The advertising traditional, one defined offline, takes place in the “physical” world while online advertising is moving into the Internet; simplifying to the maximum we can take this distinction as good, even if in some circumstances the nuances between online and offline advertising are more subtle. But my goal is to make your life easier, indeed easy reading, so no technicalities and big words that can confuse and put you in difficulty, beyond your knowledge in this sector, whatever they may be.
When talking about graphic design applied to marketing and promotion strategies, it is important to remember that not all designers have the same skills, and in marketing matters, for any business, it is important to apply some rules or advice so that the design of all the marketing material has better possibilities of reaching its objective, which is to put in the minds of the people, and the print advertising that promotes and induce the public to purchase.
Also remember that when it comes to small businesses, there is a disadvantage against the large advertising companies that exist everywhere, however, these tips will help us to make printed material, ads, posters, postcards, cards of presentation, etc. They can compete with the greats and not get lost in the crowd.
1 – Avoid saturation
Too many elements in a small space can distract the eye of the viewer, the client or future client in this case, the use of too many graphic elements can make a card or advertising postcard very attractive, but as a marketing element, it can make it difficult for the recipient get the main message, that is why you have to always try to balance between space and image, so that the receiver’s eye can read the most important messages.
This is particularly important when space is limited, as in the case of business cards, flyers, advertising postcards, small brochures, etc.
2 – The size strategy
Try to use large images, instead of very small elements that can be difficult to read, large images in a negative space, tend to draw more attention of the reader.
3 – An image says more than a thousand words
The visual aspects tend to call more attention than words, however, we must try to maintain a balance between the image and the text used, should try to use the image as a reinforcement of the message, and not around. If you are going to combine image with text, try to have at least 50% of the same space on the page, if you need or think it is convenient to use a large image.
4 – Easy reading
Always try that your brochure, flyer or print advertising form, has an accommodation that is easy to read, since what you want to achieve is to read the important information contained in the marketing piece that you are delivering, besides, it is very important that you a look at all the texts and that the message you want to send is disseminated among the spectators around the printed element.
5 – Use of typography
We must take special care in the use of typographies, sizes and colors of the texts, use too many high letters (capital letters), it may seem like a good idea at times, and however, it is not, so we must try to keep the text in its proper proportion, between high and low letters.
You also have to limit the use of fonts, shapes and sizes, since this can give an impression of visual chaos, which would act to the detriment of your message in print advertising.
6 – The key is the consistency
Keeping the information where it is easiest to read and access for readers in any printed marketing element, is the key to such information being remembered and reaching the objective of the advertising material in question.
7 – Be consistent
Again this applies to the entire layout of any printed marketing element, be it advertising postcards, magazine ads, business cards, posters, etc. Maintaining consistency in the entire area of your brochure, card or ad, will make your advertising message be remembered, and above all be read.
The use and results of these print advertising tips will vary depending on the product and / or services that you want to promote.
Online advertising has incorporated new platforms and business opportunities for companies and brands, there are many types of advertising channels on the Internet. According to the latest studies the most used by brands is advertising in searches, but has gained a presence in the plans of the companies the advertising on social networks. Since the business models of the social platforms in the last years, has been oriented in subtracting presence to the organic contents so that the companies invest in advertising on social networks with the purpose of obtaining a greater scope for publications.
The importance of advertising on social networks is that it has become a key means …
- 80% of marketing professionals consider advertising on social networks with an important source of sales opportunities.
- They allow an additional boost to attract visitors.
- You can offer the same value (content) as your organic sources but increasing the reach.
- These advertising media are the new weapon to promote business , some of its keys are:
- It allows to generate notoriety in the short term.
- It has advanced segmentation. (Micro-segmentation).
- It helps to boost the branding of business.
- More measurement capacity that allows cost optimization.
- It is a new medium, more tolerated and with more integrated formats in the communication of users.
You must consider the use of advertising on social networks to achieve a greater scope of your actions …
In a proper digital marketing planning, you should consider the use of several means to achieve a greater scope of your actions, diversifying efforts in the different media in which your client can be. If you cannot make a large technical and economic deployment, we advise you to focus on the social networks that your target audience uses the most, because it allows you a great level of budget segmentation and control.
One factor to consider are the algorithms that condition what users see in your timeline: if you achieve greater reach and more participation, those users are more likely to see your organic publications as well, getting more commitment from your audience.
This type of promotion is more effective in the long term and creates a stronger bond with clients because it reaches a participatory audience.
The main advantages of advertising on social networks are …
- With little investment, a large impact on potential customers is possible. The cost per click is very low compared to other advertising formats.
- You have more means to segment and find your target audience, since you can create specific campaigns depending on demographic and sociodemographic data, interests, behaviors, business experience, etc.
- Social networks offer us greater flexibility in ad formats. It can be visual, written, videos or announcements of simple texts and most of them are displayed in the same spaces in which users interact, so it is more integrated and accepted.
- Greater monitoring through reports on how your advertising campaign progresses or the visits you have received. This will help you evaluate results and get to know your most loyal followers, to be able to make configuration adjustments or improve in future campaigns.
Social networks should not only be seen as entertainment but also as a way to take your business further. If you have not yet made room in your business planning to social networks, get down to work, you will see how this new way of advertising on social networks allows you to carry out a better analysis of both your target audience and your results, with a better targeting and of course better overall performance. Each one allows different types of segmentation, so it improves the optimization of the budget focusing on the audience and objectives that most interest you.
