- Make sure to identify the right search criteria for your needs
- Not all ad networks are the same; only advertise on the appropriate, relevant networks
- Always have a campaign tracking system in place
- Perform split or A/B tests on your campaign ads, then measure, improve & repeat
Digital advertising is effective; when it’s done right
- There are way too many ad network services to choose from
- They’ve heard horror stories of budgets getting out of control
- They aren’t sure their ads will be targeted to the right people
All of which are completely understandable.
1. Identify the right search criteria
Just like creating blog posts and content around keyword research, your digital advertising campaign must be tailored around the phrases and terms people are looking for.
For example, if you’re a building or landscape supplier, you can create online ads for something like “driveway interlock stones.”
But that’s not all. Online advertising programs are smart enough to let you target more than just keywords.
Using that same “driveway interlock stones” example, you can create an ad campaign targeting:
- Location: Have a special offer in Toronto? Make sure nobody outside that area sees it.
- Interests: Target car enthusiasts who want a beautiful driveway to match their vehicle.
- Income: Design your ad so appeal to people with high income & a large budget to spend.
- Age: You want well-established people to see your ad. Not students just out of college.
With online advertising, you can literally build the perfect ad for your ideal customers.
2. Advertise on the appropriate ad networks
When you know who you want to target, it makes it much easier to place your ads where they’ll see them.
Some of the more popular ad networks include:
- Social media marketing networks (Facebook, Twitter, YouTube, etc.)
- Google Display Network
- LinkedIn Ads
- Bing Ads
Let’s say you’re a home improvement professional specializing in kitchen countertops.
Would you spend money to advertise on LinkedIn?
Probably not, because your target audience (homeowners looking to boost the value of their houses) aren’t hanging out there.
Instead, you would advertise on Pinterest or YouTube because that’s where your target audience are spending time looking for design and product ideas.
3. Put campaign tracking in place
If you have multiple online ads out there, campaign tracking is critical.
It tells which keywords, target audiences and ad networks are performing well for you.
Plus, campaign tracking will help with your lead nurturing & email marketing programs too.
Imagine you’re a niche retailer promoting a specific product. Now imagine somebody clicks on your online ad and downloads a whitepaper on that product.
From there, your automated lead nurturing system can kick in and send emails about things like:
- Reading a blog review about that product
- Watching an exclusive video
Because that person clicked on the ad (which got their attention) and downloaded the whitepaper (which piqued their interest), you can now nurture them along until they’re ready to make a purchase.
And it all starts with campaign tracking.
4. Carry out split tests
With online advertising, there’s really no limit to what you can (and should) test:
- The design and content of the ad itself
- Landing page layouts
- The offer being presented on the landing page
- Imagery, colours, button placements and more
Remember, the entire goal of running digital advertising is to get the highest conversion rates possible.
Running one version of your ad and landing page won’t do it (unless they have a 100% conversion rate).
Picture this scenario: You run a fireplace and HVAC contractor company and you have a display ad and landing page which shows an image of an air conditioner.
They do okay, but you think they can do better.
So you swap out the pic of the air conditioner for that of a family looking cool and relaxed. Everything else is the same:
Guess what? The second version of your ad/landing page combo converts 30% higher than the first.
That’s 30% more leads coming to your business.
All because you made a simple change and tested it.
5. Measure, improve, repeat
You can’t fix what you don’t measure.
Measuring results and viewing analytic reports of your online advertising campaigns will show you what’s working and what isn’t.
When you have solid data in your hands, you can make better decisions about where, when and how to run your online advertising.
Look at it this way. Pretend you’re an eCommerce company specializing in sleep aids running a digital ad promotion:
- During the day, your ads don’t get noticed and don’t generate many clicks
- At night, however, clicks, traffic and conversions tend to go up
It makes perfect sense. People suffering from insomnia are looking for remedies to help them get back to bed.
So you decide to target even more people at night while limiting your ad spend during the day.
Without analytics, you wouldn’t be able to make this change. You’d be guessing blindly and hoping it would work.
The opposite is true with analytics.
You would know exactly how your ads perform and what to do to make them even better.
You can get tangible ROI from digital advertising
The WEB ROI team can develop and manage an online ad program that’s focused on content, budget and analytics.
When it’s done properly, digital advertising can be a profitable source of business for your company.
If you need help with your current digital advertising plan – or would like to have a custom one built for you – all you have to do is contact us today or call 1-877-7WEBROI.SCHEDULE A CALL NOW