What is Advertising?
Advertising is a vital marketing method employed to attract people’s attention to your services, establish your name as a brand, and improve your sales.
An advertisement distinguishes your service’s specialties and improves engagement with the people for whom your service is addressed. A good advertisement may appear in the form of a catchy jingle on the radio, a short but memorable slogan on a billboard, or just a QR code on a street wall.
With the enriching possibilities of marketing nowadays, advertisement employs every possible medium and countless creative devices to reach out to your audience.
Why is Advertising Important?
Advertising is an indispensable marketing method you will have to employ if you aim for success in the market. It is an immediate method for your brand to reach an audience, an effective tool to create and present a unique brand identity, and offers you many alternatives for boosting your sales.
You will need a successful advertising campaign not only for your brand’s individual success, but also to make a name among the competitors. An effective advertising puts you ahead in the market and makes it possible for you to challenge the competitors.
Regardless of your priorities in marketing, advertising is the method you will make use of. Hence, we will be introducing you to different advertising types whose individual strengths differ, for you to choose among and take the initial step for a successful marketing.
Broadcast advertising is a traditional method of mass marketing, making use of airwaves. It aims to reach the highest possible number of individuals. Despite the popularization of new media platforms, broadcast advertising is still one of the most influential marketing strategies as it takes place on traditional electronic media such as television and radio.
Advantages of Broadcast Advertising
Targeting Mass Audience: Broadcast advertising takes place on electronic media such as television and radio. As these media are quite popular for entertainment and information purposes, broadcast advertising reaches a wider audience. Hence, it is possible for more people to get familiar with a service when it is advertised through broadcast.
Credible: Being the most familiar, popular, and well-known media platforms, television and radio are credible for many people. Moreover, these platforms are under the inspection and control of authorities. This control aims for these platforms to stay reliable and safe which makes them more trustworthy for many.
Advertise Frequently: An advertisement is aired through broadcast as long as it is paid for. If an advertisement is broadcast on TV, it might air within frequent intervals. Broadcast advertising continually exposes the audience to your service and familiarizes them with your brand.
Disadvantages of Broadcast Advertising
Harder to Get Featured: Since the target media of broadcast advertising is mostly conventional electronic media, it favors prominent brands. It matters that your brand has already established its name and worth in the market, for your advertisement to be featured on television or radio.
Higher Production Cost: Broadcast advertising is the most costly when compared to other advertising types. Most of the time, for your product to be introduced in an established medium, you have to pay more. It makes broadcast advertising less preferred, especially for start-ups, new companies, or marketing plans with a low budget.
Out of Trend: For professionals who are in search of novelty and creativity, broadcast marketing has lost its charm. Despite its still being quite influential, it is getting out of trend with the rise of new media platforms.
Television advertising refers to airing of commercials on television, either within commercial breaks, or before the beginning and after the end of any show as sponsorships. Varying from simple sponsorship credits to big-budget commercial films with popular actors, TV ads appear in so many diverse forms.
Advantages of TV Advertising
Pervasiveness: Your television advertisement might air within every commercial break on a series. This means that the audience will be exposed to your ad very frequently, and it will be easy for them to remember your brand name, product, and any additional details if given.
Strong Impact: Despite the rising popularity of streaming platforms, television is still the lead in entertainment. This makes it not only popular, but also credible and influential in affecting people’s views and decisions. An advertisement campaign on TV will not be forgotten easily, and motivate the audience to turn into a customer.
Disadvantages of TV Advertising
Higher Production Cost: Television ads are costly, and it is always within possibility that it will be a risky investment. It might be more affordable for your ad to be aired on a local channel, which would limit the range of the audience you would reach. In case you want your product to be introduced in a popular one, you will need to sacrifice a good amount.
Difficult to Address Your Target Audience: Television advertising appeals to a diverse group of people. Despite its being mostly an advantage, TV ads nevertheless make it difficult to appeal to a niche audience. It gets even more challenging nowadays to reach younger people through television, since many of them prefer streaming platforms and social media to entertain themselves.
