97 Switch is excited to welcome Kevin Gerstner to the team. Kevin joined 97 Switch…
Sometimes it can be difficult to know how to create the best—and most profitable—digital ads. Or it can be challenging if you need to update your digital ad strategy to be more cost-effective. With so many distracting ads on social media and search engines, it’s vital that you create unique ads that stand out.
Why use digital ads?
Most Internet users are constantly using search engines and social media channels to entertain and inform themselves. In fact, nearly 93% of all web traffic comes through search engines, with a majority of search traffic coming from Google—which has about 2 trillion searches a year. Additionally, one report says that there are about 3.5 billion daily active social media users, which is about 45% of the population. And, out of all the social media platforms, Facebook is the most widely used, with about two-thirds of U.S. adults being Facebook users.
With so many people spending time on search engines like Google and networking sites like Facebook, it’s important that businesses are targeting potential customers through these channels. Digital ads can help your company stand out from the competition, taking your digital marketing game to the next level. For example, 37% of online shoppers say they use social media for “purchase inspiration.” And, businesses make an average of $2 in revenue for every $1 they spend on Google Ads. It’s obvious that it can be extremely beneficial for companies to spend money on a digital ad strategy since a majority of people spend a lot of their time on search engines and social media platforms. Even though this may be self-evident, it’s not always easy to develop or update your digital ad strategy.
We’ve generated a list of a few tips to help your business more easily create successful and profitable digital ads.
Focus on goals
Generally, when developing your digital ad strategy, you’ll want to first focus on the objectives that you may have. Goals can range from building brand awareness, creating an email list, or generating more online leads or sales. For example, a custom t-shirt company could create ads that share more information about how their T-shirts are made to generate brand awareness. Once you establish which goals you want to accomplish, you can move on to defining your audience.
Define personas and audiences
Defining what type of audience you want to target has two steps. First, you’ll need to create a marketing persona. According to Ardath Albee, an expert B2B marketing strategist, a marketing persona is “a composite sketch of a key segment of your audience.” Your marketing persona should never focus on one individual, instead it should be a representative of a group of people. It should highlight a segment of your target audience. A custom T-shirt company might choose to create a marketing persona based on sororities or fraternities who need custom-made, matching T-shirts. Now that you’ve decided your marketing persona, you can start building audiences based on your chosen persona.
There are a few ways that you can retarget your digital ads. One of these tools is Google Analytics. Connect Google Analytics to your website so that you can track where your traffic is coming from. It can help you track how well your digital ads are performing and how much traffic they are generating.
Keyword and detailed targeting are other tools that can help you retarget your ads and bring in your top of funnel traffic. After users visit your website or engage with your social media accounts, you can target them by showing them more specific or higher-intent ads. Some other commonly used tools that help to remarket and increase the profitability of your digital ads include Google’s Ads Remarketing, Facebook Pixel, LinkedIn Insight Tag, and CRM specific tools like HubSpot.
Although the way you use these tools may be a little different for ecommerce or B2B sites, you can still follow a similar plan. Once your users have been to the site, continue to offer them ads based on how they interact with your business. For example, if a user visits a B2B website to sign up for a webinar but does not complete the form, show the user an ad about the webinar, to remind them to sign up and make it easier for them to do so. On the other hand, an ecommerce company could show people ads for specific items that they had previously added to their cart but had not yet purchased.
You can also use these tools to find insights into the demographics of your converting users and update your top of funnel campaigns to increase your marketing ROI.
Test creative, copy and landing pages
After you choose your ad content, you can test your digital ads. Don’t be afraid to play with the format, including the text, images, or video. You can even develop different copy and see if the click-through rate changes. For example, a custom T-shirt company could experiment with their copy on a Google Ad, using a longer description instead of a shorter one. After you see what works best, stick with it.
Additionally, you can test your landing pages. Your landing pages are what someone sees after they click on an ad, which is why it’s important to make sure that you tie the ad copy and creative to the landing page to increase your ad’s relevance. Optimize your landing page for conversions, and continue to test them for better results. It doesn’t hurt to continue to repeat the testing process so that your digital ads can reach their full potential.
Keep users engaged
After a customer has clicked on your digital ad and made it to your landing page, make sure you utilize their conversion. There are a few different ways to do this. You can use a call to action and ask them to sign up for an email newsletter. Or, you can include buttons that take them to your social media channels. Also, you can include blogs or videos about your products or services on your landing page to further engage them. A custom T-shirt company could create a video for their landing page that shows people wearing their shirts and having fun. Investing your time in email marketing, organic social media, and content marketing can help your digital ad efforts be more effective and worthwhile.
These tips can help your digital ads be more profitable and efficient. By focusing on your marketing goals, defining your audience, installing useful tools, testing your ads and landing pages, and continuing to engage users, you’ll be able to make your digital ad strategy thrive. If you need assistance creating a digital ad strategy, or editing your current digital ads, you can connect with a marketing agency.