We released new book"Content Marketing in in social networks: How to get into the head of subscribers and fall in love with your brand.
How often do we use mobile phones? Constantly. Especially now, when a mobile phone can do almost everything. Unless he knows how to cook, well, and even on the little things.
Therefore, it is no secret that mobile advertising is gaining momentum and in some places is not inferior to the usual one, especially when it comes to hot topics, such as ordering a taxi, pizza delivery, etc. However, despite this, not all sites are still adapted for mobile devices, not all use separate mobile ads.
In addition, not so long ago, Yandex announced the use of external networks, which will be additional source traffic for advertisers. It is still a bit difficult to judge how high quality this traffic will be, because, unlike Google, Yandex does not allow you to choose the sites where your ads will be broadcast, you can only adjust bids and add exclusions, but given the number of sites that are included in YAN, weeding out the maximum of unnecessary traffic will not work.
Among other things, do not forget that there are fewer ad spaces on mobile: if in a regular search there are three places in special placement and four in warranty, then on mobile devices you have only two at the top and one at the bottom.
We see two places promised to us, one of which, by the way, is occupied by advertising of a mobile application.
It should be noted that if the phone screen is small enough, then advertising messages take up all of it, and this, of course, is a great advantage.
And this is what guaranteed impressions will look like:
Mobile advertising settings
How to make mobile advertising, how to write an ad? In fact, there is nothing super complicated here. If mobile traffic is of interest to you, then you should not be lazy and add a mobile ad to each group. You just need to follow a few basic rules:
Short and clear text. It would seem much shorter and clearer than it is, but do not forget that the mobile screen, no matter how large it is, is still smaller than that of the desktop. Therefore, your ad should be as easy to read on a phone as possible, it should be as effective as possible.
Don't forget the virtual business card. If your campaign uses a phone number, the user will be able to call it immediately. This is especially important if you have call tracking set up and you track calls.
As for bid management, here you need to proceed from the performance indicators of advertising on mobile, and set up bid adjustments in the same Yandex. Direct in the parameters of the advertising campaign in the "Bid adjustments" section. Go to the settings, click the change button:
Select the tab "On mobile" and set the settings we need:
We save.
Nothing unusual.
Mobile Advertising Effectiveness
And now let's see how effective it can be on mobile devices and when it should not be neglected, and sometimes put in priority.
Of course, this primarily concerns topics that are “here and now”. For example, ordering a taxi or calling a tow truck. In the latter case, this is just a case of a priority choice for mobile advertising, because if your car is on the road and you don’t have to choose, it’s unlikely that you will have a laptop at hand, much less a desktop computer. Most likely, you will take out your phone, get on the Internet and click on the ad that will be at the top. And here it is more likely that you will not go to the site, but immediately click on the phone icon:
Now let's see how taxi advertising works:
At the same time, traffic from smartphones makes up 25% of the total traffic from advertising systems. That's a pretty good part of it. Moreover, speaking of conversions, if the percentage of orders from mobile is 4.27%, then from desktops - 3.27%. Do you feel? Mobile is not only not inferior, but also outperforms the PC. This is exactly the case when the time and effort to set up mobile advertising pays off with interest. And now we do not take into account those orders that were received after a call to the ad or from the application.
One example of food is the sale of dog food. Although the number of applications from smartphones is only 11.5% of the total, the conversion rate from smartphones is 5.66%, and from PC - 3.22%, while the cost of an application from mobile devices is lower, although not by much - only by 7.76%.
Thus, it is not always worth discounting mobile advertising. You just need to cook it right.
Mobile ads in contextual advertising are a goldmine of the 21st century. According to the latest statistics, 89% of Russian residents regularly use the Internet on a mobile phone, the share of mobile traffic is from 30% to 50%. In turn, mobile ads are adapted contextual advertising that is displayed on mobile devices. This format is rapidly gaining popularity among advertisers.
- On average, the conversion of mobile contextual advertising is significantly higher than the conversion of contextual advertising on computers. This is explained by the fact that users are much more tired of ads on computers than of ads on the phone, and therefore click more willingly.
- In desktop advertising, traffic sources divide the advertising “market” approximately equally, in mobile advertising there is a bias: there are several leading traffic sources and many small ones.
