Mobile phones are the place where the users “live”. For advertisers, it can present many opportunities, but only if approached strategically. Simply throwing money at ad networks won't cut it. Here are AdMaven’s tips on buying mobile traffic effectively, ensuring your app or exclusive offer reaches the right users and drives real results.

Understanding Mobile Users

Choosing the right traffic source is the first and most critical step in running a successful mobile ad campaign. Not all ad networks are created equal, and when your offer is exclusive to mobile users, you need to ensure that your traffic source goes together well with your targeting needs.

Most premium ad networks, such as AdMaven, provide detailed filtering options that allow advertisers to refine their audience based on device type, operating system, and even connection type. Those are important details, because mobile traffic varies significantly between users on Wi-Fi versus those using mobile data.

Remember that mobile users behave differently. They’re often on the go, their attention spans are shorter (and so is their patience), and their interaction with content isn’t like desktop computer users. 

Understanding the type of ad formats available is also critical. Popunder ads, push notifications, in-app banners, and interstitials all perform differently depending on your audience and the nature of your offer. Push notifications, for instance, work well for engaging users who have opted into receiving updates, while native ads blend into content and usually perform well in Tier 1 GEOs.

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You can buy great traffic, but you will be throwing away money if you don’t prepare for when the users actually come. Any page users land on must be lightning-fast, mobile-responsive and easy to navigate - read on to learn a bit more about that, too. 

Depending on your offer, you have two primary routes: direct links to app stores or landing pages. Each has benefits and drawbacks, and you should test which works best for you. A great option can be Direct-to-Install ads. This method directs users straight to the app store from the ad, reducing drop-off rates.

Testing different ad formats and tracking performance metrics is essential for optimizing ROI. Too often, advertisers assume that one format will work across all demographics and GEOs, only to find that they are paying for clicks with minimal conversions. 

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Geo-Targeting: Reaching the Right Audience

Location, location, location - it’s true for physical businesses, and also for mobile traffic. For example, a VPN app targeting US users shouldn't waste budget on traffic from other countries. If your app is in French, you have nothing to look for in China, etc.  Here's how to get it right:

• Granular Targeting Options: Utilize ad network geo-targeting to pinpoint countries, regions, and even cities. For a VPN app targeting US users, focus solely on the United States.
• IP Address Targeting: This is especially relevant for mobile subscription-based services. Some ad networks allow advertisers to filter traffic based on mobile carriers, ensuring that ads are displayed only to users on specific networks. This can be useful for campaigns that involve carrier billing or require users to sign up through a specific telecom provider.
• Language Targeting: Combine geo-targeting with language targeting. If your app has multi-language options and you are targeting specific countries, tailor your ad creatives and copy to the local language for better engagement.
• Avoid Broad Targeting: Resist the temptation to target a whole continent. Start with smaller, well-defined areas and scale up gradually based on performance data.
• Analyze regional behavioral trends. Users in North America, for example, often expect polished ad creatives with clear branding, while users in certain Asian markets tend to respond better to direct-response advertising. Some GEOs have lower competition and cheaper clicks, but that doesn’t always mean they offer quality traffic.

Tier 1, 2 and 3 Countries

‍Ad networks often classify traffic into "tiers" based on quality, engagement, and price:

• Tier 1: Premium Traffic, Higher Cost: These are typically countries with high internet penetration and disposable income (e.g., USA, UK, Canada, Australia, Western Europe). Traffic from these locations usually has higher conversion rates, but the costs are also significantly higher.
• Tier 2: Mid-Range Traffic, Balance of Cost and Quality: Countries like Eastern Europe, some parts of Latin America, and parts of Asia fall into this category. You often see a good balance of reasonable cost and decent engagement here.
• Tier 3: Lower Cost, Variable Quality: This includes countries with lower internet penetration and average income (e.g., Africa, parts of Asia, some developing countries). Here, you get the most traffic for your money, but quality can be unpredictable, conversions are usually lower, and fraud is more frequent.

Learn more about country tiers 1, 2 and 3

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How to Choose the Right Country Tier

How to Choose the Right Country Tier

If you have a high budget for testing, begin with Tier 1 to get high-value users. If you are on a budget, you can try a test campaign in Tier 2. Don't try Tier 3 traffic right from the start.

Scale up or down by varying the ratio between tiers. For example, you can try to get a higher ratio of Tier 3 if your established app has already a good amount of users and good user-retention stats.

If your offer has a specific regional appeal, target accordingly. A local delivery app would obviously focus on a specific city in one tier.

TEST TEST TEST! Constantly test different tiers to see where you get the best ROI for your app or offer. Don't assume one tier will always be superior.

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‍Landing Page Optimization

‍This is a topic all on its own, but here are a few tips to help you create a better, more converting landing page:

• Prioritize a responsive design that adapts perfectly to all screen sizes.
• Make sure it’s fast. Compress images and use optimized code to ensure pages load quickly. Slow load times lead to high bounce rates.
• Make it clear and easy to understand. Don’t be vague or mysterious. Your headline and introductory text must immediately explain what your app or offer is and its benefits.
• Keep it short. Use short paragraphs, bullet points, and visuals to keep users engaged. 
• Make sure your CTA buttons are clearly visible and easy to tap. Not all users have tiny fingers…
• Include testimonials, reviews, and social sharing to build credibility.
• Use A/B testing to experiment with different layouts, headlines, and images to identify the winning combination.
• Make decisions based on DATA. Implement tracking pixels and use analytics platforms to track conversions and optimize your landing page for better results.

On a side note, advertisers often debate whether to send users directly to an app store or use a landing page as an intermediary. While directing users straight to an app store may seem like the most efficient approach, landing pages can significantly improve conversion rates by pre-selling the offer. So take that into consideration.

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‍OS and Version Targeting

‍Target the right operating system and version to ensure compatibility and a smooth user experience:

• OS Targeting: Target users on either Android or iOS, or both. If your app is exclusive to one, do not waste money on the other OS.
• Version Targeting: Consider targeting specific OS versions as well. Older devices might not be able to run your app smoothly, leading to user frustration and bad reviews. Newer versions can also offer improved performances if your app is taking advantage of them.
• Device Targeting: Target specific phone models or device types when necessary to ensure your app is well-optimized for your target devices.
• Performance Monitoring: Continuously monitor the performance of your app on different OS versions and adjust your targeting based on the results.

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Demographic Targeting

Demographic targeting goes beyond just location and involves understanding your target audience’s characteristics:

Target your ads based on age to avoid marketing adult content to children, for example. Target only the ages for whom your app/service is made for.

Refine your target audience by gender if it’s relevant to your app or offer (e.g., a female-focused fashion app).

Target users based on their interests, which you can determine through ad networks or third-party data. This can greatly improve relevance and engagement.

Past online behavior can also be used for targeting. For example, what are the apps your audience frequently uses, the websites they visit or previous purchases.

While it’s important to define who you want to advertise to, it’s also crucial to decide who NOT to show ads to. Exclude demographics that are unlikely to be interested in your app or offer to avoid wasting your budget.

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‍Data-Driven Optimization is Key

‍Buying mobile traffic isn't a one-and-done process. It requires constant monitoring, testing, and optimization. Things are always changing - trends come and go, the users want new and different things, and the technology is constantly updated.

Consider the strategies we offered here, you'll be equipped to create effective campaigns that drive targeted traffic, maximize your ROI, and ultimately, grow your app or business.