Published on 29th July, 2022 (1 year ago) ● Updated on 29th July, 2022
Ads and Campaigns
(9 minutes read)
Ads are everywhere. You turn on the TV, open up an internet browser, or walk down a street and you’ll see ads. They’re all clamoring for your attention and – ultimately – your money. Ads can be annoying, but what would the world be without them?
What is an Ad Campaign?
Ad campaigns are a set of advertisements that focus on a single message. They are intended to meet a specific business goal as well as lead to conversions. Some business goals ad campaigns can target are creating brand awareness for a new product or service, driving sales for a specific product or service, and generating leads by asking potential customers to sign up for an email list, subscription, or other free offers.
It is important to note that ad campaigns are more than just creating an eye-catching ad and posting it on a search engine results page. For best results, ad campaigns must be well-researched and organized, with a clear, linear plan for marketers to follow. Launching ad campaigns really starts with identifying business goals, researching keywords that better reach and represent your target audience, and then creating advertisements and other content that raise awareness for and interest in your products or services.
Why are Ad Campaigns Important?
Ad campaigns are important because they can give your business a focused edge when it comes to marketing and advertising. Of course, the goal is not to beat out other businesses, but to find the people who will most benefit from your business. This means identifying and catering to Internet users who might benefit from your products or services and converting them to long-term customers.
Simply having a lot of site traffic ad post views does not mean anything if they are coming from the wrong visitors. Customer demographics matter if you’re going to make a difference in the size and success of your business. With this in mind, ad campaigns are useful tools for reaching the right people.
How Can You Create Great Ad Campaigns?
When creating great ad campaigns, there are a few key moves to make for instant success. These include setting a campaign goal, identifying a target audience, segmenting an audience, and choosing the best means of advertising.
Setting a Campaign Goal
Let’s start with the basics. Even if you have a cool ad campaign in mind, if you don’t have a central goal for the campaign, you don’t have much. Ad campaigns need to have a goal for them to be useful to your business. Not sure what your particular goal should be? No worries. The most common campaign goals include acquiring new clients, successfully promoting current products, launching new products and services, and improving all-around brand awareness. Whatever goal you wish to meet, be sure that you’ve identified it before you start any ad campaigns.
Identifying the Target
Your target is your intended audience. Identifying who this is and what they need is critical for accomplishing your goals. Define in clear detail who you’re trying to reach through your ad campaign. Take factors such as age, social status, sex, marital status, habits, likes, dislikes, education level, and hobbies into account to get a well-rounded idea of who will get the most from your business.
Segmenting Your Audience
Once you have a good idea of who you’re trying to reach, you can break your target audience down further. This is known as segmenting the audience. You can simply divide them into different groups based on the products and/or services you want to sell. Factors such as age, marital status, habits, education level, hobbies, and more can help you separate your larger audience into smaller ones.
Choosing Your Best Means of Advertising
How you advertise is as important as advertising itself. When working online, you have a lot of options at your disposal for how to advertise, and choosing the right one for your business depends on a couple of things; your products or services and where the bulk of your audience spends its time.
These are some of the most common means of advertising:
- Social Media
Advertising on social media is useful if your demographic is comprised of teens, young adults, adults, parents, and young professionals. These are the people most likely to be on social media platforms like Instagram, Facebook or Twitter. You can post content here, engage with your followers, and personalize your outreach. What’s more, your audience can easily interact with you over social media, making it a great vehicle for connection.
Advertising through email, or email marketing, is a useful way to acquire new leads and possibly make conversions. For one thing, having the email of site visitors means they already have some interest in your business. Following up with emails about your products and services makes them more likely to make a purchase in the near future.
- SEO and SEM
Search engine optimization and search engine marketing are different, but they have similar goals. SEO is when you optimize your website and business blog content so that it can rank higher in organic searches. SEM, on the other hand, is all about optimization but through paid efforts like cost-per-click ads displayed on different search engine networks.
- Social Media
When it comes to ad campaigns, knowing what you’re doing and why is really half the battle. Before you have your ad campaigns underway, however, you should make sure your website is up to scratch. This means blog content is updated, product pages are clear and informative, and calls to action are easy to understand. Let Directive help you ensure that your online business is where it needs to be.
