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使用桌面和移动数字广告实现跨设备成功

06/24/2021 - Liz Cerrone

The number of mobile users engaging with brands continues to skyrocket, year after year. 仅在2020年,就有53%的购物流量来自移动设备.

At the same time, no marketer should jump to write off desktop’s moment as being over. 将全球电子商务收入作为一个整体来考虑, 其中56%来自桌面用户,他们倾向于增加视觉空间, 屏幕分辨率高, 更方便的导航体验.

Many brands have already centered their advertising around desktop and now find themselves needing to add depth to their 移动数字广告 为了跟上时代潮流. 这一趋势受到了谷歌等主要企业的积极鼓励, who ha implemented mobile-first indexing and other pushes that prioritize a quick, 精心设计的移动体验.

下面,我们将突出显示桌面广告, 移动数字广告, 跨设备广告, as well as some actions you can take now to optimize your brand’s presence on each of these 渠道. 通过我们的建议, 我们努力强调台式机相对于手机的优势, 以及你可以对每一个进行哪些特殊测试.

每个行业都不一样, so everything from the exact audience breakdown by channel through the specific features to test will vary. Given that your brand likely wants to occupy a unique niche that differentiates it from competitors, 考虑到数字营销表现的发展速度之快, 最好是为您的业务进行战略测试. 还记得, your priorities for testing and even the amount of resource spend you allocate towards testing can—and should—evolve with your business’ needs and resources, 以及你收集的任何数据.

移动数字广告:神童

所有行业的市场研究都表明了这一点 移动数字广告 分享最多的地方是哪里. 作为一个结果, competition tends to focus on how each individual brand can include as close to perfectly curated or tailored content directly to users right when they engage with the brand.

There are features built into mobile that make it easier to achieve the delivery of such tailored content to captive audiences. Take, for example, the location services that most people enable on their mobile devices. 有了这个功能, it is easier to implement geographic targeting that serves up customized results that are relevant to where an individual user is located. 如果“本地”与您的业务相关, building out or souping up any associated pages and content around locations is one relatively simple way to boost your mobile presence.

与视频广告相比,移动广告也表现出明显的优势. 而在桌面, 在Windows系统中,视频通常与其他任务一起观看, 在手机平台上,人们的注意力往往完全集中在正在播放的媒体上. 充分关注可以让信息更好地传达给消费者, may make them feel more confident in their assessment of a brand and its products or services. Both this confidence as well as the particular convenience in sharing things via mobile makes it a particularly attractive advertising platform. 这种便利很大程度上来自于多样性 社交媒体平台 是否在手机应用上设计了非常强大的体验.

Optimizing pages to load quickly and faithfully—for a seamless viewing and navigation experience—is another way to boost your 移动数字广告. 你可以通过用户转换来提高搜索的可见性, 简单来说,就是在移动设备上提供更流畅的用户体验.

桌面体验:数字广告的OG

桌面体验可能为A/B测试提供了最大的空间, 考虑到你和你的观众可以支配的视觉空间. You have the broadest range of options to test different versions of all of your site’s elements. 你可以测试哪些标题最能引起访问者的共鸣, then even carry this testing over into paid search or social media for further refinements. 你还需要测试你是如何传播这个标题的, including the imagery you choose to associate with it as well as generally defining what is “above the fold” on your site—which is usually first done on desktop, 然后进行调整,确保它也适用于手机平台.

cta代表了一个巨大但经常被忽视的测试机会. 从cta上的措辞到选择的颜色, 整页的位置等等值得深思. 所有这些测试都应该能够明确目标用户的需求, 以及什么能与他们产生最好的共鸣.

Even if they have spent time researching and exploring brands on their mobile devices, 许多消费者更喜欢在桌面设备上完成购买. 对于一些, desktop is simply what they are most comfortable with; for others, 桌面提供了不那么拥挤的视觉体验.

跨设备成功:圣杯

Successful brand advertising across both desktop and mobile devices—also known as cross-device marketing—is widely considered to be best practice. Even users that tend to favor one platform over the other will still engage with both, multiple studies have continued to show that repeated brand exposure across multiple settings drives successful messaging and, 最终, 转换.

虽然这听起来很简单, many businesses stop short of the most fundamental “first step” in cross-device success: knowing where their potential customers live. 大多数企业都坐在数据上, even just within their Google Analytics dashboard (no fancy apps or other tools required). 用户使用什么设备? More importantly, how does the device breakdown vary with the different pages that users engage with? 你可能已经检查了漏斗中涉及的步骤. 哪些页面(和用户设备)与漏斗中的每个步骤相关联?

即使你手头拮据, these insights can help you ensure that you are investing resources into creating better user experiences for the content, 渠道, 和你的访问者真正参与的设备. Don’t spend your time preparing for possible audiences until you have devoted a significant amount of time optimizing for the audiences you do have.

Take this a step further and use heat mapping to see how users engage with elements on pages, 了解哪里还有改进的空间. For example, are visitors looking to click somewhere on a page where they currently cannot? 如果你在那里放置了一个重要的链接,你可以为你的金钱页面带来流量. 你的品牌中是否有一些关键内容正在被忽视? 一旦你了解了它,你就会找到更突出它的地方.

您也可以选择不同的内容开发方向. 视频甚至在SEO中也很流行, 但如果有相当数量的网站访问者使用移动设备, 现在也许是时候投入更多精力去创造有意义的视频内容了. 对于桌面用户, build a navigation scheme that makes sense; you can keep money pages top-of-mind for mobile users, but desktop users—with the monitor real estate to explore a bit more—could be nudged along a deeper dive into your products and services.

For every optimization idea you have, be sure to test it across both desktop and mobile experiences. We touched upon this when covering desktop advertising: while changes may be easier to test on desktop (as well as paid search and social), 任何选择的更改都应该适合两者.

结论

Every advertiser wants to know which particular channel will be the golden ticket cure-all that their brand can ride to maximum success. 现实是,没有一个单一的渠道能保证成功. Cross-device success requires that advertisers master both desktop and mobile advertising in ways that meet the precise needs of their target audience.

与CA88合作,获得跨设备胜利

If you are looking to win at omnichannel marketing, CA88 is the partner to choose. We think beyond just specific 渠道 and in terms of the holistic brand experience. 与我们合作 to learn what boundless advertising success across all devices really feels like.

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