Now we’ve looked at the situation and seen that online advertising can still be effective for smaller businesses, let’s look at how you can create online adverts that aren’t annoying but are engaging and useful.
- Target your audience
Take some time to think about who your target audience is and brainstorm customer personas including key details like age range, gender, and location. You may already have this for your wider business strategy so don’t forget to revisit these insights and use them to really target your online audience. 카지노사이트
You should also take advantage of the wealth of useful insights you can get on your online audience from various analytic platforms. Take Facebook Insights, for example, an especially valuable resource if you’re going to be advertising on the social platform. You can find data on age and gender of people connected to your business page which you can compare against your audience persona as well as insights into what device they’re using to visit Facebook the most, which could affect the length of your messaging.
Google Analytics can also provide you with valuable data on who’s visiting your website, and what pages they’re engaging with. You can use this to determine what demographics are most engaged with your website and let this influence your targeting so you can reach people who are more likely to engage with your online content.
Most importantly, take your time when targeting and ensure you’re fully exploring and utilising all the targeting options available. On Facebook Ads, are there other similar interests that you could also target against your key interest? And for adverts that require keyword targeting, like Google AdWords, are you sure you’re targeting all the most relevant and popular keywords to your business?
Making your targeting detailed means there’s a higher chance that your advert will actually be relevant to the audience that’s seeing it, meaning that people are more likely to find it interesting and engaging. However, it’s really important that you keep an eye on your potential reach, while you want your ads to be targeted you don’t want to restrict your reach so much that you’re only targeting a handful of people. This can lead to higher cost-per-click (CPC) and ad blocking.
- Spend time on your advert
When your advert is shown to your targeted audience, you need it to be eye-catching, relevant, and compelling. Here’s some top tips to help you when crafting the content of your online ads:
Make it visual – use high-resolution images that are relevant to your message and business but that are also appealing and eye-catching. Use pictures you have of your products, services, or business rather than stock imagery.
Make it relevant – you could write the most engaging copy in the world but if it doesn’t relate to where you’re encouraging customers to click through it’s going to be ineffective, and these people may even find your brand less trustworthy for it.
Make it interesting –think about your USP and don’t be afraid to spend some time writing. Be careful you don’t enter click bait territory though. 안전한카지노사이트
Offer something of value – could be a discount, link to a great piece of content, a free ebook, or whitepaper.
Keep it fresh – experiment with different messages and don’t keep the same advert running with the same copy and images for a long period of time.
Strong CTA – make sure it’s clear what you want the audience to do.
Here’s a good example from HubSpot which is simple and uses an engaging image. The advert is offering me something of value, a guide, and the copy clearly displays the benefit to me. The short, snappy sentence at the top is a strong statement which invokes a sense of urgency by suggesting that I may be behind in recent SEO changes.
- Understand where your adverts are appearing
We know that one of the most annoying things about online adverts are when they are irrelevant. This means you need to know where your online adverts are being shown. This is most important with online banner advertising, where your adverts appear on other websites, so make sure you know where you can:
What these hosting websites are offering and how relevant this is to your target audience.
Where on these websites your adverts are appearing. Are they next to relevant content?
Are they appearing as naturally as possible, such as on the side of the webpage, or within social streams as users scroll down?
Here’s an example from the Guardian, where an advert for the RSPB is being shown. While the general demographic of Guardian readers may well be interested in this organisation, it’s appearing next to the business section which is not as relevant as other sections on their website such as ‘Environment’ or even ‘Science’.
- Use data and testing
Once an online advert is set up and running it’s easy for you to sit back and relax. But if you let your advert just run without regularly monitoring it you’re on a straight path to ineffective advertising.
You can find out lots of useful data on these advertising platforms including:
Cost-per-click (CPC) – how much each click on your CTA/link is costing you.
Frequency and relevance – how many times the target audience is seeing your advert and how relevant it is to them.
Impressions – how many times your advert has been seen.
Engagement – particularly on social media, you can see how many likes, shares, and comments your advert is getting.
These are just a few examples and data like this is so important to your online adverts. If you know how your content is performing you can make changes to make it more effective and relevant. If your cost-per-click is particularly high you can try changing your ad copy or targeting selections before you spend all your budget. And, if your advert is being shown multiple times you can broaden your targeting before people start to block your content.
Alongside monitoring your ads which are running, testing different ads is also very valuable. Set up two or three different adverts within your campaign with different copy, images and CTAs and see which your target audience engages with the most. 카지노사이트 추천
IN SUMMARY
Online advertising can still be very effective for smaller businesses and understanding perceptions and feelings toward online advertising is the first step. Making sure you think carefully about your target audience, advert copy, visuals, and where your ads are appearing will help you run more effective campaigns. Most importantly, take your time!