- In mobile advertising, test budgets are significantly larger than similar budgets in desktop advertising.
- In mobile advertising, the presence of a call to action button in an ad is critical (for example: a call button in contextual advertising ads).
- Text and images in mobile ads should be less intrusive, because such advertising can be regarded as an invasion of personal space.
Peculiarities mobile ads in contextual advertising:
- There are significantly fewer advertisements in search results on mobile devices (than on a computer): 2 ads in special placement and 1 in guaranteed impressions on mobile devices versus 4 ads in special placement, 4 ads in guarantee, ads with dynamic ads and a contextual display banner on desktop .
- Only new ads can be made mobile. Once the campaign is running, unfortunately, the ad type cannot be changed.
- The ad text is shorter (more stringent character limits) than when displayed on desktops. This is explained by the fact that a short text is more convenient to read and perceive from the phone.
- If you have a virtual business card, a handset icon is displayed so that you can make a call directly from the search results.
- When displayed in YAN, images can be added to the ad, but their dimension differs from the images in desktop ads.
- It is possible to add up to 4 sitelink tests, but it is desirable that each of them fit on one line. The explanation is similar: a short text is more convenient to read and understand from a mobile device.
Why waste time creating both mobile and desktop ads:
- The behavior of users when using the Internet from a computer and from a mobile device is different. By driving a request from a mobile phone into a search, people get a more accurate and concise answer. Based on this, the text of mobile and desktop ads will differ (in some cases dramatically).
- Mobile ads in YAN have a different image dimension than the same ads on desktop. Therefore, a number of images intended for desktop ads may not display correctly on mobile devices.
- In the Yandex.Direct auction, when selecting ads for impressions for mobile search results, the product of the CTR that was accumulated during impressions on mobile search results and the bid, taking into account the price coefficient for mobile search results, is taken into account. devices, as well as the quality factor. If the advertiser has only one desktop ad, then when it is selected on mobile devices, the data (CTR) that the non-mobile ad has accumulated during impressions on mobile devices will be taken into account. It is logical to conclude that this is incorrect.
- When ranking ads on a mobile device, Yandex gives preference to mobile ads.
- Last, but not least, the conversion of the same ad adapted for mobile and desktop versions will be fundamentally different when shown on a mobile device.
- The presence in one group of two ad options: desktop and mobile will allow you to correctly distribute traffic - mobile ads are shown on phones, the rest - on computers and wide-screen tablets.
The presence of two options for ads: desktop and mobile will allow you to flexibly manage bids: the bid amount is set separately for computers and widescreen tablets, separately for mobile devices. The minimum betting ratio for mobile is 50% and the maximum is 1200%.
Basic rules for displaying different types of ads:
- If only desktop ads are created in an ad group, Yandex will display them on both mobile devices and computers. This is the wrong approach to creating advertisements.
- If only mobile ads are created in an ad group, Yandex will display them on both mobile devices and computers. This is the wrong approach to creating advertisements.
- If the group contains both mobile and desktop ads, then their ranking will be the most correct. Advertising campaign, launched with this rule in mind, will be significantly more conversion (and other data being equal).
It should be noted that the launch of mobile ads in contextual advertising (along with desktop ads) is preceded by the collection of a semantic core (specifically for mobile advertising). It is important that the semantic core for desktop contextual advertising often differs from the semantic core for mobile advertising. This is based on a behavioral factor, namely: user requests are dependent on the device on which they are entered:
- Requests entered from mobile devices have fewer characters
- Requests entered from mobile devices are less emotional
- As a rule, requests entered from mobile devices do not have a "long tail"
You can select the most relevant list of queries using wordstat.
Steps to create a mobile ad:
- Create an ad group (same as for desktop ads). It should be noted that "by default" it will be shown in both mobile and desktop ads.
- That is why in the ad itself we put a tick "Mobile ad"
- We fill in the fields taking into account the above features: title, text, quick links, image.
- We add a business card so that it is possible to make a call directly from the search results.
- We send the ad/group of ads for moderation.
In addition, it should be noted that you can add a new mobile ad to an existing desktop ad group. This is done as follows:
- Go to the already created ad group.
- After that, click the "+ announcement" button
- Further, the scheme is identical to the previous option for creating a mobile ad.