Radio advertising refers to the promotion of branded goods or services on radio, either during commercial breaks, or on programs. They usually last less than one minute and vary in three different forms, which are, sponsorships which might be featured before the start of weather or traffic sections, produced spots which employ sound devices such as jingles and tunes, and live reads which are presented on-air by a radio persona.
Advantages of Radio Advertising
Narrowing Down Target Audience: Radio advertising employs geographical targeting, as channel frequencies differ in separate geographical areas. This might be effective in narrowing down your target audience, and introducing your services which would be in use by a local group.
Use of the Power of Sound: Radio ads might make use of catchy jingles, engaging tunes, different sounds, and music to attract the audience. A catchy tune will make the audience remember your ad, which will be a plus for sustaining your brand awareness.
Disadvantages of Radio Advertising
Distracted Audience: Many people choose to change the channel, or stop listening as an ad interrupts the program. Hence, your advertisement might not attract the audience, and not give the expected result.
Lack of Visual Stimulation: Radio advertising lacks visual stimulators such as a memorable visual design, flashy colors, or basically a moving image. Radio advertising is bound to make use of only sound, which might make things difficult when it comes to attracting people’s attention.
Print media is one of the oldest mediums of spreading news and information; hence, it is one of the oldest mediums of marketing. Even with the rise of technology and new media, print advertising is still one of the most influential marketing strategies. It makes use of hardcopies and printed media such as newspapers, direct mail, magazines, billboards, and posters.
Advantages of Print Advertising
Easy to Engage With: Print advertisements are tangible. For many, print ads are more reliable because of this reason compared to digital ads. It is easier for many people to focus on a text when it is on paper. The tangibility of paper then, is a factor keeping people’s attention on your ads.
Lower Cost: Compared with electronic advertisement methods, print advertising is cheaper to publish. By not having to spend so much on advertising, you can introduce your service to the masses.
Disadvantages of Print Advertising
Hard to Track: Even though print advertising theoretically reaches a large group of people, it is difficult to track and control the eventual impact. This makes it less preferable compared to ads, making use of digital and electronic media.
Flexibility: Your print ad might be a poster on a wall, a QR sticker on an airport kiosk, a brochure, or a coupon. You are flexible in deciding the form, size, and placement of your print ad which makes room for experimenting with different tactics, and deciding which one is the best for you.
Many people still use newspapers as sources of entertainment and to gather information, which makes newspaper advertising influential up to this day.
Newspaper advertising may be divided into three types differing in style, content, placement, and cost. These are classified ads, which take place on a particular page on the newspaper allocated to ads only, display ads, which are larger in size and more stylized as they take up big portions on a newspaper page, and spadeas that are separate promotional broadsheets attached to the newspaper.
Advantages of Newspaper Advertising
Flexibility in Targeting: Choosing a newspaper for your advertisement to be published on is the first step of narrowing down your target audience. Certain newspapers are targeted at certain demographic groups with particular social and political tendencies. Newspaper advertising makes it easy for you to make sure that your advertisement reaches your ideal audience.
Budget Friendly: Newspaper advertising is still one of the most cost-effective ways of marketing. There is no fixed price for the ad to be published in a newspaper. Varying from a minimalist one taking up a smaller space to a half-page ad with a flashy design, newspaper advertising offers alternatives for any budget.
Trustworthy: Newspaper advertising existed even before television and radio advertising, making it possibly the oldest form of advertising. It still did not lose its appeal to people, which makes it a reliable medium for many. If your ads are published in a newspaper, it guarantees your brand’s credibility.
Disadvantages of Newspaper Advertising
Short Lifespan: Newspapers are often released on a daily basis. This means that your ads will have a short shelf life. If you do not mean to book a space for your ad in the newspaper for a whole week, it is risky that the readers might not pay attention to your promotion within one day.
