The good, the bad and the ugly of paid advertising

Expressed opinions Entrepreneur Contributors own.

Paid advertising has long been considered a popular customer-outreach method because, well, it works. In general, paid ads expose more people to your brand and help you grow your display business. Accessible metrics deliver fast results, cost is easy to measure, return on investment is easy to track, and campaigns are controllable and optimized. U.S. advertisers understand this; According to Statista, they spent more than 190 billion on digital advertising in 2021.

For all its conveniences, however, paid advertising is hard to do well – and for those who cut corners, there are consequences. Amazon, for example, has come under fire for its alleged fraudulent payment advertising strategy. In early December 2021, The Washington Post The Strategic Organizing Center, a coalition of trade unions, has filed a new complaint with the Federal Trade Commission.

Related: 5 Amazon Ad Settings You Should Not Ignore

Allegedly, based on a review of more than 130,000 product search results, Amazon has been accused of failing to distinguish significantly between paid advertising and organic search results, citing a few seconds delay in labeling search results as sponsors. If Amazon obscures the ads, the FTC may find them in violation of important consumer protection laws.

A quick rundown of the paid advertising challenge

It remains to be seen where the FTC will land on the allegations of this unethical practice, but we can almost certainly bet that Amazon’s digital advertising business will not be shut down any time soon. The same The Washington Post The article states that Amazon Digital Ads will earn about 25 25 billion in 2021 and will occupy about 12 percent of the digital advertising market.

Related: 7 Reasons People Hate Your Ads – And What To Do About It

Amazon, it’s safe to say, would be fine, but as a small brand, you don’t have the same energy and resources. Therefore, you need to be deeply aware of the challenges of creating effective, loyalty paying advertising strategies. For example, do you lack foundation branding? If there is no messaging classification based on individuals, the entire paid advertising system is disadvantaged on the go.

In fact, running paid advertising campaigns, regardless of location or specific purpose, will feel like a shot in the dark rather than a laser-centric marketing strategy. Also, if your parameters are too broad or have too many variables, you will have a hard time incorporating the right possibilities. Money down that drain.

And, of course, there are growing privacy concerns surrounding paid advertising. Well-targeted ads are a bit like a double-edged sword: consumers expect relevant ads, but they also become skeptical because brands know too much about them, their interests, and their recent web activity.

Personalization requires your user data to meet consumer expectations, but be careful when collecting personal information. Privacy regulations are constantly evolving, and brands that do not comply may find themselves in regulatory hot water.

Getting paid ads right

If you feel nervous about running paid ads then this is one Good The thing is many brands run promotions without doing their homework at first and as a result waste time, money and other resources. The following three tips can help ensure that you are running a more effective, fully loyal paid advertising campaign.

1. Cast a wide net

Customers’ wants and needs – as well as how they look for them – are constantly changing Potential customers will use different keyword combinations and display different intent signals (i.e., data points that indicate someone is interested and / or interacting online with your brand) depending on the different factors.

It is not possible for humans to guess Per Relevant search queries that match your product or service offerings – Google, after all, sees about 5.6 billion searches per day. But that’s where machine learning comes in.

Related: 5 Reasons Why Businesses Should Invest In Google AdWords

Smart bidding in Google ads takes the task of optimizing bids off your shoulders, and when used in conjunction with broad match, this strategy can help you meet your performance objectives. Take for example a broad match keyword like “women’s blouse”. This keyword matches relevant questions that you and your team did not even consider (e.g., women’s workwear). By combining this keyword with smart bidding, you can use the auction-time signal to set the correct bid for each query.

2. Find the “why” then develop the “key”

It can be a tough pill to swallow, but customers don’t value the features of your offer as much as what your offer will do for them. Think of advertising advertising with a problem-solving lens: People are searching for your solution because they have a problem to solve – they just don’t know how to solve it… yet.

Show them that you are equipped to make their pain points invisible through feature-rich copy with clarity and style. Note: In short-form paid advertising design, copy itself becomes a design element, and a study found that plain-text ads (which are typically on Google) are twice as common as image-heavy ads.

For example, Frecycle Network has sparked interest in plain-text advertising with ongoing problems of reuse. The ad outlines what kind of products their customers can and cannot exchange. Also, phrases such as “secure” and “communication-free pickup” include the values ​​and perspectives of the nonprofit network, then use a call-to-action to engage potential new members.

3. Carefully build an audience

Audience segmentation can help you achieve your paid advertising goals, but with third-party cookie use soon ending in Google Chrome, segmentation is becoming increasingly difficult. In fact, by ad age, 80 percent of marketers are concerned about how this move will affect ad personalization, performance efficiency, and ROI.

Related: Why it’s important to share your target audience

However, the removal of third-party tracking cookies is not the only barrier to audience segmentation. Privacy regulations, such as the General Data Protection Regulations and the California Consumer Privacy Act, add another layer of complexity to the division, as brands need to ensure that they are collecting customer data without compromising their privacy.

Taken at face value, it may seem scary, but don’t throw away the towel yet. Requirements are always the mother of innovation, so the first step to segmenting a good audience is simple: make sure you have the necessary infrastructure to manage multi-channel, real-time behavior tracking. Without Third party cookies. You can track events using a code snippet using well-known tools like Google Analytics.

Or suppose the audience members engage with you across a myriad of digital touchpoints. In that case, you might consider implementing a customer data platform that helps you collect, clean, and activate event data across platforms. Since customer data platforms organize data into a single customer database, you can create sections based on cross-channel engagement across a system.

Paid advertising can be a well-known marketing strategy, but it’s far from easy, especially as privacy laws continue to evolve. You do not want to be frustrated if you cannot get the right pitch so invest in a good capo. Instead, do your homework and enjoy the fruits of your labor before diving into paid advertising campaigns.

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