Now that we know the advantages, we will briefly know the characteristics of the advertising on social networks and in the different platforms, where to promote our products and services …
Facebook and Instagram share a platform for advertising management and some formats are the same in both, although the strategy may be very different since the audience may be different and especially the conversation and relationship between users is very different, creativity must be adapted
The ads that stand out are the sponsored stories or relevant ads. Ads can link to web pages, events or applications. Advertisers can sponsor their most relevant activity for their businesses and make sure they have an audience that sees it. The social network offers us different types of ads according to the objectives we look for in our strategy and broad options for audience segmentation.
Ad types / Objective of the promotion
- Promoted publications → Scope: Increase visibility of post and web traffic and focused on conversions. “Advertising”
- Published publications → Scope: Increase post visibility among fans audience and focused on getting more post interaction and promote post published organically.
- Clicks to the website: Increases the traffic of visits to your website.
- Conversions on the website: Measurable promotion according to the conversion actions you establish. You will need a conversion pixel for your website before you can create this ad.
- Interaction with a publication: To promote your publications.
- I like the page: Promote your page and get fans to connect with more relevant people.
- Application downloads: Increase the number of downloads of your application.
- Interaction with the application: Increases the interaction in your application.
- Requests for offers: Create offers so that users can exchange them in your establishment.
- Local diffusion: Reach people who are close to your company.
- Responses to events: Increases the number of attendees to your event.
- Sales of the product catalog: Automatically shows the products of your product catalog according to the target audience.
- Notoriety of the brand: It reaches people who are more likely to pay attention to your brand.
- Generation of potential customers: Generate leads for your company.
- Video Views: Create ads that get more people to watch a video.
Budget and bids
- You can set a daily maximum and a campaign total.
- Choose start and end dates.
- You can vary the rhythm of the announcement.
- CPC bids on website → click that came to the web.
- CPC bids → one click on the ad.
- CPM bids → cost per thousand impressions.
- Important the results in the first 24 h. Start with a high initial budget and then adjust. Check the audience threshold and timing.
- Set maximums of your bid. It will be shown more times.
Some analysis metrics
- Results: Number of clicks on the website, clicks or impressions based on your goal.
- Cost: Money that was spent per click on the website.
- Scope: Number of people reached by the advertisement.
- Frequency: Average number of times each person has seen your ad.
- Clicks: Number of clicks on your ad.
- Click-through rate (CTR): Number of clicks on your ad with respect to the number of times it was shown.
- Daily spend: The money spent on the ad during the current day.
- Total spent: The money you spent in total on the ad.
- Average price: Average cost per click or cost per thousand.
Beware of the creativity of your ads. Remember that Facebook gives less diffusion to ads with more than 20% text in image.
It has ad formats designed to generate notoriety, dissemination of content and promotion of tweets. It allows an advanced segmentation and usually has good CTR improving the organic publications.
It stands out because it has a high segmentation: sociodemographic data, keywords in tweets and searches, by hashtags, by user names, by followers of interest accounts, by audiences or television programs among others.
Ad types / Objectives
- Promoted Tweets → to generate more reach to increase post visibility and web traffic.
- Promoted account → to get followers, increase your community / brand recognition.
- Downloads or application interactions → Promote APPs and increase app downloads.
- Video views → Promote video content to increase your views.
- Budget and bids
- You can establish a maximum daily and total campaign budget.
- Choose start and end dates of promotions.
- Important the results in the first 24 h. Start with a high initial budget and then adjust.
- Bids for CPC if you care about interactions and traffic.
- Bids for CPM if you are looking for brand exposure.
- Set maximums of your bid. It will be shown more times.
Some analysis metrics
- Expense: The money that was spent on an ad.
- Impressions: Number of times the ad was viewed.
- Interactions with the tweet: Number of clicks, retweets or favorites.
- Interaction rate: Number of tweet interactions among the number of impressions.
- Cost per interaction: The money spent on each interaction.
When sharing platform with Facebook, you must have a page in this social network to be able to make ads on Instagram.
Ads allow you to promote images to reach a wider audience, advertisers can place advertising between photo and photo of your friends,
According to several reports, based on reach metrics, ad recognition and brand awareness instead of focusing only on “likes”, comments and number of followers obtained, they are demonstrating that Instagram advertising is effective when it comes to gaining notoriety branded.
Ad types / Objectives
There are three main types of Instagram ads that you can choose from. Whether it’s improving your brand awareness, getting more visits to your website or increasing downloads of your mobile application, Instagram can help you access a huge and active audience.
- Photo ads → To show stories or present products with attractive images.
- Video ads → You can create video ads with more than 60 seconds in length, although only the first 30 seconds are the most important of a video on social networks. Try to engage your audience at the beginning and they will be more likely to want to see it complete.
- Ads by sequence → Ads with multiple images and an n call-to-action button links to the promotion’s landing page.
- Ads in the Stories → Will show the ads in full screen enter the stories they review in your timeline.
Budget and Bids
- It has the same bidding system as Facebook, you can choose pay-per-click model, impressions and conversions on the website.
- You can assign a daily budget and the algorithm is responsible for showing your ad to control your expenses.
