That is a lot of information and options to take in. This means that for your company, just paying for advertisements isn’t enough. You need to make the most of your paid advertising in order to truly capture people’s attention.
So how do you do that? There’s so much that goes into digital marketing and no one right way to do it. But don’t worry! In this post, we’ll go over 5 things you can do to help get the most out of your paid ads.
Keep reading to learn more!
1. Understand Your Goals
In order to measure the success of an ad campaign, you need to know exactly what that success looks like. By getting clear on your goals and determining which key performance indicators (KPIs) matter here, it will be much easier to measure your marketing return on investment (ROI).
You can set goals for specific campaigns based on how they fit into your larger overarching business goals and based on what stage of the sales funnel you’re trying to target with this particular ad.
Is this meant to target the awareness, consideration, or conversion stages? Once you know these goals, they should then be kept in mind at every stage of developing the campaign. This helps to make sure you’re staying focused and helps to avoid wasting precious marketing money.
2. Understand Your Target Audience
Similar to your goals, in order to reach and interest your ideal customer, you have to know exactly who that is. Create an ideal buyer persona and consider things like what platforms they spend their time on, what kind of content is likely to appeal to them, what they care about most, and what their pain points are.
Knowing these things is crucial for targeting your ads and making them as effective as possible.
Having such targeted marketing is useful because while you may reach a smaller amount of people overall, you’ll be reaching the right people who’re most likely to actually convert to customers.
You should be collecting data about them when you run the ads as well. You might find surprising connections about products more likely to be bought together or if your target audience reacts well to a particular kind of ad. Data like this is invaluable.
3. Make Them Visually Appealing
Since as already mentioned we all see so many ads every day, you have to be sure you’re making your ads visually appealing. Visuals are great for not only catching people’s eyes but also for helping to get your message across quickly. Social media advertising in particular lends itself to using visuals in your marketing.
Make sure any visuals you use are relevant to your product. While a sunset may be pretty, on its own it doesn’t actually tell your customers anything about what you’re selling.
Additionally, you need to remember that these social media ads will be viewed on both a mobile device and occasionally on a desktop. The design needs to work for both screens. Any text should be big enough to be read on a small mobile screen, but not so big that it takes over the entire ad.
Incorporating your brand colors into the ad will help to improve your brand recognition and make a stronger impact on the viewer.
4. Monitor Your Metrics
One of the most powerful resources you have to help boost your efficiency in not only digital marketing but in all aspects of your business is the data you collect.
As far as paid advertising, you can look at performance metrics from previously run campaigns to get an idea of what does and doesn’t work. What platform had the most conversions? What kind of content did the best?
By using this data you can make the appropriate adjustments to your future ads. This allows you to stretch your budget by giving each campaign the greatest chance of success.
5. Be Sure Your Landing Pages Are Optimized
Only getting someone to click on your ad isn’t enough. You need them to go all the way and become a customer to fully justify the ad expense. You can have the most well-designed ads around, but if the landing page your potential customer goes to after clicking on the ad isn’t optimized and done well, you could wind up missing out on a lot of potential sales.
To optimize your landing pages be sure to have a specific goal for each page and then build the entire page around that goal. Do you want them to contact you? Fill out a form? Move to another piece of content?
When writing the copy for your landing pages be sure to include a call-to-action, and don’t be afraid of including white space. While you may think of it as wasted space, it actually makes it easier for the potential customer to skim the page, which is what most people do these days.
Too much writing can be intimidating and can make people lose interest, you don’t want that.
Once your campaigns are up and running, be sure to watch the metrics for the landing pages. If you notice that one has a particularly high bounce rate and a short average time on the page, you will know that there is something that needs to be addressed that isn’t working on that page.
Start Getting the Most Out of Your Paid Advertising
To stay competitive in today’s market you need to do more than simply pay for ads. You need to make your paid advertising as effective and targeted as possible to get and keep people’s attention. By following these tips you will be on your way to doing just that.
If you’re interested in digital advertising help from proven professionals, contact us today!