Mobile usage is on the rise, and there is evidence to suggest that both genders are using it to make purchases. While there is some difference in the kinds of purchases each gender generally makes, what is clear is that marketers stand to capitalize on engaging with customers in the moment.

Mobile customers are by nature on-the-go, making mobile marketing something of a predictive game. Here are some best practices that are sure to help you get started.

Predict Your Customer’s Intent

You will be able to buy mobile traffic specifically, so you should have some idea of what those users might be viewing before you try to market to them. You can make some educated guesses based on interests. Try to imagine whether the messaging in your ad will sync up with what a user might be viewing while she is out and about. Is the user comparison shopping? Is the user searching for something new?

Test your theories with different ad groups and try to expand on your ideas. Never be satisfied with a campaign that performs “ok.”

Use Ad Sizes that Work

Are you using the IAB recommended ad sizes for mobile? Do you know which ad sizes are the top performers from 2014? Have you asked your traffic network which ad sizes perform best in your target market? You can answer some of these questions by doing some competitive research. You will also find that your usage of text and color will impact which ad sizes work best for you as well.

Bio: Ted Dhanik is the co-founder of engage:BDR. Ted Dhanik got his start at MySpace.com, helping to launch that brand in the social media space. Ted Dhanik currently lives in Los Angeles, where he helps brands of all sizes to build their following through targeted advertising.