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Creating the right advertising campaign goes beyond putting some pieces of ad copy and designs together. You need to carefully craft an ad that resonates with your audience on a deeper level — and that includes putting the content types and marketing channels into consideration.
Capturing the attention of your audience requires some heavy work. And that involves choosing the right marketing channel and allocating resources the right way.
In this guide, you will get to understand how to launch an advertising campaign, and also get to see some advertising campaign examples.
Advertising campaigns are focused on delivering a single message. These campaigns are designed to meet specific business objectives and also generate some conversions.
Some of the objectives of an ad campaign could be increasing brand awareness, generating sales for the business, or merely compelling the audience to subscribe to the email newsletter or take other specified actions.
It’s important to emphasize that a good ad campaign goes beyond publishing eye-catchy ads on search engine platforms. To get the most out of your ad campaign, it has to be organized and well-researched.
To launch a successful digital ad campaign, you need to invest in your keyword research, identify the business goals, and create a mouth-watering offering for your audience. After that, you have to create ads that help you raise awareness about your product or service offering.
Following are the objectives of advertising campaigns.
Advertising is primarily used to introduce a new product to the market. Regardless of the size of your company or brand, good advertising should be used to introduce your new product to the market. The latest Samsung smartphone and iPhone demonstrate it.
You could notice the buzz and ads around the new products. The objective of these ads is to create awareness and let the customers know about the new products available in the market.
Nowadays, you get to see lots of service startups out there in the market. When it comes to these businesses, individual service products are not marketed.
The company usually opts to market its services as a brand. Companies like Uber, Accenture, or Oracle tend to market their brand and make their presence known in the market. They do not market individual service products.
The creation of awareness is arguably the most important job of an ad. You have to capture the attention of your audience and make them aware of your products and the features of such products.
For instance, banks typically launch awareness campaigns. And these campaigns usually show the benefits of their service offering — which could be the benefits of mutual funds or savings. They could also launch ads that create awareness about the benefits of debit and credit cards.
One of the primary objectives of advertising is to maintain an evergreen inflow of customers. In other words, advertising causes customers to switch brands. One way of accomplishing that is by creating a strong, compelling message so potential customers get to switch from their current brand to yours.
For instance, telecom companies launch adverts with juicy offers to entice their audience to switch brands. Since it’s hard to tell the difference between brands in the telecom industry, advertising is a sure way of acquiring new customers.
One of the benefits of advertising is that it helps differentiate your products or services from that of the competitors. One way of doing that is by advertising promises instead of features of your products.
When you keep your promises, you’ll most likely build trust among your audience. Your customers will trust your brand over other brands in the marketplace.
Top brands like Coca-Cola and Toyota are the most trusted brands in the world. Aside from the top value you’d gain by opting for their product or service offering, these brands gain customers’ trust by being on top of their advertising game.
Their ad campaigns communicate promises and show the audience how they are different from similar products (or services) in the market.
One way to build a strong brand is by delivering on your brand promise. But it doesn’t end there — you can opt for other ways like advertising. And you can advertise using Above The Line (ATL) and Below The Line (BTL) campaigns.
Your campaigns should match your brand objective. This way, it gets to boost your overall brand performance in the marketplace.
If you properly communicate your value and also differentiate your brand from the pack, you will most likely make sales. Massive sales, to a large extent, translate to more profit — and that’s what advertising campaigns can do for your brand.
As a business person, you should always see advertising as an investment. It’s never a liability or an expense.
If you’re familiar with the AIDA (Awareness, Interest, Desire, and Action) model, you’d know that advertising helps create desire in the minds of your audience. Popular brands like Audi, BMW, and Adidas use ads to create intense desire in the mind of their customer persona. This will, in turn, make the customer want the product even when it’s not a need.
The primary purpose of PPC campaigns is to boost the sales of your product or service offering. However, running these campaigns is not easy — especially when you have to manage multiple campaigns from a single account. And that’s where tools like the PPC Signal come into play.
The tool helps you keep a close eye on your campaign. This way, you get to figure out when things are going out of place, and probably make the necessary adjustment to resolve any issue.
For instance, you can monitor the cost of your campaign to ascertain whether you’ve been spending within your budget or not. To do that, navigate to the dashboard and select cost from the list of metrics.
Automated signals will be displayed in the middle of your screen. Careful study of these signals will help you discover more about the shifts, trends, anomalies, and outliers in your data.
To gain more insights about the signal, click on the Explore button.
After clicking on the explore button, a graphical representation of your campaign will be displayed in the middle of your screen and you get to take a close look to figure out the changes that must have been happening with your campaign. You can simultaneously compare the signal on different metrics.
Like you can see your conversions trend is going down from the last couple of days whereas your cost is going up which really need your attention otherwise your effort and money putting on campaign will all be in vain.
There is an option of representing your data in a tabular form. This way, you get to monitor other campaign metrics that are probably affecting your campaign cost.
From the automated signal, you get to adjust your campaign to generate the most returns. Here are some campaign adjustments you should consider:
Advertising campaigns are what differentiates the big players from the small ones. Regardless of how good your product or service offering is, if you’re not actively marketing it, generating enough sales will be an issue.
Good advertising campaigns help separate your business from the crowd. And potential customers get to figure out what makes your product tick — and probably recognize your brand whenever they come across it.
When it comes to good advertising campaigns, you have to use multiple platforms like newspapers, radio, television, or social media. Physical events and video conferences are also good. At least, you get to interact with your customers and get valuable feedback from them.
If you’re looking for ways of boosting your brand awareness (or reaching new customers), then an advertising campaign is your sure bet. Advertising campaigns also help in building brand reputation, engaging customers, and letting the market know your latest product or service offering.
There is lots of heavy lifting that goes into building the right advertising campaign. You have to figure out the right content types, marketing channels, and messages that resonate with your audience. All these require work, and that’s why you need the right creative team to put the pieces together.
One of the major things your creative team has to figure out is the right advertising campaign type that best fits your business. Speaking of advertising campaigns, here are some types you need to consider:
Now you know the various types of advertising campaigns, here are some advertising campaign examples.
Here are some of the most famous advertising campaigns.
An ideal advertising campaign should capture your audience’s attention and compel them into buying your product or service offering. To get the most out of your advertising campaign, the campaign has to be clear, concise, and also showcase the unique value proposition of your business.
An example of an advertising campaign is seen when a sportswear manufacturer boosts its sales by merely placing ads on blogs that are focused on sports. Since sports enthusiasts will be interested in sports clothing, placing ads on sports blogs is a sure way to drive more sales for the business.
Word-of-mouth is the most effective advertisement. It has pieces like strong credibility, friendly audience reception, and high audience attention levels — and that makes it effective.
A good advertising campaign helps you send the right message to your audience. If done properly, you’ll increase your brand awareness and recognition in the marketplace. Potential customers will associate your brand with positive emotions — and that will lead to more sales and engagement.
Whether you’re a sales manager for a large corporation, a freelance marketer, or a small business owner, an advertising campaign will help drive your sales to the next level.
There are lots of pieces that need to be put together if you want to get your advertising right. One of which is the type of advertising campaign you’d want to run.
After that, you need to figure out how to craft a compelling message that resonates with your customers. Finally, you need to consider using tools like the PPC Signal to monitor your campaign performance.
Now you’ve seen how to set up and manage advertising campaigns, what products (or services) will you be advertising?
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