As many would tend to agree, the future of digital is mobile. Does your brand/company have a mobile strategy? Does that include mobile advertising? Well, it really should and I want to point you in the direction of NearWoo.
(Clicking on the link above will allow you to save an additional 30% off if you decide that you want to give mobile advertising a try with NearWoo.)
NearWoo is a start-up company here in the US that allows you to select what markets / neighborhoods you want to advertise through the mobile channel. In four, easy steps, you can be up and running with your campaign. Over the past month, we have been test running a mobile campaign in the NJ/NY area to see how it played out, get familiar with the site and analytics, and tracking the performance of our campaign. The overall goal was to see if/how traffic improved on ShoreBranding.com and to provide an overview of NearWoo’s capabilities for our readers and those that we have worked with.
In August, Hope Horner – VP of Business Development for NearWoo – reached out to us to gauge our interest in conducting this trial run and we agreed to take part. After claiming the Shore Branding blog/business on the site, we were up and running with a new mobile campaign in less than 30 minutes, selecting our desired customer base / target and putting together the ad itself. How did the campaign do? Let’s take a look …
Intentionally, we started out with a vague campaign on 8/28 that simply stated “Shore Branding, Brand & Digital Marketing Consulting, Call/Email for a free consultation!” on the ad itself. We selected 31 “neighborhoods” in our immediate area. Taking a look at the dashboard and reporting that NearWoo provides, you will see that the click rate needed to improve. This first campaign ran through the Labor Day holiday weekend and as might be expected, tailed off over the course of the holiday. (Note that NearWoo is working on an update that will allow you to turn your ad on and off as desired.)
Per the image below, you will see the 0.27 banner click through score – i.e. over 3,000 mobile users saw the Shore Branding page we set up! The map highlights (in blue) your selected neighborhoods that the campaign is running in. You also have the ability to see what type of device people are using when your ad appears.
Below is where things get very interesting. NearWoo has a proprietary segmentation model that allows you to target specific consumer groups beyond their geo-location, but also by their psychographic information, age, income, and buying patterns. Following this information and understanding who is seeing the ad, you’re able to tweak the message and target accordingly.
Note that the Actions and Breakdown sections were “Coming soon” when I took these screenshots, but are already available now. This tells you who / how many people took one of your “calls to action” – whether that be calling you immediately after seeing the ad, visiting your NearWoo page, or the other pages that you have included in your ad. We had included both the Shore Branding Twitter and Facebook pages.
The above results were not too surprising. On Labor Day, we went into our NearWoo account and tweaked the ad itself. While leaving the neighborhoods / target markets the same, we changed the wording on the ad itself to, “Shore Branding, Need help w/ your digital marketing? Call/Email for a free consultation!” – dropping the generic description of the blog and putting in the question for viewers of the ad. With this, we saw a greater number of daily impressions and a bump in the click through rate. The phone rang based off of the ad and we were noticing more mobile hits when looking at Shore Branding’s numbers in Google Analytics.
On Sunday, 9/8, we went into the NearWoo account again to tweak the campaign. This time however, we left the message the same but changed our target markets to Hoboken, NJ and neighborhoods around the southern portion of NYC / the Financial District. We also moved the hours in which the ad was to be live to a later time in the evening. What I forgot to do, and what will happen in the future, is changing the target consumer group and tailoring the ad to more specific psychographic groups, based on earlier results.
See the two images below for the results. The click through rate remained the same based on the ad itself, at 0.35 – just over 8,000 mobile users have now clicked to the Shore Branding page! The daily impressions continued to rise, likely due to the selection of a ‘better’ market. Reverting to our Google Analytics, we continued to see a bump in visitation and know definitively that some of this came from the campaign, as mobile visitation improved, as did visitation from these geographic markets!
Overall, I’m impressed with the ease of use that NearWoo provides and the results of the campaign itself. The phone has rang a couple of times and visitation for the site has grown – the main goals of the campaign. I would certainly continue to tweak the ad itself, as well as who and where to target. NearWoo makes it easy to do so with their dashboard.
One other note from the campaign itself, after running for several days, we received a “Block Point”, which simply allows you to “super-charge” your campaign by providing more impressions on a particular day and in a selected neighborhood/market, or you can use the credit and apply it to your account. (See image below)
Again, the future of digital is mobile. How are you preparing your brand or business for the future? For a one page case study example on how advertising helped a business grow, take a look at this infographic.
Click here to visit the NearWoo site and receive the additional discounted pricing – tell them Shore Branding sent you!
If you have any questions about how this type of mobile advertising can help you, or if you need help setting up your campaign on NearWoo, let us know. We would be happy to help!