"How to work with display ads when you start mobile app" from Marina Bril

Summary:
- Display advertising as a Tool №1 for the formation of brand loyalty.
- Marketing creativity: how to make banner with ctr above 1%.
- A/B testing: how to & what for.
- Practical recommendations for the creation of the "right" banners.
- How to get 1 cent per click traffic in display advertising.

Transcript

1. Marina Bril How to work with mobile ads when launching an app 

2. The world of display ads 
 :
3. The world of display ads 

4. The world of display ads 
 Джерело: Google/Ipsos, “Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps” (U.S.), May 2015, Base: Average among those in each vertical who downloaded an app based on ads seen on a smartphone, Google/Ipsos Survey Q.14 Which of the following types of online advertisements have prompted you to download a/an [...] app? Select all that apply 50% - Search Ads 47% - Banners in Apps 45% - Banners in Web-site 43% - Video Ads
5. Contents: 1. Mobile ads as the #1 tool for building brand loyalty. 2. Sales creative: how to make a banner that yields a CTR of over 1%. 3. A/B testing of ad creative: how and why. 4. Practical recommendations on making the “right” ad creative. 5. How to get 1-cent traffic with display ads.
6. 1. Mobile ads as the #1 tool for building brand loyalty. 1. Reach. 2. Display frequency. 3. Choosing placements.
7. 1. 1. Reach. *source: Factum group, February 2016 Regular users - 62% Internet connection at home - 63%
8. 1. 2. Display frequency. 2-3 displays to a unique user per day.
9. 2. Sales creative: how to make a banner that yields a CTR of over 1%. 1.Facebook
10. 2. Sales creative: how to make a banner that yields a CTR of over 1% 1. Logo and icon.
11. 3. A/B testing of ad creative: how and why.
12. 3. A/B testing of ad creative: how and why.
13. 4. Practical recommendations on making the “right” ad creative. 1. Personalize the message based on targeting Example:
14. 4. Practical recommendations on making the “right” ad creative. 2. Use the ad preview tool Example:
15. 4. Practical recommendations on making the “right” ad creative. 3. Take into account the cultural features of the target location. Example: UA
16. 5. How to get 1-cent traffic with display ads. 1. Use non-dollar account. 2. Segment campaigns by location, age, gender. 3. Kill the accounts with a bad history.
17. Conclusio n: • Evaluate your competition and placements. • Produce a clear and concise ad creative. • Use all available ad formats. • Constantly A/B test.
18. Learn more about internet marketing