It’s a well-known fact that companies spend a considerable amount of time and money on advertising and marketing their products or services in the hope of increasing brand growth. Thanks to the Digital Age, marketing and advertising can be monitored and amended easily. What’s more, your ads can be improved for better performance as often as you need. Unlike old-fashioned advertising, the great thing about the digital marketing world is its real time tracking.
You can screen and make improvements instantaneously, or fine-tune creativity to a different media channel and voilà – you’re done! The beauty of digital advertising is that you can simply adjust the content according to what you’re after and you’re good to go. It’s as simple as that!
But with the endless benefits of digital advertising, comes a series of questions: As a brand how can you ensure you’re capitalizing on performance and boosting ROI? When executing digital advertising campaigns, there are specific practices to keep in mind so as to generate optimum results. Our team at Fibonacci Marketing has outlined a set of guidelines to explain how such strategies can be implemented quickly and resourcefully.
1. Include Clear Calls-To-Action
Contact Us, Book Now, Request a Quote – we’re pretty sure all these sound familiar. Whatever next step you want the user to take – which is typically the objective of your campaign, should be vividly shown in your content. Each effective advertising campaign includes a strong and compelling call-to-action (CTA).
This “button” tells the user what the next step is and how they get from the advertisement back to your site, moving them further down the cone and closer to the point of conversion. Focus on language that’s relevant to your brand, service or products, and completely noticeable to the user. Anything ambiguous can confuse your audience. It’s also important to avoid generic language like “learn more” or “read more”, because while this can be relevant to what you’re promoting, it isn’t unique to your brand, or even your industry.
2. Use Captivating Messages
Unsurprisingly, it’s all about the messaging. With any digital platform, this is a critical component, as it’s the core communication with a prospective customer. When it comes to digital advertising, when you don’t have loads of copy space or even time to seize user attention, it’s important for messaging to be compelling and, most importantly, terse.
Understand that it’s easy to lose users’ attention in just a few seconds. So make the most of that limited period of time, because it’s all you have to capture interest. Use messaging that arouses reaction or encourages users to click through the ad, and keep it concise. For many brands, this means highlighting their value proposition, showcasing their core values, or defining an incentive for the user.
3. Don’t Underestimate Imagery
For each of your digital campaigns, it’s imperative to think about where you’re serving users with these ads. The probability is that the ad will appear while the user is reading other content elsewhere online, so the way your ad appears visually is essential.
Using high-quality imagery that depicts what the ad promotes is one of the most significant features for a successful digital advertising campaign. Failing to use imagery that’s appealing or visually attractive doesn’t help capture the user’s attention.
So what if your brand or industry’s imagery isn’t as “naturally” beautiful as a beach club or fancy restaurant? Don’t worry! There are still options, because you can still focus on imagery that’s bold and fresh. In many ways, imagery needs to tell the story your brand is trying to express and give the user a concrete expectation of what you have to offer.
Sometimes, certain wording or simple pictures capture what your brand is all about. You’d be surprised how much the adage ‘less is more’ can work in your favour! This is particularly important for new or likely customers who may not be familiar with your brand. If the imagery in your ad isn’t striking, they may not even recognize your brand or products if they see them later on a different platform. So, the bottom line? Choose images judiciously and mindfully.
4. Test, Monitor and Test Again
It’s no news that for any marketing channel, testing the efficacy of your efforts is crucial. This is no exception when you’re running digital advertising campaigns, because it allows you to identify the areas to continue focusing on for further improvement.
Occasionally, factors like time of day, language choice, audience segment, or image selection – all of which may seem arbitrary at face value, can really play a role in the success of your campaigns. Thus, it’s critical to pay attention to these dynamics and monitor which campaigns have certain fluctuating elements.
If one campaign is successful, and another proves to be a flop and less operative, change it. A/B testing with digital ads, where you test ads with changeable content, can be extremely valuable when deciding which messaging or content echoes well with your audience – and often for reasons you can’t forecast.
Test your ads before you implement them because it’s critical. Many a time brands with fantastic ads point to the wrong pages, 404 pages, or contain messaging targeted to a wrongly segmented audience. Invest time to guarantee your ads appear as they should and direct users to the right pages.
When blunders like this happen, not only have you wasted the funds spent for this particular campaign, you’ve also adversely influenced the user-experience. This extra moment of testing can save your company loads of money in the long run.
If you found this blog helpful and you want us to give you more useful tips on marketing strategies, click here for more information – our team will gladly help you take that step into the right direction.