By Kyle Ratke

The dreaded words: Digital Advertising. 

Everyone kind of knows about digital advertising, which is also kind of the problem. Most of us know how to use Google, Facebook, Instagram and LinkedIn. If you’ve ever posted a position that has the word “social media” or “digital” in the job description, you know what happens: all of the experts come out! 

True digital marketing goes beyond ‘a few likes here, a comment there’… and muting your uncle’s comments on everything. Below are a few separators of effective digital advertising.

Knowing Your Audience

There are important questions to ask here. For every digital ad you’re booking, it’s important to know who you are trying to target. 

What’s the location? 

Who is buying this service or product? 

Who is most likely to click and who is most likely to convert? (Spoiler alert: The answer to this is oftentimes different.)

Before you figure out who to target, though, you need to define who your audience is. On top of that, you also need to have a goal of who you want your audience to be. Sometimes, companies will find out that the audience they had always dreamed of is in fact not the audience that is most responsive. Here’s my optimism: think of this as an opportunity, not an obstacle. 

When building followers or engagement for an account, it’s easy to get likes and shares. It’s not so easy to get those likes and shares from people who will actually help your business grow. 

You can launch a digital ad without knowing any of this, but it probably won’t end well. 

It All Starts With Copy

So, you know your audience. Now, let’s book this ad and party! Oh no… Wait. There’s more?!

What is your ad going to say? Whether it’s a graphic, text or video ad, it all comes down to copy.

How are you going to accomplish the goal of your ad? It’s important to always remember that there’s an actual human on the other side of the ad that you’re posting. If you were that person, how would you process that ad?

We are at seven questions already in this, I know. You thought you were here to get answers, but instead, I’m just throwing more questions at you. But, in all fairness, these are questions that need to be answered before you book any ad.

The backbone of all of your ads is copy. Writing exact, compelling copy is often overlooked, but think about the ads you’ve recently clicked on. I bet copy had a huge part to do with why you clicked. Make sure that your copy fits your audience and is engaging, encouraging interaction. If it’s not, put a pause on your ad until you can figure this out.

What’s The Platform?

There are a million different digital advertising platforms. Facebook, Instagram, Google, LinkedIn, Spotify, etc. It’s hard to keep up. One day you’re filling out your Top Eight friends on MySpace and the next day you’re doing dances in your kitchen with your cats on something called TikTok.

You can take a digital advertising class now, but by the time you’re done, there’s a good chance one of the platforms has changed how they do things. They are always keeping you on your toes in the most annoying way possible. 

Every platform is different and should have unique goals. Your audience on LinkedIn will be different from your audience on Facebook. For some companies, it’s worth it to advertise on Spotify; for others, it doesn’t make any sense at all. 

Knowing what platforms you want to advertise goes back to the first topic of knowing your audience. Once you’re able to define your audience, and who you want your audience to be, you’ll be able to bucket platforms.

It All Comes Together

Let’s say that you didn’t have time for this entire post, so you’ve just scrolled to the end in hopes of a recap. Well, you’re in luck!

Here’s a rundown:

    1. Identify your audience. You can do everything else right, but if you don’t do this, it’s all for nothing.
    2. Copy is king. What voice does your audience expect from your brand? Can you spice it up? Without intriguing copy, how exactly do you plan on enticing your base to convert?
    3. Pick the platforms. Discover what platform is right for your audience. Depending on your brand, you could advertise on multiple platforms with different goals in mind.
    4. Book and test. If you don’t know what ads to run or you’re nervous to start a campaign, run tests against each other. This will help you prepare for booking your final ad.
    5. Book and learn. Your ad is ready to go! If you’ve taken the steps above, you’ve put yourself in a position to win. Now, the steps are to take the data you learn from a campaign and use it to dictate your future ad-booking decisions. That is a conversation that we’ll go over next time.

It’s a wild digital world, my friends. Luckily, you don’t have to do it all alone. That’s what we’re here for at Bullseye Media. If you’re looking for help with your company’s digital ad strategy, shoot me an email at kyle@bmediallc.com.