Helpful Tips for Executing a Successful Digital Advertising Campaign

February 5, 2021

pcipr

Brand, Communications

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A well-crafted digital advertising campaign can help you attract, engage, and convert your target audience and reach your campaign goals. Here are two tips on how to maximize your digital advertising investment.

Know your target audience

The more you understand about your audience, the more powerful your digital marketing efforts will be.

The key to any good digital marketing campaign is to identify the geographic, demographic, and psychographic characteristics of your target audience.

The first step to getting to know your target audience is research. This could be done through various approaches, such as surveys, social media listening, and analytics audit. In our award-winning digital advertising campaign to increase clinic visits for Howard Brown Health, we distilled geographic, demographic, and psychographic findings from patient surveys to craft unique copy and display advertising visuals for different audience groups. Additional historical insights from the previous year’s clinic visits campaign results were also referenced to optimize creative sand targeting strategies.

Optimize your landing page

Critical to any digital campaign’s conversion and lead generation efforts, landing pages are different from other web pages in that they don’t live in the evergreen navigation of a website. They serve a specific purpose in a specific moment of an advertising campaign to a target audience.

A good landing page allows you to tailor calls-to-action to your audience, offer them something of value, and convert a higher percentage of your visitors into leads, while also capturing information about who they are and what they’ve converted on. In our Howard Brown Health advertising campaign, custom landing pages were built for each clinic location and distinct audience groups. By tracking user actions on landing pages, we gathered valuable information on the effectiveness of different call-to-action buttons, their placements, and optimized page content accordingly.