8 tips for a successful digital advert!
So you want to run a few digital adverts…now what? Before you google “digital advertising,” let me save you a headache. You will get more than 29 million results. Instead of combing through the do’s and don’ts, guides and sites claiming to have the winning strategy…I’ve done the research for you. You can thank me later!
I have put together the top tips for a successful digital advert. Get your pen and paper ready, or simply bookmark this blog to refer to when creating your ad. Here we go!
- Organic ads are the most successful. What exactly does this mean? Scroll through your current Twitter, Instagram or Facebook feeds and look at which tweets/posts have the most engagement. Did one post have a bunch of retweets, likes or shares? This my friend, will now become your ad to promote. Facebook and Twitter have already done a majority of the work for you. Ever notice a “promote” button near one of your messages? It’s because Twitter and Facebook already recognize that this is one of your most engaging messages. Promoting content that already has organic engagement provides you with initial insight that the messaging is already resonating with your organic and core audience.
- Google Keyword Tool is your best friend. If you haven’t signed up for google keyword tool, go sign-up now. Don’t worry…I’ll wait. Spend the next week or so getting familiar with the tool. This tool will allow you to conduct extensive research on the right keywords to use and even research negative keywords. Whether you have a small budget or looking to drop some serious dough online, this tool helps you stay on budget with its handy bid calculator.
- Not everyone is the same – use A/B Testing. Different images and messaging resonate with different people. Categorize your ads and messaging based on your target audiences. For instance, if your target audience is 18 – 50, that’s a pretty wide net to cast. Target the 18 – 24 year olds with images and lifestyles familiar to them but different than your 35 – 50, etc. Not only does this allow you to differentiate but from a budget perspective, this can provide low cost targeted messaging.
- Make sure your ad is tied to a campaign! How many times have we all clicked on ads for them to take us nowhere? A website, maybe? How about a targeted landing page specifically about the call-to-action. This will help you track not only the success of the click-through rate but the behavior flow as well. Did people drop off once they viewed the landing page? Or did your heat map show that one section of the landing page was more compelling than the other? This will then help you understand if you need to reposition your messaging and make adjustments to your call-to-actions.
- Ads will be viewed on every device. Remember to not only create the ad for laptop users, but smartphone and tablet users. People today are multi-screening. The ad should be formatted for mobile response. Check out this handy *chart below for stats.
*Source: global web index
- Set real goals and benchmarks. Are you tracking the success of your advert? Yes, Google, Twitter and Facebook provide you with metrics, but what does it all mean for your service or product you are advertising? Did your organization set goals and benchmarks for this advertisement before it ran? Where you looking to gain impressions for awareness? Were you looking to gain impressions for awareness? Or setting click-through rate benchmarks for the “Buy Now” button? Setting clear goals and benchmarks from the gate will help your organization understand the overall effectiveness of the advert.
- Images illustrating lifestyle is key. It’s no secret now that images play a big part in click-through rates for ads but logos and stock images are so 2008. People want to see people. If you are selling clothes, use an image of a person actually wearing the article of clothing rather than a photoshopped version. Couple images with secret number 3 for a penetrated targeted advert.
- #Hashtags are everything. Setting specific campaign hashtags will not only help you with tracking analytics of the specific campaign but it will help boost engagement during the duration of the campaign. To get you started on what hashtags are trending and declining visit www.hashtags.org and hash-away!