Let’s talk about advertising. If you read our June newsletter (sign up here!) you’ll know we are interested in the effects the pandemic has had on advertising.
As we kept a close eye on the marketing arena during the first lockdown, we spotted a trend – advertisers were pulling out of the market, meaning less competition and reduced costs for advertising space.
Naturally, and perhaps fortuitously, more space for content meant more visibility, and the cost for conversions went down – actually, they halved!
Fast forward to today, and the situation is heating up. As we slowly move out of lockdown, the advertising world is once again competitive, and we must all consider what the impact is going to be.
The Magic of an Ad Campaign
Enough of the reflections and predictions, let’s get into the details of building an effective ad campaign.
What is an advert?
Let’s take a moment to consider what an advert is.
They are the paid communication tools or messages in marketing that when used efficiently will increase awareness, interest, and desire from potential customers to promote products or services.
Effective ad campaigns are your magic wand. When done well, the benefits include:
- Increasing brand and product awareness
- Standing out from the competition
- Attracting customers
- Educating customers
- Increasing sales volume & ROI
- Improving your brand image
Ideally, a great advert will capture a prospective customer’s attention and entice them to use your product. Whether you use Facebook or Google (we’re talking online digital ad campaigns here) your advertising should be clear and consistently reflect the identity and purpose of your brand and/or company.
Clever, clear copy and good design will help your ads stand out, but we’ll go into that another day. For now, let’s focus on how to build an effective ad campaign and whether Facebook or Google should be your platform.
Facebook or Google? Google or Facebook?
Choosing between Google and Facebook can be a tough decision. It depends on what you’re willing to pay for a conversion, your audience, and the time you can devote to managing your ads.
The main difference between the two platforms is how products and services are shown to consumers. Facebook shows ads based on user’s interest, and Google shows relevant ads to those who make a specific search. In other words, Facebook focuses on brand outreach, while Google concentrates on lead conversion.
When it comes to Google, searchers are on the hunt. They’re looking for something specific and want to find what they’re searching for. Whereas Facebook enables you to advertise to people who aren’t necessarily searching for your product or service. Even though they aren’t searching, they still get exposed to your ad!
So, Facebook ads are a great way to generate awareness for your product. Show people you exist, and they may become interested in what you have to sell – especially if you have a great ad!
What next?
Once you’ve chosen your platform and set your ads up (contact us if you need help!), you can use Facebook to track how people are interacting with your ad and your website. When creating ads, it is important that you target the right audience to gain the most leads. There are plenty of ways in Facebook to make your target audience specific.
Different content can be used such as images and videos, making a personal and interactive experience for the user. Ad copy is also crucial as this is the first thing the customer reads. Use emotional triggers and show the reader you can solve their problem.
For any help or advice on creating a successful ad campaign, one that will generate healthy, good-quality leads, contact Future Marketing today and we can guide you through the process.
