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Digital advertising used to be straightforward. Marketers could create a simple solution that resonated with customers, and success would follow. But the landscape has transformed significantly, especially for marketers.
Today, they face not just a SaaS market but an overwhelming sea of competitors, often contending with well-established players with years of experience fine-tuning everything from their ads to their landing pages. In this highly competitive environment, standing out requires more than just the basics — it demands a strategic edge.
If you're a marketer wondering how to make your digital advertising efforts truly impactful, you’re in the right place. This article dives into the digital ads checklist that has reshaped the success of countless SaaS websites. These approaches aren’t about theory — they deliver tangible results.
Before launching digital ads, it is absolutely necessary to carry out a check to make sure that all settings are correct, namely:
Correct selection of the target audience;
Proper geotargeting settings;
Correct choice of the schedule of displays and ad format;
Adequacy of the budget;
Relevance of keywords and ad text;
High loading speed of the site pages;
Mobile optimization of the resource;
Correct display of analytics;
Absence of any errors;
Presence of clear navigation and user-friendly interface.
Such a check helps to increase the effectiveness of contextual advertising and reduce the risk of errors. To ensure success, consider using Epom, an advanced ad server solution. It enables seamless campaign management, precise audience targeting, and real-time performance tracking. With an ad server, your SaaS businesses can maximize the efficiency and ROI of your digital advertising efforts.
Next, discuss what you need to check per the modern digital ads checklist.
First of all, it is necessary to analyze the current market situation, determine the volume of supply in the niche, and identify the strongest, most noticeable competitors. The behavior of each of them should be studied in detail, followed by an assessment of strengths and weaknesses and an analysis of advertising strategies. Thanks to this, you will be able to understand the balance of power of competitors and initially approximately calculate the cost of the advertising campaign.
At this stage, the digital ads checklist determines the strengths, benefits, and advantages of the promoted goods or services. It is important to understand their unique value to the customer and what needs they satisfy or solve. The formation of USP will help the information obtained in the previous paragraph, as the analysis of competitors will allow you to offer the consumer something really unique and exclusive.
Before launching a digital ads campaign, it is important to understand what result should be achieved. This can be an increase in the number of conversions, purchases, improved brand recognition, etc. It is recommended to set goals as specific as possible and the indication of quantitative indicators.
For example, it is necessary to get 100 requests for a month with the cost of a click no more than $3. In addition, concretizing goals is important if you subsequently need to audit the advertising campaign, as analyzing its effectiveness, starting from the real numbers, is much easier.
One of the most important points of the digital ads checklist is that it is necessary to collect maximum information about the target audience and make a portrait of it. It can include both general information (gender, age, marital status) and behavioral or psychological aspects (interests, motivation, values, beliefs, requests).
Important! Based on the complete portrait of the target audience, it will be easier for the marketer to compose an appeal to the consumer in a style that is familiar and acceptable to him. This can greatly increase the effectiveness of the target audience profile.
The calculation of costs to achieve the previously set goals can be made with a high degree of accuracy only after:
Market conditions and level of competition are studied;
Regional coverage of digital ads campaigns is determined;
Volume of requests is identified.
Setting up digital ads includes one of the key points - the region where ads are shown. It specifies exactly in which cities or regions they will be visible to users. Your SaaS company must be sure that it can serve the region where the ads are displayed.
The collection of key phrases is required not only during the site's SEO promotion but also before setting up the digital ads. Studying the most popular consumer queries allows you to learn even deeper about the targeted audience, its needs, special requests, and unsolved problems.
The main advantage of such an approach is the ability to attract the target audience exactly when they are ready to buy your SaaS product or service.
To ensure a successful launch, a digital advertising checklist should include measures to refine and optimize the SaaS website. It is recommended that all aspects of its technical component be checked: the absence of 404 errors, page loading speed, and adaptability (the ability to view from any gadget or PC regardless of screen size). Special attention during the check is paid to:
Appearance, compliance of the design with modern trends;
Usability, i.e., the convenience of user interaction with the functionality of the site;
Navigation, which should be extremely simple and understandable for the visitor;
Indication of advantages, i.e. the strengths of the service or product.
An important indicator is the conversion rate, which shows how many users performed a targeted action on the website.
Developing a detailed step-by-step action plan based on the analysis of information obtained at previous stages is important. When developing a strategy, take into account:
Level of competition in the market segment and the ability of the company to resist it;
Value of USP for the consumer;
Breadth of the proposed line of SaaS products or services and their demand;
Realism of achieving the goals with the available budget and the established timeframe.
Competently conducted preparation and thoroughly executed digital ads checklist is already a significant part of the success of the ads campaign. These activities will allow you to:
Foresee all the nuances and unexpected moments that may arise during the setting and implementation;
Study in detail the situation in the market;
Understand the strengths and weaknesses of the company and its product to form the best suitable marketing strategy.
Pay great attention to the digital ads strategy, and you will notice how everything has the highest efficiency.
The correct setting of digital advertising depends on many factors, in particular:
Accurate definition of the goals of advertising;
Competently selected keywords;
Quality of ads;
Correctly configured targeting;
Clear budget;
Application of various extensions to increase visibility and clickability;
Regular analysis of performance and optimization.
As an alternative to the traditional manual setting of contextual advertising, Google offers an effective tool to properly set up an advertising campaign - Google Performance Max. Its main feature is full automation of the process and targeting of conversions. Performance Max independently selects keywords, creates ads, and manages bids to reduce manual customization. It also uses all possible Google platforms to place ads, thus maximizing their presence.
When setting up digital advertising, the most common types of errors are:
Incorrect choice of keywords (too general or irrelevant), which leads to unnecessary displays and, accordingly, costs;
Lack of keywords or phrases in the ad, because of which the ad may be shown for irrelevant queries, which reduces its effectiveness;
Incorrectly set up targeting, designed for too broad an audience without taking into account demographic and geographic parameters, which leads to low conversion rates;
Lack of a call to action in ads, so they do not encourage users to click and follow the link;
Inefficient use of the advertising budget, for example, overfunding unprofitable campaigns and vice versa;
Lack of links, phone numbers, and other contact information, which reduces clickability and visibility of ads;
Insufficient analysis and optimization, resulting in missed opportunities and ineffective advertising performance;
Neglect of mobile optimization, causing a significant portion of users to be missed;
The landing page does not match the ad or has poor navigation, resulting in high cost-per-click and low conversions.
These mistakes are very important to avoid!
It is imperative to use effective SaaS solutions for digital advertising. With the right tools and strategies in place, ad campaigns can be eased and ROI optimized to result in massive growth on the marketing website. Be it audience targeting, automation, or performance analytics. Our digital ads checklist makes your approach comprehensive and result-oriented.
Follow this digital ads checklist to stay ahead in the game with more impactful and efficient marketing effort results. Let us kick-start your journey of transforming digital advertising today to unlock the full potential of your SaaS website.
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