Risk of Loss: It is true that newspaper advertising is usually budget-friendly, but it also can be quite risky. Whether the reception for your ad will make the money spent for it worth depends on the newspaper sales. With the risk of decreasing readership nowadays, it might be possible that your advertisement may not even compensate for the cost of publishing.
Decreasing Readership: Though newspapers are still being read by many, it is indisputable that they are under threat of extinction by digital media. It might be risky to depend on your newspaper advertising if you are not sure of your target audience. It is particularly not a good idea to promote your service in a newspaper if you want to reach youth.
Guerilla advertising makes use of public spaces and casual moments to surprise passersby with unconventional interactions. It is a non-traditional advertising strategy whose goal is to amaze people to get their attention. Creativity and open-mindedness are the keys to effective guerilla advertising.
Advantages of Guerilla Advertising
Less Expensive: Guerilla advertising is often less structured, and might even be spontaneous. Since creativity is the key, one does not need to spend a lot of money to get the desired reaction. The power of guerilla advertising relies on “word of mouth”. Hence, it is possible to create a memorable experience without spending a lot.
Space for Creativity: Guerilla advertising does not have precise rules and limits, which makes it an open space for exploration. The more creative your marketing campaign becomes, the more reception it will get. Hence, one can push the limits of creativity to come up with unconventional ideas.
Disadvantages of Guerilla Advertising
Greater Risk of Failure: Guerilla advertising is less structured and planned. Since it usually targets public spaces, unexpected obstacles might appear in unplanned situations. Some authorities might want to prevent your display, or it might attract unexpected reactions from the crowd around. It is not quite possible for markeeters to collect the metrics of the reception beforehand. In case things do not go as planned, it might turn into a marketing failure for you.
Not For Everyone: Guerilla advertising is not like conventional marketing methods. An unexpected breakup scene on the webpage of a famous franchise might turn out to be a marketing strategy (as was the case with Burger King’s 2017 viral ad on Instagram). It might get even more interesting depending on the marketeers’ choices. These might not appeal to certain groups and are even risky of being disturbing or offensive for some.
Street advertising is a broad term addressing the ways of advertisement people can reach far from home. It usually addresses high-traffic areas to reach as many people as possible. Billboards, drawings on paving stones, and stickers on street walls are all different forms of street advertising. It is important in street advertising to choose the place wisely to target a diverse, or a niche audience, depending on your preferences.
Advantages of Street Advertising
Large and Diverse Audience: Street advertising can reach a wider audience, as it targets passersby. It is up to you to accommodate your choice of place with your targeted audience. In each way, street advertising helps you engage with a diverse audience and promote your service.
Brand Awareness: Street advertising is influential in not only introducing your services to people but also familiarizing them with it. Many people pass by the same streets on a daily basis to get to their workplace or school. It is possible for you to build brand awareness thanks to street ads capturing people’s attention on a regular basis.
Longer Lifespan: Street ads do not have a short shelf life as, for instance, newspaper ads do. The space for your street ad is booked for a long period of time which comes with a longer exposure period.
Disadvantages of Street Advertising
Immediate Exposure: Though a street ad has enough lifespan for your service to be recognized by the masses, it is possible that people will not give much attention to a billboard they pass by every day. A street ad needs to be interesting enough to attract one’s attention in a brief period.
Susceptible to External Factors: A street ad, is in nature, “out there”. This makes the ad susceptible to any kind of external effect such as bad weather conditions or vandalism. These might be threatening to the visibility of your ad and risk your campaign’s success.
No Immediate Feedback: It is not as easy as it is in digital advertising, to track the success of your campaign if you go for street advertising. These might slow things down for marketeers if they want immediate results in real-time.
Ads Containing Product Placement
Product placement is the promotion of a branded service on a public production such as a television show, radio program, or film to appeal to a particular audience. Product placement is also called “embedded advertising” as the promoted service is embedded in another production.
Advantages of Ads Containing Product Placement
Greater Awareness: Ads containing product placement is a perfect tool to enhance brand awareness. If your product will be featured on a popular television show, your brand reputation will be guaranteed to reach a large and diverse group.
