Businesses the world over benefit from online advertising. Whether you actually sell your products online or just maintain a presence there, advertising online should be a mainstay of your marketing strategy. It’s a powerful method for putting your ads in front of an engaged and relevant audience who can react right away with a click through, a sign up or even a purchase.
Setting up an online advertisement is a fairly easy process. You just need a decent budget and a knowledge of the keywords that reflect your brand and your audience. However, many marketers are making online advertising mistakes and failing to maximise their ROI (return on investment). Here are some things you may be doing wrong while advertising online and what to do about it:
1. Sticking to One Platform
There are many different online platforms on which to advertise your business. If you’ve decided to stick with just one, you may be missing out on key demographics or better audience engagement elsewhere. Whilst you don’t want to spread yourself too thin, consider Google AdWords, Facebook, Instagram, Snapchat, LinkedIn, Pinterest, Twitter and individual publishers too when deciding where best to place your ads.
2. Failing to Set Goals
If you’re paying for online advertising without having a set goal in mind, you will never know whether all of that money is proving its worth. Decide on the objectives you want to achieve – a certain click through rate, a certain conversion rate or a certain level of engagement? Assess and evaluate how you meet these goals to establish how your marketing budget is working for you.
3. Failing to Test Ads
As a marketer, you’re in control of the appearance of your ads, who you target them to and how much you spend on them. The best marketers get down into the real minutia. One still image from a video might work better than another in getting social media followers to watch a promotional video. Tweaking your demographic slightly might give your click through rate a huge boost. You should play around with these parameters to get the best success rate and meet your specified goals.
4. Using the Same Ads for All Platforms
Every online advertising platform has its own user demographic and its own norms. The same online ads won’t have the same success rate in every location. Snapchat ads need to retain a sense of immediacy and authenticity unlike the airbrushed quality of many Instagram ads. Google Ads need to convey a sense of professionalism whilst Facebook ads work best when they blend in to the feed and adopt a more native style of advertising.
5. Linking to a Poor Landing Page
Your ad will pique a person’s interest but, if you’re directing them to your website, you need a landing page that seals the deal. If your website is slow to load or your landing page is difficult to navigate, a person recently acquainted with your brand is likely to click away. Make sure your landing page is well-designed and relevant to the link clicked to encourage users to stay awhile.
6. You Haven’t Tried Retargeting
This may be something you hate as a consumer but it’s something you should embrace as an online marketer. When someone visits your website a cookie gets saved on that person’s computer. If your website is set up for retargeting, you can follow that person around the web, showing them ads relevant to the content they were viewing. Retargeting can be easily set up through a variety of online advertising platforms.
Avoid making silly (and potential costly) mistakes with your online advertising. When done right, advertising online has huge potential to build your audience and generate sales.
Corinne Ledling is a businesswoman who’s very passionate about her job. She’s a Content Manager at Bizstats.co.uk and loves to share social media tips and tricks and her marketing experience.