You can easily take your business to the next level of success through online advertising. However, for that to happen, you need to create an effective online advertising campaign. An effective online advertising campaign is simply one that helps you to achieve your objectives. It may, for instance, be one that helps you to increase your sales. Or it may be one that helps you to build your brand. It could also be one that helps you to generate leads… you get the drift.
I often come across people who say that online advertising doesn’t work. Occasionally, I also encounter people who swear that online advertising works for them. I have endeavored to know the difference between these two groups of people. And I have come to realize that there is one key difference. The people for whom online advertising works tend to have one thing in common. They tend to be those who put in the necessary effort. That is, the necessary effort to come up with truly effective online advertising campaigns. The people for whom online advertising doesn’t work similarly tend to have one thing in common. They tend to be the folks who approach online advertising in a lethargic manner. They don’t make a genuine effort to come up with effective online advertising campaigns. And it is therefore no wonder that online advertising doesn’t work for them.
Clearly, if you want online advertising to work for you, there is a certain thing you need to do. You need to put in the necessary effort, to create a truly effective online advertising campaign. And that is what I will be focusing on, in today’s article. I will outline some of the key things you need to do, so as to end up with an effective online advertising campaign.
To create an effective online advertising campaign, you need to:
Identify your campaign objectives first
Some people embark on online advertising campaigns without identifying their campaign objectives first. That is an amazing thing to do. It is akin on setting out on a journey, without knowing the exact destination you are heading to. It is obviously not a very clever thing to do. So you need to know what exactly you are trying to achieve, through your online advertising campaign. Only then will you be able to know how well you are progressing, once you embark on the actual campaign. And only then will you be able to know whether the campaign was effective or not, at the end of it all.
So what are your campaign objectives? Are you, for instance, trying to achieve more sales through your e-commerce website? If so, by what percentage? And what timelines do you have in mind? In other words, how soon do you expect to have realized the increased sales, thanks to the online advertising campaign? Or are you simply trying to get more people to know about your business? Are you trying to build your brand? If so, what key indicators for success do you have in mind? Or is it a lead generation exercise you are embarking on? If so, what would success in the exercise look like to you?
You need to be clear on all these things, before embarking on an online advertising campaign. These would be the parameters for the campaign. They are very important.
Identify your target audience(s)
An online advertising campaign is likely to be more successful if it is targeted. This means that you need to identify the target audience. Only then will you be able to have a targeted online advertising campaign. Identifying your target audience shouldn’t be too hard. You just have to look at the product or service you are selling. Then you need to ask yourself one question. That is the question as to who the potential buyers for that product or service are. Those should be your target audience. Then you’d have to tailor your online advertising campaign properly, to reach that particular audience.
Craft the right advertising messages
The effectiveness of an advertising campaign depends, to a great extent, on ‘messaging’. That is, how well the advertising messages are crafted. An advertising campaign is essentially a communication exercise. You therefore need to take some time, to create the advertising messages in the right manner. You need to ask yourself what you are trying to get your audience to do. Then you need to craft the right message, to that effect. Here, you need to have the audience in mind. What are the people likely to be searching for, when they come across your online ad? Ask yourself this question. Then craft an ad that meets them at their point of need. An ad that answers to their need. An ad that provides them a solution to the problem they happen to have. An ad with a strong call to action. That is what crafting the right advertising message is all about.
Design the online ads in the right manner
Here, the key to success is simple. Your online ads have to be eye-catching. You have to remember that, on the browser screen, there will be many other things competing for the viewer’s attention. You therefore need to design ads that are capable of winning this competition, for the viewer’s attention. This doesn’t just apply for banners ads. It would also apply to text ads. That is where you’d have to use words that instantly draw the viewer’s attention. You’d, however, need to go further. You’d need ensure that the ‘viewer’ whose attention is drawn to the ad is the right type of viewer. One who is looking for whatever you are selling. One who is actually likely to buy whatever you are selling. Otherwise you may end up with numerous ad clicks, but with none converting into sales.
Select the right online advertising channels
There are many online advertising channels for you to choose from. You need to select the right one. One through which you are truly likely to meet your target audience. One that has potential to give you a good return on investment. And also one where you are not likely to be scammed. The latter point is important, for there are certain online advertising channels that are prone to scams. Some are outright scams. So you better be careful. But you must also not be paranoid. You can try out different things, with small sums of money, to see what works. Then once you identify what works, you can proceed with confidence.
Be ready to spend the right amounts of money
To be successful in an online advertising campaign, you need to have fortitude. You need to be ready to spend the right amount of money. Don’t be too mean. Try to work out how much money you will need, to execute a successful advertising campaign. Try to create a decent budget. Otherwise you may bungle an advertising campaign that would otherwise have been successful.
Here, you may need to take a long-term perspective. Let’s take an instance where you manage to attract a customer through the advertising campaign. Chances are that the customer would stick with you on a long-term basis, if you serve him well. Therefore there is a potential for long-term revenue. You may earn a very large amount of money, cumulatively, doing business with that particular customer. It may cost quite a bit of money, to get the customer. But the returns would be worthwhile… You have to take this long-term view into consideration. Otherwise the amount of money you have to spend to acquire a single customer may appear to be too high.
Constantly evaluate the performance of your advertising campaign
You need to monitor and evaluate the performance of your advertising campaign. You need to do this continuously. You need to look at the progress you are making, towards the attainment of your objectives. Then you may need to tweak your advertising campaign accordingly, so as to get the best performance. For instance, it may turn out that the keywords you targeted initially don’t work well. So you change the targeted keywords for your campaign. Or it may turn out that the ads you came up with initially don’t work well. So you create new ads… It is a question of appreciating that you may not get it right the first time. As such, there is need to monitor the performance of the advertising campaign. There may also be need to tweak it in various ways.