“There’s never been a better time to be in advertising, and there’s never been a worse time.” – Aaron Reitkopf
If you feel that the above statement makes too much sense, you are not in a stranded boat. In this epoch of aggressive yet convenient advertisement campaigns, it's easier to get lost, now more than ever. An effective and thought out process should be implemented to foster your online presence and ultimately gain prospect customer to see your conversion rate go through the roof.
In the earlier form of televised or print advertising or any other kind of offline advertisement, your task was limited to creating compelling content and then all you had to do was to sit and hope for the ship to sail through.
What we love about digital advertisement is that you can do so much more than your plain vanilla offline advertising. You can check your click-through rates, monitor activities and plan out your future endeavors, all in real time! This means you can modify your content in real time and don’t have to create new content from square one if your digital marketing campaign is not driving results.
While the prospects of digital advertisement seem drooling, we need to wary of our methodology while implementing the same. We here at Vantage Circle have gone through with our clients and have listed out a few strategies, which worked for them, to help you in your endeavors.
This is the numero uno factor which will contribute to your success. You might have an idea of what and how you are about to go through your campaign based on your previous endeavors, but taking the time doing thorough research is of utmost importance.
You should be prepared for the worst setback in case if your online ads expectation goes south. It is essential that you prepare ahead of time and use your research to further bolster your internet advertising.
We have learned from our research that people are happy to pay for the display ads and likes to watch the views and clicks roll in. Even if the clicks and views are from individual tangential to the product or service that they are promoting. Most platforms allow you to target your advertisement to prospect.
Our advice here is to do in-depth research on your prospect customers. Your gut instinct might tell you about your possible clients, but you should take time to factor out which possible consumers are more likely to spend more upon clicking the ad.
Here’s the golden quote by digital marketing guru Neil Patel,
“Don’t optimize for conversations, optimize for revenue.”
It is no surprise that compelling messaging is important.
With any digital ad, the message is the core part of communication between the advertisers and the consumer. With the plethora of content online, you have just a few seconds before the consumer scrolls below or opens another tab. Within that window of a few seconds, you have to make sure that your prospect consumer clicks your ad. Sticking to a message that invokes emotion or encourages the consumer to click will sail your boat through.
For many brands it means conveying the value proposition, broadcasting their brands’ idea or displaying an irresistible incentive, all in a short yet fascinating message.
Here is a great example of sharp messaging by JBL. Along with including a captivating message, they have also used the image of the product which increases the chances of clicks.
This example also illustrates the importance of proper imagery.
This is probably the most important part of your digital advertisement endeavors. You cannot sell your service or product if you don’t know your audience. More so if you don’t advertise at the right place.
Finance companies like Paisabazaar know that they are going to cater to an audience of corporate, good salaried employees here at Vantage Circle. Vantage Circle provides employee purchase programs for corporate. Vantage Circle has over 1 million corporate employees registered with itself, and it is one of the largest platforms for corporate employee benefits and corporate employee engagement programs in India. Thus their digital advertisement initiative has seen good ROI because of their niche advertising.
A more generic company which hopes to cater to a very general market are better off if they invest in a social media platform. It is also important to understand which social networking site your audience is likely to spend their time. You should have a defined target audience. Your knowledge of what they would like to do and what they want is important so that you know how to create content that will make sure their attention is captured.
“Today it’s not about ‘get the traffic’ — it’s about ‘get the targeted and relevant traffic.’” – Adam Audette
4.Calls to Action
Whether its click here, buy now, book this table, it can be anything. Basically, calls to actions are the visible option on your advertisement through which you want the user to take the next step.
If your digital advertisement is just an online reproduction of a print ad,i.e it doesn't provide any visible calls to action option in your ad, then it is very likely that your conversion will be low.
When it comes to selecting the CTA your language should be relevant to the brand, product or service and should be completely obvious to the user. Anything ambiguous will confuse the user and upon clicking if the user ends up on site that doesn’t meet their expectation, conversion from a prospect to a buyer will be difficult.
It is also of utmost importance you have designated landing pages.
That means upon clicking your banner ad, the user should end up in the final page and not the homepage of your website. This will help channel conversion. Users generally won’t search your site for the item they’re looking for. A designated landing page will not only increase your chances of conversion but also provides the best user experience.
In the above example, Apple has done a good job by including a clear call to action “button”. They have also nailed the message displayed in the ad. The ad is compelling and motivates the user to click.
Facebook has allowed the custom of the word to mouth to a whole new unprecedented level. The future of branding is personal. The relevance of social media advertising cannot be ignored.
Facebook has a great marketing platform that enables businesses to advertise to very specific target markets according to their choices, very easily and without cashing out a huge load of money. Even with a modest investment, you can reach your clients and get them on board.
Facebook and other social media can be a powerful advertising tool if used correctly.
This photo Ad by the New York Times is driving traffic in its article by including an interesting illustration. For anyone with a meager interest in health and fitness will be interested in clicking because of the cartoon, which pokes just enough fun to get their attention.
“Content is fire. Social media is gasoline.” – Jay Baer
6.Measuring and Remeasuring
Lastly and one of the most underrated and undervalued aspects of digital advertisement, measuring your ad’s performance in real time. Analyze your campaign as to maximizing what works and chucking out what doesn’t and acting accordingly because these metrics have deep implication on the final conversion rate.
One way of achieving this is through A/B testing.
A/B testing is basically a way of testing two variants of the same variable by testing the subject's response to both the variants and statistically determining the more effective of the two.
In A/B testing, you take your ad and modify it to create a second version of the original. The changes can be anything, from a mere change in the background color or headline to a complete remapping of the advertisement.
A certain amount of your traffic, according to your strategy, is fed the original advertisement, the control ad, and the rest will be displayed your new revamped ad. As your traffic is served with both the control and variation, their engagement is measured and analyzed using a statistical engine and analytics dashboard.
You should incorporate A/B testing because it is a cost-effective method of increasing your conversion rate. Also, A/B testing completely data-driven and leaves no room for guesswork.
There is no denying the effects of a properly implemented digital advertisement, but you have to keep in mind to always re-evaluate your strategies and constantly testing and retesting your campaign.
Without monitoring properly, the likelihood of a successful ad campaign is very less.
You should also be wary of mobile advertising. The display ad must be compatible with mobile devices.
We have seen quite a few times that the advertiser pays a huge load of money for the display ad, implements it beautifully only to link it to an unresponsive page. This is the result of half-hearted efforts and research. If the guidelines for proper digital advertisement is not followed to a considerable extent, then the chances of your ad achieving success are very small.
Was this guide useful in your digital advertisement endeavors? What more points do you think that we could have covered in our guide? Do let us know in the comment section!