Mobile Advertising Trends for 2018

Mobile is becoming the platform for a variety of digital marketing strategies to reach your customer.

To keep up with your competitors, it is important to utilise this channel to ensure you have covered all bases and are reaching your maximum target audience. Mobile advertising comes with many benefits, one being that it can reach your customer base any time, anywhere. This makes it a vital tool for any promotional campaign.

With a few new trends in mobile advertising in 2018, you’ll be on your way to maximising potential with this marketing channel.

1. Mobile Video
Predicted figures for people watching videos on their mobile devices in 2018 are 36 minutes per day, or 18.5 minutes per day on non-mobile devices. There are many different formats available for mobile video ads to engage your audience and get them to click through to your website. Videos under 2 minutes are the most successful, so keep them short and sweet.

2. Mobile Search
Make sure your website is mobile friendly in terms of search, as many searches with intent to buy occur on mobile devices. Use keywords to attract local customers and think about long-tail ones that include the specific area you are looking to target. Voice search is also increasing in popularity with the rise of Siri, Google Home and Amazon Echo. Consider factoring this into your SEO as well.

3. Mobile SEO
As well as having a responsive website, SEO should be implemented in the right way for mobile devices. This will include core ranking, plus indexing and leveraging keywords for mobiles. Your site should download quickly, and focus on relevancy, authority and usefulness. Fix any errors to make it more mobile friendly, create a mobile index and implement mobile keyword research and content creation. This year, Google will also rank search results based on the mobile friendliness of websites, so this should be a key focus in your mind.

4. Mobile Apps
Mobile apps are still very popular, especially for restaurants, fashion, health and fitness, and software. Ensure your app has purpose and will benefit your customers. Don’t invest unless it will really make a difference to your business and customer base. In-app mobile content is also important. Make sure the content is top notch as well as being mobile friendly. Keep it valuable and up to date so you attract more users.

5. Mobile Gamification
Mobile gamification is also becoming a popular tool amongst various businesses. If you want to boost your mobile app, you could consider getting people to redeem coupons or share content on social media. Challenge your audience and get them involved. Come up with competitions or give away coupons for content shares on social media as these will become a valuable part of your mobile marketing campaign.

6. Mobile Ads
Pay-per-click also helps connect you with millions of smartphone users searching for businesses on their phones, with a focus on local ones in particular. Google shopping ads are becoming more popular as they show up on Google search results even if the user has an ad block in place.
Facebook ads can assist with boosting engagement, and these can be very valuable as more than two thirds of Facebook traffic comes from mobiles. Also consider banner ads, display ads and retargeting ads.

What to do about AMP

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“What Do I Need To Know About AMP?”

Google recently rolled out its newest service – a joint project with Twitter, Accelerated Mobile Pages. As more and more people are using their mobile as their preferred option when browsing the web, Google decided a service was needed that allows websites to load faster when compared with regular browsing.
One key feature that enables AMP to load pages faster is by using far less web technologies, such as Javascript, which tend to load slower. In addition to this, Google is actually serving web pages hosted on its own servers –  particularly when web browsers access AMP approved pages through Google.
AMP search
This affects us more in the world of SEO (search engine optimization) more than PPC (pay per click) – this is because if websites are not mobile optimised then they are penalized by Google. As we know, more and more people are using mobiles year on year and there are now more searches done on mobile devices than desktops.
Websites that conform with the various specifications will benefit in terms of search engine optimisation, specifically AMP optimised websites are more likely to appear at the top of Google’s mobile search results.[/vc_column_text][vc_single_image img_link_target=”_self”]
tricker
[/vc_single_image][vc_column_text]Google claims that pages created with AMP HTML load between 15 and 85% faster than non-AMPd pages. Which is quite a wide range!
Kissmetrics estimates that 40% of users will abandon a website if it takes longer than 3 seconds to load. On mobile, that problem is exacerbated, as signal issues can lengthen that time.
 

AMP page before
AMP page before

AMP page after
AMP page after


 

“What do I need to do about AMP?”

 
So far the main verticals that have adopted AMP seem to be news websites. This is mainly just down to the fact that people like to read news on the go and mobiles are now our main way of keeping up to date with the latest news. If you are a large news corporation, you definitely need to create AMP pages. The rest of us, not so much.
Google’s John Mueller has said that,

“Converting pages to AMP format will satisfy the mobile-friendly ranking signal, bu there’s no ranking signal that’s solely associated with AMP”

The AMP Project, has developed a range of comprehensive tutorials that can help you. Click here to find out everything you need to know about making a page AMP optimised. AMP pages have built-in native support for Google Analytics. So you can still measure and track these pages. You’ll need to validate those pages – there’s a tool in Google Chrome for this.


 

“What Impact Does AMP Have On Paid Search?”

 
Well, according to Google, not a lot.

“We want to support a comprehensive range of ad formats, ad networks and technologies. Any sites using AMP HTML will retain their choice of ad networks, as well as any formats that don’t detract from the user experience.”

