Digital advertising is a fast-paced and ever-evolving industry––and it’s a booming one. According to 2021 predictions, companies were on track to spend $450 billion on digital ads. The U.S. is the largest global market for mobile advertising spending.
Crafting an ad that can stand out amongst the plethora of digital campaigns can be challenging. When it comes to internet advertising, it can feel like there are an overwhelming amount of details to consider. The following 5 tips can help you build a digital advertising strategy that is scroll-and-swipe-proof and will boost engagement across platforms.
Create Goal-Oriented Ads
The first thing to consider when creating an advertising campaign is what your end goal should be. Ask yourself what you want to accomplish with the campaign and begin building from there.
Once you’ve identified the goal, catering the ad campaign around it can feel less challenging. If the business is in the hospitality industry, for example, consider ways to create an ad campaign that emphasizes on-site bookings, driving traffic to the website, and increasing their revenue. No matter what the goal is, ensure that it’s clear from the ad you create. If the organization is hoping to drive traffic to their website, include a direct link to the site on all digital ads.
Once the user has clicked through to your website, make sure you utilize their conversion. The landing page is the face of your brand to the customer and can be a huge driver in sales if designed well. Having a clear call to action, incorporating images and videos, and having eye-catching copy are all strategies to increase conversions on the landing page.
Identify the Target Audience
Understanding the demographic an ad campaign is targeting can help increase its success dramatically. Consumers expect ads to be personalized. In fact, 80% of consumers say that a more personalized brand interaction increases the likelihood they support a brand.
There’s a variety of ways to establish what an ad campaign’s target audience is, and though it can feel like limiting an ad’s reach, it actually increases marketing ROI. In the same way, you want to create an ad with a specific goal in mind, creating an ad with a specific target audience can further increase the success of the ad campaign.
Tailor the Ad to a Platform
It’s also important to consider what platform the campaign is for. The audience of a Facebook page may vary greatly compared to its Instagram account’s audience. Whichever platform you’re targeting, be sure to tailor the ad to the audience of that platform.
Sizing and strategy can also vary depending on the platform. In the same way that the audience may vary greatly between Facebook and Instagram, so too will the most effective strategy. For example, Facebook has approximately 3 billion daily users, a significant audience for any business. Successful Facebook ads focus more on strategy than on design, a fact that may be completely different from another social media platform.
Incorporate Trending and Relevant Topics
Social media is a space ruled by trends. Incorporating trending topics or keywords into an ad campaign can help expand its reach and success. Identifying the relevant and trending topics is the first step to including them in an ad campaign. Previously, Twitter was the go-to platform to catch up on what’s trending. In the last year, TikTok has taken over as the new hub for trends. The app itself is built on trends, so it offers the perfect solution to any searching advertiser.
Regardless of what topic or trend you choose to include in an ad campaign, be sure to be intentional about it. Using trends to your advantage is all about understanding when they’re appropriate to incorporate––and when they’re not.
Understand the Analytics
In the same way that different aspects of an ad can vary in importance, the analytics can also vary depending on the platform. On a platform like Instagram, followers are one of the most important metrics and can help a brand understand its reach and engagement. However, a Facebook page could not be analyzed based on follower count, as business Facebook pages are organized by page likes.
Some other relevant kinds of metrics include impressions, reach, and website visits. Impressions and reach can help you stay on top of how many people your content is reaching; taken together, they can help you identify which posts have been seen the most times and which posts are being shown to the most people. Website visits are another important metric to consider monitoring if you’re looking to increase leads and sales. Driving traffic to your website is a hugely important piece of a successful digital ad strategy.
Regardless of where you run an ad, ensure that you’re familiar with its metrics. That way, you can effectively monitor the ad’s performance and make improvements and adjustments in the future.