From the first days of moving pictures to the rise of the internet, very little has changed in the principles of advertising. We still create the measure based on the expectations of the audience. We still test to see which messages are the right ones to use and who are the right people to see them.
We even consider where the advertisements should be placed, whether this is outside on a billboard or specifically targetting an individual on their mobile phone.
With all the clutter and distraction of the digital world, getting the attention of your audience is becoming an increasingly difficult task. Content, video and social media marketing are all worthy digital tactics – but they do have one thing in common: they take time to deliver their value to audiences and don’t generate quick sales.
Properly managed digital advertising campaigns, however, are a fast and efficient way to drive new leads and sales to your business. To show you which digital advertising strategies to use – and when to use them – we created a video on how to Increase Leads and Sales with Digital Advertising:
Step 1: Identify the Right Search Criteria
The one big advantage marketers have is access to an unprecedented amount of data on customers (or at least the groups customers belong to). The key is using this data to identify the right search criteria for digital advertising campaigns.
Details like location, age, interests and Internet activity provide valuable insight businesses can use to not only better target their ads but also make them less intrusive. Many consumers and Internet users are weary of ads but maybe that’s because most ads are poorly targeted and invasive? As marketers, we can do better!
Step 2: Advertise On the Appropriate Ad Networks
It’s impossible to make a catchall ad platform recommendation because the truth is the best platform is different for every business. If you have a great Facebook business page and receive lots of engagement on your posts, then Facebook Ads are for you. But if you don’t have an existing audience on Facebook then you aren’t likely to generate one with a few ads.
Like it is for many other digital marketing components, knowing your audience is more than half the battle in achieving success.
Step 3: Put Campaign Tracking in Place
When you implement campaign tracking as part of you digital advertising strategy, you’ll immediately know when certain keywords, times or target groups aren’t working. And to a strategy that revolves around paying money for clicks, it’s crucially important to stop your campaigns the moment they aren’t performing to the standards you expect – because then you’re just wasting money. Put campaign tracking in place – it’s worth the extra work!
Step 4: Carry Out Split Tests
In the same way tracking campaigns is important, split testing similar keywords, images and text is a great way to maximize the ROI of your digital advertising campaigns. If you’ve got two keywords you like you don’t have to guess which one is better – split test them and use the one that performs better!
Step 5: Measure, Improve, Repeat
There are many different forms of digital advertising. There’s only one way to tell whether PPC, social or display ads are best for you: try them all and measure your results. May the best format win.