- It allows you to configure the campaign by dates and assign a budget for the campaign, in this way the platform adjusts the expenditure to the period of time.
- You can change campaign optimization and campaign options manually.
Some analysis metrics
Use the same as Facebook, but you must adapt the results evaluation data to your business objectives, therefore, the results depend on the objectives that you would have assigned to the ad and based on the data offered of the total amount spent and conversions of objectives, you can have a cost per result.
This platform is more limited in terms of advertising formats, but it has a high segmentation in relation to professional data from its user database. It is therefore a highly recommended option for companies of products and services for other businesses (B2B).
It helps to gain notoriety and dissemination of the content and has segmentation by professional profiles.
Ad types / Objectives
- Sponsored content → To increase brand awareness, foster new professional relationships and attract potential customers.
- InMail → Sends highly segmented messages directly to the LinkedIn mailboxes of the people that most interest your company.
- Dynamic ads → Interact with the professionals that interest you the most with personalized ads, generated dynamically.
- Display ads → Promotion in banner format to reach the target audience.
- Text ads → Short text promotion in prominent LinkedIn locations.
Budget and Bids
- Set a daily maximum and a campaign total.
- Choose start and end dates.
- CPC bids → one click on the ad.
- CPM bids → cost per thousand impressions.
- Set maximums of your bid. It will be shown more times.
Some analysis metrics
- Clicks: The number of clicks your sponsored update received.
- Impressions: The number of times your ad was viewed.
- Click through rate: Number of clicks divided by number of impressions.
- Interactions: The number of interactions achieved.
- Average cost per click.
- Total value: The total value of the impressions or clicks that ad got.
General advice for advertising on social networks
- Take care of the format, sizes and messages of the images.
- Take advantage of creativity and sizes to the fullest.
- Analyze segmentation well.
- Experience ad variants.
- Track results.
- It is essential to create “Call to Action” buttons to help achieve the expected conversion.
Once you know the importance of advertising on social networks, you will be interested in expanding information with more about advertising on social social networks, and you are invited to read on Local Advertising Journal.
The system for displaying posts on Facebook is designed in such a way that each post sees only a small percentage of the subscribers to your account or page. This leads to the fact that the news does not see everything and, accordingly, important information may pass unnoticed. The solution to this problem can be paid posts and advertising on Facebook. The marketing portal Kissmetrics has published 10 tips that will help to use advertising on Facebook as efficiently as possible.
1. Facebook Lead Ads
One of the new types of campaigns on Facebook is Lead Ads, which allow advertisers to collect user data using special forms, without having to go anywhere from this social network.
To start working with Lead Ads, you need …
– Create a new campaign by selecting “Lead Generation”;
– Create your Lead form;
– Select the questions you want to ask users.
Special attention should be paid to the reports section – it will help to answer questions such as “Is there a conversion in the mobile app?”, “Which gender responds better to advertising?”, etc.
Knowing the answers to these questions, you can better allocate the budget for advertising.
3. Attribution models
Attribution models are rules or a set of rules that determine how the value of a conversion is distributed among interaction points in a conversion path. It is important to understand the attribution models of Facebook – how their settings change and what is important for your conversion goals, since there are rules by which each conversion is counted.
You can change the attribution models in the advertisement settings: Columns> Customize Columns> Change Attribution Window:
4. Test Instagram
From September 2015 you can advertise on Instagram using the Facebook Ads Dashboard. To do this, you just need to attach your account to Instagram and choose the placement of advertising in this account.
5. A similar audience
A similar audience is a targeting criterion in which Facebook generates an audience of users that are similar to your current users or audience. Facebook finds similar users by demographic information, interests, behavior, etc. and creates a list of users that you can use in your campaigns.
6. Use the location
Another useful targeting criterion for Facebook is location options. Are your target groups people who live in a particular city or travel to that city?
7. Talk to your audience
Thanks to Facebook targeting techniques, in most cases you know your audience — its interests, behavior, etc. Try to use this knowledge when you make appeals to the audience so that they are more personalized.
Remarketing allows you to re-advertise certain products or services to users who have previously viewed or purchased these products. Your advertising will dynamically change depending on what products the user has viewed.
Always test different advertising on Facebook options to see which option works best for your users. Facebook optimizes your advertising based on its performance and your goals.
Remember to perform A / B testing in order to determine if the results are statistically significant, or just a coincidence.
10. Use different placements
Keep track of the results of advertising in different places and choose those that work better.
In this case, it almost always makes sense to conduct a campaign in several places, for example, in desktop-tape and mobile Facebook feed.
The topic of the post is the definition of the target audience of the site, product and advertising on the Internet. In order to start an advertising campaign for a product or service, you need to take on the definition of the target audience, that is, the beginning of the demand itself.
It is demand that generates supply.
Therefore, you need to analyze who these people are, who are looking for our product or service. It is from this it is worth starting an advertising campaign. Now we will discuss where you can get the data.
Stand in the client’s place
You can stand in the client’s place and ask yourself the question: “I want to buy some goods (for example, TV). Who I am and why I need it.” Of course, TV is a fairly popular product, which contains very extensive types of target audience. CA for a product such as a TV will be very large.
Therefore, now the market has a huge number of models of TVs with different diagonals and functionality. It is such an extensive market that generates a large number of models, because manufacturers are trying to give each type of TV to each segment.
