Things to Consider While Designing Advertisements for Your Business

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Large number of business organizations use pay-per-click and cost-per-action advertisements for promoting their services and products. A good percentage of them don't get the expected results despite spending generous amount of money on their advertising campaigns. In most cases, it's the ineffective ads that results in low click-through-rate ruining the entire campaign. In a cut-throat competition, a small competitor can generate massive sales simply by creating a highly optimized and performing advertising campaign. Today, we're going to learn about some of the most important tactics that must be used to get maximum returns from the money we're going to spend on our CPC, CPM or CPA advertisements. All these techniques can be refined with passage of time as you gain more and more experience.

Choose the Right Advertising Model

Often businesses fail to decide between the types of advertising campaign they're going to run for their products. This results in wrong selection of pricing model leading to low returns or sometimes almost negligible performance. The three primary advertising models CPC, CPM & CPA differ significantly and you must know which of them should be right for a particular campaign. Here's how you can select the right one between three of them.
  • Cost-per-click (CPC) model - This is one of the common pricing model that is used by large numbers of advertisers. A business only pays for an ad whenever a potential customer clicks the advert. You should choose this model whenever you're selling a product but are not aggressively pushing the sales.
  • Cost-per-thousand impressions (CPM) model - This is yet another popular pricing model where you pay a fixed amount for every 1000 impressions on the publishers website. Businesses generally select this pricing model only when they're interested in creating awareness about their brand name or product.
  • Cost-per-action (CPA) model - This one is generally used when you're hard selling a product and want your potential customers to visit your sales page and thereafter make an actual purchase through online payment processing system. In simple words, it's for hardcore online business generation and can be further divided into two sub categories, viz., cost-per-lead and cost-per-sale. Depending on your business and your budget, you can opt for one of the sub categories.

Choose the Right Advertising Network

Your selection of an ad network plays a big role in the success or failure of all your advertising campaigns. Depending on the pricing model you're going to adopt and the type of product you're going to promote, you may opt for a different advertising network than the one you've used earlier.

For example, if you've chosen CPC or CPA model, Google Adwords is one of the best choices no matter what product or business you're in. It is the largest advertising network with massive reach. But, if you're looking to go with CPM model, you can look for other players in the market that provides various flexible options for CPM based advertising campaigns.

Do Not Ignore Mobile Traffic

No matter what ad network you're using for your campaigns, never underestimate the traffic coming from smartphones and tablet devices. Nowadays massive numbers of internet users are accessing general websites through their mobile devices.

Taking this into consideration, you must create mobile friendly advertisements to tap this segment of traffic. Your mobile targeting strategy should include banner ads with appropriate dimensions that fit well with the screens of all the popular smartphone devices. There are several mobile advertising networks which provide special advertising services targeted only for mobile traffic. Remember, while using this medium keep check on your costs as advertising rates for mobile ads are generally lower as compared to ads served for normal desktop users.

Start With Short Small Duration Campaigns

Enthusiastic team members often make a big mistake of launching big advertising campaigns spanning across several weeks or several months. Things get worse when they never check the performance of their campaign on a regular basis. The first rule of thumb while creating an advertisement campaign is to start small and think big.

Create multiple banners and creatives and start with a short duration (maximum 1 week) campaign. This gives you ample time to test the results to analyze the effectiveness of your campaign. Once you're sure about the performance, you can extend it for a longer period to gain maximum returns. While running these short campaigns, emphasize on using different types of creatives to accumulate rich data set about the performance of each banner ad. This gives you something to compare and analyze and to choose the best one for a long duration campaign.

Test, Test and Test Again

If your team is not analyzing and testing different combinations of ads for all your active campaigns, you're probably wasting all your money. You must religiously gather all the ad performance related data on a daily basis and must analyze it carefully to identify the shortcomings.

This helps in creating a more optimized campaign that brings you more business than ever before. Some things that should be tracked are click-through-rate, successful leads, successful conversions, visit-to-conversion ratio, impressions-to-visits ratio and instant exits. This will give you a clear picture how well a particular advertisement is performing and whether you should continue with it or not. This entire testing and analyzing exercise triggers the rinse and repeat cycle that benefits your business in the long run.

Know When You Should Halt or Stop

Lot of small business owners lose big amount of money simply because they're unable to take a decision whether they should continue with their advertising campaign or should halt it altogether. This is applicable both for successful and poorly performing campaigns.

Non performing campaigns obviously should be stopped as soon as possible to avoid unnecessary expenditure that brings no returns. But, continuing and stretching a successful campaign often leads to huge loss of money in expectation of equal amounts of returns. Remember, different types of ads perform differently when they're running in different months of the year.

You cannot expect an ad to perform the same throughout the year in every condition. You must collect information about the upcoming events, holidays and festivals and accordingly must analyze all the active campaigns against these upcoming events. This way you can easily identify select campaigns that should be either stalled temporarily or should be scrapped altogether.


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