Pesky Interstitial Ads: Gone For Good & What You Can Now Do For Your Mobile App Ads

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Google has been giving out warning about abusing the ad machinery with interstitial ads and hopefully you have been listening. For those still unaware, Google has released a new update on their algorithm that affects mobile app ads and other interstitial ads that have been annoying Internet users.

There have been several studies that were done on user experience with interstitial ads and the results of the studies clearly show that 69% of users abandon the web page once they see the ad and a mere 9% have gone on to visit the interstitial page and deciding to click on the “Get App” button. In addition, when a banner ad was used instead of the interstitial ad, mobile website use increased by 17% with native Google+ app install remaining unaffected.

According to David Morell who works as a software engineer for Google+, the results of studies showed that interstitial ads should be permanently retired – which is exactly what they did and Google+ now enjoys an increase in users and a net positive change.

Getting Rid of Negative Association

While some people still insist on the belief that “any publicity is still publicity” kind of thinking, not everything you put online will deliver value. Some posts can actually be negative… permanently! You could be losing potential subscribers and followers with an interstitial ad because the ad delivers a negative emotion to the viewer – one of irritation for being overtly large and not-too-easy to click off the screen.

American advertising professional, Jeff Goodby, once said that advertising should be like candy, not medicine. This means ads should generate a feel-good experience which many interstitial ads don’t by virtue of their overwhelming content and size. He adds, “When advertising is forced, it’s easily dismissed, or even frowned upon creating a negative association with the brand.”

As the business owner of a mobile app that competing with thousands of other similar apps, the job of advertising can be high-pressure and stress-ridden but it should not lead to using just any strategy. The long term effect of negative association is a failed app.

What You Can Do

Start by changing your focus in marketing and advertising. Work on media schedules (being at the right place at the right time), driving transactions like proper context, engagement, providing value, and acquiring new customers. It’s about connecting positively with your consumer; to stand out without causing that negative reaction.

You can offer freebies, personality quizzes, free experiences and trials all of which foster a trusting relationship eventually. In short, the kind of relationship you should be pursuing with your advertising should be long term, honest, and sincere.

Can you still use mobile install app ads? Yes, of course! However, you will have to be more discerning about design, content, and focus. The mobile app industry is predicted to enjoy an annual growth rate of at least 14% per annum. Some experts predict that the mobile app install revenues will be worth over $6.8 billion in by 2019. This means more people will be turning to mobile app as their primary source of information and use.

For online businesses, this means that it’s time to toe the line with Google and other search engine algorithms so you can tap into this enormous income opportunity that is the Internet. Call us at Planned Growth and let us help you strategize your marketing for 2016 and beyond.




How Google’s New Algorithm Targets Mobile App Ads

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In November 2015, Google launched a new update on its algorithm that affects interstitial ads and penalizes those they consider as mobile unfriendly. The company has been warning mobile app and other online businesses of the update as early as July of the same year. You may not know it yet but your mobile install app ad may be one of those considered unfriendly by Google which means it will be marked down by Google as “not high priority.”

From the point of view of an Internet user, these ads have become so aggressive that many are annoying because they disrupt the momentum of a user. The ads generate even more negativity when its “close” button is barely discernable or is the last few pixels to be revealed! Businesses that adopt this kind of tactic fail to see that their strategy is off-putting and creates a poor first impression. In a way, Google is helping these companies understand that advertising should not always be large and overly insistent or hard-hitting.

The new algorithm’s crack down will result in lower search ranking as Google attempts to reach a delicate balance between business and Internet user experience. After all, Google is earning from these ads but losing users from those annoyed with ads.

What You Can Do With Your Mobile Interstitial App Ads

Dump them. You can do better and Google knows it. It will take some adjustments to your marketing strategy but it’s all for the best of everyone. In the first place, the interstitial ads have been voted by Internet users as the ”most hated” type of ad online. They are aggravating and disruptive plus they are not always easy to get rid of.