Memorable: A product placement does not cut off the show in the middle but is seamlessly embedded in it. Hence, it appeals to an already focused viewer, making them engage with the advertisement as well. Engagement then makes it easier for the audience to remember your product.
Disadvantages of Ads Containing Product Placement
May Look “Too” Staged: A product placement, if not exhibited well, might appear a bit fake. Whereas a product placement’s purpose is to convince people to buy a product, an unsuccessful one might do the very opposite, and repel the audience from your product.
Risk of Being Canceled Out: Ads containing product placement needs to be featured on popular, big-budget television shows to reach a diverse audience. This means that companies are also involved in a quite competitive environment. Some companies with bigger budgets and better reputations might threaten your existence within the market, and even make your ads canceled out.
Digital advertising is a form of marketing executed through online media, such as websites, streaming platforms, search engines, and apps. It pays off in return for views, impressions, or clicks. With its ease of use and attainableness for every marketeer, digital advertising has been taking over the reign of traditional advertising styles.
Advantages of Digital Advertising
Targeting Capabilities: Digital advertising makes use of demographics and search preferences to make sure that the ad reaches the correct group of people. Hence, it makes it easier for your brand to directly interact with your target audience.
Easy Tracking: There are many online metric tools you can use to track your ads' effectiveness in real time. Digital advertising easily tracks the interactions and gives you immediate results.
Disadvantages of Digital Advertising
High Competition: Digital advertising is the new trend in marketing. With boundless variations, your digital ad may take any form. This puts you in competition with other companies within the market. Your digital ad will be only one of the many which appears on the screen of your target audience. Then, it is vital for you to come up with a creative variation to distinguish from your competitors.
Possibility of Strategies Copied: Unlike more traditional advertising types, it is easier in digital advertising to get to know your competitor’s strategies. This puts your campaign in risk of being copied at times. You need an attentive and careful marketing theme to avoid plagiarism.
Social Media Advertising
Social media ads are the ones featured on popular social media platforms such as Facebook, Instagram, TikTok, and Linkedin. These ads might differ in form from still images to automatically playing videos.
Advantages of Social Media Advertising
Monitor Your Competitors: Social media advertising makes it easier to monitor not only the course of your marketing campaign, but also your competitors’. You can easily track your competitors’ steps to keep the game going.
Connection With Your Audience: Social media provides not only individuals, but also companies with a space to connect with people. A social media ad gives way to customer interaction, presents an approachable image for your brand, and makes you understand your audience’s preferences better.
Disadvantages of Social Media Advertising
Out There for Public Criticism: Nowadays, social media is the most popular platform for people to exchange views. Your social media ads will be exposed to reception and criticism, more than any other ad type you might choose. It is possible for the audience to react instantly, and directly under your ads, and even share the feedback with others. To avoid a negative feedback chain reaction, you have to be aware of risks.
Constant Renewal: Your social media marketing campaign will always need renewal to stay relevant. For your company to keep up with the endless circulation of content in social media platforms, you have to be always ready to come up with new ideas, and sustain your campaign with novelty.
Native advertising necessitates any ad to be seamlessly integrated into a website, matching the style and form. Native ads do not look like usual ads, such as display ads, and mostly appear natural. They might appear on a social platform as a part of the news feed or recommended content, without you realizing it is actually a paid ad.
Advantages of Native Advertising
Smartly Captures Attention: Native ads aim to capture the viewer’s attention not through its interruptive style (such as pop-up ads, instantly appearing on your screen). They are compatible with the form, content and style of the webpage you are on, and mostly make use of the power of words. They capture your attention smoothly, in the way a “this might interest you” note would persuade you to take a look at it.
Credibility: Native ads are targeted to people whose online preferences are already coherent with the ad. They look relevant and elaborate, which makes them credible for the audience.
Disadvantages of Native Advertising
Risk of Deception: It is good that native ads are not interruptive as usual ads, but the marketeer must make sure that it is after all an “ad”. In case the native ad is not labeled as “sponsored content” or an “ad”, it might cause ethical blurs for audiences.
