Advertising online is a huge challenge, especially if you don’t know how to do it or if you’ve never done it before. Digital marketing is highly effective, as 28% of marketers have decided to spend more on digital marketing and less on traditional methods according to the CMO Council. For that reason, it is advisable to use a few best practices for advertising online and getting the best results from your efforts which are possible. An online advertising company is able to assist you in many ways, but it is often up to you to choose your goals and your desired outcome from online advertising. However, there are some bad practices which should be avoided at all cost if you are to run good advertising campaign.
Online advertising is a necessity: “You can’t expect to just write and have visitors come to you- that’s too passive” according to Anita Campbell, the publisher of Small Business Trends.
Spending on all forms of interactive online advertising has grown at a steady pace from 2011 to 2016 according to this graph:
1. Annoying Ads and Audio
Extreme annoyances are one of the worst practices which can be conceived through online advertising. Pop-up sounds with no way of being able to turn the sound off is one of the biggest annoyances, especially if the person viewing the ad is in a public setting such as a library or coffee shop. Audio is never something which should be included in the ad so as to avoid creating a disruption in the customer’s experience. The ad should also not include excessive motion and other visual distractions.
2. Ads Which Don’t Lead To The Right Place
Advertisements which don’t lead customers to the right place are annoying as well. This is because these advertisements are misleading. If the ad promotes something specific, it should lead to that product since it’s what customers will be interested in after viewing the ad.
3. Not Allowing User Control
Not allowing user control over their experience is a major mistake that you can make when running ads. Users want to be able to have control over whether or not the ad is visible, or the options that they have when visiting the link which is connected with the ad. According to Social Fresh, landing page videos increase conversions by 86% – it’s wise to use landing page videos, but not to intrude on a user.
4. Installing Software
You should never use an ad to install software on a user’s computer. These deceptive download buttons will frustrate the user and create a negative image of the company brand. It’s easier and better to be honest and transparent about the practices that your company is engaging in before you decide to engage in them.
5. Incorrectly Tracking Performance
Many people often track ad performance solely based on the rate at which users click through the ad. This is a very bad idea, as ads should be optimized for conversions to sale rather than clicks. You won’t truly know what happens when a user lands on the website when you do this, as a user may simply leave rather than do anything to interact with the website. The purpose of an ad is to generate revenue and sales. According to Jeff Eisenberg, CEO of Buyer Legends: “It’s much easier to double your business by doubling your conversion rate than by doubling your traffic.”
Think about it – would you rather 1 Million people who click on your ads and buy nothing or 10,000 visitors who buy something when they visit your site? With that in mind, here is a graph which displays lead conversions by channel:
6. Cluttering a Page
You never want to advertise on a page which is already cluttered with ads. These other ads will be a major distraction from your ad, which will ultimately lead customers away from your business. You want customers to stay focused on your ads, and thus give business to you. You can’t do that when you are competing with many other businesses, all of whom have very similar messages.
7. Not Running Ads on Enough Channels
Repetition is how individuals are able to memorize ads so they will keep coming back to your business. Repetition may seem like a nuisance, but it is a necessity when customers are being exposed to ads over and over again by your competitors. By running your ad on multiple similar channels, it’s possible to capture a customer’s attention and keep them focused on your ad. Another thing to consider is using Facebook: 47% of Americans say that Facebook is an influencer in purchases.
The infographic below shows statistics for all marketing channels:
8. Hard Sales
You never want to be too aggressive in your marketing techniques. This is a major turn-off for prospects whom are looking for a more gentle pitch. It’s much like holding a baby bird. You don’t want to crush the bird by holding with too firm of a grip or allow the bird to fly away by holding too loosely. It’s this happy medium that allows you to capture the attention of the customer without allowing the customer fly away.
9. Don’t be fake
Don’t be a fake advertiser. You want to be someone who over-promises and under-delivers. You will want to keep an authentic brand image and make sure that you are able to attract customers to your site so that you will build trust with customers. Don’t make claims which are useless and result in promises that you cannot fulfill. You will want your customers to feel like they are getting something in return which they find is very valuable. “You should always bring your authentic self to every opportunity” according to John Jantsch, the author of Duct Tape Marketing and a marketing consultant.
Avoiding the pitfalls surrounding online advertising is one of the biggest challenges which can come up when you are trying to advertise. For that reason, an experienced firm can help you develop the right advertising campaigns for your business. You’ll want to avoid these pitfalls in your efforts to develop the right campaigns for your business needs.