Why Digital Advertising Is Exploratory
By Nine Hive Digital
Many marketers will tell you that online ads are limited to preset formulas. The visuals and copy should be a certain way, the targeting should be a certain way. But many fail to understand that advertising is an exploration.
To catch people's attention is to be unique.
If your ads look like someone else’s, chances are that you’ll get lost in the noise and be overlooked. Visuals that are pleasing to the eye and copy that stimulates and engages the viewer perform the best. And that requires creativity and uniqueness.
Once the average person runs an ad campaign, they believe that it’s the end of their efforts. But it’s merely the beginning. The ad campaign must be monitored as the algorithm learns from its results. If need be, budgets should be reallocated to ads that are performing better, or the ads must be updated, depending on what will help with the results.
Once the campaign period is over, the metrics should be analyzed.
Where did it perform the best? Which ads performed the best, and amongst which demographics and psychographics? Why did they perform the best? These are all questions that need to be answered before starting work on the next campaign.
At the end of the day, if we’re not learning from our experiences, we can’t better our future.
This is why ads should be treated as an exploration.