At the same time certain types of advertising campaigns are aimed at different segments of the target audience. That is, the first method is to become a customer and ask yourself simple questions. For example, here I wanted to buy some goods.
The first question that comes to my mind: “Why do I need this and why should I buy it?” Accordingly, we need to think about who those people are who want to buy this product and order such a service. Later we will analyze those questions that will help you make a portrait of the target audience.
Sales statistics for the target audience
The second way, which is aimed at determining the target audience, is sales statistics. When you create any advertising campaigns, the first thing you need to do is ask for sales statistics.
Even can be together with your advertiser you can do analytics (sales statistics, where information about those people who make purchases should be displayed). Based on this statistics, you can select several segments of the CA.
The statistics should be available information on the sales graph (where people buy). For example, they buy more from Moscow or from other regions.
There should also be statistics on sex and age. This statistic is also important. In fact, this includes geographical and sex-age statistics (sex and age).
This is very important in order to further develop segments of the target audience. That is, you take the sales statistics, see who made the most purchases and further downward.
As a result, we make segments of CA based on sales statistics. It is for these segments of the audience then it will be necessary to develop advertising campaigns.
Web Analytics Data
The third way that will help to describe the target audience is web analytics data. In web analytics systems (for example, in the Google Analytics) there is a special report “sex-age structure”. Here we do a few simple steps.
First, we need to install on our site web analytics counters. Secondly, you can simply set up goals on the site. For example, to purchase goods, subscribe, send an order form or feedback.
And thirdly, after some time of gathering information, you need to look at a special report called “sex-age structure”. I will tell you more about this method in another material.
In principle, we have analyzed three simple methods that will help you to determine the target audience for further successful advertising. Be sure to collect all the statistics for your CA so that you can then properly manage the advertising campaign.
You should always know your target audience and who is your client. I think in the future you will not have questions in how to determine the target audience.
Definition of Social Media Advertising
The Social Media Advertising was created to increase the visibility of a particular brand on the network, focusing particularly on the world of social networks and online communities.
The use of these unconventional channels makes the image of the company or brand that you want to sponsor incredibly closer to the users of the network, which are transformed into potential customers.
In this way the communication becomes one-to-one, managing to transfer the promotional message directly from the brand to the customer, in an effective and personalized way.
How can a social media advertising strategy help you?
If you know how to use them, social media allows you to reach exactly that pool of customers interested in your product.
Putting in place a correct Advertising strategy on Social Media brings with it numerous advantages, starting from the possibility of communicating directly with the user, or with the potential client, receiving precious feedback from the latter about the products or services offered.
An aspect not to be underestimated is also given by the extreme speed of diffusion of contents and information among the users of the network.
The latter can also be grouped in such a way as to become the target of a targeted and therefore more effective marketing strategy.
Among the advantages of this innovative approach to campaigns sponsored on Social should be added the customer loyalty, which goes hand in hand with the exponential growth of brand awareness, thanks to targeting.
In this way, the brand is able to monitor its online reputation, modifying the promotion or sales strategy based on the feedback received and the needs of the case.
- First of all, because social media advertising is aimed at a defined, profiled audience and whose interests you know;
- But it also allows you to reach users who do not yet know you;
- Using Social Media Advertising increases the traffic on your site and its SEO;
- Through social media you can get noticed by experts (tagging for example);
- Social Media Advertising helps you get to know your audience and builds a relationship with your customers;
- Facilitates targeting and retargeting;
- It is necessary to increase the quality of customer service;
- And it is also indispensable for a good digital PR strategy;
- It allows you to benefit from news jacking, which is to exploit events or news of the moment to gain visibility.
Social media advertising allows those working in marketing to reach the ideal customers using demographic targeting and personalized advertising messages.
Social media have a very large catchment area: just think that in the first half of 2018 the users registered on the major social networks were: more than 2 billion and 200 thousand on Facebook; 1 billion on Instagram; more than 450 million on LinkedIn; 330 million on Twitter.
Social media platforms offer a means of targeting advertising to massive consumer segments.
Combining relevant ad targeting for a particular segment and an attractive offer is an effective tactic for selling your products.
We help you choose the right social media platform for your business
Creating sponsored campaigns on Facebook allows you to create a brand awareness; redirect traffic to your site, increase engagement, encourage app installs or video views; encourages people to communicate with you on Facebook Messenger.
It also favors online conversions, sales or drive traffic to your offline stores. Moreover, Facebook is widespread and offers a detailed targeting possibility. Definitively an excellent platform to start social media advertising.
The rate of Instagram involvement (like + shares + comments / fan number x 100). Was calculated as 58% higher than Facebook, and 2000% compared to Twitter.
60% of people say they discover new products on Instagram and half of the most viewed stories come from companies
Over 200 million instagrammers visit a company profile at least once a day.
Recommended for those who rely a lot on visual, advertising on Instagram allows you to create listings that will be visible in the feed of people or their stories.
Promoted Tweets appear in the chronologies, on the profile pages and on the pages of the individual Tweets. You can create a campaign for interaction with the Tweets or with the Website Card, an advertising format that allows users to preview an image, a related context and a call to action in their own history.
You can use the Website Card to increase traffic on your site, increase online purchases and incentivize specific actions.
