Mostly, paid advertising is used to achieve 3 goals:
Lead-generation, or receiving new applications.
Increase brand awareness.
Support for offline sales or promotions.
Goal # 1. Lead-generation
To receive new applications, first of all, you need to work with a hot audience that is actively looking for products/services through a search.
In the search advertising, the conversion rate plays a major role, whose importance depends on three main factors:
– traffic quality (the main focus in attracting those users who are interested in buying goods/services);
– the presence of USP (Unique Selling Propositions.);
– a high-quality platform for conversion.
Many make a mistake and immediately try to cover the entire market. This isn’t worth doing, it’s better to systematically move towards the goal, which will save a resource and get a long-term result.
Goal # 2. Brand recognition.
Increasing recognition is an important marketing step. Competition is constantly growing, it means recognition becomes the main factor in choosing a company.
There are three degrees of company recognition:
1. Recognition of the company at the sight of its logo, banner, website. The consumer recalls that he has already seen this company somewhere, and is ready for the further perception of information from it.
2. Associative recognition. When a consumer needs to buy a product/service, he recalls the advertiser’s brand in a number of possible places of purchase.
3. The first company in the mind of the client. If you need to purchase a service/product, the first brand that comes to mind is the advertiser’s brand.
What is needed to increase recognition:
– interesting and high-quality content on the site;
– retention of attention through work in socials.
If we talk about small and medium-sized businesses, then the strategy to increase recognition should be implemented in a narrow geographical area. It needs in order to avoid blurring the effect. Only big companies can afford to work in large geographic areas.
Goal # 3. Support for offline sales and promotions
Awareness-raising for the sales outlet can be used if the advantage of off-line shopping is revealed on the landing page.
And if we are talking about supporting the promotion, the main task is to get the maximum awareness of the action in a given region in a short time.
The more accurately and correctly indicated the purpose of an advertising campaign, the higher the likelihood of its achievement. A clear designation of the goal will lead to the achievement of the desired result with minimal resources.