How can you ensure your ads are delivered to the right audience as a Trafficker in Ad Operations?
As a Trafficker in Ad Operations, you are responsible for setting up, managing, and optimizing online advertising campaigns across various platforms and channels. One of your main goals is to ensure that your ads reach the right audience at the right time and place, and generate the desired results for your clients. But how can you achieve this in a complex and dynamic digital landscape? Here are some tips and best practices to help you deliver your ads to the right audience as a Trafficker in Ad Operations.
The first step to delivering your ads to the right audience is to know who they are, what they want, and how they behave online. You need to conduct thorough research and analysis of your target market, using tools such as Google Analytics, Facebook Audience Network, or third-party data providers. You should segment your audience based on criteria such as demographics, interests, behaviors, locations, devices, and purchase intent. You should also create buyer personas that represent your ideal customers and their pain points, goals, and preferences.
The next step is to choose the right platforms and channels for your ads, based on your audience research and your campaign objectives. You should consider factors such as reach, cost, performance, and compatibility when selecting the best options for your ads. For example, if you want to target a young and mobile-savvy audience, you might opt for social media platforms such as Instagram or TikTok. If you want to target a niche and professional audience, you might choose LinkedIn or industry-specific websites. You should also diversify your platforms and channels to avoid over-saturating your audience and to test different strategies.
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When considering platform, it is important to keep in mind at what phase of your marketing funnel the prospect might see your ad. This is an important preparation for building your creativity, as it allows you to leverage the state of mind of your buyer, giving your greater freedom to maximise your creativity for that moment. For instance, when retargeting a prospective buyer who's shown interest in travel, you could use the fact that they're now on TikTok and put 'Looking for some more inspo? We got you!' in the creativity. If the prospect were to see your ad on Linkedin, the creativity could be focussed on the fact that they're browsing professionally, i.e.: 'Come on, you've deserved a break.'
The third step is to use the right targeting methods for your ads, based on your platforms and channels and your audience segments. You should leverage the various targeting options available on each platform and channel, such as keywords, topics, placements, audiences, interests, behaviors, locations, devices, and remarketing. You should also use a combination of broad and narrow targeting methods to balance your reach and relevance. For example, you might use broad keywords to attract a large and diverse audience, and then use narrow audiences to refine your ads for specific segments.
The fourth step is to optimize your ad creatives and copy for your platforms and channels and your audience segments. You should design and write your ads to match the tone, style, and format of each platform and channel, and to appeal to the emotions, needs, and desires of each segment. You should also use clear and compelling calls to action, headlines, images, videos, and landing pages to entice your audience to click on your ads and take the desired action. You should also test different versions of your ad creatives and copy to see what works best for your audience.
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Wether or not you build your landing page first or the ad first, be sure to think about the customer journey that broad the prospect there. If your ad is very colourful and the landing page is rather grey, it might interrupt the flow of things. If you ad is in a specific language, be sure that the language of the landing page is preselected to match that of the targeted demographics of the ad. Information leading to a purchase needs to flow as well. An overlap will dull your ad, as the prospect might find it repetitive, but a gap is equally bad. If the prospect just clicked a picture of a sunset in Italy, with a text indicating the price of a flight for instance, don't immediately bring them to the payment options.
The fifth step is to monitor and measure your ad performance across your platforms and channels and your audience segments. You should use tools such as Google Ads, Facebook Ads Manager, or third-party ad servers to track and analyze your ad metrics, such as impressions, clicks, conversions, cost, and return on ad spend. You should also use tools such as Google Optimize, Facebook Experiments, or third-party testing tools to run experiments and compare your ad variations. You should also use tools such as Google Data Studio, Facebook Insights, or third-party reporting tools to create and share your ad reports and insights.
The sixth and final step is to adjust and improve your ad delivery based on your ad performance and your audience feedback. You should use the data and insights from your tools and experiments to identify and fix any issues or gaps in your ad delivery, such as low click-through rates, high bounce rates, or poor conversions. You should also use the data and insights from your tools and experiments to optimize and enhance your ad delivery, such as increasing or decreasing your bids, budgets, or frequency, or adding or removing your keywords, audiences, or placements. You should also use the data and insights from your audience to understand and anticipate their changing needs, preferences, and behaviors, and to tailor your ads accordingly.
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