Advertising has been one of the first go-to marketing strategies of any business when it comes to attracting new customers. Great advertising has launched numerous brands into powerhouses.
In plain and simple terms, advertising is a form of paid communication, typically through some form of mass media, that attempts to persuade customers or clients to buy a service or product. It’s also a way for businesses to communicate what their company is about, its values, and how it can benefit potential customers.
According to a recent study by Gartner 2022 CMO Spend and Strategy Survey, marketing budgets have increased to 9.5% of overall company revenue in 2022, up from 6.4% in 2021. This increase in marketing spending is driven by a need to get ahead of the competition and reach new customers—not to mention that it’s constantly evolving.
With the advent of new technology and online platforms, advertising has become more complex and data-driven. Thus, it’s become more important than ever to have a solid understanding of how advertising works.
In this guide of how to get ahead in advertising, we will discuss the different types of advertising, the different channels available, how to create an effective advertising campaign, and how an advertising agency, such as Public Advertising Agency can help. But first, let’s dive deep into how advertising impacts your business’ bottom line.
- How Does Advertising Help in Business?
- Types of Advertising
- Best Advertising Tips for Ads in All Forms
How Does Advertising Help in Business?
Advertising is one of the most important aspects of marketing. Marketing is the process of creating value for a company through creating and delivering products or services that customers want or need. It’s about understanding what potential customers want and then finding ways to give it to them. And advertising is one of the ways businesses can market their products or services.
Advertising helps businesses to:
- Get in front of potential customers: Advertising allows you to reach a large audience with your marketing message. You can target specific demographics, interests, and even locations.
- Build brand awareness and recognition: Advertising helps potential customers become familiar with your brand. The more they see your ads, the more likely they will remember your brand when they need your product or service.
- Create a positive image for your brand: Advertising can help you create a positive image for your brand. You can use advertising to show how your products or services are different from your competitors and how they can benefit potential customers.
- Generate leads: Advertising can help you generate leads. A lead is a potential customer who has expressed interest in your product or service.
- Increase sales: Advertising can help you increase sales by getting more people to buy your product or service.
- Build customer loyalty: Advertising can help you build customer loyalty by creating positive associations with your brand. Customers who positively associate with your brand are more likely to become lifelong customers.
- Enter new markets: Advertising can help you enter new markets. You can use advertising to reach potential customers in new geographic areas or with different interests.
- Drive traffic to your website: Advertising can help you drive traffic to your website. You can use advertising to promote your website and get people to visit it.
- Increase brand recall: Advertising can help you increase brand recall. Brand recall is the ability of potential customers to remember your brand when they see it. The more often potential customers see your ads, the more likely they will remember your brand.
- Promote new products or services: Advertising can help you promote new products or services and generate interest.
As it is a paid form of marketing, advertising requires strategy—otherwise, you’ll be spending your budget on empty placements that don’t reach your target consumers. Think of it as an investment. Your ad campaign should be well-planned and executed for you to generate a significant return on investment (ROI). The right advertising agency can help you create an effective advertising campaign that will reach your target consumers and help you achieve your business goals.
Types of Advertising
There are many different types of advertising, each with its own advantages and disadvantages. The type of advertising you use will depend on your business goals, target consumers, and budget.
Some of the most common types of advertising include:
Display advertising is a type of online advertising that uses images, text, and video to promote a product or service. Google Display Ads is the one of the most common types of display advertising wherein the advertiser creates banners or text ads that are displayed on websites that are part of the Google Display Network.
Display advertising is a great way to increase brand awareness and reach potential customers who are interested in your product or service. However, it can be expensive, and you may need to create multiple ads to find the one that resonates with your target consumers.
Search Engine Marketing
Search engine marketing (SEM) is a type of online advertising that uses paid placements to promote a product or service. Also known as PPC, it works by displaying your ad on the search engine results page (SERP) when potential customers search for keywords related to your product or service.
SEM is a great way to reach potential customers who are actively searching for your product or service. However, it can be expensive, and you may need to bid on many different keywords to find the ones that convert into sales. This is where a PPC agency can help you.
