Having a great online presence, both in terms of advertisements and marketing, keeps businesses running: enticing an audience, establishing trust with that audience, and keeping them coming back time and time again. However, when done hastily or incorrectly, online advertising can go from a business’s best friend to its worst enemy.
Here are a few things to consider when assessing your business’s online advertisements to ensure they provide optimal results.
DO Experiment with Budget
When deciding the percentage of budget to use on advertising, do your research. Over-spending on this important area can lead to just as many mishaps as skimping can, so it’s important to research your industry and decide what works best for your particular business.
DO Find the Target Audience
Establish the characteristics of the audience you most desire to reach through your online advertising campaign and tailor your advertisements accordingly. Write and build ads that this target audience will care about and deem worthy of their attention. This can include everything from the colors used to the mediums chosen to display the ad. (For example, Pinterest may not be the best place to advertise a men’s health supplement.)
DO NOT Annoy or Mislead
The last thing you want to do is betray your customers’ trust. Make sure that your online advertisements are clear, concise, and trustworthy. Say what you mean and do so in a way that is minimally invasive or not annoying to your audience.
DO NOT Go Overboard
It can be easy to put too much information or bait into an online advertisement; however, your online audience is going to be able to detect, and deflect, these attempts for their attention. Using clickbait or other enticement factors can also come across as misleading to potential customers, so be sure to keep these techniques in check.
DO Advertise with a Purpose
Avoid advertisements for the sake of advertisements; your audience certainly will. Make sure your ads are done intentionally and with specific purposes/outcomes in mind. This is going to show your audience that thought and consideration has gone into the ad, which can lead to positive association with your business and brand in the future.