Tips for Advertisers

There are many variables to consider when setting up and later evaluating the success of your mobile ad campaign. Below are tips for advertisers to help you optimize your campaign.

Optimizing your Campaign

Creating Good Ad

Selecting the right targeting options ensures that your ad is shown to the most relevant users. Targeting options vary depending on what you choose to advertise.

Creating Good Ad Text

Make sure that your text is spelled correctly and that it's grammatically correct. Ensure that your ad text accurately represents your product to increase conversions after users click on your ad. Consider including the price of your product and your brand name (if widely recognizable). Be sure to include a call to action. For example, “Watch new movie trailer.” or “Share pictures with friends.”

Customize your ad. When appropriate, customize your ad text by including the user's phone model and manufacturer by inserting the %phn% tag in the text of your ad.

Be sure to test different ad text across several ads to see what works best.

Need help editing an ad? See Edit Your Campaign, Creating An Ad

Changing Ad Text Frequently

We recommend introducing new ads with new ad text frequently to improve click-through rates.

We also recommend closely monitoring reporting and testing changes to your ad text if you see click-through rates decline.

Need help creating a new ad? See Create a Campaign, Creating an Ad

Evaluating the Bid Amount

Tapit is a bidded marketplace, which means that pricing is determined by demand for the inventory. You can select how much you want to bid per click based on a range of competing bids in this pay-per-click marketplace.

We recommend that you evaluate the cost-per-click bid ranges and enter your bid as the maximum price you are willing to pay. Higher bids improve ad traffic as our network grows and demand for publisher inventory increases.

Running Multiple Ads and

Advertisers who run multiple ads see higher click-through rates than those with fewer ads. In any Campaign, you can test ad text and creative by creating different versions of an ad in an ad, all pointing to the same landing page. Running several ads at once enables you to test new ad text and targeting and direct your dollars towards the best performing ads.

We recommend starting with multiple ad with three to five ads in each to increase your visibility and allow you to experiment with ad performance levers (targeting, ad text and so on).

Need help creating a new ad? See Create a Campaign, Creating an Ad

Using Reporting

We recommend actively monitoring campaign, and ad performance using the reports available in Campaign Reporting under the Reporting tab. This allows you to determine which campaigns, and ads are performing best; highlight changes in your campaign, or ad’s performance; and identify opportunities to optimize performance by testing levers such as ad text, targeting selections or bid amount.

Need help on reporting? See Campaign Reporting for Advertisers

For iPhone, Advertising Free Apps & Paid Apps

Advertising free apps is a great way to drive low cost user acquisition and get your app discovered by a broad range of people. Depending on the application, conversion rates for free apps are typically around 10%, but vary from 5-20% depending on the app. This means that for every 100 people who click on your advertisement, roughly 10 will install your app.

Conversion rates are far lower for paid apps with generally only 1% of clicks converting into paid customers. This means that for every 100 people who click on your advertisement, roughly 1 will install your app. For many paid apps, this may result in a cost per acquisition that may be higher than the sales price of the app. Installing Download Tracking is especially critical for campaigns promoting paid apps.

Need help on Conversion tracking? See Conversion tracking

Managing Ads

Using Tracking URLs

A unique tracking URL for each ad lets you track each ad’s performance individually to evaluate which targeting criteria works best for your campaign. Within the ad, track the ads individually by creating unique URLs for each one.

To track an ad with a unique URL, add a unique name at the end of your URL.

For example, if the URL for your landing page is, you can add a unique ID to it to identify traffic from a specific ad, such as

Editing a Campaign, Ad Versus Creating a New Campaign, or Ad

Edit when you want to make minor tweaks to a campaign, or ad to optimize results and you do not want to track the history of your changes in your reporting. For example, a minor change is editing your targeting criteria. If you want to evaluate the impact of your changes, we recommend that you create a new campaign, or ad and pause the old one to preserve its history.

Our ad serving optimization algorithm looks at multiple factors when determining which ad to serve, including an ad's click-through rate history. If your ad has received few clicks in the past, we recommend you consider creating a new ad rather than editing the existing ad.

Need help editing your campaign, or ad? See Edit Your Campaign, Creating An Ad

Pausing a Campaign or Ad

You can pause a campaign, or ad within campaigns. Reasons to pause may include stopping a specific ad while preserving the reporting history or technical issues (such as problems with your server) that disrupt the user experience of someone arriving at your site after clicking on your ad.

Installing Download Tracking for Apps

Install download tracking to evaluate the effectiveness of your ads. Tapit! download tracking feature allows you to measure the conversion rate for each of your ads.

For more details on download tracking for Apps, see Conversion Tracking

Optimizing Your Landing Page

Using Consistent Ads and Landing Pages

It is important that the ad a user clicks and the landing page to which it takes them are consistent. This reduces the number of users who leave the page immediately and increases the likelihood that they take the action you desire. Also ensure that the language of your ad copy matches the language of your landing page. For example, if you are running an ad in Spanish, ensure that your landing page is in Spanish as well.

Need help editing your ad? See Edit Your Campaign, Creating an Ad

Placing the Product or Service Offering on the Landing Page

Make sure that the call to action, product or service that you are promoting is easy to locate on the landing page.

Experiment with including your call to action multiple times on your landing page (such as both before and below the fold).

Sending Traffic to Sites Optimized for Mobile Web and iPhone

Sending traffic to your regular website leads to a less than optimal experience for mobile visitors. To maximize conversions, ensure that your ads are sending mobile traffic, even from the iPhone, to a landing page created and optimized specifically for mobile.

Having an Effective App Store Landing Page for iPhone Apps

Carefully consider the text and screens shots you use to market your app and consider testing the effectiveness on your page on potential users, similar to the A/B testing performed on online landing pages. Your app’s ranking and comments also impact significantly the percentage of users who read your page and then install your app.

For technical support, contact us at:

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