improving your advertising campaigns through the power of surveys
TRANSCRIPT
Improving Your
Advertising Campaigns Through the
Power of Surveys
Data-driven decision making is key to a successful advertising campaign.
Advertising campaigns are expensive. Therefore, companies need to maximize every cent that goes into them. There are different forms of advertising campaigns and businesses must understand which one is the most effective.
When a company is designing a campaign, they must keep three things in mind. First, the goal, what are you trying to accomplish. Second, the audience, who are you targeting. Third, the budget, how much are you spending to get the message across. Once you have deciphered these things, it will be easier to determine which forms of advertising works best for your campaign.
For effective campaigns, it is essential to take the following into consideration:
• Conduct surveys to identify the preferred type of ads among your consumers. Also, it enables you to send these ads through the right mediums. This is a useful way to gather the necessary data for effective advertising.
• Your company can run a series of A/B tests to understand how the audience interacts with your ads. You can associate these tests with surveys to make sense of how the audience perceives the design and message of the ads.
These survey results are crucial in the process. Incorporating this data to your campaign’s design will enable a significant impact on your target audience. Ultimately, translating into higher profits for your business.
Let’s look into some of the most popular forms of advertising and see how surveys can give them an extra boost.
1. BANNER ADS
Nowadays, most websites carry banner ads. Some seem more informative than others, while some are more visually appealing. As stated earlier, surveys give you the opportunity to collect information how these ads are perceived by the audience.
For example, the calls-to-action (CTA) might be the most important element of these types of ads. Conveying the message is necessary to optimize clicks; therefore, testing catch phrases and words enables performance improvements.
Also, an effective ad design can play a determining role on the calls-to-action (CTA). Having limited space on a banner, designers must use elements (colors, buttons, images) adequately to drive clicks. It is a good idea to test different layouts to understand the customer’s perception for each banner.
Conducting surveys allows you to test your value proposition. Giving your audience different options enables feedback on how your message is coming across. This data gives you the power to determine which banner ad adheres to your goal.
Therefore, underestimating the importance of survey results for banner ad campaigns represents a serious risk for any business.
2. TELEVISION COMMERCIALS
One of the most popular mediums for effective advertising is the television. According to a study from Deloitte in the UK, 57% of people said that television ads had the most impact. That same study also found that 17% of the participants had purchased a product after seeing it on a television ad. With these figures, it is evident that the TV is a strong ally of advertising campaigns.
Like banner ads, television commercials has a limited space. In this case, it ranges from 15 to 30 second ads. Therefore, your call-to-action (CTA) must be a memorable one.
Think about the Coca-Cola personalized bottle ads. The soft drink giant wanted consumers to do something kind for others, their CTA was to purchase a personalized Coca-Cola bottle for someone else. In this particular commercial, they made a stranger feel appreciated making the whole experience memorable.
Also, companies must learn to use other resources wisely. In this case, Coca-Cola used visual testimonials of people expressing gratitude towards an specific person. The tune was inspirational and heartwarming throughout the commercial. This is an example of a campaign that adhered to its value proposition.
Next time you are considering a television ad for your brand, run a survey for the target audience. What you should be looking at is the following:
• The commercial conveyed the message clearly. The audience must understand what the campaign is about.
• The commercial must be memorable. The audience successfully participates in the ad’s call-to-action.
• The consumer identifies the brand and product.
If you have positive survey results, then you have a winning campaign in your hands. If not, the data allows you to implement changes to improve the advertising campaign, saving you time and money through the process.
3. KEYWORDS
Another advertising campaign to consider is search engine optimization. Surveys can help you discover new keywords to generate more traffic to your brand.
Designing questions around product packaging and attributes is helpful to generate customer perception. You can ask customers to describe your products and services through adjectives. In this case, the best approach would be to use open-ended questions.
Another approach is collecting data on consumer behavior. We can understand their thought process through specific questions; such as, how do they search for an specific product or service. Also, what keywords are they using to complete the search process.
It is important to consider these results. Now, you will be able to allocate a budget on specific keywords and make your product or service easier to find.
Surveys and advertising campaigns go hand in hand. You can collect as much information as you need to make informed decisions. Survey results can help to improve your advertising campaigns.
I suggest signing up for Survmetrics, this platform unlocks the power of market research. The sky’s the limit, you can design the perfect survey to deliver effective advertising. Their Survey Analytics Engine is unmatched allowing you to make data-driven decisions.
TRY SURVMETRICS NOW
Next time you plan on designing an effective advertising campaign, incorporate the power
of data. You won’t be disappointed.
