Countless hours have been spent mastering the content of your latest digital campaign. Your messages evoke emotions that are sure to capture the customers’ attention. But now what?
It’s time to talk about placement.
Before investing an unnecessary portion of your marketing budget on every online advertising platform you can think of, it’s important to evaluate your customer. Sure, an increased ad presence will increase traffic. Sure, traffic is great. But you want to be positive you are getting the RIGHT traffic. The good news is there are plenty of platforms for you to explore.
Search Ads
It is no secret that Google AdWords has the biggest reach for advertisers. Hence the high demand and cost per click increases. But before opening your wallet, be sure to explore other search platforms beyond Google. Google is popular here in the US, but other countries have different search engines. China for example mostly uses Baidu. Depending on your customer, it may be beneficial to check out WHERE your
customer is starting his or her search.
Display Ads
You know those banners that display across the top of your screen? And somehow those shoes you searched yesterday at Nordstrom are staring you straight in the face while you casually catch up on the latest current events? That is all thanks to display advertising. Display advertising allows you to retarget a specific customer based on his or her searched words and browsing history. These ads have the capability of being more visual as well—and can create a greater brand impact.
Social Ads
Ah yes. The social media frenzy is not going away anytime soon. It still makes an excellent platform choice for those targeting an audience whose primary Internet presence is on social media. The best way to target on social media is to figure out what your customer is using most. Facebook has an extremely large reach, and it’s own ad platform that can allow you to target your customer more so than other social media sites. But if you work in a B2B industry, any financial investment in Facebook ads will likely be impractical. LinkedIn may be a more sensible avenue in this instance.
Native Ads
One of the newer faces to the Internet ad rage is the concept of “native” advertising. Native ads are generally placed WITHIN the content you are viewing. This has fluidity with the rest of the page. It is often less obtrusive. In fact, 25% more consumers look at native ads than the standard banners discussed earlier, with 18% higher purchase intent.
Now that you’ve narrowed your advertising platforms, another great idea is to create a landing page with a call to action. Like we said in the beginning, traffic is great but what you really want is the conversion. And lastly, make sure to track the data related to your online advertising.
If you are looking for ways to strengthen your digital strategy, let us help you convert viewers to customers to cash. Give us a shout!
