5 Point Business DiagnosticOnline Advertising is the future. According to a study released Monday by the Pew Research Center, between 2011 and 2015, revenue from digital advertising in the United States is expected to grow by 40% and to overtake all other platforms by 2016. Including television! Experts project that by 2016, advertisers will spend almost $77 billion online, comprising 35% of overall ad spending.
This can only mean one thing for the coming future: Competition. The market for Online Advertising is getting more and more crowded every day and as the trend continues, small businesses are more likely to have their ads lost somewhere in the digital fray, costing them hundreds, if not, thousands in under-performing campaigns. Thankfully, there are a few easy ways of side-stepping this issue and ensuring that your ads are always visible and compelling.
Know Your Customer
You’ve probably heard this old adage before, but it’s especially true when it comes to advertising online. Businesses that are able to think like their customers are more likely to place ads in places where their customers will see them. What search engine do your customers use? What are they searching for? What websites do they visit daily? The answers to these questions are vital when placing an ad for maximum effect.
Get to the Point
Your customers don’t have the luxury of wasting time with frivolous words and neither do you. For instance, LinkedIn limits you to a 25-character title and a 75-character message. That’s not much space to convince your audience to click through to your site. Make sure your call to action is simple, obvious, tailored and persuasive.
Check Your Results
If your ad has been running for six months and you’ve never received a single click, it’s time to try something different. Use the analytical tools in your advertising account dashboard to track your ad campaign’s success.
Use Relevant Images
Facebook and LinkedIn allow you to select a small image to go with your ad text. Use professional images and logos on each and every ad campaign. Grainy photos, photos taken with cell phones, and photos taken in poor light will give your advertising audience the wrong impression.
Run & Test Multiple Campaigns
Create and track results for several different campaigns. Keep an eye on the analytics to determine which ads are generating the most leads and clicks, and then try to repeat or improve your success on new campaigns. At the same time, remove less effective ads from the rotation.
While these simple tips can help ensure that you are getting the most from your online advertising dollar, there is no way to overstate the success you can achieve when you partner with a firm that has the talent and experience to maximize your marketing potential.
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