Online Advertising – Plan to move fast
Fast and instant are different –
While it is true that the world of online advertising moves at a fast pace and it certainly gives us information much faster than any other medium, banking on instant traction is a good way to achieve your goals. This is because online advertising is not synonymous with instant buzz. Planning will give you time to really define your goals and ensure your campaign has the right content, creative and timeline to achieve them.
Understand the limitations of digital-
Digital is a great medium and can deliver emotion and engagement in a way that no other medium can. But it has its limits, digital can be ephemeral and overwhelming. In the last few years, it has become difficult to convey a message through digital medium. There is so much bad content and content for users in general that even the best content will take longer to break through.
Last minute and not last minute…
Digital is also starting to police itself more for good reason, making ads take longer to go live. If you’re trying to run a digital ad campaign that lasts a week and you only give yourself 24 hours of lead time, you’re going to eat up some of that run time. With Facebook you can’t change your campaign until a week before the election, so you have to be live for 10 days to make sure you don’t have any issues.
Whether you’re running an integrated communications program or a digital-only program, you need to know and analyze all the elements of your digital plan before you launch it. Make sure you understand what it takes to get your programs up and running Different types of creatives and buys take more time to execute.
It takes time to build digital-
Good digital grows with time. If you look at an early graph of the progress of most online advertising campaigns (whether you’re looking at clicks or impressions), you’ll see that the first few days or even the first few weeks are a time for your creative and messaging. To create attraction with your audience. In other words, you’re unlikely to get a high volume of clicks and conversions within the first few days of going live with digital ads. The same principal applies to Facebook likes. If you already have a wide audience for your page, advertising and growing that number can be a really quick process. If you’re starting from scratch, however, those numbers take longer to build.
Know your goals –
That’s not to say that it’s always a bad idea to only be prepared for a week, but I wanted to buy mine for two days, which, unless you’re on a big campaign, is probably far too little time. This is often a good idea if you have time to play longer games online. If you know you have an important date coming up in three months, and whatever that date/event is you want to run ads, start talking about it now – don’t wait until a week before to get the ball rolling. That lead-time allows you to manage your resources and time in a way that will be more efficient and effective in achieving your online advertising goals.
make it better-
Above all, if you’re going to do digital advertising, take the time to do it well. Be aware that good creativity takes time. Taking the time to create great content will help you achieve your goals and connect in a way that bad and sloppy content can’t. Whether you’re running video content, animated or static ads, planning to create, or editing and optimizing content – know that it’s a time-consuming process. Making your message stand out takes time, purpose, focus and execution, but the effort is worth it.
• Have a timeline for digital
• Set your goals
• Understand your plan
• Take time to execute
• Be great creative
Have questions about online advertising? Drop us a note!