Advertising and marketing products and services for a company can cost a lot of money and time. In the past, advertising on offline channels such as TV and print was a way to hope for the best results. Digital marketing and digital advertising allow you to track and adjust your ads as often as you want. The best thing about digital advertising is the ability to track your ads in real-time, unlike traditional advertising. You can instantly monitor and adjust your creative to fit a new media channel or make any improvements. You don’t have the need to shoot a commercial again if it doesn’t work, or republish an old print advertisement every time you make a change. Digital advertising allows you to simply modify the content and be ready for action.
Digital advertising has many benefits. But how do you ensure your brand is maximizing performance and increasing ROI? To get the best results from your digital advertising campaigns, you should follow certain best practices. These guidelines have been laid out below, along with simple steps that will show you how to integrate these strategies into your digital advertising campaigns and daily digital marketing.
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1. Clear Calls to Action
Brand Naming Agency: You should display your content brightly with the next steps you want your user to take, such as booking a flight, buying now, or requesting a quote. Each successful advertising campaign has a compelling call to action (CTA). This button tells the user the next step and how to get from the advertisement back on your site. It moves them further down the funnel towards conversion.
You want to choose a CTA that is both relevant to your brand, products or services and easy to understand for the user. Any language that is unclear or confusing can cause confusion and lead to users not clicking on the CTA. They will also be disappointed when they arrive at an onsite page that does not meet their expectations. However, avoid using generic language such as “learn more” and “read more”. These words can be relevant to the brand or industry you are promoting but not unique to your brand. Hire an digital marketing agency who can provide the services of digital marketing
It has striking imagery, which is essential for digital advertising success. The text is easy to read and the design is clean. There is however no CTA. Although I can click on the ad to be taken to their website, there is no incentive or button that will direct me to do so. This ad could be improved by adding a CTA button. It would increase conversions and improve performance.
2. Compelling Messaging
It shouldn’t surprise that messaging is crucial. It is the primary communication channel with potential customers on any digital platform. Digital advertising is limited in terms of copy space and time. It’s crucial that your messaging is compelling and succinct.
Most digital users lose interest in a matter of seconds. This is the best time to grab attention. Keep your messaging short and to the point. This could be a way to highlight their value proposition, their core values or provide an incentive for users.
For someone already interested in their products it’s likely that it will be the last touch to convert. This ad is a great example of how brands can take note. This type of incentivization can be used to help you keep your brand top of mind when the potential customer is browsing other sites. It could also serve as the last touch point before they make the purchase.
Also Read: Historical Brand Naming
3. Designated Landing Page
No matter what content your advertising links to, it is important to drive users to the page that is most relevant to that content. This simple step will keep users on your website, improve user experience and increase conversion rates.
If you are an athletics brand advertising women’s shoes, you can send users to your page for women’s shoes via AdWords. Users will be more likely to click on the relevant page you drive clicks to. Your advertisement has attracted enough attention that the user clicked on it. Therefore, they are likely to want more information about that subject, not general information about your brand or entire line of athletic apparel.
It can be costly to send users to your homepage rather than a specific landing page that is related to the campaign. Most users won’t search for the item on your website. It is important for a brand to bring potential customers as close as possible with their needs and convert them.
4. Imagery Matters
It is important to think about the audience you are serving with your digital ads for each campaign. It is likely that your ad will appear as the user absorbs other content online. Therefore, it is crucial to consider how your ad looks visually.
High-quality imagery that tells the story of what the ad is promoting is a key feature for any digital advertising campaign. It is difficult to grab the attention of users if you don’t use captivating imagery. Waldorf Astoria used beautiful photos of their resorts in the following example to market to a specific audience. This page is not only noticeable, but it also sparks interest.
There are still options for brands working in the B2B sector or industries where imagery is not as naturalistic as at a beachfront resort. You should focus on images that are bold, clear, and captivating. The imagery should convey the brand’s story and provide a clear expectation of what your company has to offer. This is particularly important for potential customers or new customers that may not be familiar. Your ads may not be memorable if the imagery isn’t clear enough. They might not recognize your brand and products when they view them on another platform.
5. Test, Monitor and Test Again
It’s something you’ve heard many times: Testing the effectiveness of digital marketing channels is crucial. This is especially true when you run digital advertising campaigns. How can you monitor your campaigns and identify areas that need to be continued focusing or areas that could use improvement?
Sometimes seemingly random factors such as time of day or language choice, audience segment, image selection, and audience segment can play a significant role in your campaigns’ success. It is important to pay attention and track which campaigns contain which elements. You can change your campaign if you find it less successful or succeed with a different campaign. Digital ads can be used to test different content and messaging. This can help you determine which message or content resonates with your audience, often for reasons that you don’t know.
It is important to test your ads before you actually implement them. There have been many times when I have seen great ads that pointed to the wrong pages or 404 pages. Or messaging that was targeted at an audience I am not segmented correctly. Make sure that your ads look professional and direct users to the correct pages. You’ve not only wasted your resources, but you also negatively impacted the user experience. It can save you a lot of money over the long-term by taking the time to test.
Driving results with digital ad campaigns
Digital advertising has a lot of potential in this digital age. It’s a great way to promote your products and services to a targeted audience. If you don’t follow the right guidelines, your digital advertising won’t have the impact you want. When creating your campaigns and optimizing the conversion rate, keep these tips in mind.