Mobile ads should be treated differently than every other ad medium; they target an audience with vastly dissimilar needs and with a completely different consumer mentality than that targeted via desktop or television. Your creative messaging must cater to this clearly separate group with ads custom-made for mobile users, or your engagement will suffer.
If you haven’t yet, revamp your mobile ad creative strategy today. Start writing captivating mobile ads by following these tips:
Keep It Short
Short ads get read, long ads are ignored.
According to a Jumptap study on effective mobile ad writing, ads with four words or fewer receive an average of 28% more clicks than wordier creative. While four words may be too few for some types of ads, this data underscores the importance of keeping your message concise and to the point.
Don’t forget that your ad, no matter how native and attractive it may be, is still just an ad. If you want readers to interrupt their browsing activity to interact with your brand, make it quick and simple for them by delivering a brief—but informative—message.
Use Action Verbs
Powerful verbs deliver powerful engagement.
It’s no coincidence that recruiting experts deem it indispensable to use action verbs in resumes; action verbs pack a powerful punch that attracts the reader’s attention and compels them to read on.
This same allure exists in advertising. Consider the difference between these two lines:
Save up to 50%, shop now!
Savings of up to 50% currently available.
Which one appeals more to you?
A great verb won’t just give your ad an energy boost; it may also create an emotional relationship between your audience and your brand. Verbs enable readers to envision themselves using or benefitting from your product. If you can get them to imagine their life as your customer, then you’re immediately several steps closer to closing the sale.
Don’t Ignore Sentence Structure
Good words finish last.
Writing great ads isn’t just about what words you use, but also about what order you use them in.
Roy Peter Clark, author of How To Write Short, agrees in this Fast Company article: “Put the most powerful and emphatic words at the end of the sentence, tweet, text, etc.”
To support his point, Clark quotes Shakespeare’s Macbeth: “The queen, my Lord, is dead.” This line could have been written in a much more conventional way, but Clark highlights the brilliance of how Shakespeare “puts an important word at the beginning—queen—and saves the most important word until the end—dead.”
The same tactic works in advertising. First you get the user’s attention, and then you finish it off with a value proposition they won’t be able to resist. Play around with your word order, and you’ll surely find a mix that makes your message even more vigorous than the one you originally wrote.
Include Time-Sensitive Wording
A prospect in need is a client indeed.
As I mentioned in a previous article, phone users tend to have more urgent needs than those browsing on their couch at home or surfing the web at work. Whatever their need may be (perhaps a hotel room for tonight, a clean shirt after a wine spill, or a ticket to an event starting soon), there is usually a service that can cater to it.
If you can connect with your potential clients’ sense of urgency through your ad and let them know you can help them now, particularly if you offer them a discount or deal if they make a purchase right away, the chance that they will interact with you and your ad will be much higher.
Announce Offers (Especially redeemable ones)
A penny saved is a penny earned.
Deals draw people into stores. Sometimes a deal will get you a new customer that would never have been interested in your product otherwise. People love to save, and you’ll catch their eye right away when you put that possibility on the table.
Beyond just regular discounts, mobile advertising allows you to offer redeemable deals that on-the-go users can claim if they take their mobile discount coupon to your nearby store location. This kills three birds with one stone, as you can (1) lure them in with a discount, which they can (2) use nearby thanks to location targeting, and then (3) fulfill their immediate need by making the deal available to them right then and there.
If you do it right, sharing such a juicy and multifaceted value proposition in your ads will have customers lining up outside your stores.
Target Users By Their Location
It’s not where you’re from; it’s where you’re at.
The first marketing class you ever took probably taught you that the most effective advertising delivers the right ad, to the right person, at the right place, and at the right time. Well, guess what: mobile technology now allows you, thanks to today’s rapidly improving location-targeting technology, to show an ad to the customer at the right place.
Furthermore, basic dynamic tools let you insert the name of the person’s location directly in your ad creative. This assures your audience that your brand services their location and that your ad is meant for them. It also develops an emotional connection as each reader will think, “Hey, I’m in New York and maybe I need this; let me keep reading!”
When on the go, potential customers will be delighted to know that your business is nearby and ready to help them at their location. This granular real-time reach has never before been available until recently, and you should take full advantage of it with dynamic location insertion.
Share Your Phone Number
Call me maybe definitely!
According to a 2012 Google Survey I referenced previously, 61% of phone users browsing a company’s mobile site expect to effortlessly find a phone number or click-to-call link for immediately contacting the company.
People like the ability to reach customer service, make a phone reservation or purchase or simply speak with a human who can provide real person-to-person interaction that the web can’t provide.
Take advantage of this user mentality and, if appropriate for your type of business, include your phone number or a click-to-call link in your mobile ad. The user is already on their phone and ready to call you, so why would you pass up the opportunity to speak with them?
Implement these tips and watch your engagement rates rise instantly. And if you have any tips of your own, or have any thoughts on the ones I provided, please share them in the comments below!