Often-times, the most straightforward way of marketing a product is to advertise the product itself.
With the advent of social media leading up to its mass consumption, this new platform soon became the norm for advertising a company's products or services on.
While iconic brands such as Coca cola, Apple and McDonald's have the budget, klout and are synonymous with their products, many others especially newly established companies do not have the same recognition as these global heavyweights.
Here are some tips on how to handle advertising be it on paid, owned or earned social media channels.
Think Like A Consumer
Help people to help you understand what they want. As a brand marketer, put yourself in the shoes of a consumer and start off by asking yourself a few simple questions.
What do those who are interested in your product want? What are those who are interested in your competitor's products looking for?
Support your marketing decision with market research, social media, web and sales analytics to craft a well-planned campaign that will be effective instead of one simply just based on instincts.
THE NEW AGE of Advertising
In the new age of digital advertising, knowing what people want, HOW, WHEN and WHY are key to building awareness, capturing leads and bumping up conversion rate.
There are two ways your ads can be seen in Google AdWords - 1) Search network and 2) Display network.
Depending on which network you opt for, the display will either appear in the form of simple text, ad extensions with call to action or further information options, picture ads and multimedia rich/ video ads.
Choosing how to interact with your potential customer on different ad networks and using the appropriate ad formats can determine the success or failure of your advertising campaign.
Deciding the right frequency and time of day to reach out to your target audience on social media and advertising display networks is important.
Knowing when they are most active online can mean reaching out to a larger group of the right people.
They WHY or relevancy of the advertisement to an individual's search intention can either turn on or turn off people.
How many times have you felt spammed by a product placement or ad that is irrelevant to you?
Forcing consumers to watch a 30 sec video that they have no interest in is equivalent to wasting your ad dollars.
Google AdWords remarketing is a good tactic to reach out to consumers who have seen an ad and may not make a decision on the spot. However, it can backfire if it's not used in the right strategy and will become nothing but irrelevant and annoyingly repetitive ads to consumers.
To discuss which strategy works for your business, keywords, search intent and more on how we can help you build a more cost-effective and successful PPC advertising campaign, contact us.