The process behind the creation of an efficient digital advertising.
One of the biggest challenges that Astrolabs’ digital marketers face every day is how to attract new visitors to their website / eshop and convert them into active customers.
The best way to achieve this is through advertising, both on Google and social media, which can give a business full control over its traffic channels and help it increase its sales.
Below are some of the key steps we follow at Astrolabs to enable us to create the most effective digital ads for your business and products.
First, we evaluate the audience you want to target as a business, in order to come up with the type of advertisements that should be shown and the media in which they should be shown. So here we introduce the concept of the “temperature” of the audience, as we distinguish between “cold” , “warm” and “hot” .
You see, all audiences are initially concentrated at the top of a funnel, from which they are then filtered downwards based on the ads they see, until they eventually reach the bottom of that funnel and become a customer of your business. But at each stage of this journey, the audience has a different relationship with your business. So at the top of the funnel they most likely don’t even know your business or product, but as they move through it they learn more about you and become more and more interested in what you have to offer.
So therefore , the cold audience consists mainly of people who are just discovering your business or product. They are audiences that generally have good prospects for your business but have not heard of your brand or product until now. The purpose of your ads here is to activate this audience with the message you are communicating so that they want to come back again for more information. Similarly the warm audience consists of people who now know what your business/product is and are in the evaluation stage. The purpose of your ads here is to convert this audience into active customers. Finally, the hot audience, consists of people who have already purchased from your business or are ready to make a purchase. The purpose of your ads at this point is to sell as well as resell or upsell to existing customers.
The end goal is always to move your audience from cold to hot by converting them from potential customers to repeat customers. You achieve this by matching the message of your ads to the “temperature” of the audience you are facing at that moment, a detail that leads us to our next step, the 4 elements of an ad for high performance.
We start with the most basic, what you offer your audience as a business. This differs from your product per se as yes your business is based on a product line but your advertising campaigns are based on an offer.
An offer is defined as the combination of the product together with specific information, such as the price (e.g. at a discount), the method of receipt by the user (e.g. free shipping), etc. So you may have a small number of products in your range but offer them in different ways, thus creating many different offers.
Second in line, comes the message that the ads will have. It should be clear so that the benefits of what your business offers to the audience stand out. Astrolabs copywriters always strive to create powerful messages that contain clever “hooks” , in order to grab the attention of the audience as they focus on a problem they are facing and offer a solution.
Equally important is the third element, the creative – graphic part of advertising. This can be an image, a video, a carousel of images or even a targeted landing page. Astrolabs’ graphic design department rightly points out that good creative communicates your business message visually in a second or two at most, supporting the already strong written message that precedes it. An important part is also uniformity in all your campaigns because it creates a sense of recognition and trust that helps the public to take you seriously.
The last parameter that remains to be adjusted by Astrolabs’ ad specialists is targeting, because even an excellent offer – if placed in front of the wrong audience – will not bring sales. So first we conduct a research on the interests and habits of the audience we are targeting, because the more we know about them, the more successfully we can target them. Of course, we don’t forget to adjust the message of each advertisement according to the “temperature” of the target audience, as we analyzed above.
If we have completed the above steps, we are ready to activate the ads for your business and all that remains is to wait for a month to pass before we can issue your report. Right?……Of course not!
The most important and necessary service you get when you work with us for your ads is customization. This includes daily monitoring of ads, minor corrections or changes that may be needed over time, tracking keywords for Google and also collecting leads as well as sales data. All of the above data that we receive in live time helps us to customize your business’ ads whenever necessary, so that you can achieve your goals.
So to sum up all of the above, we can safely say that you now recognize the complexity behind setting up a successful digital advertising campaign and its usefulness in terms of driving traffic to your business website and converting it into active and repeat customers.
The Astrolabs team is here to design your next advertisement, don’t waste time, contact us.
