4 tips to create high-converting mobile ads

Publié le 8 Dezember 2019 | Catégorisé dans
addict mobile blog default blog 05
It is now technically possible to measure mobile ad performance at all stages of the user funnel : from print to click, to download and even untill registration or purchase  (or any other action in your app or mobile website). A high-converting mobile ad is an ad that has the best possible conversion rate at all steps: « print => click » then « click => download » then « download => purchase »  (or other action). How to create effective converting visuals for mobile advertising? Here are 4 tips gained from our experience on over 100 apps.
  • Adapting content to all required sizes and to mobile formatsAddict Mobile - Strategy - converting mobile ads
There are more than 100 mobile screen sizes among all smartphones and tablets on Android & iOS. To achieve high conversion rates, it is necessary to adapt the visual to all screen sizes. Stretching a banner will not give a qualitative result; you have to create 1 visual for each size by replacing and adjusting graphical objects for each visual (picture, text, button). Technologies such as Addict Mobile allow to create automatically hundreds of visuals to fit all screen sizes. It is also important to adapt the visual to the specific mobile formats: for instance on banners the space is limited and requires limited text. On an interstitial on tablet, the space allows detailed illustration. On mobile videos, you should consider that 90% of the audience will play them mute, so you need to deliver a written message. Here is an example of how bad a banner can: this McDonald’s banner does not suit the screen size; it does not cover the entire mobile screen. Furthermore, the text is totally unreadable and there is no call-to-action button.
  • Creating striking visuals
Addict Mobile - Strategy - converting mobile ads A good mobile ads is made up of 4 key elements: an eye-catching illustration, a strong message, a logo (or clear brand identification) and a “call-to-action” button, to let the user know why he should click.   Mobile ads which convert best are based an original messages, special offers or contextual elements linked to the news. For instance for the app Closer (people and gossip magazine), we used smileys, hashtags and catchy sentences from tv reality shows to reach young females. It’s important to use eye-catching visuals, no matter their authenticity: an attractive illustration with flashy colours draws more attention and more clicks. For instance for Citygoo, the best short distance ride-sharing service, the flashy blue screen showing a journey and cost on the right performed far better than the photo of a car and people on the left. Addict Mobile - Strategy - converting mobile adsAddict Mobile - Strategy - converting mobile ads According to our expertise, blue colour for the text (or background) and orange colour for « call-to-action » button are usually effective.  Adding effects or animating the call-to-action button also helps improving conversion rates.
  • Targeting effectively your audience
Targeting your audience leads to better conversion rates, because you avoid paying for ad display, click or app download by non interested users. Mobile offers unique targeting possibilities : mobile users are identified based on demo & geo criteria (gender, age, localization), usage criteria (purchase, time spent, other apps downloaded on the device) or look-alike groups of users, etc… You can adapt your visual to a group or sub-group of audience to improve conversion rates. For example for a strategy game, we used a specific visual to target males and another one to target females.
  • Performing numerous A/B tests
A / B Testing allows to compare the performance of various ads and sets of targeting criteria. It is common in the advertising world to test 10-15 different campaigns, to understand the different formats, texts, illustrations and buttons which work best depending on various audience groups. Addict Mobile - Strategy - converting mobile ads Thess two banners on the left are very similar. However, the one on the right converts 15% better than the other one, in terms on print to clicks! Beware however, two visuals may have identical CTR, but 30% variation on click to install rate, and again 30% difference on the install to purchase rate. Maximizing conversion rates is a painfull job that requires a lot of time, testing, iterations … and expertise! But this is absolutely necessary to achieve positive ROI. Addict Mobile technology can help you automating this process, creating visuals that are adapted to all formats and managing large volumes of A / B tests.

ACTUALITÉS

Article en relation

addict mobile blog default blog 05

Cityscoot rolls out its app across Europe and is conquering new users with Addict Mobile

  Cityscoot is the number one service for self service electric scooters. Launched in 2016 in Paris, the brand has rapidly expanded to Nice, Milan, and Barcelona, offering more than 7000 scooters to all those who wish for an effective urban transport, face in the wind.   Addict Mobile supports Cityscoot in its European growth by managing user acquisition campaigns for its application with a cost per first ride objective.   Activated sources: Facebook, Google and Snapchat.       City Targeting, a challenge for mobile app acquisition   Broadcasting acquisition campaigns on a city scale implies several constraints:   – The more restricted the targeting, the higher the acquisition costs.   – The visuals must be adapted to the usage and routes of each city in order to maintain good transformation rates and thus reach performance objectives.         How to keep acquisition costs low with specific targeting?   By adapting the OS and sources to each city: depending on the results of the campaigns, Addict Mobile’s teams increase investments in the sources or OS that deliver the best performance.   By varying the optimizations according to the sources: on Facebook and Google, campaigns that are optimized […]

Publié le 7 April 2021

The mobile app ecosystem is consolidating!

The latest major changes in the mobile app ecosystem (privacy, Apple’s ATT Framework, maturity of advertisers.) are forcing players in the mobile ecosystem to offer the most complete service possible to cover the entire mobile marketing chain. Owning your first party data and therefore having your own data to monetize your audience and offer effective advertising campaigns is one of the major challenges of 2021’s ecosystem. Everyone wants to put their SDK in the apps to know their users and maximize the revenues of their campaigns. Lately, there have been a lot of acquisitions of AdNetworks, tracking tools, analytics tools and monetization structures. The ecosystem is consolidating, the companies are getting stronger.   Brief overview     Vungle mobile app install company acquires GameRefinery, a leading cloud-based mobile game analytics platform with deep contextual data sets and image-recognition technology that helps developers market, design, and monetize their mobile games. “GameRefinery’s deep contextual data will offer new ways for advertisers to find relevant audiences, using non-personal data such as player motivations, moods and styles and audience personas, for campaign targeting with no device level ID required.” “With upcoming changes on iOS 14 and the removal of the IDFA, advertisers are looking […]

Publié le 1 April 2021
addict mobile blog default blog 05

Soft launch: our tips to succeed this essential step in launching a mobile game (part 2)

In our first article we explained the importance of the soft launch for launching mobile games: identifying objectives and KPIs to track, determining a budget and time-line and, finally, developing ASO strategies to maximize conversion rates for your game. This second article focuses on which countries to choose for your soft launch, depending on your objectives and the insight you want to obtain.   Avoid audience burnout The choice of country for soft launching your app is crucial. In fact, we recommend that you avoid testing in the country in which you intend to officially market your game. This would be far from ideal. So you want to avoid launching the game in countries with the most qualified audiences.   If you attract a large number of qualified users to a game that they don’t like, which doesn’t motivate them or generate enough revenue, these players will be “unprofitable.” They simply won’t come back. Therefore, it’s best to delay releasing the game to this kind of audience until you have an advanced version.   This means avoiding the best geographical locations (= those generating the most revenue) which are best left untapped for the hard launch.  Furthermore, these locations, featuring […]

Publié le 29 März 2021

Nos bureaux