5 Ways to Improve Your Advertising ROI
There are many rules to the advertising game, and they’re ever-changing. You’re constantly conforming to new standards while fighting for your brand to stay top-of-mind. At the same time, traditional advertising mediums are dwindling in numbers. With those challenges always looming, here are 5 ways to improve your advertising ROI:
1. Advertise where your core users spend a lot of their time
This may seem like an obvious place to start, but it is the most important factor in improving your advertising ROI. TV, newspapers, and magazine advertisements still work if your target market still uses those content mediums. But, if your customers mainly spend their time online, then it is important to focus most of your budget on the Internet.
Start by creating buyer personas to complete detailed research on your customers and find out where they spend most of their time consuming content. Then, take that information and use it to begin developing your advertising strategy.
2. Focus on just a few mediums
After you have created buyer personas and have a complete picture of who your customers are, improving your advertising ROI may be as simple as reducing your advertising mediums. Eliminating channels you know your target audience doesn’t frequent will reduce your wasted spend. Additionally, refocusing that spend on mediums you know are popular with your audience can result in higher reach and lead generation.
Some advertising platforms, such as Google Adwords, help reduce your spend by offering tools to help optimize your ads. By utilizing these types of tools whenever offered you can be sure to improve your advertising ROI.
3. A/B test regularly and consistently
Realtors say “location, location, location.” For marketers, it is “test, test, test!” It is important to test every aspect in a campaign to improve upon your conversion element. This includes the graphics, copy, placement, and offers. By consistently testing, you’re ensuring you’ll reach the point of optimal conversion.
Many advertising websites such as Facebook have the ability to split test ads in their platform. Additionally, tools such as Optimizely and VWO allow you to easily change website and landing page elements, in line, to optimize conversion and engagement.
4. Advertise to your visitors again
Not everyone who lands on your site will buy the first time. But, don’t count these potential customers out. Once they leave your website, retarget them to stay top of mind. For these potential customers, you can retarget them once they leave your site. Retargeting can help you improve your advertising ROI by showing your ads to the visitor on other sites they visit.
It’s easy to start retargeting. Google Adwords, AdRoll, and Facebook all have retargeting features available for advertisers on their platforms.
Email marketing is another method of remarketing to your potential customers. Capturing a visitor’s email address before they leave your site can help increase your advertising ROI, too. By gathering their email address, you’re giving yourself a chance to reach out and stay engaged.
Remarketing can be done using exit pop-up programs such as Unbounce. Typically you can easily create enticing email capture graphics, and copy directly in the platform.
5. Don’t forget about social media advertising
For years, many B2B advertisers avoided advertising on social media platforms. Slowly, many companies have learned that advertising where their customers spend a lot of their free time can be lucrative. Monthly active users for LinkedIn, Twitter, and Facebook are over 106 million, 313 million and 1.71 billion worldwide!
Facebook advertising is not only effective due to the number of people on the platform, but also the platform’s features. Facebook allows businesses to use information supplied on their prospect’s Facebook page. Advertising to users based on their job title, interest, and education level allows advertisers to directly market to their target market only. Facebook is the largest platform in terms of monthly active users. LinkedIn and Twitter have these features as well and should not be neglected.
Improving your advertising ROI can affect your overall advertising success. Contact DemandZEN today and we can help you develop a complete advertising plan to increase your ROI.
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