Measuring Effect: Native ads do not come with precise standards to measure their effectiveness. Rather, it is a complex process to track the impact of your native ad on the audience. One must employ various gauge metrics to come up with a result which might make things confusing.
Video ads are promotions in video form that are featured on social media platforms, likely, video platforms such as YouTube, Vimeo, and more. They might be in different formats such as GIFs, or videos allowing for further interaction.
Advantages of Video Advertising
Diverse Formats: Video ads do not have to be in one fixed format. They might appear as in-banner video ads, GIFs, interactive, or linear ads. It is up to you to choose the correct type and apply it to reach your goals.
Portable: Video ads take place on social media platforms, which gives them portability. From desktops to mobile phones, people today carry their portable electronic devices wherever they go. Hence, video ad knows no boundaries: it reaches people wherever and whenever.
Disadvantages of Video Advertising
Improper Placement: Placement is the key for successful targeting in video advertising. Your ad needs to relate to the original content it will be featured on, for it to reach the correct audience. In case your ad placement goes wrong, your efforts will go vain.
Ad Skipping: Video ads might be annoying for some. If your ad will be featured in-between a YouTube video, or a show in a streaming platform, it is possible that people will count the seconds to skip it. Therefore, your ad will not get the desired impressions, and convert viewers into customers.
Display ads or banner ads are on apps and websites. The content of branded goods might be related to the website or mobile app it is featured on, but it usually does not have to be. They are image-based with differing styles mostly interactive, directing you to the particular website embedded in the image.
Advantages of Display Advertising
Retarget Your Audience: It is possible to retarget a customer using display advertising. If people come across your ads but do not become customers for your service, display ads might continue to appear on other web pages they visit. This increases the chance of getting people’s attention.
Easily Measured: Easily measuring the impressions is vital in determining your ad’s success. Display ads make it possible for you: you are able to track the frequency of your ads having been seen, and clicked.
Disadvantages of Display Advertising
Irrelevancy: Even though display ads make use of users’ past online activities, your ad might run on an irrelevant web page. Your lack of control over the platforms where your ad will be featured may cause some problems relating to credibility.
Low Conversion Rates: As its main goal is to build brand awareness, display ads have low conversion rates. It is possible that many of the people who were engaged with your ad will not buy your product. This makes display advertising a risky choice for companies whose priority is to increase sales.
Google Adwords Advertising
Google Adwords Advertising is a method in search engine marketing. Google Ads are text-based ads, placed often on the top of or near the results page after a Google search. Related to the search, these ads direct the viewers to relevant websites.
Advantages of Google Adwords Advertising
Time-Efficient: Featuring a Google Ad will not take much time. Since it is text-based, you will need a compelling copywriting. Other than that, Google’s ad services provide you with the convenience to set your budget, and run on your ad fast and simple.
Budget-Friendly: Google does not want you to spend serious amounts to feature your ad. It is in your hands to suit your budget for the marketing campaign, and determine the time period your ad will stay on.
Disadvantages of Google Adwords Advertising
Pay-per-click: Google Adwords conducts the way you invest in your campaign with a pay-per-click strategy. Whenever someone clicks on your Google ad, you need to pay. In case those who click on your ads will not become customers, you are likely at risk of compromising your investment.
Short-Term Investment: Google Ads are for the ones who target immediate results, instead of long-term ones. Your ads expire the moment you spend the budget you set for your campaign. Therefore, you need to make sure Google Ads is what you need for desired outcomes.
E-mail advertising is based on consensual promotional messages, sent to expected customers to promote branded goods and services. It keeps potential customers up to date about what they already showed any sign of interest.
Advantages of E-mail Advertising
Permission-Based: E-mail advertising requires the viewer’s initial consent, and appeals to people who already have permitted receiving sponsored emails. Moreover, they can be canceled anytime by the receiver. Giving the viewer the flexibility to control the frequency of the ads establishes a trust-based relationship between your audience and your brand.
