A Beginners Guide to Creating High ROI Digital Ads

As a lead generation method, the biggest advantage digital advertising offers marketers is control—you can control the look and feel of the ad, who sees your ad and to some extent, where your ad is displayed. Technology and the resultant data have made it all the more possible for marketers to optimize ad campaigns and to squeeze the most ROI from these ads.

What makes for a good digital advertising campaign? Whether it is a display or social media campaign, a good ad demonstrates these characteristics:

• Targeted
• Measurable
• Simple
• Relatable/relevant
• Memorable
• Profitable

Ad campaigns cost money. Here’s how to make each ad effective and worth every penny spent:

Make Your Target Very Specific

Your target applies to both your campaign goal and your audience. You need to be clear about what you are looking to achieve with the campaign—is it brand awareness, lead generation, nurturing prospects or increasing sales?

When it comes to your audience, do you fully understand who your campaign is targeted at? An effective ad campaign segments its audience based on their pain points and other factors such as device, location, demographics, user history etc. Without targeting your results to a specific audience and delivering a targeted message to this audience you are not getting the best results you possibly could which could cost you money.

Set Up Your User Journey for Success

An effective ad campaign compels users to take specific action i.e. it converts clicks to customers. There is no point in spending money on targeted ads only for consumers to click on the ad but fail to see the process to completion. To avoid this, it is important to build a user journey that will deliver the customer to a point of purchase. A couple of things to watch out for are:

• Mobile page optimization
• Clear call to action on your landing page
• Page loading speeds
• Remarketing tactics to target customers who abandon the process
• Customer on-boarding for sustainable business

Provide a Consistent Brand Experience

The best ad campaigns tell a brand story in a clear and consistent manner. Consistency entails seamlessly integrating cues such as logo, color palette, visuals and brand voice throughout the ad campaign journey. Consistency breeds familiarity which in turn prepares consumers for conversion.

Build Landing Pages That Convert

The best-performing campaigns largely depend on the quality of the landing page because this is where customers first get to when they click on the ad. To build and optimize a landing page that converts: 

• Improve the performance of your search campaign ads by integrating content that relates to your campaign into the landing page.
• Ensure that all elements of the landing page including images, title, message, call to action and content are completely relevant to the ad that users see and click on.
• Include trust elements to reassure prospects. These include user reviews, social media following, awards, accreditations etc.

 Measure and Test

To determine the effectiveness of your advertising campaign, you need a way to measure the outcomes. The metrics you measure will depend on your initial campaign objectives; these will allow you to see if your efforts are generating any value.

A/B testing can bring much-needed objectivity to your campaign. Before implementing any change, establish a margin of error beyond which changes to the campaign become necessary. Whether you are testing the call to action or a video on your landing page, it is recommended to have just one A/B test running at a time to really understand how each element is impacting your overall campaign.

 

 

As a reminder, please note that we are an affiliate of Amazon, ClickMagick, Coach Glue, Content Sparks, GetResponse, Kris Clicks, NOW Lifestyle, OptinMonster, Rebrandable Traffic, SiteSell (SBI! & Solo Build It!), and other companies where we may earn reseller fees and commissions if a visitor makes a purchase after clicking on one of our images, posts, or links and visits the advertiser's website.

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Mike Conkey