Did you know that 92.6% of the global Internet population uses mobile devices to go online?
In fact, the majority of worldwide` w6 web traffic is now mobile, accounting for 54.8% of all Internet traffic.
And it’s probably safe to say that this number is going to continue increasing in the foreseeable future because mobile devices aren’t going anywhere anytime soon.
Mobile advertising allows you to take advantage of this trend but you need to have the right approach if you want to get the attention of people who are distractedly scrolling on their smartphones and tablets.
Today we are going to share the most effective mobile advertising strategies that can help you with that.
Want to take your mobile advertising campaigns to the next level?
What Is Banner Blindness?
The most important thing that you need to understand when it comes to digital advertising is a phenomenon known as “Banner Blindness” that has been observed as early as 1997.
Here’s how web usability expert Jacob Nielsen explained it in his 2007 article on the topic:
“Users almost never look at anything that looks like an advertisement, whether or not it’s actually an ad.”
And, as web usability expert Kara Pernice put it in her 2018 article on banner blindness when discussing in-line mobile ads:
“Like desktop users, mobile users try to avoid advertisements.”
So, to put it simply, the #1 challenge of digital advertising is this:
People have learned to ignore ads.
Think about your own experience:
You probably don’t even notice banner ads, close interstitial ads immediately, and skip YouTube ads the moment the skip button appears.
That’s why when you are designing a mobile advertising campaign, you need to come up with a way to circumvent banner blindness and grab the potential customer’s attention.
Otherwise, it doesn’t matter how great your ads are because the potential customer is going to ignore them.
Understand the Hook, Story, Offer Framework
Here at ClickFunnels we use the Hook, Story, Offer framework in our marketing campaigns:
- Hook. Your hook is what makes the potential customer stop whatever it is that they are doing and pay attention to you.
- Story. Once you have the potential customer’s attention, you need to tell them a story about why they should do what you want them to do.
- Offer. Finally, you need to present them with your offer, which is the value that you bring to the table.
Here’s how Russell explains it:
It’s important to understand that the Hook, Story, Offer structure applies to every step of your sales funnel, starting with your ads:
- How will you make the potential customer stop scrolling and pay attention to you? (Hook).
- Why should they click on your ad? (Story)
- What will they get if they click on your ad? (Offer)
Obviously, mobile ads don’t always provide much space for all this, so you might need to use a super compact version of your Hook, Story, and Offer structure…
But all three elements still need to be there!
One of the most common mistakes that online entrepreneurs make when it comes to mobile advertising is this:
They use their ads to promote their products.
Think about it:
When was the last time you have bought a product immediately after hearing about it for the first time?
You probably don’t even remember it because that is such unusual behavior.
Typically, people check out the company’s website, read their blog, subscribe to their newsletter… And only then considering buying their products.
That’s why promoting your products with mobile ads is a waste of your marketing budget.
Sure, some people might click through to the sales page, but they probably won’t make a purchase. And once they leave, they will likely forget all about the product in question.
A much better approach is to implement a Value Ladder sales funnel model.
Here’s how it looks like:
There are four stages:
- Bait. You offer the potential customer a lead magnet in exchange for their email address.
- Frontend. You offer the potential customer your least expensive and least valuable product.
- Middle. You offer the customer a more valuable and more expensive product.
- Backend. You offer the customer your most expensive and most valuable product.
The reason why this sales funnel model works so well is that it allows you to:
- Start the relationship with the potential customer by offering free value.
- Nurture that relationship by continuing to provide more free value via email.
- Build trust by providing progressively more paid value at each stage.
Much better than approaching a complete stranger with “Yo, here’s my product, now buy it!”, right?
Here’s how Russell explains it:
So instead of using mobile ads to promote your products, use them to promote your lead magnet.
Once you have the potential customer’s email address, then you can present them with your frontend offer.
And if they decline?
Continue providing free value.
Then, when they are ready to invest in a solution to that particular problem, your product will be the first thing that comes to their minds.
After all, they know you, they like you, and they trust you. So why would they buy from anyone else when they can buy from you?
Make Sure That Your Ad Targeting Is on Point
A department store magnate John Wanamaker once said:
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
And in his time, the second half of the 19th century and the beginning of the 20th century, there was indeed no way to track what worked and what didn’t in terms of advertising.
But digital advertising allows you to know which people who clicked on your ads ended up purchasing your products.
So if you are already making sales analyze the data of your existing customers, then create a buyer persona based on it and use it to improve your ad targeting. Only show ads to people who are the most likely to convert.
And what if you haven’t made any sales yet?
Create a buyer persona that you believe represents your ideal customer, then refine your ad targeting once sales start coming in.
Note that when it comes to targeting, you need to base it not on leads but on paying customers.
Otherwise, you run the risk of attracting a bunch of people who download your lead magnet but then don’t buy anything from you. What’s the point of that? There is none. Email list size is a vanity metric!
Also, understand that improving your ad targeting means actively excluding demographics that don’t convert.
When Noah Kagan, the founder of AppSumo and Sumo, realized that women who subscribe to his email list don’t convert to paying customers, he started excluding women from his Facebook ads campaigns.
Here’s how he explained this decision:
“It’s not that I don’t like women. I love them!
But the point is that they are not actually as interested in my content.
There’s probably someone who can better share that type of content with them.
So I target my audience which is males, 25-44.”
This might feel weird at first because there probably are people in the demographics that you exclude that would end up buying your products.
After all, it’s not like no woman has ever bought anything from AppSumo or Sumo.
