In my opinion, a straightforward answer to this would be a big NO, and why is that so?
Yes, advertisements are not the main force that brings conversions; there are various other, mostly invisible actors playing their role in the backend, motivating and influencing customers to buy.
Advertisement is just a way through which businesses promote their products and services.
And even after creating a high-class ad, it does not guarantee sales.
The number of people who get converted after watching the advertisement is far less than the number who have watched the advertisement.
A smart customer will only take money out of their pocket when they are sure that they are not spending it but investing it in something that will add value to their life.
And these values can be materialistic, spiritual, physical, or mental.
Take your own example: How many times do you buy anything directly after watching a fancy ad on TV?
How often does an advertisement manipulate you to empty your pocket? Very rarely, right?
So by this, can we say that running an advertisement is totally useless and a waste of time, and more importantly, money?
And brands that are spending thousands of dollars on ad campaigns do not have that basic sense?
They do have that basic knowledge; that’s why they are called brands and not companies.
It is true that they are investing a huge amount in ad campaigns, but they’re not craving for sales or conversions.
Their objective behind running the ad is not to earn money from customers but to earn the trust of customers.
Brands are not focusing on emptying the pockets of their customers; rather, they want to win the hearts of their customers through their advertisements.
In short, rather than focusing on cash, brands aim is to earn values like credibility, trust, authority, and so on.
Their goal is to establish a premium status in the market, and when they are able to do so, they no longer have to worry about sales and conversions.
As we know that premium-quality products will automatically attract lucrative customers.
They are the ones who will be eager to buy without much negotiation technique.
Credibility, trust, authority, etc, are the values that form the bridge between customer and brand, keeping them connected for the long run.
Therefore, for any brand, business, or company, it does not matter how big or small they are.
In order to grow and scale the business, earning these values is the key.
Best Practices to use in Advertisement
• Capturing Emotions
Trying to capture emotions by targeting the pain points of potential customers is fair, but your advertisement should be backed by value.
If you are promising anything in your ad copy, then be sure to deliver it. If someone is buying from you after watching your ad, that means he is in need of that product and has believed your words.
Breaking their beliefs means ruining your brand image in the market.
• Optimising Ad Campaign
To set your ad in a profitable zone, optimising it is a must.
You should optimise each and every segment of your ad campaign. You have to have a clear vision—why, what, when, where, How about your ad campaign?
- Why — Reasons, Goals, Objective, Intentions l behind your Ad.
- What — Elements, Story, Backend Funnel, Budget
- When — Timing of your Ad, It’s Frequency
- Where — Demographic, Platform, ( Google, Facebook, LinkedIn etc. ) Based on where your target audience is crawling.
- How — Design and Structure – Video, Banner Ads or Link Ads.
- Competitor Analysis and A/B testing of your Ad copy.
• Use Strong Attention Grabbing Headlines.
You know very well that people hate watching ads; it’s kind of frustrating to them.
As soon as an ad appears, viewers just skip it. If you want them to engage and interact positively with your ad, then a powerful, attention-grabbing headline is something you should definitely go for.
• Use a strong CTA
Having a strong CTA will increase the rate of interaction. If you want to generate leads or collect feedback, then incorporating a strong CTA can play an effective role.
• Incorporate Social Proofs or Testimonials
If you are able to earn the credibility and trust of viewers, then they are more likely to give positive responses, and for that, adding some testimonials or social proofs is a good option.
• Adjust Bidding and Track your Ad performance
As you know, running an ad campaign is not a cheap game anymore. And, even after spending a huge amount, it does not guarantee a positive result.
Therefore, adjusting the bidding amount you spend on each campaign will be good for being in a stable financial zone, and ad experts can do a better job here because they know how to use each penny to get maximum output.
• Highlight your Unique Selling Point
If you have anything unique that you can serve to your customer and that will set you apart in the competition, then showcase that to get ahead of your competitor.
• Optimising Landing Page
The landing page is the door; either customers will open it and come to you to sign the deal or will simply keep it close.
So having a properly optimised and well-structured landing page is very essential to give your prospect a better experience.
There are various software that lets you design and optimise landing pages simply by dragging and dropping.
• Keep Updating with Time
Lastly, be with time, keep an eye on the latest trends in the market, and incorporate them into your business; otherwise, you will be way behind in the race.
