Digital advertising is indispensable in the current era of advertising, but it can make or break your business. Success in digital advertising depends on how well you focus on achieving your goals and how well you adapt your strategy to the factors impacting performance across digital platforms. Make the most of your digital marketing advertising by understanding your target market, creating copy that motivates them to take action, creating an effective CTA (call to action), testing, and monitoring key metrics to improve performance over time.
Success in digital advertising
Above you see the process of creating PPC (pay-per-click) advertising, commonly used for search advertising on sites such as Google Ads. Of course, a similar process is involved in creating other types of digital advertising such as that on social platforms or email marketing.
Running a successful digital advertising campaign isn’t something you can easily fake. It takes experience, expertise, and intuition to achieve success in digital advertising. You need to understand the various channels for digital advertising, how each channel works, and you need to forecast performance. If you need some assistance with your advertising campaign, reaching out to a professional agency makes a lot of sense. Professional advertising agencies have the knowledge and skills to help you achieve your goals for a campaign and gather valuable data that optimize performance.
When it comes to partnering with an advertising agency, don’t go cheap, go here. There are many marketing agencies to choose from, but as the adage says, you get what you pay for! Invest more in your marketing campaigns, and you get better results and data going forward.
1. Proper research
Start by understanding your target market, their needs, the hot buttons that drive their purchase decisions, how they frame the problem they face, and which digital media they use most frequently. Also, check out the competition to see what their digital advertising looks like. This competitive analysis offers clues that you might incorporate to achieve success in digital advertising but it also offers insights on how to set yourself apart from the competition.
In terms of other types of research, look at past performance for insights. Chances are you have data on previous advertising campaigns that you can use to make intelligent decisions to guide you as you plan out future campaigns. Still, it’s always a good idea to do your research as the advertising platforms constantly change how they operate, what tactics deliver the highest success, and even how to organize your campaign.
Also, consider how the context surrounding your advertising plan is different from the last time you did any digital advertising. You must adapt your current strategy to optimize performance given the external changes that might impact performance.
Different digital ad channels have different advantages and disadvantages depending on your brand, campaign goals, and target market. If you invest in the wrong channels or set up your ads in a way that doesn’t fit with the channel, you stand to lose money and reduce your chances of meeting your goals for the advertising campaigns you run.
When you understand more about the channels available and their strengths and weaknesses for your brand, you can make intelligent choices about how much to invest in each channel. Not only does this give you better results from your campaigns, but it also helps you to save on investments.
2. Creating content that motivates purchase
Creating ads that motivate users to visit your website, drive into your physical location, or purchase through a 3rd party, such as Amazon is challenging all by itself. But, when you consider that the ad is just the first step along the customer journey that leads to a potential purchase, you must get all your other content ducks in a row.
As you can see in the graphic below, the better your content performs in terms of capturing visitors and sending them efficiently through the conversion funnel, the greater your success in digital advertising. By making a small improvement in how effectively you drive visitors from one stage in the journey to the next, the higher your yield at the bottom of the funnel.
Creative elements can mean excellent copywriting, which is never a bad idea, but don’t forget about visual elements, video content, and design elements that invite users to click on your ads and then follow that up with creative elements on other digital assets to continue the potential buyers’ journey to becoming a customer.
If you’re planning to use PPC advertising, success involves a fit between your ad and the landing page destination for the ad, as this impacts your quality score. Quality score not only determines the position of your ad in search results, but it’s also a major factor in determining how much the search engine charges for each click you receive.
3. Build the right CTA
You can’t just through any old CTA into your ad copy. Here are some tips for writing a killer CTA:
- Use a strong command verb to start your CTA.
- Use words that provoke emotion or enthusiasm.
- Give your audience a reason why they should take the desired action.
- Make it crystal clear what action you want users to take.
- Take advantage of the fear of missing out by limiting time or quantities or highlighting how many others bought your product. These are massive tools of influence because they work.
- Don’t be afraid to get a little creative.
- Don’t bury the lead. Be transparent about the pricing and delivery options. Saving this for later in the conversion process under the misguided notion that you can overcome objections to your pricing or delivery schedule often backfires.
4. Test, test, test
Your CTA is a key element that impacts your success. Test it by choosing different CTAs to determine which performs best. Try different positions for the CTA within your landing page (although you have limited flexibility in your actual ad due to platform requirements). Try different sizes and colors for your CTA button (buttons outperform links by a large percentage).
Test other elements of your advertising. For instance, Google Ads now uses AI (artificial intelligence) to automatically test different headlines and descriptions to optimize results. Instead of creating several different ads, you offer a number of optional headlines and descriptions, which Google combines until it hits on the top-performing combination. The same goes for keywords that determine which queries trigger your ad.
In social media advertising, where targeting is the key to success in digital advertising as much as the copy, test different market segments until you hit on the best market for each campaign.
You must monitor performance to learn valuable lessons you can apply to your upcoming campaigns. But, unlike traditional advertising where you’re committed, you can freely adjust your campaign based on performance until you’re happy with the results.
In monitoring performance, don’t just look at your performance against terminal goals like sales but also monitor intermediate goals such as traffic to your website (look at changes over anticipated traffic without the ads), CTR (click-through rate), time on site, shopping cart abandonment rates, average order size, and other metrics that lead to sales.
You also need excellent tracking to achieve success in digital advertising. Adding tags to your links allows you to accurately determine success. For instance, if you have several campaigns running at the same time, adding a tag determines which campaign sent traffic or lead to a sale. This is especially important if you don’t convert on your website but through a 3rd party.
Advertising campaigns are essential now and again to boost visibility and engagement, but you need to make the most of analytics to get the best results and data-gathering processes to build an accurate picture for future campaigns. If you are inexperienced, partner with an agency, which is likely less expensive than your might imagine since an agency can use expensive software for tracking by spreading the cost over many clients.
Digital advertising isn’t really an option anymore. Other tools, like SEO (search engine optimization) and social media, take 6 months or more to start delivering results. In comparison, digital advertising begins delivering results within a few moments.
Achieving success in digital advertising isn’t something to try without some training, careful planning, and knowledge. Without this, you can waste a lot of money very quickly. Even getting your ads approved on various digital advertising platforms isn’t as straightforward as in traditional advertising. That’s especially true if your ads involve one of the industries that receive more scrutiny such as politics or investments.
These 5 tips should help you along your way in terms of planning a new campaign. By understanding your target market, developing content that motivates your market to convert, writing a CTA that delivers, doing testing, and monitoring performance you will see results.
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