Social Media Advertising
Social media advertising is a type of online advertising that uses social media platforms to promote a product or service. The most common type of social media advertising is Facebook Ads, which allow businesses to target potential customers based on their demographics, interests, and behaviors.
Another one that’s growing in popularity is Tiktok, which is a video-sharing social networking service. Tiktok Ads are a great way to reach potential customers who are engaged with the platform.
Social media advertising is a great way to reach potential customers where they are spending their time. It is also relatively inexpensive, and you can target your ads to specific demographics, interests, and behaviors. However, social media advertising can be time-consuming, and you may need to create multiple ads to find the one that resonates with your target consumers.
Video advertising is a type of online advertising that uses video to promote a product or service. The most common type of video advertising is YouTube Ads, which allow businesses to target potential customers based on their demographics, interests, and behaviors. It can also be used in other social media platforms such as Facebook, Instagram, Snapchat, and Tiktok.
Native advertising is a type of online advertising that blends in with the surrounding content. This type of ad uses the existing layout of a website or app to deliver an advertising message. It mostly benefits publishers as it doesn’t interrupt the user experience.
A specific example of mobile native advertising would be paid video content that appears on the Youtube app. This media is designed to look and function like other unpaid videos recommended to you by Youtube.
Traditional advertising is a type of offline advertising that uses print, radio, television, and other mediums to promote a product or service. It is the ad you typically see in newspapers, magazines, billboards, and TV commercials.
While traditional advertising is not as common as it used to be, it can still effectively reach potential customers who are not online, like field workers, the elderly, or those in rural areas. Today, it’s mostly used to complement online advertising efforts.
Outdoor advertising is a type of offline advertising that uses public spaces such as buses, trains, subways, and billboards. It’s a great way to reach potential commuting customers or those running errands.
One of the most common forms of outdoor advertising is bus shelter advertising, which allows businesses to target potential customers who are waiting for the bus. It’s a great way to reach a captive audience.
Outdoor advertising reaches potential customers who are on the go. It’s also relatively inexpensive, and you can target specific locations. However, outdoor advertising can be weather-dependent, and you may need to create multiple ads to find the one that resonates with your target consumers.
Best Advertising Tips for Ads in All Forms
Whether you’re new to advertising or a seasoned pro, these tips will help your ads stand out and achieve your desired results.
PPC Advertising Tips
When it comes to PPC or SEM ads, you should observe the following best practices:
- Improve Your Quality Score: A high-quality score means your ad is relevant to the keywords you’re targeting and is likely to result in conversions. You can improve your quality score by making sure your ads are relevant, targeted, and well-written.
- Keep your ad copy short, sweet, and to the point: users have a short attention span and are likely to skim through your ad.
- Use call-to-actions: tell users what you want them to do, such as “fill out our form” or “contact us today”
- Use relevant keywords: choose words that are related to your product or service and are likely to be used by users in their search queries.
- Target your ads to specific demographics, interests, and behaviors: make sure your ads are being shown to the people most likely to be interested in them by targeting ads to specific demographics, interests, and behaviors.
- Test different ad campaigns and analyze the results: try different combinations of ad copy, images, and targeting to see what works best for your business.
- Try Remarketing: If a user has visited your website but didn’t convert, you can use remarketing to show them ads for your product or service as they browse other websites.
Display Advertising Tips
When it comes to display advertising, observe the following best practices:
- Get your targeting right: Make sure your ads are being shown to the people most likely to be interested in them by targeting your ads to specific demographics, interests, and behaviors.
- Use strong visuals: Since users will be seeing your ad as they scroll through a webpage, you want to make sure your ad stands out with strong visuals.
- Explore rich media: Rich media ads are more interactive and can include features like video, audio, or animations. They tend to be more expensive than traditional display ads, but they can also be more effective.
- Create effective landing pages: Once a user clicks on your ad, they should be taken to a landing page that is relevant to the ad and has a clear call to action.
- Ensure ads are mobile-friendly: Since more and more users are accessing the internet from their mobile devices, it’s important to ensure your ads are mobile-friendly.
- Take advantage of remarketing: If a user has visited your website but didn’t convert, you can show them relevant ads as they browse other websites to bring them back to your site.
