Three Reasons Why Digital Advertising Needs a Comprehensive Strategy
Various studies have shown that a large portion of digital ads are ineffective. One study found that only 12% of display ads are ever looked at, with just 4% being viewed for over a second. These numbers paint a grim picture, but it doesn’t mean that advertising is useless — just that companies should follow best practices to increase their ad effectiveness.
Even low success rates haven’t companies have continued to increase their digital advertising ads in a bid to attract more customers. Don’t just increase your digital ad budget and hope for the best. With optimization and monitoring, you can greatly increase the value of your ads.
You Treat Digital Ads as a Standalone Solution
One reason digital advertising tends to fail is that companies view it as a shortcut to attention. Companies invest some money in the Google Ad Network and expect to get clicks and conversions. In fact, digital advertising is only a piece of an overall marketing strategy and simply throwing money on digital ads won’t make a compelling strategy.
When consumers see display ads for products, services, or brands they’ve never heard of, they’re more likely to ignore it. The key to solving this digital advertising problem is to invest in organic channels as well, with anything that can get your brand name and the names of your product out there — like content marketing, SEO, PR or events.
As your target audience is aware of your brand on product, digital advertising amplifies the message and leads to higher effectiveness rates.
Placements Aren’t Specific Enough
The digital advertising network online has a huge span. You should aim for digital ad placements that are as specific as possible. With Google’s large website coverage, there is a high likelihood for ad misplacement. Even if you target for your ideal keywords, your digital ads could end up on irrelevant websites.
One mistake is setting up your campaign to place ads automatically. With managed placements you have control over display keywords, topics, demographics, and devices. This is the lowest level of ad management you can do. You can further increase your effectiveness by delving deeper with testing and granular data analysis. Choosing specific websites for ad placements is the best way to increase your success rate.
Ads Are Too Generic
When you create a digital advertising campaign, you need to find a balance between spurring engagement and how often ads are served to users. You want to successfully retarget customer that have shown purchase intent. However you don’t want to come off as annoying when your ads keep popping up wherever users go online.
Digital ads don’t come off as annoying if they are strategically placed. People are already familiar with the concept of cookie tracking. The issues start to appear when your ads aren’t compelling enough.
When digital ads are generic and simply focused on your brand, prospects are less likely to engage with the content. Shape your ads to address specific pain points that will grab the attention of potential customers. Create your ad campaigns with the customer in mind and you’ll come across as helpful rather than annoying.
