Marketing, PR & Advertising

4 essential elements of digital ad campaigns

August 25, 2016
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The amount of advertising dollars and demand for digital advertising is increasing at a rapid pace.

Of the $924 billion spent on advertising worldwide, an anticipated $154 billion was spent in the digital space.

That’s double what had been spent in 2011.

The internet is a part of our daily lives, and part of your customers’ lives, too. We all tune in to research, buy and be entertained online. Your customers have evolved from desktop to mobile. More than 50 percent of searches are performed on a mobile device now, with major travel and tourism sites reporting 40 percent of their traffic from these sources.

The increased activity from mobile devices alone is a compelling enough reason for many to increase dollars on a solid digital presence. For many companies, the switch to digital is an easy move; for others, it’s a difficult one to navigate. So before proceeding, or shifting more ad dollars in the digital space, consider these top four elements that will set you up for success.

Audience

The best-laid plans will fail every time if you do not understand the target audience. By now you should have a good handle on the key audience members who are buying your goods and services. If you’re unsure, a quick refresher could be as simple as asking: who do we not want to attract? This approach will help you quickly identify your customers.

Next, try to assemble some notion on where your audience hangs out in the digital space. Is it primarily Q&A via Google search, or are these individuals spending their time on Facebook? Answering these questions is going to help you better understand your audience, where they are and what they need to know.

Strategic approach

This is where the rubber meets the road and it comes down to “who, what and why?” If you have already identified your “who,” it is now time to develop a strategic approach for capturing their attention.

Keep in mind that, depending on your audience, the “what” and “why” will be your variables, and each digital ad campaign should be tailored specifically for those. At this point of your strategic approach, solidifying exactly what you want each audience type to do is key in determining your approach, placement and the type of ads being used. This will ultimately help you understand where best to place your ad dollars without leaving money on the table.

Measurement

The beauty behind digital advertising is the ability to measure the outcome better than any other form of advertising. Identifying which key performance indicators will be a part of your metrics for success is equally as important as developing the strategy. By successfully answering the “what” in your strategy, metrics can be defined. Whether you’re looking to track the number of individuals who filled out a form, purchased from your site, or just engaged with content, these all can be measured quite easily. The gold standard in website measurability comes in the form of a free Google Analytics account. Be sure to have this in place before establishing your digital ad campaign to best understand the value of your dollars spent.

Testing

Among the many advantages that digital advertising gives you, flexibility in testing is tops. Unlike its traditional counterparts, the digital space is completely fluid and making changes midway through a campaign is possible. Not seeing the results you might like? Pivot toward something different. If you are seeing positive results, ask how you can do more to keep pushing the campaigns forward. Wash, rinse, repeat.

Whether you are spending ad dollars in the digital space or are looking to increase your digital ad spend, following these steps will push the performance of your campaigns over the top.

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