Ways To Improve Your Ad Effectiveness
If you’re not getting enough response from your marketing efforts, specifically your online ads, then something may be wrong with your ad’s marketing message. According to experts from BIA/Kelsey’s U.S. Local Media Forecast, advertisers that display effective marketing ads will experience a huge spike in sales whereas those that have ineffective messages won’t. In addition, they estimate that effective social media advertising will generate sales over $9.8 billion in 4 years. Furthermore, they predict that in 2012, local spending will reach $3.1 billion!
However, this sales increase will only occur if companies employ effective marketing strategies. As such, their message must be clearly visible and must inspire viewers to act. According to Comscore, 31% of all online display ads are never even seen. This proves that it’s not just the location of the ad, but also the effectiveness of the content and whether it draws readers to act!
The underlying message is that marketing can be effective and can deliver results if its ads meet certain requirements. So, if the marketing message within your ad is not bringing expected revenue, it’s time to do a revamp.
Here are 5 ways to improve your ad’s marketing message.
Review for Objectionable Marketing Messages
In a Validated Campaign Essentials study using national brands, placements, ad impressions, and site domains, 72% had ad content that was objectionable to many readers. This includes top brand names like Kellogg’s, Sprint, Kraft, and Kimberly Clark.
Being branded as “non-safe” or “questionable” may significantly decrease your ad effectiveness. In addition, when you can pair this objectionable message with controversial colors and designs, you may cause even more issues. For instance, viewers within a religious group may find it offensive for a company to use a burning cross or to display messages condoning premarital relations before marriage. On the other hand, they may have no issues with a cross or message promoting marriage.
Just remember that it isn’t your intention to upset anyone but because your message has an underlying implication, your ad could potentially turn off viewers. To fix this, try being more direct and to the point (in the simplest way possible, of course). Avoid innuendos with your ad copy and design and don’t be afraid to tweak, if necessary.
Check for Pushy and Unverifiable Claims
With the internet being so convenient, readers can check your claims to see if they are valid. For example, if your message claims to be Number One in the industry, can you back it up with proof? Be honest. Don’t assume your readers will be lazy or that they will simply take everything you say as gospel truth. If you don’t, you could find yourself being sued. For instance, Airborne marketed a nasal spray that supposedly boosted ones’ immune system and thus prevented individuals from acquiring certain airborne viruses. Then, they backed up those claims with unsubstantiated clinical studies. Well, the company was sued and paid out 23.3 million to settle lawsuits in over 32 states for these false claims.
Be Straight and to the Point
The Internet is wonderful for quickly finding information. However, individuals typically don’t spend over 4 seconds of their time viewing an ad’s marketing message. As such, your ad content must be fast and gratifying and if it isn’t, it won’t be read. Make your message clear, simple, and to the point.
Be Sure Your Message Talks About the Product Not the Owner of the Product
Don’t sell yourself unless you are the product. No one wants to know about you unless you’re famous. Your marketing message should also not linger on about the product but whether the product answers a need.
Find Your Market and Speak Their Language
To market to a younger group, speak to them in a way they can understand. Talk to your market in a lingo that they can relate to. It has nothing to do with race or gender but everything to do with what you’re selling and who your potential market is.
In conclusion, you have less than 4 minutes to convert readers into buyers. And, the best way to do this is with ad that packs a powerful and enticing marketing message. Simply avoid unsubstantiated claims, talk about the product not the product’s owner, make it clear and to the point, and speaks the readers’ language. Once you do this, you will see results in your advertising efforts – results that you can take to the bank.