- Stay true to your brand: Your ads should reflect your brand’s personality, so make sure the visuals, copy, and overall tone of your ads are consistent with the rest of your marketing materials.
- Test and measure your ads: As with any form of marketing, it’s important to test your ads and measure their performance to improve results over time.
- Explore mobile gaming display advertising: Mobile gaming is a growing industry, and display advertising is one way to reach potential customers who play games on their mobile devices.
Social Media Advertising Tips
When it comes to social media advertising, observe the following best practices:
- Increase Engagement With Audience Targeting: You can target your ads to specific demographics, interests, and behaviors. This ensures that your ad is being shown to people who are most likely to be interested in it.
- Use Retargeting: Retargeting allows you to show ads to users who have already visited your website or engaged with your brand on social media. This is a great way to remind potential customers about your product or service and encourage them to take action.
- Generate Free Clicks From Paid Ads: You can generate free clicks from paid ads by offering discounts or coupons in your ad copy. This is a great way to increase traffic to your website or social media page.
- Score Huge Wins With Custom Audiences: You can create custom audiences of people who have already engaged with your brand. This ensures that your ads are being shown to people who are more likely to convert.
- Use Lookalike Audiences To Expand Your Reach: You can reach new potential customers by targeting people who are similar to your existing customers. This is a great way to expand your reach and grow your business.
- Promote Your Content On More Social Platforms: Don’t stick with one social media platform. You can reach more people by promoting your content on multiple platforms.
These are just a few of the many social media advertising tips that can help you improve your results.
Video Advertising Tips
When it comes to video advertising, observe the following best practices:
- Make the Most of Your First Few Seconds: You have a limited amount of time to capture your audience’s attention. Make sure your video is eye-catching and engaging from the start.
- Use emotion: Emotional videos are more likely to be shared and remembered than those that are purely informational.
- Short But Sweet Is the Way to Go: The average attention span is shorter than it used to be, so it’s important to make your videos short and to the point.
- Optimize Your Videos for Search: You can improve your chances of being found by potential customers by optimizing your videos for search. This means including relevant keywords in your title and description.
- Help Your Audience, Don’t Sell a Product: Your goal should be to help your audience, not sell them a product. If you can provide value and solve a problem, you’re more likely to earn their business.
- Personalize Your Videos: You can personalize your videos by including the viewer’s name or other relevant information. This is a great way to make your videos more engaging and memorable.
- Tell a Story: Stories are more likely to resonate with viewers than facts and figures. Use storytelling to make your videos more engaging and persuasive.
- Emphasize Your Brand’s Strengths: Use your videos to highlight your brand’s unique selling points. This is a great way to differentiate yourself from your competitors.
- Be Funny: Funny Videos are more likely to be shared and remembered than those that are not. If you can make your audience laugh, you’re more likely to earn their business.
- Include a CTA at the End: Always include a call to action at the end of your videos. This is a great way to encourage your viewers to take action.
Traditional Advertising Tips
There are a few things to keep in mind when it comes to traditional advertising:
- Choose the right media: Not all traditional media is created equal. You’ll want to choose the right media for your ad based on your target audience and objectives. For example, if you’re trying to reach a younger audience, you might want to place your ad on a digital platform. But if you’re looking into a senior demographic, you might want to consider traditional print media such as newspapers.
- Use emotion: Emotional ads are more likely to be remembered and shared than those that are not. Use images and copy that evoke emotion to make your ad more persuasive.
- Keep it short and sweet: When it comes to TV or radio commercials, shorter is better. You want to make sure that your ad is concise and to the point.
- Use catchphrases: Catchy phrases are more likely to stick in someone’s mind than a long, drawn-out message. Use a phrase that is catchy and memorable to make your ad more effective.
- Use strong visuals (especially for print and TV): Strong visuals can help your ad stand out and be more memorable. Use images and videos that are eye-catching and engaging.
- Include a call to action: Add your phone number or website URL, which your audience can easily remember when they get online.
When you learn how to get ahead in advertising, the key to success versus your competitor is simple: you need a strategy. By focusing on your target audience, and objectives and using the tips above, you can create an advertising campaign that benefits your business.