As the importance of mobile devices is growing and growing, the necessity for completely optimized landing pages and creatives is undeniable.
In the following, you will learn about what kind of campaign types you can use to generate leads and the details of taking care of the campaigns.
What is special about the creatives to generate mobile leads:
When thinking about generating mobile leads, you are trying to interact with the users on their personal devices. Here are some tipps on how the creatives should look and behave.
1. Everything on the page should be interactive
As users navigate on mobile devices with their fingers, the content on your page should be interactive. If you have graphical assets on your page, they should all lead the user to a specific destination. Even the background of a picture could lead to a landing page.
2. Do not hide content behind hover events or triggers
Make yourself clear: users do not have a mouse, which makes it different for them to navigate. Mobile device users do not have the option to “hover” over content and engage with it. Mobile users can merely “tap” (the equivalent to a mouse click). As a consequence, do not hide content behind any hovering creatives when designing them for mobile devices.
3. Reduce the amount of form fields for mobile devices
If you plan to generate newsletter subscriptions or to get on any other personal user data, keep in mind how the user fills in the mandatory fields. As it takes a bit longer to fill out forms on mobile devices, you should reduce them to a minimum. You could for example combine the “first name” and the “last name” field to a “full name” field, or leave some fields out like date of birth or company name.
4. Use alternate calls to action
You have to rethink the way your calls to action are set up. An obvious lead for a smartphone could be the initiation of a phone call. However, try to bring a variety of CTAs in your content, like a link to a social media platform. As the screen of mobile devices is smaller than the screen of desktop computers, users have to scroll much more to view it completely. So you have to show the CTA more frequently to generate the same amount of leads.
5. The order of content is more important on mobile devices
On the screen of mobile devices, content can only be viewed vertically. This means you really have to bring it in a very easy-to-understand order.
We suggest the following order:
- Introduce yourself – Company slogan/logo at the beginning
- What is the purpose of the content?
- Why should the user do what you are suggesting?
There are so many things to have in mind when designing a creative for mobile devices. All the suggestions we gave you before are just the tip of the iceberg, and the mobile world is changing constantly with increasing speed. You have to be brave enough to test new ideas, adapt and evolve alongside your mobile customers.
Which campaign types and cost models can you choose from?
Since you now know how a creative for mobile lead generation should appear, we want to introduce to you the campaign and bid types an advertiser can choose from. In general, lead means to achieve three things: a subscription for a newsletter, an account creation and/or a purchases.
Subscription campaigns on mobile devices can be rewarded or non-incentivized. The advertiser can choose from many different possibilities for approaching the user. This could be a banner, an interstitial, a piece of rich media content or many others. In most cases the bid type for subscription campaigns is CPL (Cost per Lead), so the advertiser only pays the publisher if a predefined lead is completed. This reduces the risks for the advertiser as he only pays when a marketing goal is completed, and raises the risks of the publisher because he might have to display the advertisement several times until a user is converted and he gets paid. This results in a higher price than campaigns using cost models like Cost Per Click (CPC) or Cost Per View. You can leverage the traffic of a CPL campaign when incentivizing it. This could be the set-up of an account, an extra life in game, or something else a (potential) customer could benefit from. You can expect to generate more leads when incentivizing the user, but other relevant KPIs like retention rate or Customer Lifetime Value won’t be as high as the KPIs of leads generated by non-incent leads.
The ultimate goal for most companies is to generate purchases. Purchase campaigns and subscription campaigns are very much alike in their appearance. The bid type for this campaign is CPP/CPS (Cost Per Purchase/Cost Per Sale). The advertiser only pays the publisher, if a customer completes a purchase. This campaign type makes it very easy for the advertiser to calculate the revenue. It also tends to be quite expensive because the publisher/marketer has to target very precisely the right audience or display the ad often enough to generate purchases. To make this worth their while, advertisers have to invest a bit more, but they can also incentivize the campaign to drive even more awareness for a specific product or deliver on sales targets. A combination of a subscription campaign and a purchase campaign could be realized, if the advertiser gives a (future) customer a discount for a purchase if he/she subscribes to the newsletter.
With the help of ayeT-Studios, you can be sure to reach the right audience and get many newsletter subscriptions, account set-ups or even purchases. In our dashboard you can choose from incent and non-incent campaigns. Try it for free now!