College students are on their mobile devices all the time. In fact, 77% of students use their phones first thing when they wake up every morning. With so much time spent on mobile devices, this is an area advertisers should be focused on when targeting college students. Check out these tips on creating a successful mobile advertising campaign:
Don’t Just Copy Your Desktop Ads
It can be easy to say you’ll just take an ad you’ve already made for desktop advertising and transfer it to mobile. However, this can be ineffective since you’re dealing with a different advertising channel. Mobile ads are seen on much smaller devices and thus need to be treated differently. Make sure the advertisement is set up in a way that ensures it can be seen, and any ad copy is large enough to be read.
Make Your Site Mobile Friendly
Once a user clicks an ad, they will likely be taken to your website. However, if the site the user is brought to is not mobile friendly, they are less likely to follow through on a purchase. Make sure any user clicking a mobile ad is being redirected to a website suited for mobile viewing.
Mention Special Offers When Available
Everyone loves a deal, but especially college students who often have little disposable income. Highlighting a special offer can be very useful in order to stand out in a sea of advertisements. Bargain shoppers can’t resist the lure of the deal, so make sure you not only mention them but make them clear.
Establish Brand Personality
Customers often respond to emotional ads and marketing. Dry ad copy focused on keywords doesn’t inspire people to actually click through. Using strong, engaging words in your mobile ads will lead to higher engagement and click-through rates. It will also establish a stronger brand personality, which can lead to more loyal customers in the long-term.
Subtly Encourage Multiple Purchases
Write you ad copy such that it doesn’t just stop at a single purchase. Using a phrase like “choose your favorites” rather than “choose your favorite” is just one way to subtly tell the customer to buy more than one thing. References to your products should be stated as plural rather than singular. This way potential customers with internalize the possibility of purchasing multiple products, rather than just making a single purchase.