Advertising in the mobile network
The number of mobile phones with (full) internet browsers and connection grows rapidly in The Netherlands. It is suggested that the number of mobile phones with internet reached 6 million by the end of past year. Since 50% of the internet visits on a mobile phone start with a search query SEA is quite interesting. Also because by now internet on mobile phones have a share of 23% in time spent on the internet. Google happily spreads these figures since they are promoting Mobile advertising a lot these days. According to Google competition is low in mobile advertising, which results in good positions for a reasonably low CPC. Also the huge numbers of apps for Smartphones offer opportunities, since more and more apps are open for advertising by Google’s advertising network.
So, many opportunities for mobile advertising!
However, it’s not all great. The share of phones with mobile internet is largely due to WAP phones and not just full browser supporting Smartphones. Mainly the second group is interesting for targeting ads. Smartphones are responsible for about 50 times more search queries than traditional WAP phones. The mobile internet usage therefore needs to put in perspective.
But more interesting than assumptions are statistics! For an advertiser I’ve set up a mobile advertising campaign with short and and broad keywords for a greater reach. The advertiser aims mainly on consumer support. The data in the table is somewhat modified to protect the advertiser, but the ratios are of course maintained.
|Ad group||Impressions||Clicks||CTR||Avg. CPC||Costs||Avg. pos.||Conv.||Conv. perc.|
From the table it can be concluded that the number of impressions are much lower, even as –in this case- the CTR. The CPC is also a lot lower. For 37,5% less CPC a better advertising position can be got. Less interesting in this case is the conversion percentage. Mobile might have a higher conversion percentage, but too few to be able to conclude anything from it. Not in the least case conversions aren’t a goal of this campaign.
The table shows that mobile offers a cheap way of advertising at this moment and that the results are fine. However, the much less traffic gives reason to consider if mobile advertising is worth the effort of setting up a campaign. Leave alone creating a special website for mobile browsers. So, research if there is enough potential before putting in any effort in creating a mobile website or campaign.
The performance of a mobile campaign is strongly depending on the product or service that is advertised. The ideal audience for a stairlift is less often in the possession of a Smartphone, products are compared more often and a longer decision time is taken before placing an order. All points in which Mobile advertising isn’t very strong.
Does that make mobile advertising uninteresting? No, surely not. However, make sure Mobile Advertising offers chances for your situation. Ask yourself if it is efficient to start with Mobile Advertising now and what your specific advantages will be.
Also, Mobile advertising by AdWords offers an interesting extra option: click-to-call (only for WAP). Click-to-call can be used in addition to the Mobile Ad and includes a 20 character space for company name and phone number. With one click on the click-to-call extension the phone number will be dialled.
So, when Mobile Advertising is offering opportunities you might want to take the following steps:
- Investigate if your audience is using Smartphones;
- Investigate if the product or service is suitable for ads by WAP or Smartphone
- Create a specific campaign for Mobile targeting;
- Use short and broad keywords;
- Prepare your website for low resolution Mobile browsers;
- Deliver the message in very compact ad texts;
- Use click-to-call (only for WAP) when relevant.