How to Design An Effective Mobile Ad
Creating effective mobile advertising campaigns starts with creating effective mobile ads – it doesn’t matter how much you spend on pay-per-click bids if your ads don’t attract people’s interest. There is both an art and a science to creating attention-getting, clickable mobile ads, and better mobile ad design can save you money (and make you even more money).
Since most CPC/CPM mobile ad systems use a blend of per-click bid price and click-through rate (CTR) to determine which order to serve your ad in, it makes sense to spend time improving your ad’s design. A better-designed ad will lead to higher CTR, which means you will pay less per click. Better mobile ad design also helps you set expectations better for users (as they will have a better understanding of exactly what they’re clicking and what message they can expect to see on the other side) and build a stronger brand with a more consistent visual identity and messaging.
Here are a few tips on how to design better mobile banner ads – by keeping it simple for your users:
- One message per ad: Keep in mind that mobile ads are small. You don’t have a lot space, and you don’t have a lot of time to woo the user with an elaborate sales pitch. Instead, you need to pick a short, simple message. Stick to a short powerful phrase or question that engages the user. If you’re advertising a fantasy dragon-slaying game, for example, you could use a headline that says, “Kill More Monsters.” If your mobile ad is for an app to help people save money, the banner headline could say, “Stop Wasting Money.” Give people a clearly identifiable benefit of clicking on your ad. Remember that people are constantly asking, “What’s in it for me?”
- Pick the right words: Studies have shown that people respond better to phrases that rhyme, or that twist a common cliché into a clever new saying. Check out the book “POP!” for a great walkthrough of how to use language effectively in marketing, and how to write “Purposeful, Original and Pithy” taglines and catchphrases to help connect to your audience with clever copywriting.
- Use interactivity and video where possible: A recent Nielsen report reported that 26% of users are more likely to click on mobile ads that include video. Not every mobile advertising platform will give you this option, but, you do have the option with the GameHouse Promotion Network. Make the most of the medium and don’t feel limited to static text and basic images.
- Color: Most mobile ad designers recommend a light but vivid shade for the background, but no dark colors or black. You want the colors to be inviting, bright and complementary. You also need the choice of colors to make it easy to read the text of the banner ad.
- Choose images that fascinate: Marketing expert Sally Hogshead has written a book called “Fascinate” that discusses how most human decision making is influenced by seven hidden triggers: Passion, Mystique, Prestige, Power, Rebellion, Alarm, and Trust. If your ad captures people’s attention and makes them feel curious and want to learn more, you will get more click-throughs. Appeal to people’s emotions and desires and innate needs for novelty and intrigue. Make them say “What’s that all about?” You don’t have to reveal the whole story of your mobile ad campaign in those few words of the banner headline – instead, your mobile banner ad should leave people wanting more, feeling a sense of mystery and suspense, and willing to click through to find out the answer.
What’s your take on this? What are the best (and worst) designed mobile banner you’ve ever seen?