As organic reach becomes increasingly tougher for brands to achieve, more and more of them are turning towards paid advertising. A survey by Hootsuite found that social media advertising is the most popular form of digital advertising, with 71% of surveyed businesses using it.
The underlying fear for businesses still struggling to get by with organic advertising is that the cost of supporting a multichannel digital advertising campaign can quickly become overwhelming. But, setting a social media advertising budget and maximizing it for optimal value can make a significant impact on your bottom line.
If you’re considering starting a digital marketing program, knowing how to help businesses maximize ad spend will be a career-defining skill. Here’s how to do it.
Define Your Target Audience After Your Digital Marketing Program
Before you begin running ads after completing your digital marketing program, it’s essential to have a clear understanding of who your client intends to reach. Defining your target audience will help you create more effective ads that resonate with them. In addition, it will prevent you from expending resources on fruitless campaigns. To define your client’s target audience, consider factors such as age, location, income level, and interests. This will help you understand their needs, preferences, and behaviours, which will, in turn, help you create ads that speak directly to them.
For example, if your client sells a luxury product, their target audience will likely be high-income individuals interested in luxury goods. Knowing this, you can create ads that feature high-end imagery and messaging that appeals to this audience.
Set Clear Goals and Choose the Right Platforms
It’s essential to have a clear understanding of what you want to achieve with your marketing program. Setting clear goals will help you track your progress and determine the success of your ad campaign.
As you’ll learn in our digital marketing course, setting SMART goals will also help you determine the ROI of your client’s ad spend. For instance, if their goal is to boost sales, you can track the number of sales generated as a result of the ad campaign and compare it to the cost of the campaign to determine the ROI.
When running ads, there are a variety of digital platforms to choose from, including Google, Facebook, Instagram, and more. Each platform has its strengths and weaknesses, so it’s important to choose the one that best aligns with your client’s target audience and goals.
Test and Optimize
Once the ad is up and running, it’s important to test and optimize it to improve performance continually. Keep an eye on metrics such as click-through rate (CTR), conversion rate, and cost per conversion to see how your ad performs. Use this data to make adjustments to the ad and improve its performance.
Finally, make sure to measure the results of the ad campaign. Track key metrics, such as website traffic, lead generation, and sales, to determine the ROI of your client’s ad spend. Use this information to make data-driven decisions about their future ad campaigns.
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Contact Cumberland College BC to learn how you can get started.
