Social vs. Mobile: Where Should You Invest Your Advertising Budget

As new online advertising channels emerge like social and mobile, don’t get left behind. Keep up with the times and spend your budget where it makes most sense for your business. If your company does not have an unlimited marketing budget, you’ll want to make sure that any budget you do have is spent wisely on the most appropriate and effective advertising channel for your target market.

 

Whether you’re new to the online advertising world or have active campaigns running on social and mobile, this blog post will give you pointers on how to best take advantages of both channels. First thing you need to know, social and mobile analytics are simply not comparable. Although both could be used for branding, awareness, or increasing conversions, the click-through rates and conversion rates will rarely lend similarities. Why? Social ads are generally more top-of-the-funnel, similar to display ads. Users engage social channels to connect with their friends, peers, and interests rather than to purchase or shop around. On the other hand, mobile ads align with search in that they are closer to the actual purchase. Consumers query directly for keywords expecting related search results.

 

Given what we know, consider benchmarking your social ad performance against your display ad performance. For mobile ads, compare analytics to the search ads you are currently running. Below you’ll see some of the advantages and tips for both social and mobile platforms.

 

Social Ads:

With over 800 million active users on Facebook, it has become the number 2 most visited site after Google. If you’re one of those 800 million users, you’ve most likely seen the ads that are on Facebook on the right hand side when you log in. What has been your experience with the ads? For me, I rarely ever click through on the ads. However, I see do them, know they are there, and even read through them as I do with my news feed. So, we suggest running awareness and branding campaigns on Facebook to get your brand out to your target market. Remember to keep your social ads fresh by rotating the image periodically and you could even try including a “Like” button to help camouflage the ad similar to the example below:

Fb_ads

Facebook is just one of the few social sites you can target ad campaigns on. Other social sites you can consider advertising on if it fits your market include Twitter and LinkedIn.

 

Mobile Ads:

Gartner predicts that the global smartphone and media tablet market will be more than 1B units by 2015, with 318M smartphones and 775M Media Tablets.

 

The following table is from their report, Emerging Technology Analysis: Mobile Business Intelligence, 13 July 2011, ID:G00214124 by Bhavish Sood, Andreas Bitterer, James Richardson.

Mobileusage

According to this Google study, the length of characters in mobile queries are similar to desktop queries.

Mobilequeries

Given what we know from above, mobile isn’t going away and queries haven’t changed. So, that tells us, there’s no need to reinvent the wheel. If you already have successful search campaigns, you know what keywords perform well. Why not bid on the same successful keywords from your search campaigns, and use the exact same text ads? When setting this up, you’ll want to separate your mobile campaigns so you can bid higher on keywords to ensure your ad has a higher position. Since mobile handheld screens are so tiny, there is no guaranteeing that your ad is even seen if it’s position is too low.

 

To understand whether you should invest your online advertising efforts in Social or mobile ads, you’ll absolutely need to know and understand your target market.  Since you’re all professional marketers, it’s safe to assume you know this already. But consider this: is your target market actively on social sites or handheld devices? For example, if you’re advertising for an elderly home and your target market includes senior citizens, do you find it likely for them to be on Facebook or surfing the net on handheld mobile phones? Knowing who you’re targeting is an obvious pre-step before building any type of marketing campaign, so do your research!

 

Like all fields, there’s no defined ranking system to describe the best way to advertise. It all depends! However, if you know your target market and employ the data you have from previous ad campaigns, you can precisely target the right audience on social and strategically bid on mobile to make the most out of your ad spend.  Also, in case you missed last week’s purchasing events, Facebook just bought two incredibly huge mobile products: Instagram and Tagtile. I would bet on the convergence of mobile and social ads in the near future.

 

Thanks for reading! Follow me on Twitter: www.twitter.com/jana_fung

 

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    If i was user, I would have definitely gone for social instead mobile. Facebook is the biggest example for this thing.And more over the ratio chart you have presented shows clearly that smart phones will cover market till 2015.This means at present social is on hike.