Every business needs promotion, and paid advertising campaigns are one of the most efficient ways to gain traction. It enables brands to efficiently and affordably reach out to your target audience through different channels.
However, a lot of money can be wasted on ineffective ads with the wrong message.
To capitalize on your online advertising, we offer a few tips that will help brands get the most out of their ad units and achieve the results they’re aiming for.
The first essential thing is to create an ad your audience wants to interact with using the right creatives and content. Here are some ways you can make your ads more engaging.
A picture is worth a thousand words when it comes to capturing your audience’s attention. To boost engagement, your ads need to look visually appealing.
You need to get your message across very quickly. Your audience won’t take the time to read long and detailed ad copy. That’s why visual content has a 40% greater chance of being noticed and shared–just look at the huge success of Instagram as an ad platform. People enjoy visual media, so take this into account when planning your campaigns.
Visual content is a quick way to:
Interactive content, by definition, is content that requires the participant’s active engagement and motivates your audience to participate, like quizzes and polls. A recent study found that interactive content is 81% more effective at grabbing customers’ attention than static content.
Here’s why:
For one, it’s hard to stand out amidst the tsunami of content online. In fact, the average reader spends only 37 seconds reading an article or blog post. Therefore, marketing is all about fighting for your audience’s attention.
Similarly, people are less inclined to read long text than ever before. Since people are overloaded with online content on a daily basis, it’s becoming harder for static content (i.e. blog posts, infographics, etc.) to be effective.
Finally, keep in mind that people love to compete and test themselves, so experimenting with interactive content adds a touch of personalization that is appealing and fun.
As the Head of Customer Success at Whichit, I’ve seen that some of our users also recognize how powerful interactive content is. It gives ad viewers immediate–like a bespoke commercial offer–and tailored results they care about.
To make the most of your ad unit, offer test different calls-to-action that lead your audience to different e-commerce pages based on their engagement with the ad.
Successful ads feature clear and concise creative content that highlights a product or collection. As I mentioned earlier, interactive advertising in a great way to catch your audience’s attention and boost your e-commerce sales significantly.
With interactive dynamic ads, you can display and promote multiple products and lead to several e-commerce pages with one advert. Your campaign can be much more effective when it leads your target audience to the right landing page, based on their interaction with the ad.
Interactive ads and retargeting options give e-commerce advertisers a chance to bring back hesitant customers by showing them tailored offers based on their behavior.
A great example can be an abandoned cart retargeting ad, where the contents of the cart are displayed in the ad creative, drawing a shopper to return and complete their purchase.
One of the biggest mistakes you can make with a paid marketing campaign is ignoring audience data. Data generated by your ads can teach you a lot and can be useful in gathering actionable insights about your audience.
By collecting data from your ad-unit, a marketer can discover a target audience’s preferences–for example, a group of users prefers a specific product over another. You can also learn useful information about connections between different products. For example, you could discover that users who love red clutch bags also love yellow heels. This would let you start targeting those users with your best-selling yellow heels on Google’s Display Network, Facebook Ads, Instagram, Pinterest, etc…
And as unlikely as it may seem, some audiences just don’t like advertising.
By learning about your target audience’s preferences, you can create smart retargeting ad campaigns.
When you think about retargeting (or what some refer to as remarketing), you may think of seeing ads for weeks on nearly every website you visit because you’ve looked at a product once on an e-commerce website. Realistically, there are several different ways marketers can use retargeting campaigns. For instance, one of the innovative and more effective ways is using your audience’s data to create a segmented email marketing.
According to MailChimp, segmented email campaigns had 14.3% higher open rates and 100.95% higher click rates than non-segmented one. Why? Because customers are only pitched products and content they’re actually interested in.
You know who your target users are and what they prefer. Now, you’re able to create tailor-made ads and email marketing for them. People who have shown interest in your ads are more likely to engage with your retargeting ads.
At Whichit, we have several resources and tools to help advertisers create engaging, fun and innovative rich media ad units, that provide clear, precise customer insights without disrupting their experience. Have questions? Feel free to reach out to me on LinkedIn!
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