Why Facebook’s Mobile Ads Should Be a Part of Your Digital Marketing Strategy
On February 1st, Facebook released their fourth quarter results report confirming that the company is doing better than ever. The report detailed significant and consistent increases in the areas of revenue and user engagement. Among the highlights of the data is a 57% increase in advertising revenue and a 177% increase in net profit. This is unsurprising considering the similar increase in user registration and engagement. In December 2016, there was an average of 1.23 billion daily active users, representing an 18% increase from the previous year. Moreover, throughout the 2016 calendar year, the platform averaged 1.86 billion monthly users, representing a 17% increase from 2015.
Much more interesting however, are the statistics on mobile engagement. In December, 1.15 billion users connected to the site through a mobile platform, an increase of 23% over the previous year. Similarly, the monthly average of mobile users rose by 21% to 1.74 billion. These numbers are staggering. Taken at face value, they indicate that roughly 93.4% of daily users and 93.5% of monthly users connected to Facebook through a mobile platform. While Facebook has been trending from a desktop platform to a mobile one for some time now, these numbers indicate that Facebook has successfully positioned itself as a mobile social media tool, similar to Instagram or Snapchat.
What Does The Mobile Transition Mean For Advertisers?
The biggest obstacle that Facebook marketers must overcome is the short and focused attention span of users. Individuals turn to Facebook for a source of entertainment and social engagement, rather than for shopping. As such, Facebook ads have traditionally been designed to grab the attention of users, and engage them with a product or service. This is usually accomplished through attractive images, engaging videos, and calls to action that encourage the user to click through immediately. While these strategies have proven to be successful for desktop and tablet users, the transition to mobile means that marketers must adjust their advertising strategies to be better optimized for mobile marketing.
Strategies For Optimizing Facebook Mobile Ad Campaigns
- Use attractive images that will capture the audience’s attention and engage them with your product or service. The use of images to which users respond well is especially important on mobile. Choose images that clearly convey not just what the product or service is, but also the value that it provides. Commit to a clean design for the advertisement. Make sure that the elements of the ad are balanced, and choose an appropriate font that is both legible and professional.
- Stay away from video ads. Video advertisements have been shown to be less effective on mobile platforms for a variety of reasons. Most importantly, mobile Facebook users are simply not interested in watching sponsored videos over their phones. If advertisers decide that video ads must be a part of their strategy then the videos must be kept short, precise, and to the point. Wowing the target audience with longer videos that work hard to engage the audience and are typically costlier to produce is an ineffective strategy since fewer mobile users watch sponsored videos when compared to desktop users.
- Use short but effective ad copy. Be aware of the shorter character limit on mobile ads that might require copy to be re-written and condensed. Additionally, develop a clear and concise headline that grabs attention and clearly communicates what the product or service is. Make sure to include a call to action in the headline. Not only will a call to action help to grab the user’s attention, but it will give them a reason to click on your link now rather than procrastinate. An effective call to action will encourage target customers to convert and discourage them from seeking out alternative services or products.
- Use landing pages that are not only mobile-friendly, but are also optimized to convert on the mobile platform. The landing page must be properly designed to look good on a mobile device. Additionally, the page must make it easy for the customer to convert, presenting the customer with a clean and organized user interface.
- Focus on mobile-friendly engagement. Do not try to force conversions. Give users the opportunity to come back later on another platform. Think of the way in which the target customer will react to the process of clicking-through to the landing page and address any potential pain points. Sometimes it is better to assist and encourage users to engage with your product or service, rather than pushing them to immediately convert. Avoid using things like long forms or oversized landing pages that will lengthen the conversion process and increase the chance that the user will lose interest.
Facebook’s mobile advertising revenue is projected to climb to over $30 billion for the 2017 calendar year. As mobile user engagement surges and continues to grow year over year, mobile advertisements are becoming a staple of digital marketing strategies. As such, developing a profitable mobile strategy using the suggestions listed above will ensure that businesses stay ahead of the curve.