subject: The Bottomline Of Your Advertisement: Internet Marketing tips [print this page] The Bottomline Of Your Advertisement: Internet Marketing tips
Hi guys! Hope you're doing just great.
I wanna ask you something: Why do you advertise? I can almost feel your smirk as you answer: "Isn't it obvious? To get my product known, of course!" Well, if that's your answer, man, you're bound to lose. Big time.
Introducing your product to the market is only part and parcel of why you ought to advertise. Getting people interested, to take a second look at what you have to offer, to sign up for your newsletter- all these aren't the real reasons why you should advertise.
What is? The bottomline of your advertisement is conversion! If your advertisement doesn't give you sales, it's shitty advertising and you should pull it out. Far too many marketers spend so much time designing the perfect ad- and it is right that they should- but forget the real reason why they're advertising in the first place! From the image to the text, the ad must get the attention of its target audience. It must let be interesting enough to get them to click on it. But most importantly, it should lead them to buy your product. If your ad is only limited to generating traffic, but aren't giving you conversions, you've got some serious rethinking (and in all likelihood redesigning) to do.
There is only one criterion by which you judge the success of your ad campaign. Sure, there are many metrics to consider- traffic generated, clickthrough rates, etc.- but all these are all geared towards that same criterion: To see if its giving you the sales you need.
Drill this in: If your ad doesn't convert, it has not done its job. Maybe you could redesign it. Or look for another ad agency.
Keep this equation in mind: Great ad copy + Great campaign efforts= Kickass sales. Only when you've achieved this, can you say that you've reached your bottomline.
