Mobile Ad Strategy Development

I’ve spent 15+ years and $100m+ learning mobile advertising → I’ve put my biggest learnings about creative testing into a playbook for mobile marketers. I’m giving it away for free. The 3 big mistakes I see advertisers make are: - Not testing creative at all - Not testing enough - Not testing right I’ve seen these mistakes cost advertisers millions - in cost and opportunity costs. This is why I put this guide together to help advertisers test right - even in a post-identifier world with its data limitations. What it contains: 🔄 How to play nice with algorithms: Learn to work with algorithms rather than against them to optimize your ad performance. 🔧 How algos really work ‘under the hood’: Understand the mechanics of algorithms and why this knowledge can make or break your testing strategy. 🧪 AB tests or Bayesian tests?: Get insights into which testing method is right for your campaigns. 🌍 Where should you test?: Find out the best geos and platforms for your creative tests. 💰 How much should you spend on testing?: Learn to budget effectively for your creative testing efforts. ⚠️ Dealing with creative saturation: Discover strategies to combat creative fatigue and keep your ads fresh. 📊 Actual examples and calculations from testing setups for real apps: See real-world examples and data to guide your testing strategy. …and much more. After years of working in the mobile advertising industry and spending over $100 million on campaigns, I’ve distilled my biggest learnings about creative testing into this comprehensive guide. It’s packed with actionable insights and strategies that can help you improve your own creative testing process. Want the playbook? See link in comments.

No technical audit of a Google Ads account can beat rational, common-sense decisions. Customers are too often paralyzed by the fear of missing out on opportunities (FOMO), of not being present everywhere, spreading their limited budget around in the hope of finding a “gold mine” that a competitor doesn't know about. In my 14 years in the business, I can confirm that business success almost always comes from being the best in a field already known to all, rather than hoping to find an as yet unknown El Dorado. In short, this means concentrating efforts and resources solely on what's already working, and never stopping to invest on these foundations until you've outperformed the market, rather than spreading yourself too thin and being "average" everywhere. Here are a few examples: 1) If mobile traffic brings you the majority of your conversions, at a much lower price than desktop traffic, then concentrate 100% of your investment on mobile. If it's desktop that's outperforming, cut mobile traffic. Radical change comes from radical action. 2) When a campaign is working, increase its budget until you can no longer feed it with traffic and meet your objectives. It's OK to have just one highly optimized campaign that concentrates all your budget, even if it's $30k/month. 3) This also applies to catchment areas: be the best in one city/region/country, invest 100% of your limited budget where it brings you the best sales/cost ratio, and only then consider starting a new area using the same methods and lessons learned. 4) Simplify your ad groups and campaigns so that you only advertise where you have a worthwhile conversion rate. Some ad groups can have a single broad keyword and perform perfectly. KISS = "Kiss it simple, stupid!" 5) Your tests should focus on what's already working decently, NOT on what's not yet working at all. New opportunities should be considered when the ones you've committed to have been 100% exploited. Not before! Stop trying to launch Performance Max, Display or DemandGen before you've got Search working! 6) When you focus on a very limited number of campaigns, keywords, terms and search intents, you'll be able to truly optimize what already exists, far beyond the majority of account managers who try to optimize everything at once. Innovation comes from mastering an existing environment. 7) Improving conversion rates by 2, 3 or even 10% points on a campaign by aligning the content of your ads and landing page with what the customer is looking for will always beat any other optimization, whatever the ad network. On Google Ads, focus on high-impact actions over the basics. Stop chasing clouds! #googleads #ppc #ppcchat

