The digital world is vast, with many brands and many advertisements. It is difficult to stand out and this involves effort and investment.
Investing in online ads is one of the almost essential ways to stand out in this online world.
To get a clearer idea of how you can start investing in online advertising, and, therefore, take one of the steps to make your brand stand out digitally, read this article and get started today.
Why should you invest in online ads?
The biggest shopping center in the world is the Internet. And the great advantage of the Internet is that it has no timetable – it is open 24 hours a day. What does this mean? That your brand will be visible to everyone, at all times!
The statistics are on the side of digital ads; Don’t let your brand be on the opposite side:
- It is estimated that in 2021 online advertising will generate 51% of all money spent on advertising in the world;
- 28% of internet users who discover new brands discover them through ads on social media;
- Facebook reports that an audience of around 4.8 million users can be reached through Instagram ads.
Firstly, do you know who your brand’s target audience is?
Before starting any Marketing plan, you must carry out a market study. That is, analyze who your target audience is and their needs, who your competition is and what they are already doing.
Knowing the target audience and who we want to reach is very important. Most online advertising platforms (such as Facebook ads) give the possibility of choosing age, gender, location, interests, among other factors relating to the audience to whom we want to launch a certain advertisement. If we don’t know the target audience we can waste money impacting the wrong people.
To clarify, “target audience” is a segment of consumer society to whom your brand directs the marketing actions of your products or services.
An example of a target audience would be:women, between 18 and 25 years old, residing in Portugal, students, middle class, passionate about makeup and cosmetics.
Therefore, the defined target audience must meet people who really have the interest and economic power to buy the product or service you are selling. If you are selling luxury apartments worth around 500 thousand euros, your target audience will hardly include people in their 20s.
Therefore, before you start advertising online, you should invest time in defining who you want to reach. Questions like “who will buy my product/service?”, “what are their problems and needs?”, “what is the benefit of my product/service for them?” or “what do they trust?” can help define your target audience.
The different types of platforms
Google Ads
The products that appear at the top of the Google search page when you search, for example, “thermos bottle” are results from Google Ads.
This platform allows you to reach consumers globally, position your brand and gain notoriety. Google offers different types of campaigns, which can appear both in search results and on Google partner websites.
Facebook Ads
Facebook is still the most used social network in Portugal. Around 95% of Portuguese people are active on this social network and use it to search for products and services, which makes it quite interesting to have ads for your brand circulating on the network.
The company also owns Instagram, and allows advertisements to be made with all the tools available on the social network. Stories, Reels, IGTV and Instagram Feed are essential to achievetargetin various ways.
One of the main advantages of Facebook Ads is the high targeting power, where you can work on interests, behaviors and demographic data, as mentioned above.
LinkedIn Ads
Do you want to conduct business efficiently and effectively? Advertise your company to an audience with a high propensity to consider and who are looking for specific services and products. LinkedIn is one of the most expensive networks for advertising, however, it has high effectiveness rates.
Segmentation can be done by positions, region, demographic data and/or specific companies, which makes thetargetbe accurate and effective.
How to start investing
1. Start by setting a goal
Ask yourself “What do I want to achieve with this campaign?” There are several types of objectives for online ads. These objectives must be outlined in accordance with the brand’s general objectives, and clearly vary from brand to brand.
The objective may be:
- notoriety: publicity;
- reach: reach the maximum number of people possible;
- messages: receiving messages, contacts and interest (an objective that also helps to measureengagementof the public reached);
- interactions: likes, comments, shares…;
- conversions: make sales.
2. Set a budget
Setting a budget means making a ratio between the number of people you want to reach, the type of campaign objective and the average CPC you need to pay.
It’s about defining how much money you can spend on the ad and not exceeding that amount. Of course, the more you spend, the more you will achieve. But don’t stop investing because you don’t have a very fortunate budget.
3. Define the campaign’s target audience
The campaign’s target audience is just as important as your brand’s overall target audience. Different campaigns impact different people, and we’re sure you’d rather not waste money by showing an ad to the wrong people.
Therefore, define a segment of consumers (within the target audience) that will be positively impacted by the online advertisement in which you are investing.
4. Monitor the campaign
Probably the most important step of all is monitoring after you launch your ad. Why? Because even though we sometimes feel like we’ve done a good job defining the target audience, the ad may not be achieving the intended results.
In this case, it is possible to change the target audience during the course of the campaign, so that the objective is achieved. In fact, any intervention can be made during the course of the campaign.
Conclusion
Online advertisements can be a simple topic if they are included in an efficient Marketing strategy that is frequently monitored. To achieve the desired results it takes time and dedication, in order to avoid mismanagement of the investment.
If you need extra help, Miligram is the right choice! Get in touch with us so we can start investing in digital ads together!