Fast and Shareable: It is simple and quick to set, and send your email advertisements. They are also shareable in one click, which makes it faster and easier for your ads to reach other people if needed.
Disadvantages of Email Advertising
May Be Disturbing: It is likely that your customer will give you consent for sending email ads, and forget about or lose interest in it. After a while, the frequency of your ads may become disturbing. This may end up in customers canceling the email agreement, or neglect the incoming mails.
No New Customers: You need an already interested audience, possibly a customer, to give you permission for receiving emails. Hence, it is not very likely that you will reach new people through your email ads. It only retargets the already-existing audience, instead of aiming new potential customers.
Mobile advertising is a marketing strategy that addresses companies to promote their services through mobile devices and apps. Mobile advertising makes use of the user's past online activity, app store preferences and search view history to present compatible ads. SMS messages, push notifications and interstitial ads appearing in-between mobile apps are such examples.
Advantages of Mobile Advertising
Personalization: Mobile ads are personalized, meaning that they are addressed considering people’s individual past online history. This increases the possibility of you, turning viewers into customers.
Precise Targeting: With mobile advertising, you can gather the data and use accordingly the online preferences of certain demographic groups. This makes it easier for you to appeal to people, who already would have an interest in your service.
Disadvantages of Mobile Advertising
No Generalized Standard: Mobile devices differ when it comes to various operating systems, processors, size and shapes. The format of your ad matters in mobile advertising, as does form and content. You might need to have technical dexterity to fit all.
24/7 Experience: Automated messages, one of the most popular forms of mobile ads, are on 24/7 for your potential customers. In return, they might cause some service issues. Sometimes, a potential customer might think that your service is approachable 24/7 and try to connect with you, whereas there is actually nobody behind the screen to communicate with.
Any advertising taking place outdoors is outdoor advertising. Most popular medium of outdoor advertising is public transportation stations, and devices. Apart from billboards, outdoor advertising makes use of exteriors of buses and trains, benches, and kiosks.
Advantages of Outdoor Advertising
Impulse Buys: Outdoor ads go for an immediate effect on the audience. There is not much time for anyone to examine an ad printed on a bus on the road, but if it is elaborate enough, it instantly interests the target person. The strength of outdoor advertising is that they might stimulate impulse buys.
Frequency: Once established, outdoor ads stay for a long period on anywhere they take place. Since they can be featured anywhere outdoors from stations to bus interiors, it makes frequent exposure possible.
Disadvantages of Outdoor Advertising
No Customer Guarantee: When you go for outdoor advertising, your target audience will basically be anyone around that geographical area. It is not quite possible to narrow down your audience and appeal only to potential customers. Therefore, outdoor ads might sustain your brand awareness, but are not necessarily a solution for increasing sales.
Measurement: You need time to make sure if your outdoor ads work or not. It is not possible to measure in-real time the quantity of people who have seen your ads, and have interacted with it. Hence, it might make things difficult for you if you are after immediate results.
Priming in advertising aims to stimulate positive emotions in the audience to influence their reactions. The key to primer advertising is successful storytelling, seamlessly associating a positive feeling with your brand.
Many think of “getting wings”, namely being super energetic, when they see or buy a Red Bull. This direct association between Red Bull and energy is a popular example of brand priming.
Advantages of Primer Advertising
Shining Out Your Brand: Using priming as your marketing strategy will highlight particular positive attributes of your services. Through constant association between your brand and a positive idea, your brand shines out among others with a unique impression.
Increasing Conversion Rate: Priming in advertising is not only about building a brand identity. The eventual goal in priming is to persuade people to buy your product with the help of positive stimuli. Primer advertising is one of the most influential marketing strategies if your priority is to boost your sales.
Disadvantages of Primer Advertising
Takes Time and Effort: It takes a marketing team with good vision, creative copywriters and a consistent story to come up with a good example of priming. If you are after a simple and quick way of promoting your brand, priming may not be the best option for you.
