- As with all digital marketing and business investments, you need to create a clear strategy and purpose for your digital activities.
- Understanding who your target audience is is vital for paid advertising optimisation. When developing your paid social media campaigns, you should ask yourself ‘who am I reaching out to with this ad?’
- Establishing a variety of keywords to target in your paid media advertising is a crucial step to delivering a successful campaign.
- 32% of marketers say that visual images are the most important form of content for their business, and this value is also translated into paid media.
- Split test your paid media ads to help gain a deeper insight into what works for your audience and channel this into your next advertising campaign.
Paid media is a fantastic way to get your brand name out there and reach new market audiences who share an interest in your product or service. This PPC advertising avenue allows businesses to target their ideal market through audience demographic optimisation, keyword targeting and search visibility.
At Absolute Digital Media, we’ve helped a number of different businesses reach their business goals through a results-driven paid media advertising campaign. The benefits of paid advertising on social media are vast, and if well-executed, your brand could see an immense increase in traffic, sales and revenue. Do you want to find out how?
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Here are my top five tips to help get you started in your paid media strategy. For more guidance, or if you’d like us to create a paid media campaign for you, call my excellent team at Absolute Digital Media today on 0800 088 6000.
Create A PPC Checklist
As with all digital marketing and business investments, you need to create a clear strategy and purpose for your actions from the get-go. When developing your paid media campaign strategy, you should be focused on the how, what, who and why questions:
- How much are you willing to spend on your paid media campaign?
- How long do you want this campaign to run for?
- How many clicks do I want to see per ad?
- What channels do you want to advertise on?
- What goals are you looking to achieve through paid media?
- What tools will you use to track success?
- What metrics will I track during the campaign?
- Who do you want to reach out to in your paid social media advertising?
- Who will your ads speak to?
- Why would someone click on your paid media ad?
Taking the time to thoroughly track out your campaign structure and the goals you want to achieve through paid media will create a solid foundation for your paid media strategy and implementation. The success of your campaign is a direct result of its foundations – so make them count.
Who Are Your Target Audience?
Understanding who your target audience is is vital for paid advertising optimisation. When developing your paid social media campaigns, you should ask yourself ‘who am I reaching out to with this ad?’ Establishing this as the foundation of your targeted paid ads is fundamental.
As a business, you will have a clear idea of who your ideal customer is, what they want to invest in, their consumer behaviours and why they trust your company. You now need to channel this into your paid social media advertising.
Create a target audience profile and detail their demographics and interests, including gender, location, age, profession, interests, behaviour and values. From this, you can build an advertising campaign that will speak to your target market; including specific language, imagery and sale opportunities that will resonate with your audience.
Which, takes us nicely on to tip number 3 – channelling your audience targeting into keyword targeting.
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Build A Keyword List
Establishing a variety of keywords to target in your paid media advertising is a crucial step to delivering a successful campaign. Developing a list of keywords that are relevant to your target market and business will help ensure your advertising reaches the correct market.
Keyword targeting can be related to your overall brand or to specific products that you are advertising, but they should always be focused on what your target market search for online. This way, you will have a greater opportunity of your ideal audience interacting with your ad. Your keyword targeting can be used in ad headings, ad copy, product descriptions and, importantly, search engine results tags.
Building out a tailored keyword mapping file is a time-consuming job, but the effort is worth the result. Taking the time to do the research now will help drive new revenue and traffic to your website down the line.
32% of marketers say that visual images are the most important form of content for their business, and this value is also translated into paid media. Visual display ads tend to see a higher click-through rate than plain text ads, and creating a stimulating visual ad is a fantastic way of building paid ad performance.
If your business is product-focused, showing a high-quality image of the product image or a lifestyle shot of the product in use is a great way of instantly grabbing your audiences’ attention and driving the message home.
If you’re stuck for imagery, why not use an engaging graphic to give your ad the extra wow factor?
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Test and Measure
Once you’ve got your paid media up and running, you need to be prepared to test and measure the success of each ad to fine-tune your campaign. Thankfully, everything in PPC is measurable and once your ads are live, you can measure the engagement and evaluate your ad’s success.
This involves determining which metrics you want to assess as a matter of priority – be this clicks, impressions or sales.
Next, you should assess the performance of each ad and see if any fine-tuning could improve its performance, this could include changing the ad title, refreshing the copy or A/B testing the ad with a new feature image.
Split testing your ads is a fantastic way to find out what works well for your audience and brings results. By altering the ad title, image or even ad tags when setting up the campaign, you can gain a greater insight into what messages and ad style resonate with your audience and bring you traffic to your website – you never know, the most effective strategy could be the one you least expected!
For more information, or to find out how we can help with your digital marketing, call the Absolute Digital Media team on 0800 088 6000, today.