Not every ad will pay off in the same way. Many social media ads don’t ask the user to buy a single thing but they can be just as effective as an e-commerce advertisement to instantly buy a product or service. In this video tutorial, Mike introduces the difference between micro and macro goals, how you can choose what your success metrics for an ad campaign are and how sometimes the best thing you can ask for is for someone to put away their wallet.
- Before you type a single word on your keyboard,…the first thing you should think about…is what exactly does this ad hope to achieve?…The advertising world is full of example…of ads that have gone viral,…but ultimately didn't make a penny…for the company creating them.…Likewise, some companies have created…ads that led to, okay, now what moments for readers.…They read the entire copy and then…see either a call to action that doesn't make sense…or it's way to aggressive for what the ad…is able to convey.…Most companies assume sales equals success.…
Well, what about an ad that raises…awareness about your brand?…Can you measure the exact revenue…from this type of campaign?…Perhaps, but one thing is definitely sure.…By setting interest goals for your ads…in addition to monetary goals,…you can understand what levers…might eventually lead to more revenue…down the road in addition to immediately.…Let's start with the easy one.…Revenue driving or macro goals.…These are goals that have been…identified as leading directly to revenue.…
- Describe how to keep content relevant.
- Recognize the importance of carefully choosing grammar and syntax.
- Cite ways to improve the chances of acquiring new customers in your ads.
- Differentiate between website ad copy and social media ad copy.
- Explain the value of customer personas.
- Name the ways in which content marketing differs from traditional advertising.