6 DOs and DON’Ts of online advertising

Online advertising has become increasingly important. It’s difficult to quantify how much time people spend browsing offers, but did you know that businesses make an average of $2 in revenue for every $1 they spend on Google Ads? Or that social media platforms capture 33% of the time users spend online? Plus, 37% of online shoppers say they use social media for “purchase inspiration”.

All this demonstrates that using paid online ads is a good idea when you have something to sell. However, it’s crucial that you are aware of the do’s and don’ts of online advertising:

1. Focus on customer experience

   It’s ok to pay attention to the kind of ads and the right channels that would optimize your profits but don’t lose sight of how they will affect those who see them. It’s a good idea to think about the time when a certain type of ad will appear. Not everything goes in every context. Going with pop-ups right when the user opens a page will almost certainly end in frustration.

2. Know your audience and make the ads relevant to them

   If you want your ads to actually be successful it is very important to be aware of the visitor demographics and the search queries that brought them to your site. Even if it takes a little time, it is worthwhile to put some effort into building a buyer persona to which you will be targeting your advertising campaign.

3. Choose the right platform for you

   It’s important to note that choosing the appropriate platform is also something to do before releasing your ad campaign. There are several options out there, the social media venue being one of the most popular due to accessibility and flexibility. With over 70% of internet users going to Google to find information, it’s a fantastic channel to get the attention of your audience.

4. Don’t ignore the data

   It’s great to believe both in your product and in your ad. However, not minding how well (or not) they are doing is a big mistake. One of the best aspects of web advertising is that we have access to all sorts of data. Analytics can tell you what works well and what doesn’t. That information can be used to optimize your campaigns over time and get more buyers and a greater profit.

5. Don’t jump in without a strategy

   It’s crucial that you take a good look at what the competition is doing and plan accordingly. It’s also wise to get an idea of what the costs of your campaign will add up to and if they are worth it. While this is not an exact science, there is enough information out there to give you some idea of what to expect in regard to expenses.

6. Don’t push

   The main issue with online ads is that there are so many, it’s overwhelming. This is why many people choose to install ad blockers on their devices. Finding ways to circumvent ad blockers will only bring a negative feeling towards your product or service. It’s best to focus on providing a good experience to those users who allow ads and respect the option of those who don’t.

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