digital advertising
digital advertising

A successful digital advertising campaign boils down to a few different factors. Targeting the right audience, converting that audience into paying customers, and carefully following every step of the advertising process to lead them from one end of the journey to the other. Businesses are at risk of losing prospects when they don’t optimize every part of their advertisements by keeping conversion goals in mind.

One of the most frequent mistakes that businesses make with their marketing campaigns is focusing too much on their ads’ visible appeal instead of the results those ads are supposed to achieve. Although the idea might be excellent, it might not convert as well as it’s expected. And on the other hand, sometimes, a boring ad can bring great results.

That’s why businesses should be focusing on the Return on Investment and not so much on how the campaign will look. A campaign’s success can be measured through different metrics, such as CPM, CPA, CPC, views, or conversion rates, and all of these can give businesses a better understanding of how the campaign is performing.

By tracking conversions, businesses can better understand which areas of the campaign are working well and which ones need more attention. Google Ads provides businesses with one such tool that can track all of the generated leads and how well they perform.

With this tool, businesses can get information about the ad’s performance in terms of downloads, forms filled, sales, email newsletter signups, and more. All of this data can help businesses make informed decisions and build a better strategy based on the needs of the audience.

When a campaign isn’t targeted to the right people, it’s not going to be successful. Displaying an ad to random people and expecting them to convert to customers is not an ideal scenario. Businesses should instead be looking to get the maximum ROI from their campaigns, so targeting the right audience is essential.

That involves thoroughly looking into the target audience. The more specific segments that are being created, the higher the company’s chances will be when it comes to reaching the right people.

Although tracking ad campaigns is not too easy, because businesses have to have an analytic platform that will be set up the right way to view the campaign’s performance and gather data, it’s another essential step in businesses understanding how to best spend their finances.

Another key element in getting prospects to convert is to optimize the landing page in the sales funnel because, without a good landing page, the entire campaign isn’t going to bring great results. The landing page should contain all of the necessary information for the audience, be simple, with a clear and direct call to action.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.