Online advertising has become increasingly important lately. It is difficult to quantify how much time people spend browsing offers but here are some interesting statistics about 2018:
- Businesses make an average of $2 in revenue for every $1 they spend on Google Ads;
- Social media platforms capture 33% of the time users spend online;
- 4 in 10 internet users say they follow their favorite brands on social media;
- 37% of online shoppers say they use social media for “purchase inspiration”;
- Appearing in mobile search ad results can increase brand awareness by 46%;
- Revenue from email campaigns made up an average of 21% of companies’ overall revenue, up from 17% in 2016;
- Open rates are 14.31% higher in segmented campaigns than in non-segmented campaigns.
All of this demonstrates that going on paid online ads is a good idea when you have something to sell. However, it’s crucial that you are aware of the do’s and don’ts of online advertising.
DO focus on customer experience
If you think about it, probably the first thing that comes to mind when one says “online ads” is… annoying. Very often they prove intrusive and rather harmful to the overall experience one has on a certain site or platform.
It’s ok to pay attention to the kind of ads that would optimize your profits but don’t lose sight of how they will affect those who see them. It’s a good idea to think about the time when a certain type of ad will appear.
Not everything goes in every context. Going with pop-ups right when the user has opened a page will almost certainly end in frustration. Having such an ad show up just when he’s about to leave will be less of an interruption.
DO know your audience and make the ads relevant to them
If you want your ads to actually be successful it is very important to be aware of your visitor demographics and the search queries that brought them to your site. Even if it takes a little time, it’s worthwhile to put some effort into building a persona to which you will be targeting your advertising campaign.
When it comes to the keywords that brought the majority of people to that particular site, Google Analytics can do a fantastic job, especially when it comes to WordPress.
Targeting your audience with your ads will lead to increased open rates. If you choose to advertise on Facebook, the options for narrowing down your desired audience are even more detailed.
DO choose the right platform for you
Since I have mentioned Facebook, it’s important to note that picking the appropriate platform is also something to do before releasing your ad campaign. There are several options out there, the social media venue being one of the most popular due to accessibility and flexibility.
There are, of course, Google Ads as well. With over 70% of internet users going to Google to find information, it’s a fantastic location to get the attention of your audience.
Other options are Bing Ads (they have seen quite an expansion lately and as such are worth considering) and BuySellAds – the platform that allows publishers to directly negotiate the placement of ads on their sites.
DON’T ignore the data
It’s great to believe both in your product and in your ad. However, not minding how well (or not) they are doing is a big mistake. One of the best aspects of online advertising is that we have access to all sorts of data that marketers would’ve killed for a while ago. Most advertising platforms give you access to complex analytics.
If you don’t pay attention to the data, you’ll only waste your money.
Analytics can tell you what works well and what is not functioning. That information can be used to optimize your campaigns over time and get more buyers and as a result a greater profit.
DON’T jump in without a strategy
No matter how special you think your products are, there are probably a few other similar options out there. It’s crucial that you take a good look at what the competition is doing and plan accordingly.
It’s also wise to get an idea of what the costs of your campaign will add up to and if they are worth it. While this is not an exact science, there is enough information out there to give you some idea of what to expect in regard to expenses.
It’s advisable to narrow down the crowds you are targeting and then use a small budget to test different keywords and see which gets the most positive responses.
The main issue with online ads is that there are so many it’s overwhelming. This is why many people choose to install ad blockers on their devices. It means they are genuinely aggravated by publicity and wish to avoid it.
Finding ways to circumvent ad blockers will only bring a negative feeling towards your product or service. It’s best to focus on providing a good experience to those users who allow ads and respect the option of those who don’t.
Over to you
This list of DOs and DON’Ts regarding online advertising is definitely not an exhaustive one. What would you add to it? Share your opinions in the comments section below!
Raluca Cristescu has over ten years of experience in corporate training, focused mainly on soft skills for customer service and direct sales.