Digital advertising has opened up many opportunities for creative and targeted advertising
Don’t waste time with broad targeting
One of the quickest ways to waste marketing budgets is broad targeting. The digital equivalent of casting a wide net in the hope of finding customers in a large pool means a lot of wasted spend and irrelevant web traffic. Even if the campaigns achieve high click rates, your web traffic stats will be misleading. Rather than attracting engaged consumers, you will most likely be attracting one-time users of little value. It is far more effective to find existing site users and target them with enticing deals.
Match on-site behaviour with targeted advertising
To engage contemporary consumers, you must deliver relevant ads at the right time. By tracking on site behaviour and segmenting users by page content, you are able to target them with relevant ads. Rather than producing general ads, it is much better to focus on smaller groups with specially curated content. The advantages are greater engagement, less spend on clicks and increased conversions. For this to work the campaigns must be multi-device and deep link to the product or services pages. Links to the home page or category pages will result in high abandonment.
There are exceptions – larger brands can afford above the line advertising in order to assist below the line campaigns, but the two must work in conjunction. The concept of running expensive TV and OOH ads with no digital targeting is no longer effective, the customer demands greater relevancy now.
Smaller brands can supplement the targeted campaigns with ‘similar’ consumers and entice them with relevant products and services. This widens the top of the sales funnel but must not be the main focus.
West Creatives can run targeted advertising campaigns specific to your audience. We go further than following industry norms by analysing your unique traffic and formulating campaigns to target users most likely to convert. The ad placements will include social and off-site, being presented to consumers at several touch points to assist the customer journey to conversion. We can limit placements to exclude certain content or audiences as defined by the client.
Consistent analytics, recalibration and testing ensures a positive ROI and adherence to client specified goals.