related to the use of emojis in the artwork or design of the app. Apple has the right to block apps that use its copyrighted emoji design. And they should. More info in this article submitted by Techcrunch. Conclusion: You can use Emojis in the app store description, do not use it in screenshots, logos, videos or inside of your app as part of the UI! Test, test and re-test your app store description preview! As mentioned before, all apps have a small preview that each user sees when opening the app page. (see example below) Source: Google Play Store, Shazam App For Shazam, we can only see 6 lines of text, then it starts fading and you can only read more if you press the "Read more" button. (sorry, couldn't find a better wordplay for this) Also, only 2% of users actually try to read more. Because of this, most of the time, the app store description is more relevant to the app store, than the user. As a result, we advise that you start creating a sales-oriented copy with a limit of around 250 characters. Do your best to convince the user to download. You can always A/B test this. Keep it for a couple of weeks, change it, compare the results. (mostly the conversion rate) Use Social Proof in your app description. If you've won rewards or done some amazing projects in the past for which the users may know you for, it's best to state that in the app store description. Talk about your millions of downloads in a couple of weeks, about your amazing awards or even something smaller like being featured in the top 5 of your app's category on the app store. This will increase the user's trust in you and the chance of converting. (especially in more serious niches) Angry Birds talks about its millions of players in the description. Create a description for your images Being limited with your app store description formating, you need to start being creative with your creative. Bad pun, we know. But follow through here. You can use your app store screenshots to describe your app features and functionalities, in order to increase the conversion rate. A picture is worth a thousand words. Unknown author Revolut showcases the information about Analytics and fast account opening Netflix talks about the option of downloading movies to watch later Really important, as we mentioned before, you are allowed to include emojis in your text description, you are not allowed to use them in your creative. Most of them are copyrighted! This is what happened with Apple emojis when they pulled out hundreds of apps from their app store. Add some text inside your mobile app preview videos! In the same way, you can add information in your app store screenshots, you can also add texts inside your app preview video. Don't forget about app localization and app internationalization Localizing your app can increase the number of app downloads by up to 767%. That's over 75% of the content users read on the internet is in their own language. If you aren't pushing your app in Spanish, for a Spanish market, you will be missing out! App store localization is also one of the main ASO activities. It can help you rank on words that do not exist in your main language, rank you higher in specific countries and boost your downloads and conversions. Uber Localize Screenshots Uber did an amazing job with their localization in Japan. They managed to localize their descriptions in both text and screenshots. Not only that, but they also used maps with locations from Japan to better reflect the experience of the users! Use Call to Actions in your app description! You only have a couple of lines in your app description preview. Because of this, you need to make it count and convince the user to download your app. Lines like: Download the app and start saving money!Install the game and join the millions of players worldwide. Install our app and start watching all of your favorite movies. ... will surely help you boost your conversion. Integrate promotional text in your app description If you're integration a new promotion, reducing your prices for a particular event or just integrating some new features, it's worth showcasing that in your app description. If your app is blocked by a paid subscription, this approach can help you increase the number of customers. App promotions are a great incentive for users that want to purchase at a discount. Update your app often. Updating your app often will help you rank higher, as the algorithm tries to always push relevant and new content inside the app store. Related to your app store description, make sure that you update it and state what you've improved in your app. This will make users trust your app more, knowing that you are continuously working on improving it. It will also help you bring back users that churned in the past. If they left because your app missed a feature and you managed to integrate it, you have a high chance of converting them back into paying customers. Don't forget about app rating and reviews If you've managed to obtain good app ratings and reviews from reputable sources, make sure to integrate that inside your app description. If Forbes, TechCrunch or a National News Network rated your app, state that information inside your App description. It will surely boost your credibility. Final Thoughts We hope we managed to provide some value regarding app store descriptions. Why they are important and how to improve them. For questions or help, feel free to either contact us or leave a comment in the section bellow.
