Do you have a digital marketing plan? While nearly half of all companies say they use digital marketing tools, most have not actually worked out a plan for it. Despite this, businesses plan to spend more and more on digital ads and marketing campaigns. In 2014, companies with ad budgets spent about a quarter of their budgets on digital ads. That is expected to increase by about 50% within the next five years. That is how important companies see digital marketing. American marketing companies expect that they will spend almost $24 billion on their online display advertising. Nearly 60% of all chief marketing officers think this is an important part of their strategies. If you are working with ad agencies on your digital marketing plans, here are some tips to make it more successful.
- Make sure you have a clear and concrete goal in mind when you start. You need to set a clear goal that can be measured. If your company sells something, increasing your sales should be the goal not increasing awareness of your brand. The latter is difficult to measure effectively. When you begin any search engine marketing plan, you need to be able define success with that campaign. What do you want people to do? Buy something online? Complete an online form? You will have a better experience woking with ad agencies if you know how you can define success for your marketing campaign.
- Who is your target customer or client? When you are writing the copy for your ads make sure you are keeping the needs and wants of your target audience in mind. A creative agency can work this into the text of your ads. You want them to attract the right attention, raise awareness and interest in your products or services, show customers and clients that they want what you are selling, encourage them to take some kind of action and leave them happy with your performance.
- Never lie to your customers and clients. The keywords you pick for your ads need to be relevant to the goods and services that you provide. Yes, people love to look at videos of cats but unless you sell cat products, buying ads about cats will look like you are trying to mislead people into visiting your website. This is a waste of their time and yours. Make sure your advertising company understands what you do when they develop your digital ad campaign. While using misleading keywords is not always the exact same as lying, it leaves a bad taste in your vistors’ mouths and should be avoided if possible.
- Remember, your ads will never be finished. You will always be testing and editing your digital ads. If ad agencies tell you that your campaign is good to go and needs no more testing, it is time to talk to different advertising firms. Start by investigating the right keywords to you are going to bid on. Next play with the copy. Only conduct one kind of test at a time. Play with the text or with the keywords but not both at the same time. If you test more than one area, you will get less precise data on what is and is not working. Create several versions of the same ad and see which gets you the best results.
Keep mobile technology in mind. More and more people are accessing the internet and doing web searches with their mobile devices rather than computers. When you are designing your ads and your website, you should keep this is mind. If your marketing agency does not get this, should consider looking into different ad agencies. You still need your company to come up in the first page of a search engine search to get the traffic you want but if your site cannot load on a smart phone or tablet, you need to fix that.
Planning your digital ads to be as effective as possible is an important part of your overall marketing strategy. More than 93% of all internet experiences begin with a search engine search. Getting the results you want from your digital ads needs to take that into consideration.
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