Digital ad campaigns have a number of different moving parts. There are many types of digital ad sales tactics and strategies that can be used. That’s why, if you want to be effective at selling digital ads, step-by-step planning of your digital campaign is essential to increase the chances of success and not get overwhelmed by the process.
Growing An Audience
To sell ads effectively, you first need to understand who is reading your site. Advertisers are going to want to know two important facts — the number of people who come to your site each month and how many pages they look at when they’re on your site.
You should also be able to tell advertisers how traffic to your site varies throughout the year, what the trends are and where that traffic is coming from. For example, if it comes from social media sites, it could better help you to sell your own ad space because of the popularity of social media.
Also, if many other sites are using your content, this could help you stand out from the competition if this content is helping to drive traffic to your own site.
It will also help you to know what pages on your site attract what particular audiences, as well as what pages are the most popular. Knowing this will help you too choose the best advertisers for your site as well.
You should also have figures on the amount of site traffic you’re getting, whether it is growing or not. If the traffic to your site is increasing, that will help you better sell advertising, especially if it is greater than your competitors.
Running a Campaign
- Set your goals
To run a campaign for an advertiser, the first thing you need to do is find out what their marketing goals are. Why do they want to run the ad campaign to begin with? There are different reasons for doing it– to raise awareness of their brand, boost sales, generate leads, or grow their social media following.
- Target your market
Then you need to find out what audience they want to target. Who are their ideal customers? What kind of job do they have, how much do they earn, do they have a family, how old are they, what are their hobbies?
- Use keywords
You also want to do a keyword search, to think about the kinds of keywords potential customers are entering into the Google search engine when looking for a company’s products or services. Then use these words to help create your ads.
- Do market research
If you’re going to do a campaign for an advertiser, you will also need to do some market research. That means taking a look at what their competitors are doing. If you see things that the competition has been successful with, content that is working for them, you can pitch these same things to the advertiser.
- Choose a channel
You also need to choose your delivery channels, which include platforms like banner ads, newsletters, podcasts, webinars, or pop ups. You should also limit the number of channels used so that you don’t spread yourself too thin.
Choosing the right channel is crucial. It will help you to engage your target audience and get as many people as possible to look at your ads
The channel will help you determine what kind of content you will use. The channel could be something that is exclusively visual, such as infographics. It could contain video, such as podcasts or online conferences. It could contain interactive media. Or it could be mostly text, such things as news or research reports, articles, ebooks, white papers or tutorials.
- Create your content
The next step is putting together the actual content of your campaign. It’s best to begin gradually, so you can monitor the campaign and see what is working and what is not.
The content will change as the campaign progresses and you get to see what works best. For example, a certain image or headline might produce a greater response.
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