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• Moburst Honored with Mobile Marketing Award for the Second Year in a Row

  November 15, 2019
  New York, November 19, 2019 - Moburst, the leading mobile marketing success company, is pleased to announce the global agency has been named the winner of the “Most Effective Performance Marketing Campaign” award at the 2019 Effective Mobile Marketing ceremony in London.  Moburst received the prestigious award for its work on the app SAY, a cutting-edge social networking app aimed at disrupting the video chat landscape through the promotion of family-friendly content.   https://www.youtube.com/watch?v=IN_ATICnG8c&feature=emb_logo Leveraging its extensive experience in campaign creation, testing, and optimization, Moburst was able to achieve nearly 60,000 new active users of SAY  in its first three months, eclipsing the company’s pre-campaign goal by 98%.   “We are beyond thrilled to be recognized with such a prestigious honor, although seeing our client recognize success, nearly twice what they had hoped for, is actually the most rewarding result to come from this project” said Moburst CEO, Gilad Bechar. Beyond increasing downloads, an additional campaign objective included the reduction of SAY’s acquisition costs.  The first step in the process involved Moburst determining SAY’s appropriate target audience between teenagers or parents.  To accomplish this, Moburt’s design team constructed two sets of distinct creative aimed at reaching the two divergent demographics. Through the deployment of its signature testing methods, Moburst was able to identify that parents were, in fact, the precise intended audience.   Moburst next marketed SAY to this cohort using a combination of highly targeted Apple Search Ads, Facebook Ads, and strategic media buys designed to trigger deeper events within the conversion funnel.  Continuous optimization throughout the process proved the methodology highly efficient as evidenced by a 60% decrease in SAY’s cost per install. Furthermore, through Moburst’s commitment to intense scrutiny and testing, along with the production of resonating creative, the efficacy of the campaign’s virality was also on display, manifesting itself in a greater than 75% drop reduction in SAY’s cost per invitation, ensuring a viral effect for every download achieved. Most Effective Performance Marketing Campaign 2019 Winner Moburst’s latest win marks the second time in as many years that the award-winning global mobile marketing agency has been recognized by the MMA, after taking home the Bronze Award in the “Marketing Objective – Brand Awareness” category in 2018 for its work with Samsung.  Moburst’s proven track record of success includes working with industry-leading brands such as Google, Discovery, and Samsung, and have helped its collective roster of clients achieve over 140 million downloads since its founding in 2013.   Press Inquiries: hello@moburst.com www.moburst.com
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• Maximizing Success With Your Mobile Ads

  October 15, 2019
  Let's go through a few questions. Is your product being used by people with a mobile phone? Do you want to achieve success in the quickest way possible, while keeping costs down? Do you want to target specific types of people, and get rich data on the success of your campaigns? If you answered "Yes!" to any of these questions, then mobile ads are for you. Whether your product or service is a physical item that can be touched or a digital product such as an app, mobile ads are almost always the most effective way to generate results. This trend is continuing sharply upward, especially given the growth of the app economy. The stats confirm this: in 2018, worldwide mobile ad spending came in at nearly $159.88 billion. Even more incredible is that it's expected to pass $250 billion by 2021. Mobile Ads Introduction Before we dive deeper, first let's define exactly what we mean by "mobile ads". Mobile advertising includes all forms of advertising via mobile devices, and can include the following types of ads: Mobile webIn-app advertisingOther forms of mobile advertising Mobile web: these are ads that appear on mobile devices while users are utilizing a mobile-optimized web browser. For example, if you search for "dentist near me", you will most likely see an ad that shows a dentist near you with a button to call immediately. Generally speaking, these types of ads work like digital ads on any device. In-app advertising: these are mobile app ads that appear while a user is engaged in an app. The ad could be for the app itself, such as new features or functionality, or could be for another product entirely. Other forms of mobile advertising: There are many other forms of mobile ads. Some of the better-known ones include push notifications, App Store ads, and SMS campaigns. Mobile Advertising Terms There are so many terms and abbreviations floating around the mobile ad space, it's hard to keep up! We've summarized the most important terms for you to be comfortable with when discussing your mobile ad strategy: Demand Side Platform (DSP): allows aggregated media buying from multiple sources. Supply Side Platform (SSP): exchanges