Advertisers use campaigns for different purposes. But, if we’re honest, the main goal is conversions. Marketing teams want to convert people to customers, passing foot traffic into in-store visits, and baskets into purchases.
To help you drive the real business results you care about most, we put together a few strategies that will ensure you hit your goals for the next year. Let’s get started.
Use Channels with Engaged Audiences
Different ad channels speak to audiences differently. For example, podcast listeners are proven to take an action on an ad as much as 84% of the time. On the other hand, social media ads require a much higher frequency before users want to convert.
If you need immediate action from your audiences, allocate more budget to the channels with high audience trust and engagement. For many advertisers, that means CTV and audio ads. Both have proven themselves to be high performing channels across every generation, from Gen Z to Boomers. Placing ads on CTV or audio ads shouldn’t be the only place your audience finds you, but it’s a great last stop before conversion.
Create Audience Segments with Real-World Behavior
Another strategy for shrinking time-to-conversion is building more accurate audience segments for all your ads. In part, this means verifying that who you’re talking to wants to hear about your product or service. And how marketing teams verify the data that powers their audience segments matters tremendously.
Always use real-world behavior to inform who your ads target and when. Look into what neighborhoods your audiences travel to, what products they purchased, and stores they frequent. Previous actions can indicate a likelihood to repeat that behavior. In other words, if someone has dined in your retail block before, they will likely return and can be targeted for a visit. By focusing on what people do offline, rather than their online browsing habits, you can drive conversions much more efficiently.
Invest in Premium Placements for Top Customers
Similarly, if a shopper has already purchased from your company, they are most likely to purchase again. In terms of driving conversions effectively, focusing on current and previous customers will always perform better than new customers.
To push those real business results even further, build an audience segment of your top customers to target with premium placements. Channels from CTV and audio ads to display and social ads offer a premium placement that can be used when you know exactly who you’re targeting and why.
Combine Messaging Across Channels
A strategy advertisers tend to miss is creating a cohesive brand story across channels with their ads. When the focus is engagements rather than real business results, teams can be particularly swayed by trends of that channel.
To drive conversions faster, maintain a recognizable brand story with clear messaging across all your ad channels. To be clear, ads should not have the same exact copy across all channels. Rather, the value should be cohesive, the call-to-action should be different for each audience segment, and it should all work across the entire customer journey. The more familiar your brand is, the more people pay attention. And, the more variety you offer customers, the more likely they are to take action.
Keep Messaging Fresh
Finally, remember to keep your messaging fresh. Audiences lose interest quickly. They will forget what they loved about your product or service in the blink of an eye. To combat this, and push them to convert again, continuously test the messaging of your ads. Try offers and exclusives, offer rewards, or simply update the details to reflect what each segment is interested in, specifically.
Some of these updates won’t work. That’s fine. You have to try different options to find what works the best. And as soon as you land on messaging that works, allocate budget to make that as successful as possible.
Get Real Business Results with GroundTruth
To apply all of these strategies, and more, using precise audience targeting across ad channels, contact us today. We’ll get you started driving campaigns that deliver real business results.
