Digital advertising has grown from SPAM in the late 70’s to banner ads in the early 90’s, to pop-ups, pay-per-click, social media advertising, and now programmatic. With each innovation in digital advertising, the landscape of creating a successful campaign can become challenging. Each piece of the puzzle (creative, messaging, targeting), plays an integral part and it can get complicated when figuring out how to put those pieces together.
Creative Is Key
The creative being used in a digital advertising campaign should be noticeable to the desired audience; think fonts, the weight of font, and the colors of the display. Using a simple black and white color scheme will (most likely) go unnoticed by consumers browsing the web. Also, the messaging of your creative or digital display ad, should be personal to the target audience and get to the point. Short and concise messaging is key to getting higher clicks. For more information on the Anatomy of a Successful Display Ad view our recent infographic!
Another simple thing that can be done to make the best of digital advertising is to keep the messaging and design consistent across all creative and channels. The voice of the message should be the same from one piece of display to the other whether on social media or on specific web addresses. Also, the messaging and design should be relevant either to the brand or the specific product/service the campaign is running for. A non-relevant message can confuse consumers and turn them away from the brand and product.
The call-to-action should reflect the overall goal of the campaign. Is the purpose of the digital advertisement to drive sales, generate leads, or another conversion? Try using language like “Learn More!”, “Shop Now,” or “Download Here” to tell the target audience what it is they’re supposed to be doing. A relevant call-to-action will help draw in the target audience and drive those clicks and conversions.
Don’t Forget a Targeting Strategy
Moving beyond the actual design of the campaign, it is important to know who the target customers are. Figure out what they like and where they spend their time online. This will make it a lot simpler to not only design the creative and messaging to fit the personality of those consumers but also help determine what is the best way to target them. For certain brands and campaigns, the target customer might be the most reachable on social media, while others might have to be targeted through direct geographic locations, IP addresses, or websites.
Data Can Drive The Strategy
The final thing to do to make the best of digital advertising is to listen to the data that’s collected. Pay attention to what creative is working, where your ads are getting the most clicks, and what is leading to the best conversions. Then, it will be easier to adjust the campaign to better suit those channels and creative that are working the best for reaching your target audience.
With so many tools and information now being given through digital advertising, creating a successful campaign can seem stressful and difficult. By following the simple guidelines of creating strong creative, having a call-to-action, keeping a consistent and relevant message, knowing your customers, and listening to the data, any person running a digital advertising campaign will now be able to make the best of it.