How to Run an Effective Digital Ad Campaign
Posted by Hannah Lacy on Nov 25, 2014 11:39:00 AM
Executing an advertising campaign using any medium can be significantly challenging. The question of whom to target, how to target them, and what message to convey can sometimes leave an advertiser with too many questions to handle. As the inherent nature of the online community is to be wary of promotions or messages on the Internet, it makes the task of delivering the communication even more challenging for the online marketer.
This isn’t to say that an effective online advertising campaign can’t be pulled off. A company’s web presence is a highly important facet of their image and businesses should be utilizing various online advertising vehicles as a part of their overall integrated marketing communications. Fancy marketing talk aside, this means that if a company is pursuing an advertising strategy with billboards and on the radio, they should also be executing this campaign on the web.
Since market research coupled with a certain desired effect or outcome is the factor that binds together all of your advertising mediums, your company may already have a targeted group that you’re going after from a previous or existing campaign. It may also be that different mediums are targeting different demographics, e.g., radio and television are targeting your older crowd while social media is going after the younger generations. Whichever strategy your business is pursuing, be sure to know who you’re targeting and what you would like them to do as a result of the exposure to your message. Once you have a plan in mind, the next step is to execute it properly.
Different advertising vehicles you can use online include:
- Search Engines- Using search engines for advertising purposes is different than search engine optimization (SEO). Instead of getting ranked organically by Google’s algorithm, you’re paying for the placement of your ad in certain spots on search engine results pages (SERPs). We’ve all seen them; they’re the search results that are typically at the top of the page highlighted in a yellow that seems to be blending in more and more with the background.
- Social Media- I’m going to use the blanket-term of social media to describe the various vehicles that are Facebook, Twitter, Pinterest, etc. for the brevity of this bullet point; however, this doesn’t mean that the message should be the same for all of these different platforms. The basic idea is to deliver your message to your fans and followers with the ability of interaction afterward. If a user has a question concerning the message they are able to reply directly to you via your post, which gives you the chance to answer back immediately.
- Email Marketing- Programs like MailChimp have made it extremely easy to execute your own email marketing campaigns. The caveat surrounding email marketing is that the emails you send out are highly susceptible to being discarded without being read or marked as spam. To minimize this, send out emails only to those people who have opted into receiving your communications or have willingly given you their email addresses.
- Online Radio- Advertising with online radio stations like Pandora is a relatively recent development, but can prove to be quite effective if done correctly. More and more people are listening to online radio in their cars or at work, and placing your ad by targeting the right geographical location may prove to be rewarding. With Pandora, you are able to choose between a banner ad or an audio-visual campaign.
As is true with any good advertising campaign, you’ll want to set up a way to track conversions and where those conversions came from. A good way of doing this would be to set up an online-only promotion code or a promotion code specific to the different vehicles you are utilizing. The different vehicles you use also have great tools in tracking conversions, e.g., Google’s AdWords platform.
Whichever message you’re attempting to convey to potential customers, make sure that it speaks to the audience that you’re targeting. Wanting to find out more about how advertising online can help your business? Contact us today!
Written by Hannah Lacy
Originally from Payette, Hannah started working for Tribute Media in late 2014. Previously, she helped manage two Christian nonprofits aiding individuals in poverty. Hannah is proud to be part of the Tribute team: "I enjoy the atmosphere and the attitude that every day should be about learning. There is a wonderful focus on education and improvement to benefit both our employees and our clients." She loves Boise because of the friendly people and the opportunities to explore nature. A big Charles Dickens fan, her favorite novel is A Tale of Two Cities. Biggest guilty pleasure: "Donuts. I never pass up a donut of any kind. Except the ones with custard or cherry filling-that's just a waste of a donut."