It is also important to note that analytics systems provide detailed statistics mobile advertisements (including by types of mobile devices).
When you click on the handset (if a virtual business card is added to the ad), the user has the opportunity to make a call directly from the search results.
Here is a case study to confirm the higher conversion rate of mobile ads for mobile devices.
The first photo illustrates the display statistics for desktop ads on mobile devices.
Ad title: Buy Electrolux Electric Kettle
Advertisement text: Buy electrolux kettle! 30% discount! Free shipping! Click!
The average CTR for this ad group was 0.2%.
The second photo illustrates the statistics of mobile ad impressions on mobile devices.
Ad title: Buy an Electrolux kettle
Ad text: Electrolux kettle! 30% discount!
The average CTR for this ad group was 8%.
In conclusion, I would like to note that the correct division of traffic by adapted ads, of course, has a positive effect on all indicators of advertisements, including conversion. However, we should not forget about the features of mobile ads, neglecting which can waste your budget.
Who uses mobile apps
According to the research company Mediascope, in Russia men use the mobile Internet more than women, but their preponderance is small. Almost all users aged 12 to 35 use Mobile Internet. In large cities, slightly less than half of respondents over 45 access the Internet via mobile devices, and in Russia as a whole - only every 3-4 users.
Mobile Internet Users:
How much time they spend
According to research by the analytical platform AppAnnie, in 2017, on average, users around the world spent about two hours in mobile applications daily. More than 20% of Android owners spend four hours or more in apps every day.
In Russia, at the end of 2017, the average time of using mobile applications was 82 minutes or 1 hour 26 minutes, which is almost two times less than the global indicator.
Why use mobile apps
According to worldwide statistics, iPhone owners most often use utilities, social media applications, and productivity tools. Android owners most use special tools, messengers and productivity tools.
The time users spend playing games is on the rise. In the countries studied, on average, gamers spent half an hour a day playing games, in Japan and South Korea- more than an hour a day. However, 10% of all gamers spend three to five hours playing games every day.
The daily time and number of sessions by categories of mobile applications is distributed as follows: most of the time is spent on maps and navigation applications, and most often they go to dating applications. They visit the least and spend the least time in educational applications.
In Russia, social media applications are most often used, followed by instant messengers. This is stated in a study by Gfk. Users spend the most time in one visit studying information - an average of 8.2 minutes, playing - 7.7 minutes, in social networks - 7.3 minutes.
In Russia, according to Mediascope, 91% of users pay for goods and services via the Internet, 68% of them using mobile applications. Most often, users pay for cellular communication, in second place - orders in online stores, in third - payment for utility services. Every fourth user transfers money through mobile applications.
Smartphones and tablets have completely entered the daily use of people. Already, traffic from mobile devices is more than 60%. This number will constantly increase in the coming years, and we are unlikely to give up mobile devices. Therefore, advertising on gadgets becomes more effective and relevant every year.
Closer to your target audience
Google Adwords provides a wide range of advertising opportunities for smartphones and tablets. You can create both text ads and image ads, all of which will be seen on your screen when searching, reading sites of interest to him or in mobile applications. This tool allows you to show your ads in search and display networks just like on desktop computers. In addition, a key feature is mobile app advertising, which can further expand the reach of your target audience. Advertising in mobile applications works extremely effectively with remarketing (You can read about remarketing in). In this way, you can first show your ads on the user's desktop computer, and then, when he moves away from the PC, you can “catch up” with him with ads on his smartphone or tablet. Most users look for the services or products they are interested in on the computer while they work, but on the way home and at home, they most often use their smartphone, where your ads will be accordingly. Due to this, a feeling of constant contact is created. potential client with your company, and the more his interest increases.
Context without a site? Yes!
A key benefit of advertising on mobile devices is Mobile Numbers Only mobile ads. These ads contain the title, text, and phone number of the company, but do not contain a link to your website. Only your number is attached to your ad, and when you click on the ad, the smartphone immediately asks for permission to call your company. Thus, you pay not for clicks to your site or landing, but for calls to your company, which is the most important targeted action for some business sectors.
Mobile advertising is a rapidly growing Internet marketing tool, so you need to quickly and correctly implement it into your business. In the coming years, mobile advertising will become the main source of traffic to attract the target audience to your website.
