THE JOURNEY OF A SUCCESSFUL AD CAMPAIGN

SOL DIGITAL: The Journey Of A Successful Ad Campaign

THE JOURNEY OF A SUCCESSFUL AD CAMPAIGN

David Ogilvy is considered as the doyen and father of advertising. In his lifetime of a glorious advertising career, he made several memorable quotes. One of his most memorable quotes was, “A good advertisement is one which sells the product without drawing attention to the product.”

A successful ad campaign likewise sells the key benefits of a product or service without diverting attention to them. To sell the benefits of the product or service, the campaign just needs to be simple and memorable with an impactful message that syncs with the audience’s expectations, and drives meaningful engagement.  

MAKING OF THE SUCCESSFUL JOURNEY

The success of an ad campaign does not happen overnight. It takes careful planning and consistent efforts with focused attention to bring the varied components together and stitch them to walk the path of success. 

Neglecting these aspects can hinder the ad campaign’s success no matter how much creativity is put into it. 

The journey of a successful campaign is driven by the following factors.

KNOW YOUR GOALS AND AUDIENCE

Clear, specific goals are essential are drive the campaign. Else, you won’t know if your campaign is headed in the right direction. They ensure a sense of direction with purpose; and also act as benchmarks to evaluate and estimate the campaign’s progress and success.

Whether you’re looking to launch a new product/service or spread brand awareness or promote any other brand-related aspect, a successful campaign requires a clear roadmap with goals directing efforts toward realizing certain outcomes. This will help to guide your campaign strategy and measure its success.

AUDIENCE

For your ad campaign to make headway, it should be targeted at the right audience. Knowing and understanding your audience is crucial else your campaign will not make much impact. When it is not making an impact, you cannot expect it to be successful.

To know your real audience,  

  • Undertake market research. This will help to understand audience’s demographics, behaviors, preferences, and pain points. 
  • Identify audience’s characteristics. They help to understand their age, gender, marital status, profession, interests, income, lifestyle, and such aspects that are essential to craft an effective campaign and position it. 
  • Select the right social media platform(s) for the campaign. Let us say you’re looking to target the campaign at an audience between the ages of 20 to 30, then Instagram and Telegram could be the ideal platform. Similarly, if you’re targeting at audience age group between 45 to 65 years old, then LinkedIn and Facebook make for the best platform. 
  • Tailor your campaign theme and messaging with creative elements to align with the audience’s preferences and interests. Ensure the text is meaningful with a clear and impactful messaging and call-to-action. 

The more you are sure about your audience, the more effective will be your campaign’s success. 

CRAFT AUTHENTIC AND UNIQUE AD 

Over the years, ad’s concept has drastically changed. Ads earlier were crafted to let the audience know what is being offered to them and what distinguishes it from the rest.

The trend today is more towards personalization. Ads need to cater to the personal preferences and needs of consumers. To meet these expectations, they need to be crafted in a way that identifies consumer’s journey. In other words, ads should be a part of a journey that creates awareness and then nurtures the consumer down the path of conversion.

To drive a successful conversion, the ad needs to feed the consumer with relevant information at each stage of the journey. For instance, the landing page that follows the messaging in the ad should ideally deliver the next step that the consumer needs to follow. It is this level of personalization that ultimately drives greater rate of conversion.

LEVERAGE SHORT-FORM VIDEOS

Videos today are the most consumed form of content.

The inclusion of short-form video in an ad campaign will make it more exciting to the audience. If your campaign speaks about the launch of your new product the video content can have product demonstration with a story of how the consumer can benefit from it.

Short-form videos also help to deliver the message effectively in a few seconds. They don’t require much of production or even experience to make them. All that is required is smart thinking and creativity that 

  • Tells your brand story and all about the new product and its benefits. With authenticity becoming the norm, videos provide the much needed platform to demonstrate true capabilities that connect emotionally with your target-audience.  
  • Sends across a compelling message that grabs viewer’s attention and disseminates your new product’s unique value proposition. To make it interesting and palatable, keep the message brief, crisp, concise, and impactful. If done, they resonate on an emotional level with your audience  
  • Includes a powerful and compelling call-to-action (CTA). To make it more effective, ensure the CTA is easy to follow and at the same time, persuasive. If done, they help to elicit positive response from your audience. 

Finally ensure the campaign is captivating and consistent across whatever channels you’re using to run the campaign. 

LEVERAGE A/B TESTING TO OPTIMIZE THE AD

No matter whether you personalized your campaign’s theme and message or targeted the campaign at the right audience, they cannot determine or tell you about its success.  What matters is how the audience reacts to the campaign and whether they approve it or not.

This is where you need to use A/B Testing, a powerful tool that lets you determine which areas of the ad could be optimized. This it does by running on landing page versions two different ad variations. You will get to know firsthand which of the ad variation resonate with your audience and be more successful in facilitating meaningful engagement 

It is also a useful tool to retarget customers who interacted with your ad but did not convert into customer. Aside from this, it will let you find variations that deliver better performance than the current ones. A good example is that of two ad variations with different call-to-action. With A/B Testing, you will get to learn which ad variation’s CTA is more successful and what aspect of the ad in the less successful needs to be changed. 

USE THE RIGHT METRICS TO TRACK THE CAMPAIGN

Data plays a critical role. They help to evaluate the performance of an ad campaign. Today’s advertisers are fortunate to access a wealth of data. They provide a critical insight into well the campaign is performing. There are also a lot of digital tools available that can be used to track data in real-time and get insights. Later this can be used to make the needed changes which should be ideally done after all the data have come through.

Before the campaign is launched, ensure you have the requisite data to track mapped out. It is also essential to ensure all data insights align with your campaign goals. This requires choosing the relevant KPIs to track the data from the beginning. In case, your tracking data does not align with your campaign goals, then it indicates you could be effecting to your ad wrong optimizations. 

No Comments

Post a Comment

CONTACT US
close slider
Contact Form Demo (#1)