You’re like most marketing managers. You are always looking for innovative ways to reach your target audience. It is crucial to ask the right questions if you are considering purchasing digital ads. This checklist contains ten key digital advertising items you should review to ensure your digital marketing is successful. It also helps to clarify some confusion around buying targeted digital advertising.
1. Am I using the correct tools?
Digital advertising goes beyond Facebook ads and Google AdWords. Spend your money not just on the most popular names. When deciding if you are on the right platform, there are three things to keep in mind:
- Are you at the right place?
- Are the targeting methods correct?
- Does it convey the right message?
2. Do I know what is most important?
Your gut instincts are great for measuring the effectiveness of your digital ads. Knowing whether they are using accurate, real-time data, you can understand and see is important.
While click-Thru-Rate is a great metric, are you also tracking Conversions and View-Thru? These metrics should be explained by your advertising partner and why they are important to your business.
3. Do I fully leverage video?
Digital video is the most popular ad type due to streaming and connected TV. Your advertising partner should be available to help you find the right consumers for your video content, whether through OTT, Social Mirroring or Amazon Premium, Facebook & Instagram and Native Video, and other platforms.
4. Are my reports deep enough?
You ought to look at the bigger picture and reconsider if you only receive a few pages of large numbers in your digital reports.
These are some of the most important and meaningful metrics you should be looking for:
- Click-Thru Rate
- Clicks and Impressions graph
- Device Breakout
- Ad-creative Breakout
- Website/App Breakout
- Video Completion %
- View Through
- Keyword Breakout
5. What is my social targeting?
Facebook remains the number one social platform and an important place for your company. However, Facebook introduced targeting updates in 2021 that impacted many industries. Conquest created Social Mirror ads to address these limitations. This allows you to run ads on multiple social media platforms like Facebook, Instagram, Snapchat and TikTok. However, there are no restrictions on your targeting.
6. Do I target individual households?
If you think targeting your ads at a higher level or zip code makes sense, then it is great! You are lucky if you want to use digital to reach specific households or names (think direct mail). Technology such as Address Targeting makes it possible to deliver your ads to the addresses on the list you have provided. Zero waste, super precise!
7. Are my ads being seen on multiple devices?
Our smartphones are not the only thing we use all day. Our smartphones, tablets, and TVs are all part of our daily lives. This is how users interact with your ads. Make sure you place your ads in the right places to stand out.
8. Is my website equipped with live chat?
People don’t always shop during your regular business hours. Live chat can make your website more user-friendly 24 hours a day. Artificial Intelligence can be amazing, but if your Live Chat is bot-based, it will likely frustrate customers looking for quality interactions with real people.
9. Do my ads have any protection against fraud?
Bot traffic and other ad frauds are estimated to steal $1 of every $3 spent digitally advertising. Double Verify against fraud is a feature that allows your advertising partner to ensure ads are only shown in safe spaces.
10. Where do the targeting data come from?
Digital advertising’s best feature is its advanced targeting capabilities. Therefore, targeting data must be of the highest quality. Ask your partner to tell you where their data is from. Also, ask them how accurate and specific they are with targeting.
Targeted digital advertising should not be difficult to buy. With the right questions answered, and the right partner, you will get the best return on your investment.