Mobile advertising is similar to web marketing in many ways. But still, it develops on its own principles. For example, they both use banners, though mobile app advertising needs a special approach for creating them. That’s the topic we’ll discuss today.
Main principles of creating efficient banners
- Appeal or question — that’s the main notional component of a banner that should hook a user. The same principles as in web work here with a correction for mobile devices. If you ask a question, it must have a definite and clear answer without long speculations. For example, “Do you want to find the cheapest ticket?” The same thing for an appeal. A user should understand at once what is it all about. For example, “Do you want to book a room in a hotel? You can do it in 1 minute with the help of our app!”
- Explaining benefits — it’s the easiest way to make a user click on your banner. But it’s a difficult task as people usually spend only several seconds on looking at a banner. It must be a short and capacious message which will momentarily interest users. If you offer discounts, tell users about it. If you have something other apps don’t shout about it.
- No lies — that’s the most important condition. Otherwise, you risk to get a pack of negative reviews and completely fail app promotion.
- Informativity — it’s essential to interest a user at once, within several seconds. I.e. a long text won’t do. Nobody will read it. The optimal text size for banners of 450-480 pixels (width) is 45 symbols. For banners less than 300 pixels — even less.
- Font — it’s better to choose a neutral one and without notches. You’d better avoid pretentious and decorative typefaces as they will only distract users and hamper the perception of information.
- Absence of irritants — this is quite an important factor, as all the negative from users will only harm your campaign. Try not to disguise your banner as system notifications, website elements, etc. It should look like a banner. Also, avoid placing pop-up blocks that interrupt users’ activity.
Other visual components of a banner
- Logo — almost in all the cases there is a sense in adding an app logo to the banner. Sometimes you may also include the company logo on it. All these increases chances of recognizing the brand. Even if users don’t install the app, they remember the logo. And it’s a definite advantage.
- Background — it plays a huge role in how a user perceives the advertisement. You should choose moderate bright colors. Another important condition is the contrast of a background and a text. It makes the advertisement easier to read.
Many analysts have proved that the size of a banner correlates with its efficiency in mobile — the bigger it is, the higher is CTR. Habitual for desktops format 320х50 is too small for mobile devices. Don’t be stingy, buy larger banners. The money spent will be justified.
Besides, smaller banners have another disadvantage — missed taps, i.e. accidental clicks when users miss and click it by mistake. And many developers place them this way on purpose in order to increase clickability.
One of the most efficient formats is large unfolding or full-screen banners. These are the formats that experts of the branch consider to be the most perspective. Many investigations have only proved the fact.
Facebook’s own advertising network is also really good. Banners appearing in the users’ feeds look nice and have additional buttons with appeals. The conversion of such advertisements is quite high as a rule.
Tactics of selecting the most efficient banners
Usually, many variants of banners should be ready before starting an advertising campaign. It’s difficult to guess which ones will be efficient and which won’t. Only practice will show that. You should sift out inefficient ones in the process of promotion. Besides, you should change banners as the same ones may bore the users and they won’t pay attention to them.
The simplest way out is a successive demonstration. It means that banners of each design are launched in portions. 2-3 days is enough for the majority of platforms, for social networks, the period is even smaller.
Another way is a little bit more complex but more efficient. You should permanently monitor clickability and select the right banners according to the data.
For, example, you should turn down the banners showing the least clickability and vice versa. While creating new banners you should orient on the most successful ones during your present campaign.
It’s quite a difficult task for an unprepared person, so it would be better to order it from professionals. For example, you can turn to freelancers. But you should order a great many of variants and each of them should be of different sizes for placing on various platforms. Such work may cost a lot.
But there are cheaper ways. For example, AppInTop has a built-in banner generator that works automatically.
Creating a banner is quite a simple process but it’s not easy to make an effective advertisement with high clickability. There’s no sole recipe as each app and promotion campaign are unique. Search for your own recipe of a perfect banner using the tips from the article.
Read more about mobile app promotion
- Part 1 Choosing a niche
- Part 2 Typical strategies
- Part 3 App Store and Google Play rules
- Part 4 Choosing app name
- Part 5 Screenshots and app description
- Part 6 App icons
- Part 7 Making up a marketing plan
- Part 8 Creation of a landing page
- Part 10 App localization
- Part 11 App monetization: banner advertising
- Part 12 Incent traffic
- Part 13 Featuring
- Part 14 Review of app business-models
- Part 15 TOP algorithms
- Part 16 Video on the app page
- Part 17 Promotion in mass media
- Part 18 Alternative stores
- Part 19 Reviews and ratings in the stores
- Part 20 Analysing competitors
- Part 21 Viral mechanics in app promotion
- Part 22 Soft launch
- Part 23 Selling triggers
- Part 24 App design A/B-testing
- Part 25 App of the Day
- Part 26 Retargeting
- Part 27 Promotion in social network communities
- Part 28 App tutorial
- Part 29 App authorization forms
- Part 30 Mobile advertising in video networks
- Part 31 How do trackers work?
- Part 32 Main efficiency metrics of mobile advertisements
- Part 33 Search in app stores
- Part 34 Pre-installations
- Part 35 Push-notifications