When you are doing online advertising, especially on Facebook, you are going to consider what is called the click through rate. Otherwise known by the acronym CTR, it is the measure of how many people actually click through your link to the landing page for your product or service. A higher the click through rate, the more likely you will generate more revenue when people actually purchase your product or service. Lower click through rates are indicative of advertisements that are not well presented, or perhaps your targeted audience is not that interested in what you have to sell. A recent study on mobile retargeted news feed ads has clearly shown that the CTR is much higher than it should be.
Why Mobile CTR Is So High
The study which looked at Facebook ads, specifically at impressions, clicks and conversions, has shown that mobile ads do not account for a lot of the clicks that are generated through this type of advertising, but it is unusually high considering how few people are actually seeing these ads. In comparison to desktop ads, those only seen by individuals using their computer, the rate of impressions is extremely low. It is the percentage of click throughs that is most interesting which seemingly has to do with the way we are conditioned to use a mobile phone. We tap generally anything that we see on our screen, but that doesn't mean were actually interested in the product. If the studies have shown that sales have actually increased through mobile advertising, this would clearly be a green light for those who have been holding back on running retargeted mobile ads.
Good News For AdRoll
The advertising agency that was examined, AdRoll, revealed that there was almost a 75% increase in conversions using these types of retargeted ads. Considering that the ads that are shown are reflective of the items a person was looking at before, this contributes to the overall success of this type of marketing model. This should inspire more advertisers to consider using mobile retargeted advertising to increase their bottom line.
The best way to determine whether or not this type of advertising will work for your products and services is to simply create some campaigns and see what happens. Remember, on a mobile phone, people are more likely to tap on an ad then they would be on their computer simply because that's what we do on our smart phones. The only way that you can determine if a campaign is popular because of interest, even if the advertising is retargeted, is to look at your conversion rates, and the audience you are targeting, to make a final assessment. The success of AdRoll, and retargeted ads, does look promising, and should certainly be a consideration for those marketing on Facebook today.
Why Mobile CTR Is So High
The study which looked at Facebook ads, specifically at impressions, clicks and conversions, has shown that mobile ads do not account for a lot of the clicks that are generated through this type of advertising, but it is unusually high considering how few people are actually seeing these ads. In comparison to desktop ads, those only seen by individuals using their computer, the rate of impressions is extremely low. It is the percentage of click throughs that is most interesting which seemingly has to do with the way we are conditioned to use a mobile phone. We tap generally anything that we see on our screen, but that doesn't mean were actually interested in the product. If the studies have shown that sales have actually increased through mobile advertising, this would clearly be a green light for those who have been holding back on running retargeted mobile ads.
Good News For AdRoll
The advertising agency that was examined, AdRoll, revealed that there was almost a 75% increase in conversions using these types of retargeted ads. Considering that the ads that are shown are reflective of the items a person was looking at before, this contributes to the overall success of this type of marketing model. This should inspire more advertisers to consider using mobile retargeted advertising to increase their bottom line.
The best way to determine whether or not this type of advertising will work for your products and services is to simply create some campaigns and see what happens. Remember, on a mobile phone, people are more likely to tap on an ad then they would be on their computer simply because that's what we do on our smart phones. The only way that you can determine if a campaign is popular because of interest, even if the advertising is retargeted, is to look at your conversion rates, and the audience you are targeting, to make a final assessment. The success of AdRoll, and retargeted ads, does look promising, and should certainly be a consideration for those marketing on Facebook today.
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