In order for your organization to get the most out of its advertising efforts, it’s important to gather solid data. However, there’s no one, universally used method for measuring the effectiveness of advertising.
Moreover, the advertising process can differ depending on your organization, industry and types of marketing strategies you employ. That’s why it’s important to follow these steps for effective advertising:
4 Steps for Effective Advertising
1. Set clear and measurable objectives. Before implementing your advertising, think hard about what you hope to accomplish. Oftentimes, objectives are as simple as increasing awareness, traffic or sales. Whatever the case, just be sure to think about the best way to gather metrics based on your end goal.
2. Test your design and advertising copy. As you finalize your advertising, show it to a sample of your target audience and allow these individuals to provide feedback. Implement changes as needed.
3. Compare campaigns. One of the best ways to determine if a certain campaign is performing well is to compare it to an older, similar marketing effort. Examine the campaigns side by side and determine if factors like timing, tone and messaging played a role in increasing or decreasing a campaign’s effectiveness.
4. Create a call to action. When setting up an advertising campaign, think about what you want your call to action to be. Whatever you choose, it’s a good idea to ask your customers to do something you can easily measure. For example, if you are promoting a specific website, you can examine traffic before and after the campaign to determine how the messaging resonated.
Measuring Your Advertising ROI
There are a number of different types of advertising, and not all of them are easy to measure. Before launching a campaign, look into how competitors in your industry advertise. This can help give you a better idea of where to start and what tactics to consider.
For example, here’s a great tutorial explaining how to calculate ROI for social media advertising: