Creating a Digital Advertising strategy that brings. Value to your business, but at the same time fully satisfies your target. Can be a complicated undertaking. Where to start? Is there a specific order I must follow. What tools can I use to obtain a concrete result?
These are just some of the questions that can create. Concern and doubts in the minds of those who are interested. In Digital Advertising for the first time and not only.
This is why we decided to write this article: to help you develop. A replicable Digital Advertising process that you can use in your business growth journey.
The Basics: What is Digital Advertising?
Digital Advertising is a targeted, data-driven strategy to reach your target audience online, at any stage of their buyer’s journey ( Awareness, Consideration, Decision stages ). This strategy includes tools and channels such as social media advertising, paid search, banner ads, etc.
The cross-media approach creates an ecosystem of tools and touchpoints aimed at generating leads, nurturing the relationship with the target and generating return on investment for your business.
When done right, Digital Advertising allows you to build or nurture relationships with your customers or prospects, encouraging progression through their buyer’s journey.
The buyer’s journey is the process through which the user goes from being simply aware of the existence of your offer ( awareness ), to considering and evaluating it ( consideration ), to deciding to purchase it ( decision ).
A Digital Advertising strategy uses paid sponsorships to:
offer value to potential customers at every stage of their journey, by answering their questions and proposing solutions;
address the problems and needs of potential customers;
offer useful resources.
A modern Digital Advertising strategy does not “spam” promotional content in an invasive and insistent way, but offers the right things, at the right time, to the right people.
This highly profiled and targeted approach allows you to discover and expand your audience, build and maintain relationships with customers and prospects, and ultimately bring in genuinely interested leads and sales.
1. Lay the foundation for a Digital Advertising (Adv) strategy
Advertising and free content go hand in hand. For example, you can promote a free e-book to generate interest and drive sales for a new product or service, or perhaps to launch a product rebranding campaign. Either way, curated, valuable content fuels a successful advertising strategy.
Furthermore, online advertising also positively impacts all efforts to increase the organic flow not paid. It is absolutely essential to align and converge the activities for advertising with those of organic marketing, to maximize the results and have the greatest possible impact on both.
2. Get started with buyer’s journey-based advertising
Think about a recent purchase you made. What “journey” led you to make it? When did that need surface in your consciousness? How many options did you consider, and what made you decide on one option over another?
This process you have brought to light is nothing other than the buyer’s journey , or “user journey”.
It is quite likely that online advertising (digital advertising) has played a role in your journey to purchase, at least at some point in the process.
Journey- and experience-based advertising is powerful: you can map awareness, consideration and decision stages and create tailored copy and offers , as well as optimize the very structure of your paid campaign strategy.
3. Plan your paid campaigns strategically
The success of an online advertising campaign comes from careful planning: from understanding and in-depth knowledge of the target ( buyer persona ) , to clearly identifying the objectives … through a correct weighting of the budget and an “on the road” optimization plan . Knowing which are the bricks that build paid online campaigns will allow you to get the most out of your sponsored ads, which will speak exactly to the people you are interested in.
In Colombia, companies looking to reach out to prospective clients in a more cutthroat market need to have access to a dedicated telemarketing database. With the use of these databases, businesses can target their marketing and reach particular special database demographic groups by identifying and utilizing comprehensive consumer data.Businesses may customize their ads to appeal to different demographic segments by having a strong database.
4. Use Targeted Advertising
Targeted Advertising helps you iran whatsapp number powder reach a specific audience online , whether you’re remarketing to existing contacts or looking for people who’ve never heard of your business before. To make your advertising budget work for you, you need to get your ads seen by the right people.
There are mainly 3 strategic b2b reviews criteria for profiling sponsored ads:
demographic profiling
Behavioral profiling
contextual profiling
The choice between these strategies depends on the message, the channel, the objectives, but they can often be used together in a synergistic way.
5. The art of advertising copy, creativity and conversions
The words you choose, the visual imagery, and the conversion path that make up your sponsored campaigns all contribute to the success of your overall digital advertising strategy. These three elements work together to communicate the value of your offering and define a clear path to converting a complete stranger into an interested contact and ultimately into a customer.
Successful digital advertisers have skills in copywriting , design, and conversion rate optimization. Mastering these three skills will allow you to create the resources you need to launch your sponsored campaigns.
6. Social Media Ads
Over the years, the organic effectiveness of social media platforms has definitely declined. With the exponential increase in content creators, social media platforms have become crowded and reaching your target audience with only organic (i.e. non-paid) content has become very difficult. For this reason, if done well, content sponsorship on social media can be a significant supplement to your organic strategy.
Social media ads can be used for a variety of purposes, such as:
Increase the visibility of a brand or product
Driving traffic to a website or landing page
Increase the number of followers or likes on a page or account
Convert users into customers, for example by creating remarketing ads
Reach a specific audience, based on factors such as age, gender, location, interests and other demographic and behavioral data.
7. Paid Search Advertising
Google processes millions of searches every day. Just think about how many times you pick up your phone to do a search… From questions like “how do I fix a leaky faucet?” to “what is the best marketing software?” and everything in between, millions of people around the world open search engines to find solutions.
If optimizing your website is the first way to get your content in the hands of your target audience who surfs the internet using the right keywords… search engine sponsorship is the second.
8. Advanced Google Ads Strategies
Implementing sponsorships on Google is not just about writing titles and descriptions.
To truly master Google Ads, you need to have a little more in-depth knowledge of how ads work and how to use, for example, extensions to optimize ad performance.
Extensions are additional information that you can integrate – at no additional cost – into your ad, through Google Ads. They can take various formats: call buttons, location information, links to specific parts of the website , etc.
To optimize your ad performance, Google Ads lets you select which extensions to show based on a user’s individual search term. (Some extensions are manual, others are added automatically by Google Ads when it thinks they can improve performance.)
Integrating extensions can increase clicks on this form of advertising by several percentage points and bring your buyer persona to your reference landing pages .
9. What is programmatic advertising and how does it work?
Programmatic advertising is everywhere, from the podcast you listen to, to the video playlists you watch on YouTube. From your social feeds to the blogs you browse. Programmatic advertising is the use of artificial intelligence and machine learning to buy ads in real time , rather than going the “human” route of negotiation and fixed prices.
In order to implement this type of advertising you will have to choose the platform that best suits your business to manage the campaigns.
10. Monitor and report on your campaign performance
For your digital advertising strategy to be truly effective, it is essential to understand the economic return on your investments.
The good thing is that this is not an absolute number: you can experiment and there is always some action you can take to correct your aim and improve the effectiveness of your campaign.
Conclusions
If you have made it to the end of this article, you have taken a big step forward in becoming a good digital advertiser!
The next step is to apply the method to your next sponsored campaigns. It is a constantly evolving field: always keep your antennas up to catch changes and opportunities, to explore new channels, evaluate new targets, and experiment with your campaigns.
Remember, digital advertising is not opposed to the Inbound marketing method , on the contrary! Always put your customers first and you will see that you will be able to create sponsored ads that will “delight” your audience and at the same time bring value to your business.