What are Digital Ads?
The simple definition is the process of distributing promotional materials through online platforms.
Most people surf the internet, have social media accounts, apps on their smartphones, etc. Facebook has reached 2.7 billion users in 2020. Try to picture the number of people you could have access to if you were to launch a digital ad campaign on one of the major platforms.
As we are living in the age of data, the digital advertising industry has attained an incredible level of precision. Data collected on search engines, websites, apps, and social media enables advertisers not only to reach the exact audience that they are targeting but also to collect data about how the ad is perceived and its level of success.
Digital ad campaigns are commonly known as PPC (Pay Per Click). Every time someone clicks on an ad shown on a website or a platform, it will charge a certain amount in exchange for the click. There’re several other types of campaigns as well to help you if your objective is awareness, lead generation, or sales.
However, at Sydney Digital Agency, we recommend that for lead generation and general digital advertising, use the main search engines and social media, as they are the safest and have the most complete set of data.
The primary digital ad campaign platforms
Choosing the right digital ad campaign platform depends on your business industry, campaign goals, and target audience. Across most industries, three platforms stand out: Google, Instagram, and Facebook, each with their own unique characteristics.
Before making your selection, ensure your marketing strategy aligns with these platforms’ strengths. If you haven’t optimised your website yet, consider consulting with a personalised website design agency to maximise conversion rates.
Google Ads
Google Ads has options to match your campaign goals and bidding preferences. For example, Google Search campaigns are great for lead generation, and Google Display campaigns are great for brand awareness.
Dynamic campaign features cater to different business needs, such as pay-per-click, pay-per-thousand impressions, or pay-per-conversion, to achieve specific goals.
Facebook Ads
Facebook is known for its targeting capabilities and has similar flexibility to Google Ads for campaign objectives.
A/B testing allows you to test ad creatives and audience segments and develop robust bidding strategies to optimise campaign performance. Visual and written hooks work together for maximum impact.
Instagram Ads
Instagram, connected to Facebook, is all about visually paid ads. Using a pay-per-click model, Instagram ads must have eye-catching images or videos to resonate with its predominantly millennial audience (62.7% aged 18–34).
LinkedIn (B2B)
For B2B businesses, LinkedIn has a dedicated ad platform to reach professional audiences.
Key Things to Consider: Before you start running ad campaigns, make sure your website is conversion-optimised. A good website is key, as these platforms will be driving traffic to it. A bad website will undermine ad performance and waste your ad spend.
The Keys to Your Digital Ads Campaign's Success:
Know Your Audience
Thoroughly thinking about your ideal customer profile will be crucial to the success of your campaign. If you don’t, you might just have thrown your budget out the window! Let me give you an example: you are selling some luxury cars. The ad is amazingly designed, appealing, and convincing, but the audience you selected is too broad. Because you are selling an expensive car, the majority of the social media users who click on your ads cannot afford it, so only a few of them will purchase it.
A smarter alternative to using your campaign is to pay a little bit more per click and reach only a limited number of people who can afford your expensive item. Perhaps an audience with the financial resources that come with a specific job title, or someone who has recently purchased luxury items.
Know Your Competition
Competitors are always a great source of learning. Knowing your competition helps improve the quality of your products. And if you can offer products or services better than competitors, you can grab the opportunity to please customers and and grow your business.
Be Creative
As I just mentioned, you need to know what your competitors are doing and adjust your branding accordingly, differently, and in a better way! Creativity and innovation are the keys to staying competitive.
Constantly Update with New Data
Keep track of the data that is provided by your advertising platform and use it to refine your campaign.
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Leave a comment & read Google Ads Vs SEO, written by Maddy, our digital marketing expert!
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