There are several different forms of paid advertising, including display advertising, sponsored ads (such as those on Google and Facebook), and of course, search ads – just to name a few of the main ones.
So where do you start? Whilst there are many options to choose from, reaching your desired audience does require a little bit of work. Fortunately, using paid advertising to get your business across to relevant consumers is easier than you think.
Pick the right platform
In 2008, only 24 percent of the UK had a social media account. Today that number has skyrocketed to 81%. Whilst many traditional methods of advertising, such as television and print publications, still have their place, companies are now turning to digital advertising for the majority of their needs.
Tech titans, Google and Facebook are said to command nearly 65% of UK online ad market by 2021. Furthermore, this year, the overall digital advertising market will grow by more than 11% to hit £14.73bn, with Google taking a 38.8% share, valued at about £5.72bn and Facebook will grow its share from 22.7% in 2018 to 24.5% in 2019, worth around £3.62bn (campaign live). So why would you settle for anything but the best? Pick the right digital platforms and go where you’ll be seen.
Know your audience
Knowing your exact target audience is undeniably the most beneficial tool in your advertising toolbox. Not only does it give you a leg up for reaching your most likely consumers, but it also helps to pick the appropriate platform and technology to deliver your products and services. However, once you have their attention, there’s still plenty of work to do!
To make sure you are pushing all the correct buttons, you need to know exactly what to say. Well thought and engaging content moves people and will consequently move your products! It creates loyalty, trust and brand awareness, meaning your customers will keep coming back for more!
Be interactive
As the internet continues to advance, media is consumed differently by all groups of people. More and more people are getting their entertainment and news from streaming options such as Netflix and YouTube. So what does this mean for paid advertising….interaction! Interactive ads get a higher clickthrough rate of around 6 percent, whereas most digital ads remain at just under half of one percent.
Interesting advertisements tell a story that engages the audience. If you’re a restaurant owner, enticing future customers with a snappy ad no longer works as well as it used to. You need to intrigue potential buyers with an eye catching video, and a captivating call to action. Don’t tell customers what to think, but instead show them why buying your product is the best decision for them.
Keep it short and sweet
Don’t say too much. Short, effective messages that include interesting and engaging content go a long way in the paid advertising world. Hook your audience with a smart pun, a fun image or simple one liner.
Pull at their heartstrings
Whether your message is sensitive, funny or serious, it should come across as authentic at its core.
Nowadays, audiences are smarter and expect a lot more than basic pandering. They need and want to see engaging content that scratches beneath the surface of a product and that relates to them on a personal level.
That’s why today’s most memorable campaigns reject tradition in exchange for something more sincere. We understand that traditional word of mouth will forever impact a local business and the trick with this is to give them something positive to talk about! The most important thing about your digital advertising campaign should be about connecting with your audience. A little passion goes a long way.
Successful paid advertising plucks at your viewers’ heartstrings and entices them with good, relevant content. Most importantly, whatever your approach, be sure to make a connection with your audience – leave them engaged and interested. Make your digital ad is memorable and appealing, and therefore your brand will be too.
More: How to reach your audience with print advertising.
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