Mobile advertising and who to target
One of the many questions we get asked when a new partner inquires about our Private Label dating platform is, “Are you mobile optimized?” The answer is always yes, but you also need to make sure your landing pages are mobile optimized as well. While I have stressed the importance of making your landing pages mobile friendly in other articles, advertising for mobile is also an important factor in the success of your Private Label dating site.
There are many mobile advertising platforms out there. Not all are created equally though. Some have larger audiences, better targeting and are easier to use. When it comes to targeting some even allow you to target by phone and brand. We have always seen a benefit to targeting iPhone users for our campaigns. The other day Business Insider wrote an article that also went along with our own observations. Iphone users tend to spend more than Android users. The article states that “Apple users on iPhone and iPad accounted for five times what Google’s Android users did when it comes to online shopping.”
Although Android is a much bigger market, their users tend to spend less. When creating ads I recommend making 2 campaigns, one for iOS and one for Android to compare the results. We find that while both convert fairly well to our sites into regular profiles, Apple users tend to convert into more upgraded accounts and purchase other upsells. This usually can make or break a campaign.
One thing that I would like to mention in support of Android is that the market size is much bigger. This could account for the much cheaper phones resulting in less purchases. I would be very curious to see this comparrison done for just the S3 and other similar phones of a higher quality.
What have you found when targeting by device?