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Taufiqi Andreawan, Group Head Of Digital Marketing, Pt. Suzuki Indomobil Motor [7269: Tyo]
Before reading this article, please ask yourself: Do you ever count how many ads you see today? Can you even remember what ads you saw last time? You forget? That’s ok. How about this, do you remember how many times you clicked ads today? Or could you remember which one you oftenly do: Clicking ads or Ignoring ads? I bet almost all of you ignore ads more often than click it, consider and even make purchases from those ads, don’t you? This is quite frustrating for advertisers since they’d been investing money to run the ads campaign.
This article will help both the advertiser and audience to achieve their goal. Advertisers surely want to reach as many audiences as possible through ads within their budget. Otherwise, the audiences want to enjoy their reading or watching videos without getting interrupted by annoying ads.
Ok, let me give you an example. You are a travel agent who sells vacation packages including tickets to Bali, Indonesia. You start creating digital ads campaigns through GDN (Google Ads) hoping to reach as many audiences as possible. You committed to invest $1000 into your account for a one month campaign. By the end of the campaign, you found out that no sales were created. In this case I suggest you carefully examine the root cause of it by evaluating everything in a backward sequence.
Let’s divide your customer journey into two big parts of the business process: marketing and sales. Marketing activity starts from reaching audiences through content both paid and organic. Sales activity starts when you make contact with your leads/inquiries that you get from the content, for example if a customer makes a call, text, email, or fills the form you provided at the website/ads.These are things to be evaluated on sales activity:
1. Response time
2. Personal approach
3. Promotional content
4. Payment convenienceIf everything ok and you think the problem is not in your sales activity, move backward to your marketing activity:
1. Impression (number of times ad shown)
2. Clicks (number of times ad clicked)
3. Leads (inquiries from the ad)
4. CTR (click through rate)
Now, if the impression is high but the leads and clicks are low, we should check on one metric that plays as the first gate before a prospective customer is converted to be the real customer: CTR (Click Through Rate). If you do focus on product/brand consideration and evenmore purchase/transaction then CTR is the first metric you must be highly concerned about.
CTR stands for Click Through Rate. CTR describes how many clicks your ad gets compared to total impressions. This number tells you how effective your ad is to attract audience attention. The higher CTR the more attractive your ad is and the lower CTR means your ad is not quite good to grab audience attention. Good CTR number is quite varied depending on the industry, platform, placement, type of ads, etc
Theoretically, if you want a good CTR you must pay attention on these things:1. Simple but clear message
Remember, you are competing with thousands of ads. If you can answer my first question in this article, you would probably be able to picture the advertisers competition to grab audience attention. If you are planning to create text ads like SEM, please consider to be straightforward to the point and the message you are trying to deliver. If you are creating a display or video ads, you can consider creating something strong enough to distract your audiences from what they are doing at the first second your audiences see your ads. This should be done before you even try to tell them about your products.
2. Beautiful and clear POI (Point of Interest)
If we are talking about display ads campaigns, ads design is the first indicator to predict how your ads performance will go. Beautiful design of course will be preferably seen by more audiences than the average design. But one thing you have to make sure is about the POI (Point of Interest). Don’t let the beauty disrupt your ads POI.3. CTA (Call to Action)
One study says that adding CTA in the article increased the conversion by 83 per cent and boosted ecommerce conversion by 22 per cent. If you don’t only think about the ads impression, then you need to add relevant CTA to your ads. There are so many CTAs that are available such as: Learn More, Explore More, Subscribe, Get Quotes, Visit Website, etc. Pick one CTA that you want your audiences to do after clicking your ads.
Even If You Have A Beautiful Design, Engaging Content, And Strong Cta, You Only Waste Your Budget If Your Ad Is Misplaced
Besides all those items, one last thing to examine is the ad placement. Pay attention to this factor. Even if you have a beautiful design, engaging content, and strong CTA, you only waste your budget if your ad placement is misplaced.According to several researches here are the most three reasons why people tend to ignore ads:
1. Ads are annoying/intrusive
2. Ads disrupt what audience doing
3. Security concerns
Yes, that might remind you of my early question. People tend to ignore ads if the ads placed at the inventory that might annoy your audiences. When you read articles online you might find there’s publisher inventory that contains banner ads. This is a space that is often ignored by the readers. Commonly known as banner blindness, this could harm your ads performance by decreasing its click rates. Even though ads are served based on the audience's interest, banner blindness is still haunting the advertisers. To avoid this try to do Native Advertising. In simple terms, native advertising would make your audiences feel like they read something organic, not an ad. You can read more about Native ads elsewhere. Good luck!