Twitter has 100 million users every day, and most of them are between 20 and 35 years old.
YouTube has 1.8 billion users, (most under 35) spending an average of an hour a day watching videos on the platform.
Ads are displayed based on location, age, interests, and characteristics chosen by the video provider.
With TrueView ads, you can reach potential customers when they watch or search for videos on YouTube and pay when they show interest.
Pinterest offers the possibility to buy sponsored Pin: a paid service used by companies that want to improve their brand awareness.
The sponsored pins are shown to you according to your interests and the actions you take on the site. Users are 250 million, of which 81% are women.
Users are 301 million. Snapchat is used by 187 million people every day, on average for 30 minutes.
Also in this case there is the possibility of sponsoring the contents, taking into account in planning them that the average user is between 13 and 24 years old.
A search by Mediascience reveals that Snapchat’s sponsored videos attract as much attention as television ads (double Facebook!)
It is a social network that connects more than 300 million professionals.
One quarter of users are between 18 and 31 years old, and 56% are men.
LinkedIn is the ideal platform for those who want to make their company known to other professionals: the data show that the ads on LinkedIn collect impressions 15 times greater than the average of ad sites.
As we have seen, social media have great potential. Knowing how to make the most of it can make the difference, that is, open up the horizons of your company to a very large audience and using tools with which you can intercept those who are interested in your product.
Most of the social media platforms to be optimized to the best ROI side, that is, Return On Investment, require rather significant times and efforts. Once you set up an effective advertising campaign on social media, it takes some time to see the first results.
As a Web Agency, we help you plan the advertising strategy best suited to you, based on your requests and the characteristics of your brand.
First of all, we create ads and content that are really interesting and capture the user’s attention and we take care, along with you, to monitor the progress of the same, proceeding to optimize them according to the results obtained.
Social Media Advertising will help you to reduce the distances with your possible buyers and to better spread your products; last but not least, to increase the credibility of your brand.
In this article I will talk with you about the definition of target audience. Here you will learn what the target audience of advertising is and what its features are.
What is the target audience of advertising?
So, what is the target audience? Target audience – these are people who are interested in a particular product or service. For the most part, some products or services are designed based on the needs or problems that exist for some specific people or companies.
That is, the right service or product must have demand, since there is a specific problem and need.
Accordingly, a product or service must solve this problem and satisfy the needs of a person or company. It is this kind of product and service that will be successfully promoted in the market.
For each service there is a segmented target audience. This is a certain community of people who are interested in buying or ordering this product.
In principle, the concept of the target audience of advertising is quite simple. It is a community of people who are interested in our specific products or services.
Keep Reading: How To Promote Your Local Business
Features of the target audience of advertising
Now let’s examine the main features of the target audience. Please note that the target audience of advertising in its structure is not uniform. There are different categories of people in the CA. For maximum convenience, let’s divide it into three large classes:
- Potential buyers – Those people who are looking for certain information. For example, a brand of Citroen car is interesting to curious people. They just look for some kind of information on some specific request.
- Seekers – These are people who already have some information and currently choose a product or service. For example, if a person searches for Citroën C4 Review, he or she already selects a specific product. It is clear that here the user is interested in reviewing and describing some characteristics, reviews of the Citroën C4 car.
- Buyers – These are people who have already chosen the right product and are only looking for a specific seller so that you can buy this product. Such a participant can be characterized, for example, by the request “Citroen S4 Ontario to buy.” There is a clear concept of what to buy. That is, the product has already been selected. There are already additional components of the query. This is a geographical (Ontario) and a transaction element (buy). A transaction is a user’s desire to do something. In our case, this is “buy”. But depending on the market, there may be words: order, dealer and others.
Keep Reading: How To Calculate The Effectiveness Of Advertising Online
Types of target audience of advertising
Let’s take a closer look at each type of target audience …
As you can see, there are three different types of target audience. It is based on these types and you need to customize your advertising campaign. Three types of target audience are three large CAs, which consist of several segments.
Potential buyers are those people who could potentially buy our goods. That is, in our example they are looking for information about cars and most likely, this information is important to them and very interesting. Therefore, potentially these people could buy our goods.
The second kind is those people who could buy our goods. That is, in our case, if a person is looking for information about Citroën C4, then it is quite possible to buy our goods. A visitor chooses a car, he needs it and he has a need for it.
And the last kind is the buyers. These are the people who are buying now. They specifically want to buy something and are looking for a specific seller of this product.
Look at the picture above, each of these species become less and less. A lot of potential buyers. Those people who could buy, they are already less. And those who want to buy at the moment, they are even smaller.
It’s still a kind of sales funnel. The funnel is to what extent users are interested in buying our products or in ordering services.
So, you already know what the target audience of advertising is, its basic concept and definition. Also, you know all of its types, characteristics and features for these species.
Let’s talk now about the effectiveness of advertising online. In this article, I will touch on such important indicators as the conversion rate, click through rate and return on investment.
Thus, I will talk about each of these terms, and show you how to calculate the effectiveness of advertising online. So, let’s get started!
What is Conversion Rate (CR)?
Conversion Rate or CR – Usually when we speak of conversion rate, we mean that the site, which are all the ads and all the target users, set a specific goal.
Let’s imagine that we have an online store, the purpose of which is to buy goods. For example, on a site within a day comes 2000 visitors. At the same time, a certain number of these visitors make a targeted action (purchase of goods).