Instead of interstitial ads, you can do several things to promote your mobile app. Here are 4 of them:

  1. Be more gracious towards online users by asking them to download your app with a small banner. Being seen as friendly AND respectful actually goes a long way in making a user feel more positive towards your ad and product.
  2. Consider app indexing. App indexing is key to ranking because Google will show its users the install button for your app. This will increase your install base and also help users find you easily. Being indexed by Google is also a silent persuasive tactic as it somehow offers that invisible stamp of approval because your app is indexed.
  3. Limit the content on your mobile install app. The entire move by Google to monitor these types of ads were because of the large amount of space and content they have. Thus, instead of trying to overwhelm users with the content amount and size of your ad, keep it simple and clean. Instead of trying to bully your way into their experience, offer solutions in a more personalized and gracious way.
  4. Avoid getting in the way of user experience. Focus instead on enhancing the experience so your ad leaves a positive impression. Benner ads rather than interstitial ads, a special web page rather than a gigantic pop up ad, and so on.

If you’re having problems with your marketing, you can also contact Planned Growth for a professional opinion on how to improve your mobile app marketing and reach your target audience without irritating anyone.




Google’s Plan Against Mobile App Install Ads

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Google’s Plan Against Mobile App Install Ads

Mobile apps have become the go-to digital product of 2015 and its growth has not stopped skyrocketing. As of June 2015, there were over 100 billion mobile apps to choose from and even with an over 7 billion world population as of June of the same year, it’s still a ton of mobile apps – all of which have to compete for market share and a piece of the US $35 billion global revenue pie.

To push a mobile app forward, there are the mobile app install ads. Last year, eMarketer estimated that mobile app ads amounted to around US $28.7 billion which they figure is still a measly amount considering the number of mobile apps being marketed. Yet, already these ads are starting to get negative attention from users and more importantly from Google.

According to Google, too many Internet users have complained about annoying app install ads that that over the entire screen and have the tiniest “X” box to close the ad causing many to trigger the huge install button. In response, Google has decided to crack down on these ads by marking the sites that are not mobile friendly and pushing the site further down the search rankings.

Are you guilty? Is your mobile install app over the top aggressive albeit beautifully designed yet now at risk for being blocked by Google?

The focus of Google’s new algorithm is not to stop interstitial ads from their business (which is also business revenues for Google) but to find the right balance between helping businesses make money through ads and new subscribers and the overall online user experience.

Thus, according to the new policy from Google, any mobile app install ad “that hides a significant amount of content on the transition from the search result page will no longer be considered mobile friendly.” That means your ad can no longer be that big anymore! It certainly sounds like a great compromise since ads should not be overpoweringly large. An ad does not have to be “in your face” to be effective and studies have shown that the size of the ad is not proportionate to the leads it is able to generate. In fact, the large ads tend to be off-putting because they jar the senses. When a user clicks on a page, he or she has certain expectations and when an ad appears to block that expectation, the response can be negative.

Tips to Avoid being Penalized for having a Beautiful Interstitial Ad

Here are a few professional tips on how to avoid being tagged as mobile unfriendly:

  • Create better banner ads. Google even recommends replacing your existing ads with banner ads although you may have get professionals to handle your banner ads since most of the available banner apps are limited scope and design options.
  • “>Make your mobile app ads more enticing by offering something your market cannot turn away from like free trials, tie-ups, or ways of earning via the app use or promotion.
  • Create a separate special mobile web page so you are able to sidestep Google indexing.

You can also come to us at Planned Growth for a more specific and customized strategy on how to prevent your ads from being pushed down the search rankings.




Growing and Succeeding with our Monthly Overview Meetings

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Meetings – some love them, some hate them; some want them short, others want them lengthy. Truly, the length and breadth of a meeting is not as important as its objective. In 1896, when the idea of meetings was established, it was prompted by the need to share information among schools. Today, this concept remains the same.

With Planned Growth, our monthly meetings are a chance for us to share information with hopes for a reciprocal effort from our clients. This is part of a marketing strategy, as our Client Service Manager Brenden follows a specific agenda that includes: Continue reading…