So, you’ve decided that online advertising is the right way to attract more customers to your website... (If you still aren't sure, take a look at these signs that you need online advertising).
But, how will you know you’re attracting the largest possible number of customers?
How will you know you are implementing best practices and really benefiting from your online advertising?
Here are six tips to make sure your online advertising is attracting customers as much as possible.
The tips apply to most media platforms, including Google AdWords, Facebook, Twitter, Instagram and Retargeting.
1. Find out everything about your target market
The more you know about your target market or audience, the more specific and accurate your segmentation can be.
Your online advertising success depends on how well you can attract the correct user. Not just any user, but the user that will actually purchase your product or use your service.
Try to use detailed segmentation criteria, not just basic demographics, relating the users' interests, behavior, lifestyle, etc.
Facebook, for example, allows you to segment by interests, and with Retargeting strategies, you can segment by behavior.
Don't forget: the more specific you are, the better.
2. Be in the right place
What do I mean by "Be in the right place?" Well, if you were selling expensive suits for men, would it make sense to advertise your brand in Seventeen magazine? Obviously not! That may seem ridiculous, but believe me, when businesses start advertising online, they often forget to think through their presence on digital media.
Just because you use Facebook, doesn't necessarily mean that your target market uses it too.
Just because your colleague attracts a lot of customers through LinkedIn, doesn't mean that you should advertise on LinkedIn too. You need to be critical, question and analyze if your target market uses that particular media.
If your ads are not on the correct media, the number of visitors on your website will increase, but the type of user that visits your website won't be the type you’re looking for. They won't become customers.
3. Check the conversion rates offered by the media
As mentioned above, traffic doesn't necessarily translate into conversions. By "conversions", we mean desired actions, which might mean: your visitor filling out a form on your website, or downloading content, making a purchase, or request that you get in touch, etc.
There are media platforms that are great at collecting an enormous number of impressions and clicks, but their conversion rate is very low... even zero.
Always analyze the number of conversions generated by the various media you advertise on. Quality traffic is way more valuable than lots of traffic.
There are media platforms out there with a higher cost per click (CPC) than others, but if these media generate customers for you, it’s worth investing in them.
Note that though a low conversion rate might be caused by incorrect segmentation, it could also be low because you’ve chosen the wrong media platform to advertise on, or maybe even due to other factors, such as how well your website is optimized to generate sales.
4. Make sure your ads are high quality
If your ad isn’t eye-catching, or if you don’t invite users to perform a particular action, you won't get good results.
No matter where you advertise, make sure all the ad elements are high quality.
The ad text must attract the reader's attention: it must be clear, concise and persuasive.
If your ad includes images, they should be attractive, original and used correctly, so that they capture the user's interest. I could give you a lot more examples...
Don't forget to modify your ad for the mobile version, so you have an impact on the huge number of users that access the internet using mobile devices.
5. Measure and analyze to optimize
The best tips when it comes to attracting new customers actually comes from the insights created when you measure and analyze your campaigns.
If you don't measure your results, how can you improve them? It might seem very obvious, but it’s essential to measure each one of your campaigns. Analyze their performance and optimize them based on their results.
For example, if you notice that one keyword on Google AdWords generates more conversions than the others do, create new variations of your ad using that keyword, and invest more of your budget in that group of ads.
6. Leave it to an expert
If you don't feel comfortable creating ads online, don't worry. You can hire an expert, agency or use software to do it for you.
Another option that will probably be very helpful is Adext, an AMaaS (Audience Management as a Service) that stands out for being first and only software that applies Artificial Intelligence and Machine Learning to digital advertising to find the best audience or demographic group for any ad. I
The tool automatically manages budgets across different audiences, on 3 platforms (Google AdWords, Facebook and Instagram), and optimizes them several times a day. In addition, it guarantees Adext Partner agencies that it will get a better cost per conversion (lower cost per sale or cost per lead) for all the agency’s accounts and campaigns, or the service will be FREE, and no management or optimization fees will be charged.
And if the fact that, the only opportunity cost comes from not trying it intrigues you, you can learn more about how exactly this AMaaS works in this guide.
What are you waiting for? It's time to apply these tips to your online ads and attract new customers to your website.