for content providers and publishers who want to sell their ad inventory to advertisers. Real-Time Bidding (RTB): enables the live, almost instantaneous transactions supply- and demand-side players. Ad exchange: The place where buyers and sellers of mobile ads "meet" to close transactions Types of Ads There are multiple ad formats that can be used to maximize the effectiveness of any mobile campaign. The format and platform will ultimately depend on the goals of the campaign, but we've highlighted some of the most popular ones below: Text ads: these are classic ads that appear when searching Google on your mobile device, for example. The results return ads that are relevant to your search (through keywords that have been bid upon using the Google Ads platform) that are displayed as plain text ads. For some products and services, these are the ultimate way of deploying a mobile ad budget, as you are engaging with users already showing high intent. Display ads: common across popular apps such as Facebook and Instagram, display ads use images to convey their message. Text is limited by design, and these types of ads generally show excellent engagement rates – if the creatives are compelling enough. Banner ads: these are ads that appear as an overlay on a mobile device; meaning that even though the screen moves, the banner (usually at bottom of the screen) stays in place. Banner ads are one of the oldest mobile ad formats going, and also one of the most successful – hence their enduring appeal. Banner ads offer a relatively inexpensive way of appealing to potential customers, but engagement won't be as high as with other ad formats. Native ads: Native ads are ads that are designed to look like the content they sit amongst. For example in a news app, there could be two genuine stories and then a third "story" that is actually sponsored content. Native ads generally have high engagement rates, sometimes as high even as original content. Source: Marketing Land Interstitial ads: these ad types are full-screen ads that "take over" the screen for a period of time. Generally speaking, these appear at natural "breaks" in the app experience. Pop-ups: these are smaller ads that pop up at (ideally) the right time for the user, and present a message or a call to action. Unlike interstitials, these do not take up the full screen. Video ads: video ads, including auto-play ads, are also highly engaging generally They can be distracting, however, and as such must be used wisely. In some instances distracting the user (i.e. getting their attention) is exactly what you're looking for, which is where video ads shine. Rewarded video ads: if you enjoy relaxing with a mobile gaming app, you've most likely come across rewarded video ads. These are ads that give some kind of reward to the user for watching the ad video. Rewards usually come in the form of some game-related bonuses, such as extra lives or coins. Generally rewarded ads cannot be skipped, so be careful not to overdo these and drive users away. Rich media ads: these ad types offer an extra layer of interactivity or interest for users, and are among the most engaging formats out there. They could ask a user to complete something or display with some preloaded data that takes the user's location or other data into account, making it more relevant and eye-catching. App Store ads: App store ads are a relatively new ad format that allows app providers to come up in search results when a user has searched a category or even a competitor's app. According to Apple, 70% of App Store visitors use search to find apps, 65% of downloads occur directly after a search on the App Store, and Apple Search Ads’ average conversion rate is a hefty 50%. The impact your ad has depends on numerous factors which will be discussed in more depth below. Chief among these is your targeting, your creatives, your social proof, and your mobile ad strategy. Ad Platforms Ad platforms are the starting point of launching your app campaign. Getting started with mobile ads generally starts with the most popular mobile ad platforms. These are: Google mobile adsFacebook mobile adsAmazon mobile adsMobile ad networksApp stores ads Google mobile ads: leveraging Google ads can instantly put you in front of billions of Google users across the planet. Google mobile ads can appear to mobile users as text ads, image/display ads, app promotion ads and HTML 5 ads built with Google Web Designer. Within apps themselves, ads can be shown as text ads, image ads, app promotion ads (including image/display app promotion ads, video app promotion ads and TrueView for app promotion ads) and responsive display ads. Facebook mobile ads: Facebook offers an excellent platform to deliver ads to users. Through Facebook App Ads, you get access to users across the Facebook ecosystem and including their most valuable properties, Facebook and Instagram. As Facebook puts it, "App ads on Facebook are the best way to get more people to install your app, use your app and take specific actions in your app – such as making a purchase or achieving a new level in a game." They continue, "To get the most out of app ads, app developers can set up the Facebook SDK (Software Developer Kit) with your