Suppose that only 13 visitors made a purchase of the goods. In this case, the conversion is the ratio of the number of users who committed the targeted action to the total number of visitors, multiplied by 100%.
How can you calculate this indicator?
In our case, the evaluation of the effectiveness of advertising will be as follows …
CONVERSION = 13/2000 * 100% = 0.65%
As a result, the conversion was 0.65%. It is the conversion that largely determines the success of the advertising online campaign.
And there will be success on the part of the advertiser’s website, because the effectiveness of advertising online can be increased due to internal factors (landing pages) and external factors (advertisements). That is, increasing conversion is a very important factor in successful advertising campaign.
Keep Reading: The Concepts Of Online Advertising
What is Click Through Rate (CTR)?
Click-Through-Rate or CTR – The number of clicks for the number of impressions. The clickability determines to what extent your advertising material is attractive. That is, how well an advertisement is made, selected, written and how well the banner is made.
It is clickability CTR is a very important indicator of the effectiveness of advertising online. That is, the conversion rate is the efficiency on the advertiser’s side (on landing pages). And clickability is an indicator of efficiency on the side of the advertising system.
How can you calculate this indicator?
Let’s imagine that we have created a contextual announcement, which for the week scored 3700 hits. That is, 3700 users saw our advertisement.
Of these users, only 87 people clicked on our ad. In fact, we received 87 targeted conversions to the site. Let’s calculate the clickability …
CTR = 87/3700 * 100% = 2.35%
Quite good clickability turned out. For contextual advertising it is low. And for banner advertising this is a very good indicator.
So, click-through rate shows the effectiveness of advertising online on the side of the advertising platform. That is, it shows how well we prepared an advertising campaign.
Keep Reading: 8 Tips For Advertising Online
What is Return On Investment (ROI)?
Next we have a global indicator, which should be monitored by an advertising specialist so that advertising is not an easy source of traffic, but also a source of profit.
You need to track not only the number and cost of clicks (for example, the cost of subscribers or applications for credit). It is necessary to keep track of the amount of money that is returned to the business. So, this is a measure of return on investment (ROI).
How can you calculate this indicator?
Let’s assume that we conducted an advertising campaign with a budget of 100,000 dollars. Caused a number of visitors to the site (for example, in the online store). At the same time, it was with this advertising campaign that orders for the amount of 370,000 dollars were paid.
The costs associated with these orders were 75,000 dollars. It turns out that the net profit was 295,000 dollars. Return on investment will be equal to …
ROI = (295,000 – 100,000) / 100,000 * 100% = 195%
Now I will explain the meaning of return on investment, as the most important indicator of the effectiveness of advertising online. So, imagine that you spend 100,000 dollars on advertising, while you also have a net profit of 100,000 dollars.
Then it turns out that the return on investment is 0%. Thus, the result means a point of profitability. We spend 100,000 dollars and get 100,000 dollars of net profit. We do not have additional profit, but at the same time we pay back all the costs for online advertising.
In order for advertising to be really effective in the context of profit accounting, it is necessary that the ROI be above zero. If we have ROI negative, then we simply lose money and put them in the wrong advertisement. With negative ROI, advertising does not pay off.
Therefore, it is for ROI to be guided when evaluating the effectiveness of advertising online. This is the most important metric in terms of business.
That is, you are doing some kind of test advertising campaign, look at the ROI and count. If the return on investment is positive, then you can increase the investment in this type of advertising.
If the indicator is slightly negative, you can reconfigure advertising campaigns or somehow improve the site’s efficiency (for example, increase the conversion of advertising pages) and bring ROI to a positive value.
If the indicator is strongly negative, then such a source of advertising will not pay off further. It is ROI is a very important indicator of the effectiveness of advertising online, which guides business owners. Therefore, a specialist should be able to calculate ROI for various advertising campaigns.
So, we have analyzed the main indicators that characterize the effectiveness of advertising online. Now you know what is CR, CTR and ROI.
Also, it should not be difficult to correctly calculate and determine these parameters. In general, for a successful advertising campaign online, be sure to pay attention to such indicators. These indicators will help you calculate the effectiveness of advertising online.
Good Ad Copy is the one and only bridge between your landing pages and all the potential customers who search online for products and services like yours. The way it is written affects your rankings in paid search results and click costs.
The copy of a PPC ad is much more important than what most people realize.
Every successful entrepreneur knows how important competent advertising in the modern business, promotion of the brand, products, services. Even if you produce the best quality product on the market, there is no guarantee that it will be in demand unless there are different types of advertising. At the same time, a competitor that offers a less-quality product, but which untwists it, will receive much more profit due to impressive sales volumes.
It is important that potential buyers are aware of the existence of the product, its advantages. Otherwise, they will choose the one they listened to. But what kind of advertising to choose and what types of advertising are popular today? Let’s understand!
Many types of advertising are popular, what to choose?
Many types of advertising that exist today are very popular. Not surprisingly, having decided to promote their goods, many do not know what exactly to choose. What kind of advertising, so that they works in modern business? It is best to turn to professional marketers or an advertising agency, in the staff of which there are such specialists. They will analyze many types of advertising that you like, will appreciate the features of your company, products, brand and will choose suitable ways of promotion, focusing on a potential target audience. And this is very important!
