When an ad is done right, it can generate additional revenue, gain loyal customers and spark interest in a service.
However, in the digital age, the options for advertisement are endless. Marketing shouldn't be a guessing game, but creating an effective marketing plan isn't always straightforward. The first step is understanding the different options and which will benefit your company the most.
Why advertisements are important:
Which type of ad is best for your company?
Search engine ads can be highly effective forms of marketing. In this form of marketing, a company will bid on a keyword. When a person uses this keyword in a search, the company will appear at the top of a search result. This type of ad doesn't rely on flashy imagery, making it one of the more straightforward ads for a company to produce.
An example of this is Google ads.
Google has one of the most well-known forms of advertising. They offer comprehensive visibility and name recognition.
Pros:
Google ads allow you to see the analytics of your ad. This will help you figure out if your marketing is successful and how well you can expect a similar ad to do in the future.
Google has a billion users, which means
Pay-per-click assures you're only not just paying for your ad to be on a page.
Cons:
Popular keywords are sought after and can be expensive. It's a bid promise, which means you could end up paying more than it's potentially worth.
Whether it's Twitter, YouTube, or Instagram, these ads appear on a user's feed and can be shown to a company's target audience. These ads will often blend into a feed and can be an effective way to increase brand recognition.
An example of this is Facebook ads.
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Cons:
Display ads are the ads that appear on websites or other platforms. A company will pay a website to have their ad on one of the pages, most likely because the website and the company have similar audiences.
These ads are action-based, prompting potential customers to click on a link. These types of advertising tend to be cost-per-click based.
Pros:
Cons:
Native advertisements are a subtle form of advertising where the ad is put into the content.
For example, imagine a company's target audience is mothers ages 25-45. This company could pay a popular Mommy blog to recommend their product at the end of an article.
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Have you ever visited a website and had their ad appear on every other site you visited? This is called remarketing (or retargeting). Remarketing is a common form of marketing and is great for increasing brand recognition.
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Now that you've decided the best type of marketing, the other aspect to consider is the quality of the ad. Hint: The best ads aren’t always the most entertaining.
So what makes a good ad?
Ads should be worth the expenditure. Like most aspects of business, this is a data-based decision.
Causal can help by making marketing simple through easy and informative templates. The Probabilistic Marketing Forecaster is an excellent tool for ad planning.
Using your margin per conversion, which is the project you make per conversion, your budget, your conversion rate, and the cost-per click we will give you all the data you need to make an informed decision.
We will look at what your estimated conversions would be during the ad campaign, how much you'll spend, and how much you'll profit. This template can help you figure out if your revenue per conversion is higher than your cost per conversion.
Marketing plans don't need to involve length and complicated spreadsheets. Causal offers clear models so you can make informed marketing decisions, stay on top of your marketing campaign, and forecast to stakeholders.