The Manufacturer Newsletter 2022

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How to Create Persuasiveand Engaging Adsfor Your BusinessDigital advertising is a fast-paced and ever-evolvingindustry and it’s a booming one. According to 2021predictions, companies were on track to spend$450 billion on digital ads. The U.S. is the largestglobal market for mobile advertising spending.Crafting an ad that can stand out amongst theplethora of digital campaigns can be challenging.When it comes to internet advertising, it can feellike there are an overwhelming amount of details toconsider. The following 5 tips can help you build adigital advertising strategy that is scroll-and-swipeproofand will boost engagement across platforms.Create Goal-Oriented AdsThe first thing to consider when creating anadvertising campaign is what your end goal shouldbe. Ask yourself what you want to accomplish withthe campaign and begin building from there.Once you’ve identified the goal, catering the ad22
campaign around it can feel less challenging. If thebusiness is in the hospitality industry, for example,consider ways to create an ad campaign thatemphasizes on-site bookings, driving traffic to thewebsite, and increasing their revenue. No matterwhat the goal is, ensure that it’s clear from the adyou create. If the organization is hoping to drivetraffic to their website, include a direct link to thesite on all digital ads.Once the user has clicked through to your website,make sure you utilize their conversion. The landingpage is the face of your brand to the customerand can be a huge driver in sales if designedwell. Having a clear call to action, incorporatingimages and videos, and having eye-catching copyare all strategies to increase conversions on thelanding page.Identify the Target AudienceUnderstanding the demographic an ad campaign istargeting can help increase its success dramatically.Consumers expect ads to be personalized. In fact,80% of consumers say that a more personalizedbrand interaction increases the likelihood theysupport a brand.There’s a variety of ways to establish what an adcampaign’s target audience is, and though it canfeel like limiting an ad’s reach, it actually increasesmarketing ROI. In the same way, you want to createan ad with a specific goal in mind, creating an adwith a specific target audience can further increasethe success of the ad campaign.Tailor the Ad to a PlatformIt’s also important to consider what platform thecampaign is for. The audience of a Facebookpage may vary greatly compared to its Instagramaccount’s audience. Whichever platform you’retargeting, be sure to tailor the ad to the audience ofthat platform.Sizing and strategy can also vary depending on theplatform. In the same way that the audience mayvary greatly between Facebook and Instagram, sotoo will the most effective strategy. For example,Facebook has approximately 3 billion daily users,a significant audience for any business. SuccessfulFacebook ads focus more on strategy than ondesign, a fact that may be completely different fromanother social media platform.Incorporate Trending and Relevant TopicsSocial media is a space ruled by trends. Incorporatingtrending topics or keywords into an ad campaigncan help expand its reach and success. Identifyingthe relevant and trending topics is the first stepto including them in an ad campaign. Previously,Twitter was the go-to platform to catch up onwhat’s trending. In the last year, TikTok has takenover as the new hub for trends. The app itself is builton trends, so it offers the perfect solution to anysearching advertiser.Regardless of what topic or trend you choose toinclude in an ad campaign, be sure to be intentionalabout it. Using trends to your advantage is allabout understanding when they’re appropriate toincorporate––and when they’re not.23
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