Digital Advertisement Campaigns are a great boost for small scale industries. It has enabled business owners to reach a great customer base. The customer base was already there but it required a big marketing budget to reach that. In addition to it there were big players bidding and fighting for the same offline space. Things have changed over time. The world has got more connected. The market has got bigger. But again, more opportunity brings more business and hence bigger competition. We must understand the dynamics well to beat our competitors.
Whenever we think of running an online advertisement campaign either on a search engine like Google or Bing or any social media channel like Facebook, Instagram, Twitter, LinkedIn etc, that must fall into one of these categories. There must be an objective of the campaign with a clear Call to Action for customers.
Different types of digital advertisement campaigns:
Broadly speaking, the digital advertisement campaigns fall under these 3 major categories:
Lead Generation Campaigns
The campaigns which are run with a goal to generate leads fall under this category. There can be different lead generation campaigns like:
PPC – Advertisers pay for each click and then take the visitors to a landing page.
Lead generation forms – A form pops up when potential customer clicks on the ad. The customer enters his or her details and then qualify as a qualified lead.
Call only ad – This is offered by Google. Clicking on such ads directly connects a call to the advertiser.
The goal of this campaign is to cross sell or up sell. Monetisation campaigns aim to sell more and more to those who already trust or have benefited from the business. The reward point system fall under this category.
Because it is all related to digital campaigns and the digital media cannot be one way. The main purpose is to listen to what customers are talking about the brand. Through this campaign the advertisers can aim to push the customers to speak how they like a brand. This also works like a “digital – word of mouth” where people trust what is said by someone they know.