A successful ad campaign can only be achieved if you have a well-structured digital advertising plan. The secret is to create the whole thing in advance—all the copy, creative, and targeting—before attempting to set up your campaigns.
In this guide, I’ll be walking you through ways you can plan, implement and you campaign, how to optimize your ads, the language for your copy and the metrics to look at in the process: so you’ll get the ultimate result.
Let get started…
What is Ad Campaign?
Ad campaign is an advertising promotion that’s put forward to help channel targeted prospects, leads and customers to the awareness of a specific product or service with the goal of taking the action for which the campaign were created.
This is similar to marketing campaign, just that it is the practise of using an intentionally strategic campaign to help prospects, leads get through the customer value journey and take the desired action one wants them to take.
The objective here is to create precisely targeted ads that’ll communicate directly to target audience. And for that, we use the Ad Grid.
What is Ad Grid?
The ad grid is an intentional approach to creating campaigns that without a glitch support with the temperature and benefits of the people you’re targeting.
The idea is to recognize in advance the categories of people you’re targeting and the hooks that are most expected to take hold of their attention, so you can be assured you’re creating a good marketing/message properly.
Creating your ad grid in Excel or a Google Sheet, on the other hand it will look something like:
The Ad Grid helps you create highly targeted ads. Create a different ad grid for every campaign you put together.
Now, with your spreadsheet ready, here are the
7 steps to plan, implement, and scale your campaign.
Step 1: Discovering your Type of Audience – Your Avatars
To figure out who your best avatars are, look at your offer –lead magnet, blog post, or webinar you’re putting out – and come up with a number of different categories of people who’d want it and benefit from it.
What is an Avatar?
This is a profile for one type of person who’d be attracted in your offer example: businessperson, stay-at-home mom, professional. Although the avatars for your campaign may possibly be different from the avatars for your business, and that’s okay.
For every single traffic campaign, you’ll have 2-4 separate avatars. Of course, you can have more, nevertheless the more avatars you have, the more work you’ll need to plan your campaign.
For each of these will be an avatar for your campaign. Put them into the top row of your grid.
Step 2: Recognizing your Audience Interest – The hooks
What’s most interesting on your offer? Every one benefit or result of your offer can be set into a hook to take hold of the attention of your audience.
In general, hooks can be created based on these 6 outcomes.
- What your audience must Have: What will they have if you get them to download and consume your offer? How do their lives look before & after?
- Your audience Feelings. How will your audience feel? Better, smarter, or more successful for accepting your offer?
- Average day: How did you change or improve their average day?
- Their Status: How do people improve in their status or turn out to be a better person after consuming your offer?
- Proof/results: What social evidence, case studies, or recommendations authenticate your offer? How can you stimulate the sense of belonging that people will get from joining other people who’ve answered back?
- The speed and automation: Speak to the time savings or quickness of learning or applying the information in your offer.
Don’t be of the opinion like you’ll need to create a hook for all these results. But you have to be creative and come up with a number of benefits or outcomes that will attract the attention of your avatars.
All right, now that you have your hooks, enter them in the first column of your grid.
Step 3: Creating your ad copy
It’s important to note here that you need segmented messaging for every cell in your spreadsheet, and for each, aiming one hook and avatar.
The copy for your ad can be written yourself or, for the reason that the ad grid evidently communicates the avatars and hooks you’re targeting, you can contract it out to a copywriter.
Irrespective of who does the writing, all the same, you’ll want distinctive ad copy for every segment: Avatar1/Hook1, Avatar 2/Hook1, etc. And for each segment, you’ll want the copy for the entire ad: text, headline, description and ad type.
So let’s say you have 4 avatars and 5 hooks, you’ll need to write 20 ads.
This height of segmentation gives you the best opportunity of achievement in your campaign. As an alternative of creating all-purpose ads for a few avatars or hooks, you’ll create highly targeted ads designed for specific types of people (avatars) with an exact interests (hooks).
Using this tactic, your chances of getting a good return on your ad investments are incrementally higher!
Step 4: Avatar Research
As soon as your copy is created, it’s time to research the specific types of people (your avatars) to ascertain the interest groups you’ll be using in your ads.
For this, research on every one specific types of persons independently, and find the answers to each of these questions:
- Who are the authority persons, supposed leaders, or big brands in your niche?
