Analytics - The Key to Mobile Direct Response

Written by Claire Thursday, 08 December 2011 14:17

Mobile direct response can be a tricky business. There are so many factors that play into conversion rates, and it would be totally impossible to reach a campaign's full potential without detailed data. You need to have a strong analytical tracking system from the get-go if you want to succeed.

Earlier this week, Liberty University Online was featured on the Google Mobile Ads Blog for their recent success with mobile advertising. In the first 6 months of mobile-only campaigns they saw a 49% increase in number of conversions, as well as a 50% decrease in cost-per-conversion. These trends of increased efficiency in campaigns are common among businesses as they continue to move portions of their marketing budgets to mobile.

But you have to have a solid plan to compete in the mobile landscape.
(Image borrowed from Flurry)

Here at LW, our most valued strengths are our proprietary server and analytics system. We are able to dive deeply into every device, publisher, network and more to understand trends and optimize our campaigns. Being able to optimize so deeply into every campaign means our clients tell us that our leads have higher conversion rates than our competitors. We rely on objectivity to create the best performing campaigns out there. Every metric we look at has detailed reporting to help us pair the right keyword with it's best ad, landing page, and source. "Set it and forget it," just won't work with mobile.

If you want to succeed with mobile direct response, you'll have to do the same. The most important thing, however, is that you get your foot in the door while the market is still growing. There is less competition, and costs are still relatively low. Now's the time to test various media inventories, and to stake out the territory that responds best for your offer, before your competitor gets there first.