Untitled - HubSpot

74 Chapter 4 Mobile Marketing
Step 6: Drive traffic to a mobile-friendly page.
Step 7: Split test with different pages and ads; generate
various statistics and analytics.
Step 8: Monitor your traffic and your conversions daily, if
not two to three times a day.
Google has a great ad-performance report system,
allowing you to track everything you could possibly
need. In fact, Google information is so powerful and allinclusive,
you could spend your entire day just looking
at the reports (not recommended). You can track things
like visitor sources, visitor locations, time on your site,
and what pages they viewed. You can even do a site
overlay that allows you to see exactly the places your
visitors are clicking. In terms of reporting, you can run
reports to see whether you are meeting your goals and
conversions, as well as general reports to give you a
macro-level view of your traffic.
Step 9: Test, optimize, and repeat.
As with traditional pay-per-click, you are going to find
that there are certain phrases that pull and provide a
much better ROI than others. Integrate the words and
ads that perform the best and dump those that do not.
Step 10: Move on to another advertising site.
You should master one ad site before jumping to
Facebook, YouTube, and the others. There are hundreds
of places where you can place mobile ads. You will, however,
find that steps 2 and 3 will produce the bulk of
your ROI (the old 80/20 rule).
Step 11: You can also sponsor ads on various free games
and applications available on smartphones.
So far, this hasn’t been shown to be overly effective.
When people are playing free games, they may click on
the ad quickly, but immediately exit and go back into