While there have been a fair share of hot takes about the future of digital advertising, the truth is this — digital advertising campaigns are still a cost-effective and easy way to reach customers. But if you find your ad campaigns are falling flat, you might not be implementing them properly.
At Studio Lyn, we work with clients to help them connect with their audience by fully harnessing the power of branding — including in their digital advertising efforts. Here are some common mistakes we see in brand advertising campaigns.
You’re squeezing too much into one ad
In the cluttered online world, less is more. With such little space to get your point across and attract attention, your digital ads should be easily understood in seconds.
Avoid cluttering your ads with too many words or distracting graphics. Keep designs clean and use white space and design elements to draw the eye toward what’s important. With a simple, clear message, you’ll captivate more users and see increased clicks and engagement. Plus, when you utilize the power of branding, you can say more with less.
You’re missing a call to action
Although you want a simple design and message, don’t skip the call to action. This helps connect the dots for consumers who might see your ad, but aren’t sure what to do next. A call to action like “click to learn more” or “sign up now” instructs your audience on how they should interact with your ad — bonus points if you include a deadline or sense of urgency. With a clear call to action, you’ll see an increased conversion rate, driving revenue and boosting your brand.
You’re not targeting the right audience
Even with the most stunning design and inspirational messaging, you’ll miss out on results if you’re not targeting the right audience. Before clicking publish on your next ad campaign, take some time to understand who you’re trying to reach. Where do they live? What do they do for work? How can your company make their lives better?
To really connect with your audience, you need a deep understanding of your brand. Our clients at Studio Lyn find that when they work with us, they get a clear picture of their audience and how they can effectively reach them, leveraging the power of branding across all of their marketing efforts. The brand strategy process is a crucial part of growing your business. Reach out today if you’re interested in leveling up your brand.
You’re using the wrong channel
Once you understand your audience and their online habits, you should also examine where they spend their time online. For example, if you’re trying to reach busy C-suite executives but are advertising on TikTok, you’re likely wasting your time. By pivoting your advertising strategy to reach your audience on the platforms they use most, you’ll have better success with your digital ad campaigns.
Your ads are too generic
To generate a successful advertising campaign, you need to break through the sea of internet ads and email clutter. That means creating specific messages that are authentic to your brand. Ads that are too vague or broad won’t resonate emotionally with an audience.
Your ad’s messaging should give users a clear picture of how you can help them and get to the root of the problem you solve. Rather than talking about your business, tell what specific result, preferably measurable, your audience will get from clicking through the ad or using your product or service.
You’re not leveraging data from A/B testing
One of the biggest benefits of digital advertising is all of the data and insights you can garner about your audience from ad campaigns. A simple yet frequently overlooked way to do this is to A/B test your ad designs.
You can run two ad sets simultaneously and see which performs better. Even minor design or copy differences can have an impact on ad performance. Further, this testing can reveal the power of branding and indicate which brand messages resonate more with your audience.
A/B testing also applies to the landing page or form you send your audience to after they click. If you’re seeing a large number of clicks but minimal conversions, there might be some disconnect with your post-click page design, messaging, or functionality. A/B test your landing page to see how you can improve and drive conversions.
Your targeting parameters aren’t specific enough
Have you ever been discussing a product or service, then you open your phone to see an ad for that exact same thing? While unnerving, your phone isn’t necessarily listening to your conversations. Instead, it’s often the result of expert targeting to narrow down what you’re interested in based on your demographics, interests, and online behaviors.
With digital advertising, you can target an audience with exact specificity, putting your ad in front of the exact customer who needs your product or service. You can utilize intent data and understand which websites your potential customers are already utilizing. While it requires some expert-level help, it is an extremely lucrative way to run digital advertising campaigns.
Successful digital advertising requires an understanding of your brand and its audience. That’s where Studio Lyn can help. We work closely with service-based clients to help them leverage the power of branding and emotionally connect with their audience.
If you’re interested in using brand strategy to your advantage, contact us today. We’ll schedule a consultation to learn more about your business goals and how we can help.