You may also like to read: How To Advertise? Tips For Beginners
There are many of its kinds. Initially, there was only outdoor advertising in the form of signage. Despite the fact that the technologies have moved far ahead, outdoor advertising is still in demand, relevant and highly effective. Therefore, very many companies use it to promote their delusions, goods, services. It can be advertising in the form of a signboard directly above the establishment or banners, volumetric letters and much more.
Which ads to choose?
What kind of advertising to choose to promote products or services? This is the question that millions of people around the world are asking today. Advertising in modern business includes not one and the same direction, but a whole series of comprehensive measures to introduce “advertising companies” in various fields.
You may also like to read: Creative Advertising: Ideas For A Creative Approach To Marketing
Below are some types of advertising that you can choose to promote your products and services …
- Audio advertising (for example, on radio stations)
- TV advertising (advertising on television – various programs, talk shows, television movies and TV shows)
- Printed products (printing, which includes a huge range of a wide variety of products: business cards, flyers, leaflets, printed catalogs, advertising brochures, calendars and much more)
- Outdoor advertising (light boxes, passes, all kinds of signs, advertising in shop windows
- Advertising on transport (branding of vehicles of the company in its brand colors or pasting of transport with stickers with any specific offer)
- Internet advertising (one of the most powerful types of advertising, which is developing rapidly every day)
- Advertising in YouTube (advertising your product, services or pages on the Internet with the help of the popular mega YouTube service)
Now very popular is advertising in the media. No wonder, considering how many people watch TV, listen to the radio, use the Internet. On the radio and television advertising, most often, is offered in the form of commercials. Also, it often goes as part of sponsoring a particular program, event or event. It is very effective to advertise in social networks, of which there are many now and a huge number of people use them.
Why is it better to entrust the promotion of the product and brand to professionals?
They are professionals; they know their business and will be able to make the most effective promotion project. For example, the entrepreneur himself can spend tons of money on advertising on TV, but it will not bring much effect. Why? Most likely, he chose the wrong way of advertising, not the time, because the target audience did not watch TV at that moment, etc. One could spend much less money, but get a better effect if the right types of promotion were chosen.
You may also like to read: The Concept and Basic Information about The Advertising Market
So, let’s sum up, answering the question: What kind of advertisement to choose? The following points are very important …
- Choose the type of advertising that fits your business the most (this can be consulted with professional marketers who are very knowledgeable about these issues).
- Define the target audience – to understand who specifically will be directed your advertising and act in accordance with who will be calculated your advertising, which you have chosen.
- Having decided on the type of advertising and target audience, we choose the strategy of product promotion – here again it is better to consult professional marketers, because the success of the advertising campaign largely depends on this.
- We form a suitable advertising budget. Choose a budget intelligently, without overpaying for unnecessary options to you. For example, you sell children’s hats and, correspondingly, your Central Asian children and their parents, and you are offered to cover the interests of students and pensioners. This makes no sense, because there will be no response from such advertising.
- Analyze the advertising campaign at every step to correctly allocate the budget of the advertising campaign and adjust the strategy as necessary.
In this article, we’ll look at 5 factors of effective advertising on Facebook. You know that millions of people use Facebook daily! That’s why the conversion rate of CTR increased from 0.5% to 0.9%. Advertising on Facebook has become more effective, but not for everyone: many target the audience by interests, demographic data, geography, create beautiful advertising models and write texts, but clients do not. What are they doing wrong and what should be done to make the advertisement work.
Factor 1: Strong offer
The principle works in any advertising: if you have a strong proposal, your advertising on Facebook campaign will pay for itself sooner.
Here are two campaigns for selling T-shirts …
Both suggestions are good in their own way, but the second is better: you not only buy a T-shirt, but also save dogs. Moreover, the idea of saving unfortunate dogs in this case will prevail over the idea of buying.
It is not necessary to develop charitable actions; it is enough to single out your proposal with an interesting detail. In the example above, the buying initiative comes from the buyer – the desire to benefit. Try in your next campaign to approach the purchase outside the box, without free shipping and seasonal sales.
SaaS companies selling software as a service use a similar approach. They provide a trial period, share cases, form loyalty. Before you sell your service, they help the buyer see its product advantages and make a decision.
You may also like to read: 5 Factors Of Effective Advertising On Facebook
A few tips to help you develop an attractive offer …
Read the literature
Books on psychology and advertising … “Psychology of Influence” shows in action six types of persuasion: exchange, commitment, social proof, authority, sympathy and deficit.
The books “My life in advertising” and “Scientific advertising” lay the fundamental foundations of the advertising business.
The book “Ogilvy on Advertising” gives examples of projects, ideas, sometimes unsuccessful decisions in advertising. Advertising is psychology in motion. The better you understand it, the better your decisions will be. The experience of the authors is applicable in Facebook.
Watch your competitors
Analyze advertising on Facebook campaigns and actions of competitors, and then take and create something much cooler.
So, for example, Burger King, McDonald’s and Vendis arrive. They constantly spy on social networks of each other, take on the arsenal of others’ most popular offers and on their basis create their own improved offer.
You may also like to read: How to Use Local Facebook Advertising for Your Business
Factor 2: Measure sales, not just husky
All the sense in sales. More sales – higher profitability. Likes and scarves cannot be monitored separately from sales. If your campaign has a lot of likes, you create a false sense of work done. Like does not talk about the effectiveness of the campaign.
