Getting the Best Bang for your Digital Advertising Buck
That’s where you get the most bang for your buck.
Branding versus Performance
What is branding?
Most of what we see on social media is branding. Sharing general, day-to-day information about yourself or your products and services helps build awareness and engagement, but it doesn’t drive intent.
When trying to spark sales, think about performance—especially when using paid advertising. Performance involves promoting a specific offer to generate a user response resulting in an immediate measurable outcome for a product.
Consider the buying cycle
At the top of the buying cycle, make a low-involvement offer that helps potential customers understand their problem. In the middle of the buying cycle, offer a solution. At the bottom of the buying cycle, offer something that leads to a purchase decision.
Regardless of where in the buying cycle you want the customer, always have an offer associated with it.
Give people a reason to click on that advertisement. Have an offer.
Digital Advertising Platforms: Branding to Performance
Choose the proper platform that is in alignment with your advertising objectives.
Visual platforms such as YouTube and Instagram are great at building general awareness for your brand.
Facebook and Google Search ads lend themselves better for direct sales or generating inquiries for a specific offer.
ABOUT THE AUTHOR
Harley Rivet is President of Deep Dish Digital. He specializes in online advertising and digital strategy. Harley is an experienced trainer regarding digital marketing, having spoken at conferences across North America and also co-founded the Saskatchewan Professional Marketing Association.