Today, to drive sales for your business, you definitely need a solid digital marketing campaign. Every day more people use the internet to inform their purchasing decisions, as it allows them to research and buy online. For this reason, the internet has become an advertising arena that we cannot afford to ignore.

This is why those who work in digital marketing have dedicated themselves to researching, studying and developing the best strategies and techniques to take advantage of the new technologies offered by online advertising . For this reason, today at X3media we are going to tell you what to take into account when advertising on the internet, and we will give you 8 tips so that your digital ads attract attention and increase your conversions.

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First, what should you take into account when creating your digital ads?

Creating campaigns in digital marketing is not the same as creating advertising for traditional media such as television, radio or billboards. Each digital platform has different requirements and you should study each of them before choosing where to place your ads. However, before going to the 8 tips in our article, we are going to give you some general advice on what you should keep in mind when you start planning your digital campaigns.

The objective of your campaign:

The first thing you should be very clear about is what you are looking for with the ad you are going to create. Of course, for that you must think of a certain ad as a link in your campaign, your campaign as a link in your advertising strategy, and your advertising strategy as a link in your digital marketing strategy in general. All these elements must be in line with the goals of your organization.

Being very clear about the objectives of your marketing strategy is essential to create and apply an advertising strategy that works. You should ask yourself what you want to achieve with your ad in terms of the conversion funnel, or marketing funnel . Do you want to publicize your product or service? Generate traffic? Generate conversions? Defining a clear and concise objective will make you define the format of your ads and the platform that suits you best.

Your target audience:

The audience you want to reach with your ads follows from your objective. In traditional advertising, also called offline, the goal is usually to reach as many people as possible. For digital marketing, and more specifically for Inbound Marketing, the key is to reach the right people, at the right time.

Who are these people? The ones your product or service is made for, the ones who need it, or the ones who are most likely to buy it. Defining your buyer personas in great detail will guide you through the process of creating ads for them. When you are clear about who your ads are for, you can choose the messages and the digital advertising platform that fits this target audience.

For example, if your buyer persona is a 25-30 year old person, passionate about fashion, who uses their cell phone daily to stay informed about new trends, then it is very likely that the ideal would be to advertise for them on platforms such as Instagram . Ads , in a specialized language and tone.

Choose the platform that suits you best:

As we have mentioned above, the platform will depend on the objective of your ads and the behavior of your target audience . You should also do additional research on the costs, ROI, and benefits of certain digital platforms.

Facebook Ads is useful for objectives that are in the discovery stage, or awareness, because they help make a product or service known to a specific audience. On the other hand, if your target is in the consideration stage, then Google Ads is a better option, as your potential customers are already searching for the keywords you are advertising for. In our article 5 criteria to choose between advertising on social networks and on Google, we break down this topic in depth so that you can make the best decision.

You should also consider your budget and develop a strategy to invest it in the best way. There is no “cheaper” platform than another. This depends on your goals. Organizations usually develop advertising strategies that include multiple platforms to cover the different stages of the buyer’s journey .

 

Create a strong message:

When you determine your objective, your audience and the platform you are going to advertise on, you can move on to writing and designing your ad. If you are clear about what you want to achieve with your ad, who it is for and in what format you want to share it, you will know what type of ad is best for you.

Try to think about the message of your ad in relation to the rest of the past and future ads, that is, in relation to your campaign and your marketing strategy. Make your message sticky and consistent with your brand message in general, both in terms of text and image.

Don’t forget to add a CTA:

Your ads should have a clear and compelling CTA that, in turn, informs your potential customers about what to do next. If you are advertising on a web page, your CTA should be simple and direct. For example, “click here to buy now”. On the other hand, if you are advertising on social networks , it is best that your CTA is a little more subtle. For example: “click here for more information”.

Define your metrics:

Measuring and monitoring your results is essential for your ads because it is useless to have a campaign on if it is not yielding any results for your organization. The metrics you should keep in mind depend on your goal.

Ask yourself what result you need to see in order to say that a certain ad is successful, and how to measure that success. Number of likes? Traffic on your page? conversions? Constantly review your metrics, analyze them and, based on feedback, modify your campaigns and ads if necessary.