- What books, magazines, newspapers do your perfect customer read?
- What events do they attend?
- What websites do they frequent?
- Where do they live?
- What tools do they use?
- What’s precisely unique about this group?
To get the answers, ensure to do a search on Google and ask people in your target audience. Although it may take time to find the answers, but the answers you’ll get will help you get your ads in front of the people who really need to see them. Therefore, take the time to do it right!
You should as well use this little-known method…
I or most online marketer call it the “But No One Else Would” trick, and here’s exactly how it works.
Let’s say you want to target an ad to those playing golf. You’ll want to catch interests that just passionate golfers would know about, so no one will click on your ad except for the qualified prospects.
Now, some casual golfers would possibly know the likes of Tiger Woods and Phil Mickelson are, but only fervent golf enthusiasts would know Bubba Watson. Therefore, when setting up your ad, you’d want to focus on people interested in Bubba Watson.
This is what avatar research means and it should be what you’re looking for: the interests that only die-hard followers would know about, so you can get the right people to click on your ads.
Step 5: Creating or Outsourcing Ad Creatives
The term creative here is the visual element you’ll want to use in each ad. At least, you need one creative for each hook.
So what should your creatives look like?
Now, do a Google image search for each hook’s keywords, and see what comes up.
The high-ranking images indicates what people are thinking about when they hear your keyword.
Making use this as an inspiration. But don’t duplicate rather design original images or videos that take in the imagery people relate with your keyword—but that also have your brand’s unique look and feel.
Step 6: Set up your ads and compile your results
At the moment, you have all the resources you need for your ad campaigns. It’s time to set up your ads. So use the ad grid to ensure you build each ad appropriately:
- Use the avatar for your targeting.
- Use the copy and creative you’ve developed to build the ads.
- Use your avatar interests to build an audience size in the range of half a million to 1.5 million each.
Then and there, activate your ads and run them for nearly a week. As soon as you start getting results, you can start gathering your metrics.
Your best winning metric is determined by the purpose of your campaign and the traffic temperature you’re targeting. It might be:
- cost per click
- cost per 1,000 impressions
- cost per acquisition
- Or some other metric that reflects your success
Register the metric in your ad grid below the ad copy for each avatar and hook. Preferably, you’ll bring together the metrics at 7 days, 14 days, 21 days, and at the end of the campaign.
Step 7: Scaling your Campaign
Scaling is with reference to finding out what’s working, what’s not, and how you can get bigger, and better results.
There are two methods to scale a campaign:
- Horizontally: If your outcomes for an avatar are greater than average, then you can buy traffic in on other ad platforms to boost your visibility to that group of people.
- Vertically: If a particular hook or avatar is working principally well, create more ad sets to that group on the same platform.
Discover your best avatar and hooks, and scale those. But likewise polish your process so you get healthier results in less time with a lesser investment of time or money.
Ad Campaign Optimization
In digital advertising, your main target is to attract cold traffic, then and there warm it up over time, so you can efficiently entice new people to your website, get them to opt in, and encourage them to buy.
To do that, you’ll build campaigns that consist of ads for all targeted audience temperatures. But the task is to stay within your budget while targeting separate segments.
Here’s how to optimize your ad spend. Your formula for success is 6:3:1
Let’s suppose your budget lets you to spend $10 a day. So your daily spend will look like this:
- $6 every day on cold traffic, driving cold traffic to your website with pure content
- $3 per day converting warm traffic into leads or buyers
- $1 per day retargeting and selling a higher-dollar product
That ratio may change from time to time depending on your wants, but this is a good balance, letting you to target all temperatures despite the fact maintaining and keeping under control your spending.
How to Optimize your Ads?
While targeting several traffic temperatures, you need to become accustomed with your ads to the stage of relationship. These templates will give you a good lead start.
How to Optimize a Weak Campaign?
If a campaign isn’t carrying out the expected result well, get back to your offer. And if you have a potent offer, then your other elements can be weak but the ads will still work. But then again if your offer isn’t correct, nothing else matters.
In a few cases, your ads will start out robust, but its results will diminish over time.
As soon as it happens this way, it typically means ad weakness has set in. People have seen the ad too many times and aren’t reacting to it any longer.