10 Reasons Why Advertising Is Important
#1 Advertising is a crucial part of marketing
Many people use marketing and advertising interchangeably. Marketing identifies what customers want, encourages them to buy, and engages with them afterward to retain their loyalty. To get their attention and let them know you have what they’re looking for, you need advertising. Advertising is like the fish hook while marketing is the whole fisherman’s tackle.
#2 Good advertising tells a story
Narrative advertising has gained traction in recent years. If you look at ads from the past, many of them describe a product or service. As an example, an old Chevrolet ad shows an illustration of the car. It’s surrounded by text detailing different aspects of the vehicle, such as its wide tread and handling ease. Today, most car ads focus more on the people driving the car than the car itself. A recent Chevrolet ad features a montage of actors in various life scenarios, such as moving away from home. The car’s features – like parking assistance and the size of the trunk – are still highlighted, but they’re not front and center. Consumers respond better to more narrative-style ads.
#3 Advertising lets you target specific customers
Being strategic about advertising helps a business reach out to the customers most likely to buy from them. In the past, that meant advertising things like health products in fitness-focused magazines and running ads for toys during children’s TV programs. Thanks to digital marketing and analytic software, businesses can get very specific about who sees their ads and who has bought their products before.
#4 Advertising helps retain customers
Experts say ongoing advertising campaigns are key to keeping customers. A consumer might buy a product from a business and not think about them again, even if they were satisfied. If they keep seeing ads, however, they’re reminded that this is a company they like. Running consistent ad campaigns is especially important if the business isn’t doing well and needs returning and new customers. Thanks to modern forms of advertising (like ads on social media and SEO optimization), businesses can run ads on small budgets.
#5 Advertising helps businesses stand out
In a sea of businesses selling their products and services, how does one set themselves apart? Good advertising. A company can sell something as basic as soap and do better than a competitor simply because they run ads that consumers like. The soap obviously needs to do its job, but with cleaning products, there’s usually not a massive difference in effectiveness. It comes down to branding and advertising.
#6 Advertising tells customers if a business aligns with their values
Consumers are getting pickier about the companies they chose to support. Research shows corporate responsibility matters a lot to people – especially younger people – and they want to buy from businesses that align with their values. Advertising tells consumers who a business is and what matters to them.
#7 Advertising affects a brand’s reputation
How a business represents itself can draw customers in or repel them. There are many examples of businesses running ads that backfired. In 2017, Dove uploaded a short video of a Black woman lifting a shirt over her head and appearing to transform into a white woman. This woman then removes her shirt, revealing a Middle Eastern woman. The ad’s intent seemed to be representation, but consumers were not pleased and Dove apologized. This isn’t the first time Dove has gotten in some hot water, which shows how essential ads are to a brand’s reputation.
#8 Advertising affects sales
Advertising impacts a brand’s reputation, but does that translate into a difference in sales? Sometimes. One big example is an Oldsmobile ad from 1998. The campaign tried to appeal to younger buyers. Their slogan: “This is not your father’s Oldsmobile.” It did not do the trick and also insulted their older consumer base. While it’s probably not accurate to say this ad killed Oldsmobile, it certainly didn’t increase sales. On the flip side, when Wendy’s released their “Where’s the Beef” ad in 1984, their sales hit a record profit the next year.
#9 Advertising impacts the economy
Spending on advertising is increasing worldwide. Experts estimate that in 2024, advertising will hit over $630 billion. That translates into more jobs, more buyers, stronger competition, and increased GDP. Advertising is good for the creative industry as well. Companies often need photographers, animators, musicians, fashion designers, and more to help with ads. This all plays into economic growth.
#10 Advertising transcends its campaigns
Advertising affects more than just a company’s bottom line and the economy. Ads can transcend a product and change cultural norms. De Beers is a good example. For many years, it wasn’t common for people to buy diamond engagement rings. In 1948, De Beers released an ad with the slogan “A diamond is forever.” Ring sales went up as young men obeyed the ad and took advantage of good diamond prices. Today, newly-engaged couples are expected to have at least one ring between them.
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