In this age of digital marketing, many question the best use of resources to reach prospective customers. Expanding your reach with digital advertising is the obvious choice, but even within that broad category many choices exist: PayPerClick (PPC) ads, social media ads, video ads, local search advertising and more. So how does a business owner decide which forms of digital advertising to incorporate into his/her digital marketing campaign?
The first step is to know your audience. Use your custom buyer persona to help determine the best criteria, because today’s technology allows for targeting location, interests, age, and more in addition to the traditional keyword targeting. However, keyword research is important and can make a big difference in the success level of your campaign, so take the time to research and choose those that are the most appropriate.
Facebook, YouTube and Google are just a few of the places you can spend your digital advertising dollars. Find the one venue that is most suitable for your product and your audience. For example, Twitter offers a bigger benefit to companies who already have a presence on Twitter. LinkedIn is excellent for B2B products and YouTube offers a different visual approach that appeals to the growing number who would prefer to watch a video rather than read text. Most of these advertising venues offer demographic targeting, but other factors can favor using one over another, such as the type of advertising you plan to employ. Display advertising, programmatic display and remarketing are just a few of the choices available.
Tracking the results of the different aspects of your campaign is vital to running an efficient digital marketing campaign. This tracking will show you which networks are giving the best conversion results and can help you determine the best ways to allocate your ad spend. Some of the outcomes to track are phone calls, on site conversions and keyword performance. When possible, use marketing automation tools to make the process more efficient.
Always be alert for ways to improve your digital marketing strategy. One way to compare effectiveness of different methods is to perform split tests. A/B testing can be performed by using slightly altered text or keywords, different post times or locations, and by using different networks. Sometimes a small variation in wording can make a big difference in perception, raising or lowering an ad’s click through rate (CTR) and conversions. You can improve these metrics by using A/B tests to determine what works best for your product and target audience.
Future campaigns will have improved results when you measure success of different methods and act on the knowledge gained. You can make changes while the current campaign is in progress. Continuous tracking and adapting will bring about increased leads and sales, as well as save time and money on unproductive, inefficient campaigns.
Using the right digital advertising techniques will allow you to spend less money for more leads and conversions. To learn more about how to expand your reach with digital advertising or for expert guidance on your next digital marketing campaign, visit VIEWS today or call 610-650-0227.