You can fix ad fatigue in two ways:
- Start retargeting another audience.
- Adjust the campaign.
The Lingo: The Language of Digital Advertising
What are the languages you need to be acquainted with as a digital advertiser?
This is the categories of the audiences you are targeting with your digital advertising campaigns and can be divided into cold, warm, or hot.
This is the audiences targeted with advertisements that have no previous know-how with your brands, products, or people. Targeted ads at cold audiences present your business to your prospect and create trust and authority in an effort to build awareness.
Warm traffic are audiences targeted with adverts that are conscious of your brands, products, or people but then again have not so far converted to a customer or are yet to make any purchase in a long period of time. Ads targeted at warm audiences should be aimed at convincing prospects that you have the best quality solution.
Traffics in this sphere are audiences targeted with ads that have earlier make purchases. These audiences know and understand who you are and your reputation and have used your product or service.
Ads targeted at hot audiences ought to convert a customer into a high-ticket or recurring buyer. A good number ad campaigns to hot audiences will be piloted through retargeting.
An ad campaign created to influence customers and prospects with a message and offer that is centered on their earlier behavior. That behavior may possibly be an opt-in to a lead form, a purchase, or a visit to a page on your website.
Ad retargeting is accessible from ad platforms such as Facebook and Google.
You can run a retargeting campaign through Facebook social marketing or you can start with this search engine marketing guide.
Frequency tells you how many times has your ad been publicized to the people you’re targeting? In an ideal world, you’ll want to keep the number of times an individual sees it below 10. So if people sees the same ad too many times, it may become irritating and can lead to ad fatigue.
Ad relevance is the measure of how people engaged with your ad and how much they like it. Relevance can be defined in different ways: like the Facebook metric, it is calculating how relevant your ad is to your target audience. But in Google AdWord, it’s called “quality score.”
The Metrics You’ll Use to Measure Your Ad Success
What are the metrics you need to watch as a digital advertiser? Now let look at the principal metric to look at for your ad success.
CTR is the number of clicks divided by the number of impressions on your ad and any other call-to-action. And the higher the click-through rate, the more prospects will be moving from one stage of the customer journey to another.
Cost Per Acquisition of Customer (CPA)
This is the ration of the amount of advertising spend to the number of customers made. Dig down on this metric by computing the CPA by traffic campaign, traffic source, and more.
Cost Per Lead (CPL)
CPL is the amount of money spent on advertising divided by the number of leads generated. Once again, you can also continue drilling down on this metric by calculating CPL by traffic campaign, traffic source, and more.
Cost Per Click (CPC)
This is also the amount of money spent on advertising divided by the number of clicks on the ad, ad set, or ad campaign. Believe it or not, this is the slightest important of these four metrics.
Cost Per 1,000 Impressions (CPM)
This is the total cost to reach a million people. Once you’re creating an ad campaign to spread out your reach or build brand awareness, this is the metric to use.
Who Has Accountability for Digital Advertising
Now who should you employ to manage your digital advertising? This is in a situation where you can’t manage this department: it’s important to have the right hands on deck.
Where in the company does responsibility lie?
Media Buyer / Paid Traffic Specialist
The paid traffic team (or individual) should have most important responsibility for setting up and running your digital advertising.
They’ll depend on the input from other teams and individuals within your organisation, particularly from graphic designers for creating ad graphics and landing pages, marketing and sales for creating eye-gripping offers, and planning out content marketing for finding great content to direct cold traffic to.
Marketing & Sales
As the struggle for attention continues to rise online, all marketing crews must learn to buy traffic at an affirmative return on ad spend.
Any team participant who is producing content (blogs, podcasts, videos, press releases, etc.) must know how that content can be utilized by a paid traffic professional.
Data & Analytics
To your business to produce a positive return on ad spend, a paid traffic team needs entrance to an analyst that values the goals and processes involved in buying traffic.
Winning Note on Creating an Advertising Campaign
Digital advertising is a key tactic for digital marketers because it gives you control over your traffic flow.
To succeed, though, you need to create different campaigns for each stage of the Customer Journey—and you need to understand the “temperature” of each stage. Get that right, and you’ll soon be driving traffic like a professional.
I hope you’ll create a winning ad campaign with this guide. Share with other readers your experience in the comment box.