With COVID-19 forcing many businesses to operate online, it’s important for you to be seen amongst the masses. One way to do this is by running online ads on Google or social media platforms. But before you start spending all of your marketing dollars on online ads, there are some things you should know in order to get a return on your investment. No matter the marketing tactic, I always approach implementing tactics with an overarching strategy in mind, and online ads are no exception.
Before you hit that “submit” button, consider applying some of these suggestions to your online ads.
Get your demographics right
First things first, make sure you know who your target audience exactly is. This means no guessing or assumptions! Before you spend money on advertising your business online, I highly recommend investing into market research to truly learn who your customers are. Market research can provide you with many different insights, including what attracted customers to your business, what values they care about, what improvements you could make to your business, and much more! Consider this: What if you dedicated a generous monthly budget to run ads on Facebook, only to learn that most of your current customers learned about you through Google? The information gained from market research is invaluable and can be applied to many different areas of your business!
Tell a story
Research has found that 92% of consumers want brands to make ads that feel like a story.
If you’ve run Google or online ads in the past, or you’ve seen one online (which I’m sure you have, otherwise you’d be living under a rock), you know that the space you have to work with is limited. So you’re probably wondering to yourself, “How am I supposed to write a story in such few words?”. This is where compelling copy and images (social media ads only) come into play! I encourage you to work with your team or a creative marketing agency such as CreativeWorks Marketing to help you create an ad that is unique, concise, and effective. Remember that having an ad that captures your attention is just as important as having the top spot of a Google search page. If your ad doesn’t intrigue the reader, it won’t matter whether you’re at the top or not.
Additionally, be sure to include a call-to-action so your audience has a clear idea of how they should be interacting with your ad. I also recommend having an effective landing page ready to capture information from your lead should that be the goal of your campaign.
Use A/B testing
Here’s another fancy marketing term for you: A/B testing! The simplest way to explain this concept is when you create two ads using different copy and images, and then compare how the ads performed over a period of time. Once you know which ad is more effective, for example by resulting in more clicks or leads, you can choose to only run this ad and apply your full budget to it. While it involves a little extra work, it’s one of the best ways to improve your ROI for online advertising and I highly recommend doing it.
If you’re set on improving your online presence this year, CreativeWorks Marketing can help! We’ve helped many businesses better position themselves online in years past and now throughout the pandemic. Contact us for a free consultation today!