Though around 90% of Americans are online these days, research suggests that only about 66% of brands advertise in digital spaces. For many brands—especially small businesses that struggle to compete—this can be a major missed opportunity.
One obstacle to creating digital advertising campaigns is the perceived difficulty. Many brands hesitate to put their budget into online ads, especially if the strategy is new to the business’s leaders or stakeholders.
But advertising online isn’t as hard as it sounds, and any brand can find early success with just a few simple tips. Here are five crucial steps to know.
1. Know Your Target Market
Before you dive headfirst into online marketing, advertising, and SEO, it’s crucial to know which audience you want to attract. Getting to know your target market can help you understand everything from which products to showcase to the colors of your ads to the messaging behind each call to action. If you’re not sure where to get started, consider creating buyer personas you can refer to throughout your campaign.
2. Set Measurable Goals
Though there are countless ways of advertising businesses online, most digital advertising tools give you access to a wealth of metrics. As a result, it’s easier than ever to set measurable goals based on views and clicks—and to track your performance as you go. Consider your current business goals to decide what you want to get out of your ad campaign, and go from there.
3. Do Keyword and Topic Research
No matter what platform or campaign type you choose, keyword and topic research are crucial components of any strategy. This research helps you understand what solutions your audience is searching for online. It also ensures that your ads reach a decent volume of people who are already interested in the words and phrases you’ve chosen.
4. Focus on Creating a Memorable Experience
The best ad campaigns create a memorable customer experience with cohesive messaging throughout. Rather than focusing on one ad or message at a time, consider how you’ll make the experience consistent.
Focusing on what your customers will get out of the campaign as a whole can help you decide on the right digital advertising campaign elements every time. This might mean creating a journey that evokes emotions, telling stories that promote action, or using these tips to find sales reps who can help bolster your campaign with the right strategies.
5. Test, Test, Test
Though it’s an easy step to forget, it’s important to do some testing before you launch your campaign. This ensures that you learn from early mistakes without blowing through your whole budget at once. Simple A/B testing can give you feedback on different CTAs, graphic design, images, ad copy, and other design elements.
Use These Key Tips for Creating Digital Advertising Campaigns
Online advertising is helpful for brands of any size, but that’s only true if you use the right tactics when creating digital advertising campaigns. Rushing into a campaign without considering your audience, goals, and other key elements is a quick way to blow your budget fast—with nothing to show for it. Make sure to keep the tips above in mind as you launch your first campaign!
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