Know Your Goals Before Starting a Digital Ad Campaign

Written by Nick Stamoulis

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Advertising goals are crucial for a business plan and the daily operations of a startup or a small business. You must set goals, and having advertising aims is a great way of creating and monitoring objective development. By following these steps, you can make sure that the appropriate amount of money is spent on advertising and that you are selecting the appropriate promotional channels for your brand.

The Objectives of Digital Advertising

There are three main goals of digital advertising – to inform, persuade, and remind.

1. To Inform

Advertisements are deployed in increasing brand awareness and exposure in the target market. Telling potential customers about the brand and its services and products is the first step towards realizing its aims.

2. To Persuade

Persuading customers to carry out a given task is a conspicuous aim of advertising. The task might include purchasing or trying the services and products offered, getting a favorable attitude towards a business, creating a brand image, etc.

3. To Remind

Another goal of advertising is to reinforce the brand message and reassure current and future customer about the bigger picture of the business. Advertising assists the brand to keep a top spot in a client’s mind and avoid business adversaries from snatching the clients. It also comes in handy in the word-of-mouth promotion.

Other aims of digital advertising are subsets of these three goals. These subsets include:

  • Brand Creation
  • Raising Sales
  • Generating Demand
  • Engagement
  • Expanding Client Base
  • Altering Clients’ attitudes, etc.

How to Set Well-Defined Goals

It is regularly said that an aim with no plan is a wish – but a plan without an aim is similarly imperfect. To push your brand forward, you require both: perfectly-enunciated plans and well-defined goals to propel you there.

Ill-defined goals are well-meant, but they often are not very useful.

How to Establish Digital Advertising Objectives?

1. Be Realistic in Your Expectations

Advertising aims, by nature, are slightly vague. You understand you have to reach many people with your ads, but reality has to play a role when you are creating your goals. Begin small and then make larger goals as you become more successful.

2. Know your Market

Know your market. Understanding how and where to reach your potential customers is crucial when generating advertising aims. If your audience is generally online and you spend a considerable fraction of your budget advertising on television, you will achieve nothing. Understand your audience, what they need and where you can get them.

3. Plan what you Desire to Achieve First

Before coming up with an advertising aim, decide on the number of clients you desire to reach or how many sales you hope you get with your advertising budget. While this seems retrogressive, imagining the results help develop the aim for achieving that result.

4. Use the Available Budget to Make a Decision

If you have a given amount of cash to use on your whole campaign for the year, you are needed to decide how that money will be used. Again, it helps to know where you have to target your clients.

5. Test your Objectives before Committing

Conducting small test advertising campaigns is the last deciding parameter on whether or not your advertising goals are viable. Keep aside a certain amount of cash to conduct a test campaign online and gauge the reaction. Use the information to finalize your objectives.

Goals to Consider When Creating a Digital Ad Strategy

1. Raise Brand Awareness

According to 48% of advertisers, the primary objective of running a campaign is raising brand awareness.

Brand awareness is paramount in establishing clients since, after all, if consumers do not know you exist, how will they understand what you present?

Additionally, every brand has a personality – a human voice molded by the tone you strike, the rostrums you are deploying, and the topics you are discussing. If you aim to increment brand awareness, working out what that personality is and how the tone of your brand will sound like is the place to start.

2. Establish Industry Authority

No matter what industry you are in – is noted as a specialist within your field is crucial for proving a high level of knowledge.

Authority is about clients recognizing your brand – and your business adversaries, too – as among the most excellent and most reliable within the sector.

3. Generate High-Quality Leads

The sales department relies on a steady stream of leads to cultivate and transform into new clients.

You are not the only lead source; however, your associates at the sales department rely on you to convert leads to contacts they can call or message.

We recommend creating your digital ad strategy around these goals, and after the first quarter, take a step back and reflect on the gains you have made. Modifying goals should not be perceived as something wrong – it is utterly necessary to keep going forward.


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