Online advertising is one of the most popular directions for business promotion. It is an integral part of any marketing strategy. With digital adverts, it is possible to achieve various purposes, for instance, to attract a new audience, to bring the customers back to your site, to increase the conversion rates, to raise brand awareness, etc. It is important to select the methods, which will suit your business. In the article, we offer you several tips, which will allow you to make the best decision.
How to choose your forms of digital advertising?
Every marketer should understand that even the most effective advertising methods might turn into a waste of time and money if used in the wrong way. That’s why it is essential to be careful when selecting online advertising tools. Consider our pieces of advice if you want to succeed:
Find your ideal customer. – There are plenty of marketers, who pay little attention to the study of their audience. It is a huge mistake, which will definitely lead to financial losses. It is required to create an image of your ideal customer. Think about who might be interested in your product most of all. Consider every possible feature from gender to the favorite dish. It is the first and most important step of a successful online advertising strategy.
Set the goals. Any marketing strategy creation starts with the selection of general goals. Working with definite types of ads, you will also have to create narrower goals for every campaign and follow them.
Define the location. There are lots of places, where you can locate your adverts on the Internet. To find the best one, it is necessary to know your audience. Learn about their interests, behavior, country of residence, age, education, and other specific features (in other words, search for the location of the basis of the first step of your work). With the help of them, you will be able to find ad space. Note that the number of visitors is not a determinative factor because none of them might be interested in your offer at all. It is very effective to use advertising platforms (including those, which are based on the RTBsystem). They provide advanced targeting options for effective ad placement.
Select the format. The decision also greatly depends on the features of the ideal customer. There are various categories of people. Some of them like video ads while others might be more influenced by banners. Consider which type of ad will be a good investment. For instance, video ads are quite expensive. However, they are able to bring five times the ROI for definite kinds of business. At the same time, if the majority of your potential customers have a poor Internet connection, they are likely not to watch your video at all. Thus, you will just spend your money in vain.
Define the location on the page. The users’ preferences have an impact on the location of the adverts as well. You can place your materials on top of the webpage, at the bottom of the screen, on the sidebars, or even in the center of the page.
Look at the competitors. They might give you new ideas for effective promotion in your business niche.
Invest money. When dealing with digital advertising, it is necessary to be ready to inevitably pay. However, it does not mean you should have a huge amount of money and invest it in the most effective and expensive form of ad (even if it is really productive for your business). It is always advisable to start with something moderate. Try various formats of cheap ads, which are effective and correspond to your goals.
Use social media. For any kind of business, it is recommended not to forget about this field. Here you will find a new audience and make your brand more known. Social networks offer various ad formats (including the cheap ones).
Optimize. People keep looking for something on the Internet. Look at your ads and think about how you can make them more accessible. For example, if we speak about text content, use the relevant keywords in order to let people find them. SEO is important for search engines.
Evaluate the results. You should keep testing the success of every campaign by comparing the results. Thus, you will be able to improve your online marketing strategy.