I boosted an 8-figure coaching brand’s conversion rate by 50% in one month. Here's how I did it in 6 steps: 1 – Listen to your client. This sounds obvious, but you’d be amazed at how much you can learn if you actively listen and read between the lines. In this scenario, the client briefly mentioned a landing page revamp the year prior. As a result, other channels saw an uptick in conversion rate, but paid search was flat. Why? 2 - Be proactive. The client was curious and asked a question, but never asked me to take any specific action.  Instead of letting it go, I did this instead: - Pulled a landing page report – identified the page with the most click traffic - Pulled a device report – learned that 65% of click traffic was from mobile - Analyzed the landing page based on mobile CRO best practices 3 – Develop a hypothesis. I found the landing page was not optimized for mobile users. I made the following recommendations to the client: - Create a new version of the landing page - Use one clear image - Use one compelling call-to-action - Move the CTA button above the fold - Shorten the lead form to only 2 fields (name and email) 4 – Test your hypothesis. My hypothesis was the new landing page would beat the old landing page based on conversion rate (CVR). I implemented the following test: - Used Google Ads Experiments - Ran A/B landing page test - 50/50 traffic split (test page against control page) - Measured success or failure based on CVR - Let the test run until statistical significance was reached (approx. 30 days) - Didn’t make any big changes to the campaign while the test was underway 5 – Share the results. After 30 days, I analyzed the results and shared them with my client.  The results: - My hypothesis was correct - The new landing page had a 50% higher CVR compared to the old landing page - The 50% higher CVR led to an additional 500 leads per month for my client - 500 additional leads per month without spending an extra dime  - HUGE WIN! 6 – Learn and iterate. I rolled out the new landing page across the entire Google Ads account. Delivering this kind of major value not only strengthens client trust, but also makes the testing process rewarding.

Trying hard is nice, but wins and losses in business are measured by results. We helped a client increase app downloads by 300%. My formula for success is always the same, but it is constantly adjusted to meet the needs of specific products and services. We helped a major food chain increase app traffic by 550%, driving a 300% rise in downloads. Here's how: Our client, a well-known national food and beverage chain, needed to improve their search rankings and boost the visibility of their Rewards Program and mobile app. Key challenges included: - Boosting organic traffic to critical, high-conversion pages - Navigating through a complex organizational structure - Standing out in a highly competitive market Our Strategy We crafted a multi-faceted approach: 1. Technical SEO We ran a full audit to improve site speed, ensured mobile-friendly design, and added schema markup to optimize local listings and the mobile app. 2. Keyword Research & Content Optimization Using targeted research, we identified valuable keywords relevant to loyalty programs and mobile apps, then optimized meta titles, descriptions, and page headers. We also created fresh, SEO-rich content to cover these key topics. 3. Local SEO Enhancements We optimized Google My Business listings for all locations, developed custom location pages with calls-to-action (CTAs) for the app and Rewards Program, and secured local backlinks through community sponsorships and directories. 4. App Store Optimization We researched app-specific keywords, improved titles and descriptions, upgraded visual assets, and engaged with users for reviews and feedback in the app store. 5. Link Building & Digital PR We launched a PR campaign and worked with influencers and bloggers to promote the Rewards Program and mobile app, resulting in high-quality backlinks from reputable sources. 6. Social Media Integration Our targeted campaigns on social media drove traffic to key pages. We also encouraged customers to share their experiences on social platforms, increasing brand credibility and helping boost search rankings. The Results - 400% increase in traffic to the Rewards Program page - 550% increase in traffic to the mobile app page - 200% improvement in organic visibility for key app and loyalty-related terms - 300% increase in app downloads - 275% rise in social media referral traffic - 45% improvement in user engagement (time on site) from social media Conclusion This case study showcases how combining effective SEO with a strong social media plan can yield exceptional results. By driving high-quality, engaged users to optimized pages, we saw substantial increases in traffic, visibility, and overall performance across key metrics.

So, I've been diving deep into digital marketing for a decade now, specifically focusing on maximizing conversion rates. One of my favourite projects involved optimizing Google Mobile Ads for a client. We saw a decent conversion rate but knew there was room for improvement. I started by analyzing user behavior on mobile devices. We identified key pain points, like slow load times and confusing landing pages. To tackle these, we implemented a few strategies: ◾ Accelerated Mobile Pages (AMP): We optimized landing pages to load lightning-fast, reducing bounce rates. ◾ Compelling Mobile-First Ads: We created ads that were visually appealing and easy to understand on smaller screens. ◾ Precise Targeting: We leveraged Google's advanced targeting options to reach the right audience at the right time. The result? A 20% boost in mobile conversion rates! It was incredibly satisfying to see the direct impact of our efforts. Now, I'm curious: How have you optimized your mobile ads to drive conversions? Let's share tips and learn from each other!