At Radioplayer, we're lucky to be able to ask people from across UK Radio to help us with their time and expertise. One such person is the brilliant Sarah Ordidge, who co-ordinates our marketing activity. Here, she shares her experience of running a digital campaign.
Top 5 tips for DIY mobile advertising, by Sarah Ordidge
Now I’m by no means claiming to be an expert on mobile advertising (in fact I am very much a dummy), but having recently administered a DIY campaign for Radioplayer I feel like I’ve developed a bit of knowledge on the topic so thought it might be worth sharing some tips based on my experience.
To give you a bit of context, we ran our campaign to drive downloads of Radioplayer’s iOS and Android apps. We targeted mobile phone devices using Google Adwords, Facebook Mobile App Install Ads and Promoted Tweets. We administered all of the activity ourselves using online accounts – which incidentally all have very different interfaces, and for a novice like me aren’t actually as easy to use as they claim!
Anyway, here goes…these are my top 5 tips for DIY mobile advertising:
Monitor and tweak your campaigns regularly for the best results
Don’t expect to just turn your campaign on and leave it to run! Google and Twitter offered me a great deal of customer support and helped to administer the campaign, provided regular updates and offered recommendations on how to improve results. For example, after a couple of weeks we were able to see that with Google our “search” ads were working better than expected, so we reallocated some of our budget. Facebook, on the other hand, offered me very little customer support. If you’re running a substantial campaign and you are juggling a busy workload you might want to consider using one of their Preferred Marketing Developers (a community of Facebook advertising specialists), but there will be a cost associated with that.
Use the most recent SDKs (Software Development Kits)
To help track the performance of ad campaigns, SDKs need to be integrated into your Apps. Google and Facebook have their own SDKs but there are several versions. Check your App developers are using the most up to date versions for more accurate tracking, and ensure you allow time to implement the SDK as it requires an App update. Note: Twitter doesn’t provide an SDK at present.
Keep your ad content fresh
People tend to view their mobile social media quite regularly so things can become stale quickly. Twitter in particular needs to be fresh and current - users get annoyed if they see the same messages over and over again and they aren’t afraid to tell you publically! Also, try to make sure your promoted tweets sound as conversational as your regular tweets and not like ads.
Practice makes perfect!
Don’t expect to get everything right the first time round. Keep experimenting with different targeting and creative executions. While this can make administering the campaigns more complicated, it means you can test how different combinations work, and it also gives you greater opportunities for quite specific targeting. On Twitter, think imaginatively about what sort of accounts your target users might follow - don't just list the obvious ones.
Don’t expect mobile advertising to do everything
The small ad sizes mean there are limits to how much information you can communicate to your audience, and while our post campaign analysis shows that mobile definitely helped to drive downloads of the App, awareness, usage and downloads were greater during periods when we also had broadcast activity running (radio and outdoor). There's a growing body of evidence to show that campaigns need to strike the right balance between long-term investment in brand-building (using mass media to build reach), and short-term activation through digital.