Mistaken opinion: “since the people are husky, they are involved. We need to wait a little, increase the campaign budget, and sales will go up. “So money is lost: huskies and shiers reveal the strengths and weaknesses of an advertising on Facebook campaign, but are meaningless without a sales indicator.
Likes and shirts are important as long as you track sales. With zero sales, a thousand likes do not matter. If the campaign does not work, stop it and find out what’s wrong. The problem may be the text of the campaign, the lending, the audience.
You will start losing if you stop tracking the campaign. Even if sales go, you need to track where and when they came from. Collect and process data, determine what works and what does not. Without the system, you will lose money and time.
The above is a common error. It seems there is traffic on the Internet and money is repulsed, but offline expenses are not taken into account. As a result, the advertiser goes into negative.
You may also like to read: Instant Articles and Advertising: Facebook Wins Three Times
Factor 3: Build a campaign
Successful advertising campaigns are built gradually, nothing is created at once. There is no such thing that advertising in advance is doomed to success or failure. Success or failure depends on how well you know your buyer. To build an effective advertising on Facebook campaign will help testing and optimization.
Here are some practical tips on how to optimize advertising on Facebook …
Split the campaign into elements
Analyze the campaign in stages – from simple to complex. The breakdown will simplify the optimization: you test each element individually, rather than the entire campaign.
What elements can you test …
Layout: Drawing, text, heading, call-to-action, value proposition.
Targeting: City, interests, age, gender, family status, level of education.
Miscellaneous: Landing page, placement and type of advertising, the purpose of the campaign.
Follow a common goal
Your campaign has a specific goal that should be relevant to the market. The optimization of the elements should be aimed at achieving this goal. Without a goal, it will turn out to be a disagreement: the campaign looks neat, but does not meet the demands of the market.
How to know in advance which layout is better? No way!
You can analyze what emotions and feelings each picture should call, or evaluate how much the text and the picture are interrelated. But the truth is that you cannot know in advance which of the mock-ups is better. The guys from AdEspresso thought that the left version was more successful than the right one, but they were mistaken.
Test, do not assume anything. When you test an advertising on Facebook campaign, your opinion does not matter. The sense of testing is to look at your work from the outside. The results may shock you, but they will tell you a lot of important and useful information about your audience.
You may also like to read: 5 Facebook Marketing Tips To Promote A Local Business
Factor 4: LTV is much more important than you think
LTV (Lifetime Value) is the aggregate profit of the company, received from one client for all time of cooperation with it. However, short-term benefits often interfere with long-term planning.
Suppose you sell a product for $200. Primary attraction of the buyer costs $300. It seems stupid: the loss from the customer is $100. But then you calculated that LTV was $1000. In this case, the attraction for $300 does not look so bad. You lose in the beginning, but earn in the future.
LTV is one of the factors that is often not taken into account when planning advertising on Facebook, since the advertiser is focused on short-term benefits. To get the full value from Facebook advertising, you need to estimate all the prospective profits that the client will bring in the future.
You may also like to read: 5 Facebook Marketing Tips To Promote A Local Business
Factor 5: Set an adequate goal
To run a successful campaign on Facebook, you need to understand the difference between the goal, the task and the result.
The goal: What you want from the client. The goal is controlled by you, but should be directed at your client. Everything that does not belong to the goal, you discard.
Tasks: Concrete steps of how you will achieve the goal. Tasks serve the purpose and answer the question “How to achieve this?” The goal can be achieved by different tasks.
The result: It is the desired effect, what the goal should lead to. The result is not controlled by you, so you cannot start from it. The result is often confused with a goal.
Let’s say you sell women’s bags. This is a big market, the supply exceeds demand, the buyer does not know what to choose from.
Purpose: To help the client pick up a women’s bag.
Tasks can be …
- Tell about the types of bags: purse, shoulder, backpack.
- Explain what type is suitable for dating, and what kind of sport.
- Help to solve problems with each type of bags.
Result: The customer will buy (or will not buy) your bag.
The goal comes from the world of your client. You try to help the customer pick up a bag – it’s in your power.
You also control tasks. On the types of bags you can tell in different ways: in a blog, ezine, campaign of advertising on Facebook, personally to a person. If you formulate the task as “Tell about bags in Facebook”, you will immediately cut off other options. Do not put the tool in advance to solve the problem: you risk weeding out other, more profitable options. Tasks, like the goal, you control.
But you do not control the result: the client may not see your advertising on Facebook campaign, may have an ad blocker, may not up to you right now. The result is always unpredictable, because it depends on the mass of factors that you do not control. You help the customer choose a bag, but you do not know if he will buy it or not.
The fact that you cannot control the result is normal. Focus on what you can control – on an adequate goal and adequate tasks. You will have more chances to achieve the desired result.
Often the goal is wrong: “Sell 100 bags through Facebook.” To sell 100 bags through Facebook is a fantasy, an attempt to control the result. This is an inadequate goal, because it is aimed at the seller himself, and not at his buyer, and a tool (Facebook) is included in the task.
Even if you sell 100 bags, you’ll never know if you could sell more. If you cannot sell 100 bags, you will start working harder, but not more inventive. You will lose time, money and nerves.