Reaching the Mobile Shopper: How to Acquire More Customers for Your E-Commerce App (Pt. 2)
May 14, 2015
Read the first article in this series, which touches on creating and scaling targeted audiences.
In part one of our series on reaching the mobile shopper, we went over best practices for pinpointing a highly targeted audience of people who are interested and ready to buy a specific product. We continue the conversation by looking next to the different types of ads that work best based on where the customer is in the buying cycle, and also what is arguably the determining factor of a campaign’s success – the creative presented in the ad.
Map Ad Formats to Stages of the Buying Funnel
Different ads work better during different stages of the customer buying cycle. From launching the app, to re-marketing to long-term customers, here are the options that we recommend:
Video Ads Grow Awareness
Video ads not only provide a quick and engaging way for viewers to learn about a product and its benefits, but also accurately demonstrate intent to purchase. Given their relatively higher impression costs, content becomes particularly important, and running a campaign that does not directly align with your brand can have very negative effects. Read our post about video creative best practices for more details.
Mobile App Install Ads Build an Audience
Mobile app install ads generally demand a low cost per impression and therefore are perfect for apps that are looking to reach as many people as possible and grow their base of users. Consider using mobile app install ads with video to combine the power of both ad types into one.
Dynamic Ads for Individual Products Drive Purchases
Just because someone downloads your app doesn’t mean she will make a purchase, which is why it’s important to re-market to your existing customers. Multi-Product Ads – three ads that appear side-by side in a carousel format – are a great way to promote multiple products within the same ad. As an extension of this, Facebook recently rolled out Dynamic Product Ads; ads that feature different creative to different users, based on their past purchases or pages visited on your site. This real-time implementation ensures relevance as well as a diverse selection, and leads to better conversion rates down the funnel.
Test Formats Head-to-Head and in Different Sequences
Experimentation with different ad types and careful tracking of campaign performance will lead to the best results. We suggest that you test different ad types with different demographics while keeping the messaging and creative consistent. You should also test different ad sequences, for example, a video ad followed by an app install ad, or a video ad, then a photo ad, then a mobile app install ad.
Make Creative Clear and Concise to Drive Action
Creative, engaging copy and image will serve as the most important variable to your success.
Get to the Point and Use a Call-to-Action
Copy is especially important for e-commerce because, as opposed to other verticals, two actions need to be taken – an install and an in-app purchase – in order for a campaign to be a success. As a result, it is important that your copy be clear, direct, and feature the value proposition, so after installing your app users find the value for which they are looking. For instance, “Millions of tickets in one place, Download the free app today!” performs better than wordier, indirect messages such as “Tom Brady takes on the vaunted Lion’s D! Get tickets for the showdown in Foxboro!” Creating a sense of urgency within the copy, such as “Today only!” or “Last chance at our final markdown!” can also help boost your conversion rate.
Make Copy Product-Specific… or Not
When pairing copy with creative, one would think to use product-specific copy with an image of a single product, but copy that speaks generally to what your company sells can work equally well. General language (like the “Millions of Tickets” example above) paired with an image of a specific product essentially allows you to connect with two different audiences – people who are interested in your e-commerce app and people who want Patriots tickets. Always test to find out what will work best for you.
Feature Your Product in Imagery
Similar to copy, images should clearly demonstrate what you are offering. For each impression, you only have one chance to grab a potential new customer. As such, it generally makes sense to promote something specific (whether an individual item, category of items, or general array of products) to drive users to your app.
Get Seasonal & Cater to Men vs. Women
A general best practice is to portray seasonal, relevant items to significantly increase performance. However, keep in mind that “seasonality” may differ between ages and genders. For instance, women generally begin shopping for spring trends as early as January, whereas men, as more last-minute shoppers, may find spring clothing more appealing come late March.
Similarly, men and women respond differently to image layouts. Women, as aspirational shoppers, respond well to models and action shots, whereas men prefer simple product presentation. Testing and iterating on different combinations of copy and images will ultimately produce the right message for your campaign.
Putting it all Together
Finding long-term customers that will continue to bring your company repeat business is a time-consuming process, but it will get easier as more and more people become accustomed to making purchases in mobile apps. Based on our experience helping customers, we know that these strategies are tried and true. As you move forward with your ad strategy, continue to test targeting, ad type, and creative to find the mix that best achieves your goals.
Want to learn more about how Ampush has helped customers like Daily Burn and Twice grow their businesses on Facebook? Contact Brandon at email@example.com.