app in order to reach your most valuable customers, track actions that people take in your app and measure the success of your ad campaigns". In fact one of the primary advantages of Facebook app ads are the incredibly rich analytics that you get access to, that can be used to further optimize your campaigns. We'll dive into Facebook App ads in more detail in a separate post. Stay tuned! Amazon mobile ads: Not to be outdone, Amazon are also stepping into the fray when it comes to mobile ads. Bloomberg reports that Amazon also wants in on the $129 billion digital advertising market dominated for so long by Google and Facebook. With so many people using Amazon's shopping app, it's a natural space to start offering advertisers a portal to Amazon users. The ads appear as responses to specific searches on the app. Perhaps most exciting is what's in store for voice-activated devices like Amazon's Alexa, and other wearables and IoT devices. Mobile ad networks: Ad networks such as Google Admob that essentially connect content publishers (supply side) with advertisers (demand side), most often through a real-time bidding (RTB) process. Let's say for example that a large news network wanted to monetize their mobile traffic. They would list their real estate on an ad network, and when the right user got to a page, various advertisers would bid for the "right" to show their ad to that user, with the winner paying to display their ad. Mobile ad networks enable targeting, tracking and reporting of impressions and other metrics and can target users across iOS app ads and Google app ads/Android app ads. App store ads: with Apple, there are two main options for running your Apple Search Ads campaign. Either you can use the "Basic" setup, where you decide on your goals and let the Apple algorithm do the rest or the "Advanced" installation that allows you to leverage Apple tools but keep a firmer hand on your campaign. The biggest question at this point is "How do I ensure my mobile ad is shown among the top results?". Apple actually gives some great tips to maximize your chances of appearing at the top of the App Store search results: Relevance: Your app’s relevance to the user’s search query (among other factors) determines if your ad is the one shown. Metadata: Thoughtfully craft your app titles, descriptions and metadata with highly appropriate keywords to improve your relevance for Apple Search Ads. User response: User response is an important signal of ad relevance. If customers don’t tap on an ad, Apple Search Ads will stop showing it to them. With Google, the Play Store is part of the Google Search Network. This means that running campaigns through Google Ads enables you to appear in search results within the Play Store. Using app campaigns you can save time in setup, optimization, and management of your Google Ads campaigns. Google can automatically optimize ad creatives, change bids, and allocate budget to enable you to achieve your goals at a CPI you feel comfortable with. Google notes that "this automation scales app promotion across the Google networks to find customers who are most likely to install your app" –meaning you can leverage the Google algorithm to find the right users at the right cost per user, across the formidable Google ecosystem. This includes Google Search, YouTube, within other apps and across the web. Buying Ads Ensuring that your media buying is optimized to achieve your business goals is critical. To this end, it's important to be comfortable with the various ways that mobile ads can be paid for. Common methods include: Cost-per-click (CPC): the advertiser gets charged each time someone clicks on their ad. Cost-per-install (CPI): the advertiser is charged when the original click results in an app install Cost-per-action (CPA): the advertiser is charged when a user takes certain actions (e.g. sign up) Cost-per-mile (CPM): the advertiser is charged when their ad is displayed Cost-per-view (CPV): the advertiser is charged when a set portion of their video ad is viewed The way you buy your ads will depend on the nature of your campaign, which in turn should be dictated by your mobile strategy. For example, if one of your major goals is brand awareness, then a campaign oriented around a CPM or CPV model might be most relevant. If you're looking for a performance-based campaign, i.e. that you're interested in app installs, then CPI is probably going to be your most relevant metric. A key thing to remember is to ensure that your App Store listing is optimized. You can put tons of money into ad campaigns, only for users to get to an average App Store listing and decide not to download your app. Or worse, to download the app of your biggest competitor. If you think to about it, you could be subsidizing your competitor's campaign! ASO, or App Store Optimization, is often the point on which an entire campaign turns. Great ASO can mean a super successful campaign while neglecting this can spell disaster. Finally, don't fool yourself with vanity metrics like app downloads. We've seen apps with millions of downloads and almost no active users. Focus on ROI and on providing your users with an incredible experience. This is where every great campaign