A significant number of companies spend a lot of time and money on advertising and marketing their brand.
When you advertised your products on offline mediums like TV and newspaper, there was no guarantee about the results. Now, digital marketing provides you with the option to track and tweak your ads as many times as required for them to work better. Digital marketing is different from traditional advertising as it provides the option of real-time tracking. It allows you to monitor and make suitable customisation for improvement instantly. This implies that you don’t need to start everything fresh and you need to make some adjustments.
It can seem like there are numerous benefits of digital marketing as a brand, but you need to be sure that your profit is getting maximised. There are practices and steps to follow and explain how these strategies are integrated fast and efficiently into your digital ad campaigns are listed below-
- Clear Calls-To-Action
The next step you want the user to take should be displayed in your content from buying online to booking tickets whatever that may be.
Every advertising campaign needs a clear call-to-action (CTA). The button is important and tells users what the next step is, how they get back from the advertisement, moving down the funnel and closer to the point of conversion.
It is crucial that the language in CTA is relevant to your brand, service or products. If the information is not precise, it will mean there will be fewer chances of conversion. The use of famous words like “learn more” or “read more” as most of the brands use them can immensely increase your conversion rate or generate high ROI for ads.
- Compelling Messaging
It is no secret that messaging is vital for any business. In the world of online advertisement, messaging is the process of communicating with the potential customer. The message needs to attract the attention of the customer, and thus, it should be interesting.
The attention of most digital users can be lost in a few seconds. These seconds are crucial for any sale, and you need to capture interest during that duration. The ad needs to show the value proposition, showcase core values and defining an incentive for the user.
The above ad shows the experience of Biotherm incentivises for potential customers. The message “Enjoy Free Shipping + 25% Off All Orders” can go a long way to converting potential customers. This ad is an excellent example for other brands as well. For a retargeting campaign, the incentivization could not only help you stay top of mind as the potential customer navigates other sites but can serve as the final touchpoint.
- Designated Landing Pages
The content which you’re advertising should drive the users to a page which is related to the content. The next step involves offering a better user experience and thus improving the conversion rate.
If some athletics brand wants to advertise women’s running shoes in an AdWords campaign, sending users to the page of women running shoes will improve the conversion. The conversion is highly dependent on the relevancy of the page. Once the user clicks on an ad, it means they are interested in knowing more about a subject and not the general information which is found on the homepage.
By sending the users to your homepage rather than your designated landing page that is related to the campaign can be damaging to the campaign and profits. The users don’t search for the item on your website. The brand should bring the potential customers close to their unique needs, and it is the best user experience for them.
- Imagery Matters
It is important to consider where these digital marketing campaigns serve users. It is possible that the ad will appear while the user is absorbing other content somewhere else online.
Using high-quality images to convey what the ad is promoting is one of the most successful features of digital marketing campaigns. While failing to do so doesn’t help capture user’s attention. The examples given below shows Waldorf Astoria using images of beautiful resorts for their target audience. It helps in attracting the interest of the users.
The brands in the B2B space or in the industry where the naturally beautiful images are not present can also have diverse options. You can focus on bold, clean and compelling images. These images should tell the story which you are trying to convey and give an idea of what you are offering. It is crucial for potential customers who are not aware of your brand.
- Test, Monitor, And Test Again
It is essential for any marketing channel to test the effectiveness of your campaign. While running the digital marketing campaign, it is not different. How can you identify the areas to continue focusing on versus areas for improvement?
The factors like time of day, language choice, audience segment, or image selection can play a role in the success of your campaigns. Pay attention to the factors and monitor campaigns having diverse elements. A/B testing is a useful tool in determining which messaging or content resonates best with your audience—and often for reasons you can’t foresee.
It is also crucial to test the ads before implementing them. There can be mistakes like great ads pointing to the wrong pages. It is vital that the ads take the audience to the right pages. This testing can help your company in the long run.
Driving Results with Digital Ad Campaigns
Digital marketing helps to market your products and services in front of a qualified and targeted user. The ROI of digital marketing is positive and more than your investment. However, you should keep following international standards guidelines and tips given above for suitable results.