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Billboards, commercials, and graphic design, oh my! Advertising is all about competing for attention, and the competition is definitely fierce. There are a lot of moving pieces within the advertising industry, and the most successful advertising campaign today may miss the mark tomorrow. Consumer trends are ever-changing, and the platforms they operate within and favor now are no exception, but never fear; we’ve got some ideas to make your advertising stand out from the rest.
While you can still pay an arm and a leg for 30 seconds of TV time or a billboard along a busy highway, there are also plenty of low/no-cost advertising options at your fingertips. According to a 2014 report from SJ Insights, the average person is exposed to 5,000 advertisements and brands per day. Of that number, only an average of 153 advertisements are really noted, and we only engage with about 12 of those 5,000 ads. The bottomline; your ads to stand out.
Considering the level of competition, standing out doesn’t just mean having exceptional advertisements, but it definitely can’t hurt your efforts to. Humor in advertising can find a lot of success, and so can pop culture references or cute puppies. Whatever your chosen angle of attack, start by identifying and understanding the behavior/characteristics of the consumer the advertisement is aimed towards. Emotionally driven ads perform successfully because they connect with consumers on a deeper level by selling the association/connotations with their product, not so much your undying need for the product itself.
Making your advertisements more memorable than the rest should also include highlighting your value proposition, or competitive advantage, across your messages. Diversifying you advertising style on an ad-to-ad basis is fine, but make sure you maintain a consistent brand image to make your business recognizable to customers and memorably distinguishable from the rest.
A remarkable advertisement is virtually useless without appropriate positioning and exposure. After you’ve established the most effective placement and timing for your ads, try to get them on multiple platforms to increase your reach even further. Do some research into your target market and try to find out where they’re spending their time, and when they actually want to interact with you. Then, act accordingly, but don’t play it too safe. Diversifying the channels you advertise within only expands your reach, so spread your budget across multiple platforms.
If you can’t beat ‘em, join ‘em. Social media is basically taking over the world, and it’s proving to be really beneficial for some advertisers. But, advertising on social media requires a little bit different of a touch. Where emotional ads may do the trick in commercials, promotion-centric advertising, such as offer ads, are great for catching the consumer’s attention in the fast-paced world of social media.
Facebook, for example, has nearly doubled their number of advertisers in the past 2 years, and they’re not looking back. Per our research, businesses that advertise on Facebook increase their page clicks by an average of 96%! Running ads on Facebook allows you to control the demographic of people who get to see your ad, so if you have a good understanding of your target market, using Facebook can have a huge impact on the success of your campaigns.
Google and Twitter both have multiple ad targeting capabilities as well, so round out your multi-channel presence! Don’t jump to the next step once the ads have run, as tracking the success of your ad campaigns is crucial for making the right decisions in the future.
For more advertising marketing tips, tricks, and trends, check out the WordStream blog.