The Manufacturer Newsletter 2022

campaign around it can feel less challenging. If the
business is in the hospitality industry, for example,
consider ways to create an ad campaign that
emphasizes on-site bookings, driving traffic to the
website, and increasing their revenue. No matter
what the goal is, ensure that it’s clear from the ad
you create. If the organization is hoping to drive
traffic to their website, include a direct link to the
site on all digital ads.
Once the user has clicked through to your website,
make sure you utilize their conversion. The landing
page is the face of your brand to the customer
and can be a huge driver in sales if designed
well. Having a clear call to action, incorporating
images and videos, and having eye-catching copy
are all strategies to increase conversions on the
landing page.
Identify the Target Audience
Understanding the demographic an ad campaign is
targeting can help increase its success dramatically.
Consumers expect ads to be personalized. In fact,
80% of consumers say that a more personalized
brand interaction increases the likelihood they
support a brand.
There’s a variety of ways to establish what an ad
campaign’s target audience is, and though it can
feel like limiting an ad’s reach, it actually increases
marketing ROI. In the same way, you want to create
an ad with a specific goal in mind, creating an ad
with a specific target audience can further increase
the success of the ad campaign.
Tailor the Ad to a Platform
It’s also important to consider what platform the
campaign is for. The audience of a Facebook
page may vary greatly compared to its Instagram
account’s audience. Whichever platform you’re
targeting, be sure to tailor the ad to the audience of
that platform.
Sizing and strategy can also vary depending on the
platform. In the same way that the audience may
vary greatly between Facebook and Instagram, so
too will the most effective strategy. For example,
Facebook has approximately 3 billion daily users,
a significant audience for any business. Successful
Facebook ads focus more on strategy than on
design, a fact that may be completely different from
another social media platform.
Incorporate Trending and Relevant Topics
Social media is a space ruled by trends. Incorporating
trending topics or keywords into an ad campaign
can help expand its reach and success. Identifying
the relevant and trending topics is the first step
to including them in an ad campaign. Previously,
Twitter was the go-to platform to catch up on
what’s trending. In the last year, TikTok has taken
over as the new hub for trends. The app itself is built
on trends, so it offers the perfect solution to any
searching advertiser.
Regardless of what topic or trend you choose to
include in an ad campaign, be sure to be intentional
about it. Using trends to your advantage is all
about understanding when they’re appropriate to
incorporate––and when they’re not.
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