But you can’t base your mobile ad targeting on outliers, you need to base it on your average customer because these are the people that are the most likely to convert.
Use a Pattern Interrupt To Grab the Potential Customer’s Attention
Okay, so how do you create a hook that makes the potential customer stop scrolling and pay attention?
You do that by presenting them with something that is so unexpected that it makes the potential customer do a double-take.
This is called a pattern interrupt because it interrupts the normal behavioral pattern (scrolling in this case).
It can be:
- An intriguing statement. This is the beginning of a story that is somehow unusual (e.g. “This high-school dropout went from homeless to a millionaire in 12 months”).
- A shocking statement. This is a statement that challenges the prevailing wisdom in your niche. (e.g. “Who said that you need to eat less to lose weight?”)
- A bizarre statement. This is a statement that is so wacko that it makes the potential customer go “What the…”.
The most popular video on our YouTube channel is a video ad called “ClickFunnels – This Gold Digger Got Rich Painting Nude Squirrels”.
Yes, really. It has 2M+ views!
Fuel the Potential Customer’s Curiosity With Your Ad Copy
If you got the hook part right with a pattern interrupt, the potential customer’s curiosity should already be piqued.
But that’s not enough.
You want to then fuel it by telling a story in your ad copy that explains why they should click on your ad.
Note that depending on the ad, “story” can mean a single sentence, but it should be a narrative that is designed to draw the person in.
Present Your Offer in Your Ad
You should also make it clear to the potential customer what they will get if they click on your ad.
Let them know:
- What your lead magnet is.
- That’s it’s FREE.
Keep in mind that if they assume that you are promoting a paid product, they will be less likely to click on your ad, so emphasize the FREE part.
Have a Clear Call to Action That’s Impossible To Miss
What do you want the potential customer to do next?
You want them to click on the ad. So make that obvious.
Display a large, bright call-to-action button with a benefit-driven copy (e.g. “Get Your FREE Guide!” as opposed to “Download”).
Note that you should have a call-to-action button even if the entire ad is clickable because people are used to clicking buttons.
Experiment With Various Ad Formats
Online marketers love to argue about which ad format is the most effective:
- Static ads vs. dynamic ads?
- Banner ads vs. interstitial ads?
- Images vs. video?
But the truth is that there’s no way to know which ad format works best for your target audience until you test these various options yourself.
So ignore the marketing chatter and conduct your own experiments.
It might take time to figure out what the best option is but once you do it’s going to be worth it.
Make Video Ads Look Like YouTube Videos
One way to combat banner blindness with video ads is to make them look less like commercials and more like free YouTube videos that the potential customer is used to watching.
You can do that by creating a video ad that has that casual “I shot this with my iPhone” vibe.
Tai Lopez’ “Here In My Garage (Official): Lamborghini, Knowledge, And Books With Tai Lopez” ad is the classic of this genre and has 70M+ views:
Obviously, the effectiveness of this approach heavily depends on your target audience, so it won’t work for everyone.
It’s probably not the best idea if your ideal customers take themselves super seriously (e.g. uptight corporate types).
Also, keep in mind that “casual” doesn’t mean “unprofessional”, you still need to present yourself, your company, and your lead magnet in a professional manner.
Always Deliver What You Promised!
It’s easy to catch people’s attention with grandiose claims. But can you deliver what you promised?
Your lead magnet is how you start building a relationship with the potential customer:
- If you meet their expectations, they will be interested in hearing more from you.
- If you disappoint them, you won’t get a second chance.
So make sure that you only make promises that you know you can keep.
Otherwise, the potential customer will click on your ad, download the lead magnet, then feel tricked by your bait and switch and will never open another email from you ever again.
What a waste of ad spend!
It’s much better to make a less grandiose claim, but then blow the potential customer away by overdelivering on your promise.
That way, they will not only continue opening your emails but will also be tempted to check out your paid products!
Quick Check: Is Your Ad Legible?
You need to remember that mobile devices have smaller screens than computers.
This means that you need to adjust your ad’s text size, text color, and font in a way that makes it easy to read its copy on a smartphone or a tablet.
You also need to make sure that the images that you use in your ad don’t interfere with the legibility of its copy.
Keep in mind that if potential customers can’t read your ad without zooming in or squinting, they won’t bother reading it at all.
They will simply keep scrolling.
Warning: Only Scale Your Mobile Advertising Campaigns Once You Know That They Work!
The great danger of paid advertising is that it’s super easy to burn through your entire marketing budget without having anything to show for it.
That’s why you want to test every ad with a small budget first, then gradually scale the campaign once you know that the ad is profitable.
Avoid the temptation to invest a ton of money in an unproven ad because you feel like you “just know” that it will work.
You don’t know anything until you have tested it!
Want Russell To Show You How To Build a Sales Funnel That Converts?
A great mobile ad will get your target audience’s attention and make potential customers curious enough to click through to your landing page and check out your offer.
But if you want to make the most of that traffic, you need to have a system in place for converting those visitors into leads, leads into paying customers, and paying customers into repeat customers.
In other words:
You need a sales funnel.
We know that building one from scratch can seem like a daunting task.
That’s why we created our 5 Day Challenge where Russell walks you through it step-by-step.
You will learn how to:
- Generate unlimited leads.
- Create your first lead magnet.
- Build your first sales funnel.
- Create a simple 6-email follow-up sequence.
- And launch your funnel!
…in just five days.
So don’t hesitate.