starts. Mobile Ads Examples There are some great examples of mobile ads out there. Unfortunately, there are also some examples of mobile ads that were ineffective and just a waste of resources like time and money. Examples of some of the best mobile ads, in our opinion: Best Facebook ads examples: as part of our work for Samsung, and particularly their Galaxy Apps store, we've run successful social media campaigns that have achieved awesome results. Including growing downloads by 79%, increasing revenue by 36% and growing their Facebook page following by over 1,400%. Not to mention an incredible jump in brand awareness. One of our favorite ads from our Facebook campaign with Samsung was this creative. It used great coloring and a simple message to instantly show the value of Galaxy apps, and how a Galaxy Apps user can stand out from the crowd with unique content. Best display ads examples: one of our favorite examples is a campaign we ran for New York Fashion Week. The use of bold fashion-oriented color immediately grabs the user's attention, and smart creative hooks one into reading more. Users are busy and are programmed to keep scrolling. Therefore any display ad has to jump out and literally stop the user in their tracks, which this ad achieved. Minimal text and a seamless call to action meant that this campaign was an extremely successful one. Mobile Ads Best Practice: Tips When it comes to tips and best practices for mobile ads, the only question is, "How long have you got?". We've accumulated some incredible learnings and experience over the years and would love to share this with you to ensure your mobile ad success. Important factors will always include: Creatives are key: make sure you stand out!Ensure consistency across creatives (from mobile ads to App Store landing pages, and into your app itself)Optimize your App Store listing with ASO (App Store Optimization)Continuously track and optimizeIt's a good idea to set goals and KPIs and constantly track against these We've also turned to the app platforms themselves to provide you with leading tips and tools: Google offers some excellent advice when it comes to connecting with mobile users and ensuring the success of your campaigns. Create ad text that appeals to users across devices: A compelling call to action on one device tends to be compelling on other devices as wellFor call and message extensions, use local numbers if you have them available. They indicate to users that you’re nearby, which can increase relevance and user trustDeliver a seamless experience across channels using tools like remarketingAutomate bids using Smart Bidding Facebook adds the following in terms of best practice and making ads more engaging: Avoid text on images: If you can, use the text/headline/link description boxes instead. If you have to use text on your image, try a smaller font and fewer words to lower the proportion of text to image.Shorten text: People on Facebook and Instagram scan quickly. In research conducted by the Mobile Marketing Association, it took 2-3 seconds for two out of three for people to see and cognitively recognize desktop ads compared to 0.4 seconds on mobile. Keep your text short, clear and concise to get your message across.Add multiple images using the carousel format: Carousel allows you to show several images for people to scroll through at the same cost. It's a great opportunity if you have lots of product or brand images. Also, try Canvas ads.Add movement: Ads with movement stand out in the News Feed. When you make a Stories ad, you can use free templates that automatically animate your ad. You can also edit the colors, images, and fonts. You could also try these free apps: Hyperlapse - Create timelapse videos Boomerang - Loop videos Legend - Animate text Videoshop - Edit videos Adobe Photoshop Express - Edit photos Adobe Spark - Build videos from templates with text, images, photos, and narrationUse calls to action: A range of call-to-action (CTA) buttons are available for Facebook and Instagram ads. These buttons draw attention and encourage people to engage with your ad. Based on what you want people to do when they see your ad, experiment with the CTA buttons available for different ad objectives and formats. Maximize Success With Your Mobile Ads In today's environment where everyone is connected and mobile is everywhere, mobile ads are the most effective way to maximize your success. Having said that, the mobile ads ecosystem is a complex one. With the wrong mobile strategy – or an inexperienced mobile partner – you could see your budget quickly drained as you lose opportunities to competitors and with nothing to show for your efforts. That's why at Moburst, we're passionate about helping our clients and partners succeed with their mobile ad strategy. It's why we've won so many awards for campaigns we've run for our clients, and why we're trusted by the best-known names in the world. We want to replicate that success for you, too. If you see mobile ads as an important part of your mobile marketing strategy and want the best in the business in your corner when it comes to running successful mobile campaigns – get in touch with us.
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