Mobile Display Advertising

Mobile Display Advertising

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Mobile Display Advertising

 

 

Tips, Formats, and Statistics on Mobile Display Advertising

Statistics Relating to Mobile Display Advertising

According to Yahoo, advertising displays on mobile phones is expected to increase by 25% in 2012 alone.  Additionally, the following statistics released by Google reflect the increasing need for attorneys to adjust their advertising display for mobile devices:

 

·         81% of smartphone users use the internet on their mobile device

·         59% of smartphone users access the internet when they are waiting

·         72% use their smartphones while using other types of media such as television, music, books, etc.

 

Law Firms and Local Content

Local content is extremely important in mobile display advertising.  For example, the following graph shows actions that consumers took after looking up a local content on their smartphone:

 

 

Different Types of Advertising Display Advertisements for Mobile Devices

The following types of mobile display advertising are offered by Google Mobile Ads:

 

1. Interactive Video Ads

This type of mobile display advertising is displayed to users when they launch apps and click on certain banners.  Google recommends using this type of advertising display because you can mix video and audio content in order to draw in more clients.  Legal interactive video ads appear mainly on Android and iOS apps.

 

2. Interstitials Ads

These types of ads appear within an app and occur when there are breaks within the app.  Google recommends using this type of advertising display for the following reasons:

 

·         this type of mobile display advertising attract more customers than text or image ads

·         the places are eye-catching and offer great results to for websites

 

3. Canvas and Expandable Ads

This type of mobile display advertising is started by the user, and once they click on the ad, it expands to cover the entire screen.  Google recommends using this type of advertising display because rich media displays like this type are much attractive to potential clients.

 

4. Tablet Image Banners

This type of mobile display advertising is used exclusively on tablets.  Google recommends this type of advertising display for the following reasons:

 

·         those using tablets engage more in graphical and image ads rather than text ads

·         research shows that in 2010, twice as many users clicked on image ads on an iPad than on standard ads

 

5. Static and Multi-Panel Banners

These types of mobile display advertising are available on smartphones, simple phones, tablets, and more.  Google recommends using these types of advertising display platforms because banners are cost effective and can often increase brand awareness for your firm. 

 

6. Click-to-Download App Ads

This type of mobile display advertising is a text or banner ad that provides a link to the app store for your app.  Google recommends using this type of advertising display because it provides consumers an easy way to travel to the App Store and download the app for your legal services.

 

7. InStream Video Ads (YouTube)

Google recommends this type of mobile display advertising for Android users.  The InStream video will run when the Android users play a video.  Google recommends this type of advertising display because it can increase brand awareness. 

 

8. Brand Channels (YouTube)

Google recommends this type of mobile display advertising for both Android and iOS users.  You can run your advertisements on a certain channel, and Google recommends this type of advertising display to increase brand awareness to consumers on varying degrees of mobile devices. 

 

Tips for your Mobile Display Advertising Campaign

Google recommends a several tips that can increase sales, improve results, make keyword lists more relevant to your services, and get you more leads.  Consider the following tips for your advertising display:

 

Tip # 1 Build a Mobile Site to Increase Business through Mobile Devices

If clients arrive at your firm’s website and it’s adapted for mobile devices, they are much more likely to engage with the website on their phone.  According to research release by Google, 57% of consumers wouldn’t recommend a business that had a poor mobile site. 

 

A good mobile website for mobile display advertising allows users to navigate without pinching or zooming, and the text should be visible at arm’s length.  Google recommends that you visit www.howtogomo.com to test your firm’s website and advertising display.  You will receive recommendations on how to improve the site, and you can find developers to build the website and the advertising display. 

 

Tip #2 Create Separate Mobile Campaigns

Google recommends that you create several different mobile display advertising campaigns that will only target mobile devices.  Google also recommends that you create an AdWords campaign along with your mobile display advertising campaign.  Google states that a mobile display advertising campaign can do the following:

 

·         create a mobile call-to-action that can help your services appeal to more mobile users

·         find the keywords that work best on mobile devices compared to those on desktop computers

 

Tip #3 Build User Friendly Keyword Lists

Google recommends that you create keyword lists that are shorter than normal for your mobile display advertising campaign.  For example, while searching on a smart phone, clients may be much more likely to type in a short keyword phrase like “divorce attorney Vegas NV” instead of “divorce attorneys in Las Vegas Nevada”. 

Tip #4 Use Click-to-Call Ads

Perhaps one of the most important recommendations for your mobile display advertising campaign from Google is to use Click-to-call ads in order to receive more leads.  If a consumer can speak with someone before receiving services, they are much more likely to use your services.  Google offers the following benefits of using click-to-call ads in mobile advertising:

 

·         click-to-call advertising display is responsible in a 6-8% increase in click through rates

·         a click-to-call costs the same a click ad to the website

·         these ads allow the firm to see how many calls they’ve received from each keyword

 

Conclusion

By using the tips and different types of mobile display advertising listed above, you can begin to launch a successful campaign.  You should also consider combining different types of search ads into your campaign. 

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