These ad networks are already signed up with the project:

  • A9
  • Adform
  • AdReactor
  • AdSense
  • AdTech
  • Dot and Media
  • Doubleclick
  • Flite
  • plista
  • Smart AdServer
  • Yieldmo
  • Revcontent

So there we have it, everything you need to know about accelerated mobile pages.[/vc_column_text][/vc_column][/vc_row]

Why We’re Excited About Android Pay

What is Android Pay?

Much the same as Apple Pay, Android Pay gives users the ability to pay for things in stores and online with their phone. In stores people simply swipe their phones over a card reader, just like the contactless cards we have now, and online there is a “buy with android pay” button if websites have it enabled.
Android Pay
As we know, mobiles are changing the way customers engage with purchases both on and offline. First the release of Apple Pay meant that people who have an iPhone 6 or 6+ could make contactless payments with their phones, tablets and even watches and now with Android Pay even more people have access to similar features.
Google recently brought out Android Pay in America as a direct competitor to Apple Pay. For all intents and purposes it does exactly the same thing. However there is one difference that makes it important in the marketing world, this is the sheer amount of people that will have access to the feature. A staggering 81.5% of the global smartphone operating system marketplace is claimed by Android, compared with 14.8% IOS, Apple’s operating system (source: digitaltrends.com).
Then, when you consider only 19% of Apple device users actually have a 6 or 6+ (where Apple Pay is able to be enabled) it’s a really small number compared with Androids 81.5% of the entire market:

Google’s casting a much wider net with support for all Android 4.4 KitKat phones with NFC chips, not just its own Nexus devices.” (source: techradar.com)

This graph clearly illustrates that mobile usage is going up and up each year:
 

Android Pay
source: smartinsights.com

 
Although the stats are from the USA the same trends can be found here in the UK. All these people using their mobile devices to browse the web combined with Apple and Android Pay simply means that a mobile marketing strategy can not be ignored.
 

What Does Android Pay Mean For…

…Customers?

Android and Apple Pay is making paying by phone even easier. Similarly to Apple Pay you’ll be able to pay for things online with a simple “Buy With Android Pay” button, as if Paypal wasn’t easy enough.
Android Pay Logo

…For Marketers

For people in the marketing world this means that, if we haven’t already, we should be making the necessary steps to ensure websites are e-commerce enabled (where applicable) and mobile friendly. Otherwise the margin of the market you’ll be missing out of will be unthinkable.
 

…For Retailers

It means that payment online is even easier, and some predict that it should reduce shopping basket abandonment.
Android Pay

When is Android Pay coming to the UK?

Android Pay
Google are yet to release an official launch date, however we can tell you that it will be after Australia. It has been rolled out in the USA so for the time being we can keep a close eye on its effects over there and ensure we are prepared over here from a marketing perspective.
In summary this is another mobile feature that changes the way we think not only as marketers and retailers, but also as consumers – they do like to keep us on our toes!

How To Create A Mobile App Engagement Campaign

by Greg Prouse, Account Manager, Broadplace
“Mobile app engagement” campaigns are a great choice for advertisers focused on connecting with people who already have their app. These ads can:
  • Encourage users to try your app again
  • Remind someone to open your app and take a specific action
  • Help people to complete an activity that they’ve already started
  • Increase how often people use your app
  • Recommend someone try specific features or levels
Firstly what you will want to do is go to your clients account and do the following:
Click on the Shared Library under Audiences click view then the remarketing List (red button). You will then see:
New remarketing list
Enter a remarketing list name, select the mobile apps option. Next is the add to your list drop down options which will include the following:
All Users
This is where you can segment by behaviour of your remarketing lists audience. Then simply click Save!
Select an App and then the Mobile Platform either Google Play or the Apple App Store: Please note you must own the app in order to do this so this.
Find Your App
Once this is all done, click save!
Part 2:
Another way to reach a targeted audience is through placements.
This can either be done through mobile app categories or Search all apps. Always select Target and Bid afterwards.
Placements 2
The other options is Search All Apps:
Placements
So lets say you want to target people who require a taxi you can do so through their app. This is a great way to reach a large audience that utlises taxis on a regular basis as they already use a related app. You can select whichever companies apps that have opted into the mobile apps feature.
Conclusion
Apps are amazing. But building a great app and getting that app discovered is only the first half of your journey. To get users regularly engaging with that app is what’s needed to take you the rest of the way.Ads on search and display can help. They can build awareness with your target users, get them to reopen and use your app and of course — get them to tell others about it. That’s the way to send your app flying through the treetops, and beyond.
I hope you found this blog post and if you have got this far thanks for reading.
Main image photo credit: <a href=”https://www.flickr.com/photos/38869431@N00/4902072639″>How a toddler deals with a crashed app</a> via <a href=”https://photopin.com”>photopin</a> <a href=”httpss://creativecommons.org/licenses/by/2.0/”>(license)</a>
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