Makes Room for Disappointment: Priming makes use of people’s subconscious to persuade them into buying a product. In the end, eating your candy bar might not be as happy an experience as you told your audience so. As effective as it can be, primer advertising comes with the risk of upturning your final expectations.
Ads That Create Demand
An ad aims to build brand awareness, increase the sales, sustain the already-existing interest in a product and create demand. An advertising message might be addressed to the audience in two different ways to call for demand.
A selective demand is a competitive strategy, whose main goal is to distinguish a brand among the others in the market. It works on behalf of a particular brand and its services. When an ad brings out a particular branded product with all its positives and benefits, it involves selective brand.
Primary demand calls for attention on a product without focusing on a particular brand. Companies may use this strategy when they introduce a new product to the market. Sometimes, it is to increase the interest for a certain product whose sales decline, and benefit the manufacturers.
Frequently Asked Questions
How do I choose the right advertising type for my business?
Choosing the right advertising type is vital when it comes to distinguishing your brand in a competitive market. There are a few steps you must consider before you decide which marketing type you will go for.
- Choose and know your audience. A very elaborate marketing campaign might flop in case you do not target the right audience. It is smart to know beforehand the preferences and shopping tendencies of your audience and choose your advertising type accordingly.
- Know your budget and spend it smart. Advertising types vary from being pretty costly to budget-friendly. It is up to you to choose the correct way, and spend your sources cautiously.
- Study the market and your competitors. You will be competing against a large group of companies, differing from start-ups to big-budget companies with good reputations. Know beforehand their marketing strategies, and aim for outshining them.
- Set precise and smart goals. Some advertising types might be influential in introducing your brand name to the market, but not as effective when it comes to increasing sales. Some might be a smart way of boosting sales, whereas falling short in attracting new potential customers. Make sure what you aim for your advertising campaign to succeed.
How can I measure the success of my advertising campaigns?
A marketing team must know the ways to measure the success of an advertising campaign. It is through these measurements that you will know if the campaign reaches your goals, or if it needs more adjustment.
There are a few steps you must take to determine your success in advertising.
- Set a smart goal: Know what you want to achieve at the end of your ad campaign, and make sure this goal is relevant to your budget, your marketing team, your capabilities and reach.
- Be specific with what you measure: In order to measure effectively, you must know what to measure. You might want increasing sales, high impressions, or/and new users for your website. Name your success factors, keep them specific, and measure them accordingly.
- Choose the correct key performance metrics (KPIs): If yours will be an email advertising campaign, then focus on the email open rate. If your ads will take place on social media platforms, keep track of social engagement and determine how many interactions your ad gets. From ROI to conversion rate, know and choose wisely the right metric to employ.
- Track the process: It is smart creating a template including your goals, chosen metrics, time frames and expected outcomes. Check this template often to sustain the success of your measurement.
How can I create effective landing pages for my online advertising campaigns?
A landing page is a website page whose particular purpose is to attract visitors and turn them into customers. It is the page a potential customer will be directed to after clicking on a Google ad, a link on their email box, or a video ad they come across on YouTube.
Landing pages aim to gather all of the attention of the viewers on the promoted service and calling the visitor for action, which is to become a customer. There are a few important elements that should be on your landing page, for it to work perfectly.
Keywords: You should make use of strategic keywords to attract the viewer in an instant. Embedded in a short but catchy header, these keywords should highlight the most critical attributes of your service.
Simple But Elaborate Page Design: Live up your webpage with compelling images, and keep it interesting. The web design of the landing page should be simple enough to not confuse the viewer, and interesting enough to keep the attention on.
Engaging Headers: Try to avoid long introductory sentences, and present the gist of your product in a clear-cut and effective header. This might underline the quality of your product, or announce a discount which you think might attract customers.
Use Lead-Capture Forms: A lead-capture form shortens the distance between your service and a potential customer. Embed on your landing page a lead-capture form to gather information from them and respond with an offer.
With a simple yet effective copywriting, compelling image use and a clear-cut address to the audience, it is possible for you to utilize a landing page.