Paid ads are among the oldest digital marketing solutions. Despite this, they haven’t lost their relevance, and businesses across the globe still use them today to help with outreach and to drive sales.
That being said, paid ads aren’t exactly straightforward, and you need to know exactly how to use them for maximal efficacy. If you’re considering investing in a paid ads campaign, then read on to discover some of the pillars that underpin an effective strategy.
Clear goals
Paid ads aren’t just a one-trick pony – they can be used to fulfil a range of different functions, depending on how you organise your campaign and messaging. As a result, before you get going, you need to set some clear goals, so that you can direct your strategy in the right direction.
Decide whether your primary objective is to drive sales, increase brand awareness, or make more people install your app. Once you’ve established these goals, you can figure out some tangible KPIs that you want to achieve with your campaign, providing it with even more direction.
Clearly defined target audience
For any marketing strategy to be effective – paid ads included – you need to have a clear understanding of your target audience. You’ll need to think about what their pain points are, their interests, and online patterns.
You’ll want to figure out what kinds of platforms they use, and then deliver personalised messages on these platforms that they’re likely to resonate with. None of this is easy; it can take a long time to smooth everything out and get your strategy just right, but it’s absolutely worth the effort.
Professional assistance
It’s absolutely crucial, in most cases, to get help with your paid ads strategy from a digital marketing agency. It’s worth engaging a paid ads specialist like Fluid Commerce, as paid ads are anything but simple.
Simply deciding to create your own digital marketing strategy and invest in your own paid ads campaign will likely be both ineffective and a waste of money, potentially even doing damage to your brand. Getting your messaging just right is a balancing act, and not one that can be easily achieved.
Ongoing testing
Lastly, a good paid ads strategy won’t be fixed or static. You’ll continue to check your KPIs, tweaking your messaging and targeting to maximise the efficacy of your approach.
As your understanding of your target audience deepens, you can further develop your messaging, making your strategy more and more specific. A good paid ads agency will be able to continue analysing your campaign metrics, providing ongoing support each month on how you can get the most value out of each advert.
These points outline the foundations of a paid ads strategy, but little more than that. You’ll have to carry out extensive research to understand even the mere basics, and even then, those basic principles are constantly changing. It’s important to engage an agency that specialises in your niche, to get the most value out of your strategy in the long run.