Digital advertising is a significant component of modern marketing strategies. If you’re not already using digital advertising, read about the benefits of trying it here.
Digital advertisements allow your company to have increased visibility compared to traditional methods because they offer a broader potential reach with options to target for specific audiences. Even with the additional benefits available with digital advertising, you still need to follow some best practices to optimize your ad content and campaign plans to get the outcome you’re hoping for.
Amplify your online brand presence successfully and spark more conversions by implementing digital advertisements correctly!
Whether it is the goal of your ad, the design of your creative, the messaging elements or the timing of your campaign, every aspect of the ad needs to be taken into consideration for it to work in your favor. To pin down the very best ways to optimize digital ads, we've turned to our in-house digital advertising experts and our thought-leaders from ZypMedia, creating a collection of tips to help any company get the most out of their campaigns.
Get the digital advertising results you’re looking for by integrating these top seven best practices into your digital advertising strategies:
CAMPAIGN GOALS MATTER
Before you start building the campaign, define an explicit goal of what you are trying to achieve through running the ad. Your advertising objective is what you want people to do when they see your ads. Define your goal before spending the money to avoid wasting budget to influence actions that don’t offer a return on investment that supports your business objectives. For example, if you want more signups on your website, you should create ads that encourage people to visit your website.
The objective you choose should align with your overall business goals. It can be any of the following:
- Awareness: Objectives that generate interest in your product or service.
- Consideration: Objectives that get people to start thinking about your business and look for more information about it.
- Conversions: Objectives that encourage people interested in your business to purchase or use your product or service.
“Digital advertising is not a silver bullet. Like all forms of advertising, digital takes time to flourish. Think of it as a supercharger in your advertising tool belt. It complements pretty much all form of advertising, especially broadcast. Make sure to set your short-term and long-term goals for the campaign with this in mind as a part of your ad plan. Your campaign results will continue to grow over time!”
Aman Sareen, Co-Founder and President, ZypMedia
OPTIMIZE WITH A/B TESTING
One of the benefits of digital advertising is that it is easy to access to the performance data. As an advertiser, you can make your best guess at what will motivate an audience, but the best way to find out exactly what moves the needle long-term is by A/B testing (also known as ‘split testing’). Use A/B testing to feel more confident in your ads and understand if they are reaching the right people, in the right place, at the right time, at the right cost. It is the best way to test two ideas head-to-head to see what yields the best result.
The two keys to an A/B test are:
- Test only one element at a time.
- Run the test long enough to have significant data to analyze.
To run an A/B test, you must create at least two versions of your ad, split the delivery of the campaign into two sections, monitor the data for a significant volume to determine the winner, and allot the remaining impressions to the higher performing version. You can test many elements of an ad including the ad creative, the messaging, targeted devices and browsers, the call to action (CTA), and more. Incorporate your learnings into future ads and tests.
A STRONG LANDING PAGE GETS BETTER RESULTS
Make the landing page relevant to the CTA on the ad with consistent branding to generate better results. Your viewer’s first click experience depends upon how well your landing page has been optimized. The viewer needs to feel like they landed in the correct place or they will be more likely to bounce. For better conversions, make sure to put content on the landing page that relates to your ad campaign.
“You only have a few seconds to make an impression. To ensure the viewer has a good experience while scrolling through the landing page, keep your landing page simple and clean, and emphasize one primary call-to-action. You must also limit the number of steps needed for the viewer to complete the desired action to reduce friction and make it easy for them to go to the next step. Mobile phone usage continues to grow, so it is essential to make sure that your landing page is mobile-friendly to achieve your desired goal.”
Tiffany Flores, Senior Vice President, Ad Operations, ZypMedia
KNOW YOUR BUYERS BEFORE YOU MARKET TO THEM
You have a product or service you’re trying to sell. Make sure you’re targeting audiences that make or influence the buying decision. Fully grasping who your audience is, and how to best advertise to them, is critical. Know where they are surfing on the internet and what influences their buying decisions. If you are running a Facebook ad campaign and your target audience does not use Facebook, you will be wasting your time and efforts in trying to reach them.
For example, if you are selling diapers, you should make your ads that appeal to the parent who will be purchasing the product rather than a child who would be the end user of the product.
CONSISTENCY IS THE KEY
Ensure that your potential customer receives the same brand and messaging experience all the way through the campaign stages, from seeing the display creative or video ad, to it appearing on the landing page, to completing the final sale confirmation.
The logo, brand colors, the tone of voice, content and other visual cues you use should remain persistent throughout the journey. Creating familiarity is a way to build trust and retention, and is an efficient way to keep leads on the path to conversion.
“Your ad caught the attention of a potential buyer and motivated them to click and take the next step. Great! Unfortunately, if they land on a page that is off-topic or doesn’t match the style of the original ad, the lead may feel like she clicked the wrong link and leave, dropping out of your campaign before reaching the final step. Messaging and branding consistency throughout an entire campaign is vital to help leads trust that they are taking the right steps to safely complete your offer.”
Karen Sowa, Director of Marketing, ZypMedia
TIMING IS EVERYTHING
The optimal campaign length depends upon the type of product you are selling. For products or services that are simpler to understand, such as diet products, you may only need to show the ad a few times. For more complex products, like B2B software, you could be looking at a relatively lengthy campaign. Consider your buyer’s journey while deciding how long your campaign needs to run.
Running your ad at the right time of the year or day can make a huge difference too. For example, a swimsuit seller would amp up promotion efforts during the summer. An ad targeted at people in New York should be scheduled with the eastern standard time zone taken into consideration.
"The duration of the campaign highly depends on two key things: the advertiser’s primary goal of what the campaign is trying to achieve, and the overall budget of the campaign. In general, we suggest that our clients set the length of their ad campaign to a minimum of one month to start seeing the results of the optimizations that our analytics team implements. When the digital advertising campaign runs for three months or more, they tend to achieve even better results."
Derya Yildirim, Senior Ad Operations Manager, ZypMedia
LEVERAGE THE POWER OF CALL-TO-ACTIONS
Lastly, there’s no such thing as a successful marketing campaign unless there is a successful call-to-action (CTA). Help viewers understand how to move through your campaign steps by telling them how. Guiding viewers will help boost your conversions.
Michael Aagaard calls the CTA the “tipping point between bounce and conversion." A CTA can be a “buy” button, “signup” for subscription, “learn more” action and much more depending on your campaign goals and business objectives.
Improve your overall ROI in the present and near future by employing these seven best practices in your digital advertising campaigns. Always remember to continuously learn more about the changes and trends in digital advertising. Set yourself apart from your competition by keeping on top of the game and being proactive about testing emerging strategies.