Digital ads are a great tool for brands looking for a cost-effective, viable way to attract website visitors. They are much less expensive than traditional, physical ads, and they allow you to gather valuable information about your prospects. From Google Ads to ads on social media, there is guaranteed to be an option for paid advertising that fits your business and your customer.
Like all good things in marketing, it’s important to create a paid ad strategy before you begin creating and publishing your ads to the digital world. A strategy will guide and focus your work and keep you from spending too much money on digital marketing that doesn’t generate the results you need.
Best Practices for Creating Your Paid Ad Strategy
Establish A Budget
It can be easy to spend a lot of money very quickly when you’re creating digital ads (trust us on this one). To avoid this, establish how much you will budget on digital ads each month and then stick to it. A helpful tip is to make sure you set an end time for all paid advertising so that you don’t receive a surprise bill down the road.
Conduct Keyword Research
Any time you create content, whether it’s a blog post, a script for a video, or a paid ad, you have to research the keywords that best fit your customers. This is especially important with digital ads where you have fewer words to work with and each one needs to count.
Know Your Customers and What They Want to See
In the same way that you research which keywords you should use for your ads, you also need to research who your target audience is and what will appeal to them visually. You are paying for this ad to be seen, so you want to make sure it’s reaching an audience made up of your ideal buyer personas.
This research will also give you insight into what your audience responds to visually. Are they more likely to respond to a video than an image, do they prefer sleek, professional images or more realistic ones? If you’re going to spend money trying to reach your ideal customer, you have to take the time to know what they want to see.
There are times when it’s ok to be a marketing rebel and break a few rules, but paid advertising is not one of them. Your ad needs to follow the rules of whatever platform you’re creating it on (Google Ads, social, etc.) for size requirements, appropriate content, or the number of words used in an image.
Create a Clear Call to Action
Your ad needs to have a purpose, and that purpose needs to be clear for you and your audience. Do you want to increase your social following? Direct viewers to your website? Encourage your audience to download an offer? You’re paying for people to see this ad, make sure you’re getting the most out of it.
Test and Test Again. Then Repeat
It’s very likely that the first few ads you run won’t perfectly hit your mark, but every ad you create provides you with valuable data about what works and what doesn’t. Analyzing this data allows you to make adjustments to future ads and better target your ideal customers. Your digital marketing strategy also needs to include plans for A/B testing two similar ads to see how a slight change in an image or copy affects its performance.
Digital ads are a non-negotiable for any marketer looking to generate leads for their business, but it requires an intentional strategy and careful execution. Interested in chatting with someone from our team about your paid ad strategy? Click the image below for a free consultation!