How to design a digital advertising campaign

Today’s article we want to tell. The potential of this tool not only as an element.  Of positioning and strengthening mobile. The corporate image, but also as a generator of commercial. leads that we will later convert into sales. Subscribers or loyal customers.

A digital advertising campaign?

Talk about digital advertising campaigns. Many professionals and companies understand that it is nothing more than placing ads or banners on websites chosen by the marketing person or manager (blogs, company sites, media outlets…) with the initial objective of capturing the attention of the Internet user so that they click on the gif, jpeg or flash that we have inserted for a fee, and thus, with luck, be able to direct them to the corporate site, so that in the worst case, apart from the impressions, we can generate some traffic.

A totally erroneous and out of focus concep

We must understand the digital advertising campaign as another communication channel to be integrated into the Digital Marketing Strategy, where we can impact our target audience with a message or value proposition and an attractive call to action that generates an action (an action previously predefined by marketing, measured and made tangible) or conversion that directly contributes to achieving the stipulated objectives.

An advertising campaign

Digital sites where we must define the methodology established for traditional media by integrating three concepts:

Conversion : the campaign must always generate an action from the target we are addressing, from clicking, filling out a form, making a purchase, downloading a file, sharing on social networks…

Optimization : digital advertising

Campaigns are flexible, scalable and adaptable to results, so time is a less relevant factor, so if it does not work we can stop it, modify it, correct it… that is, optimize it.

Parameterization and measurement : digital advertising allows us to know second by second the total number of impressions, total number of clips in the banner, total number of actions, origin of the target or the click, CTR by type of site and banner in which we have inserted advertising… everything is measurable!!!

Objectives should  set in a digital

Advertising campaign planning digital advertising campaigns, we must always set ourselves dual objectives, that is, communication objectives such as brand positioning, image strengthening, brand image change, etc., with purely marketing objectives of income generation, whether direct or indirect.

It is clear that the total number of impressions of the ad or banner (the number of times the screen is loaded or printed), the total number of clicks (how many times they have clicked on the banner) and the CTR or conversion rate (total number of clips divided by total number of impressions), are ALWAYS measured and integrated into the digital advertising campaign, because otherwise, why do we do it?

From  we must always focus

the campaign objectives on seeking conversion by the target or potential audience of the campaign.

We will never tire of repeating that we must establish conversion objectives, actions to be carried out by the target, whether it be a form or a file download or whatever. But let’s make a forecast based on the data from the media and websites, from our analytics history, let’s measure and rectify.

Key factors of a digital advertising campaign
The key factors in a digital advertising campaign are:

Detailed definition of the target or target audience: the objective we want to impact: working with internal customer data, Google Analytics profile data, data collected from email marketing actions…

Detailed information on the profile

The website visitor where we are going to insert advertising : request detailed information from each website regarding its reader or customer profile, data on total visits, average time, bounce rate, preferences and tastes, most read sections or content, prior to planning the campaign.

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Data on the traffic generated by the website or site on which we are going to place the banner, the type, total average impressions, total average clicks, CTR by campaigns…

Target affinity : one way to make it easy is to cross-reference the data in our target profile with the profile data provided by the advertising site. This way we can measure whether or not the messages we are going to send will have an impact.

Defining and defining marketing

Coherence and complementarity with the rest of the marketing and digital communication actions planned by the brand to be efficient and effective in terms of human and economic resources. It seems obvious that sometimes we do not control all the impacts that the brand launches on all channels (social networks, emailing, posts, communications, campaigns and advertisements.

Always link banners to a landing page :

your campaign cannot stop at the banner, because this is the claim or call to action, the beginning of your campaign to direct the customer to your brand’s territory.

We recommend that you always work with specific landing pages for each campaign, where you summarise the sales proposition, make it attractive, generate an action in a single click and do not take more than 3 minutes for the potential client.

What you should not do in a digital advertising campaign
To ensure you never fail again when designing your digital advertising campaigns, we recommend:

– Understand the differences how to use the power of archetypes in marketing between conventional advertising and digital advertising.

– Do not launch campaigns without first having defined the briefing and having developed professional media planning.

– Don’t focus your campaign on impressions and cost per click, don’t forget that in the end they will ask you for results.

– Not working on the creative alb directory concept or the brand proposition.

– Launching campaigns without clear final objectives.

– Don’t let your digital advertising campaign be designed, planned and launched by a digital marketing professional.