Advertising can be a lucrative way to spread the word about your brand. However, marketing with ads when 47% of consumers view them negatively can be an uphill battle. Fortunately, there are strategies that can help you make effective promotional content that your users will actually enjoy.
In this article, we’ll cover some of the reasons why audiences typically aren’t interested in seeing online ads. Then, we’ll walk through three tips for developing advertising that engages customers instead of chasing them away. Let’s go!
Why Most Users Don’t Want to See Online Ads
You’re probably aware that ads don’t enjoy too much popularity these days. Ad blockers in browsers have become the norm. There are a few potential reasons behind this trend.
Some visitors find ads obtrusive. Unwelcome popups can frustrate your audience as they browse the web, especially if they interrupt the main content. Users start to view advertising as a hurdle that gets in the way of their reason for visiting a site in the first place.
Your audience may also be used to seeing ads that aren’t relevant to them. If you’re running ads for home repair services, for example, they won’t appeal to anybody renting an apartment. Not only do they have no reason to engage, but constantly being exposed to seemingly random sales pitches can become grating after a while.
Even if you’ve created a relevant, unobtrusive ad, there’s still the issue of tone. Online ads that sound disingenuous won’t perform well. People don’t like knowing that they’re being sold to, and might start feeling resentful if they think they’re being pressured to buy.
Put all these factors together, and you get an unfortunate truth—people don’t like ads because they’re ads. Introducing anything into the medium will have to overcome these challenges to make a real impact. You might need to be strategic to work around these preconceptions and create compelling copy.
3 Tips for Creating Ads Your Users Want to See
The good news is that there are ways to improve your advertising strategy so consumers are more likely to view your marketing content as interesting and useful rather than annoying and unwelcome. Here are some ways to produce ads that your users will be happy to engage with.
1. Take Advantage of Your Site Analytics
You’re probably already familiar with your target audience. There are precise tools out there that can help you dig down into your data and understand their demographics a little bit better. The more you know, the better you can market.
Consider investing in an analytics tool to learn more about your audience and their interests. Here’s an example of Google Analytics at work, displaying the demographics of visitors to the Google merchandise store:
Up-to-date information on your user base can be a powerful tool. Knowing your audience demographics will help you dial into their likely needs and wants. You’ll then be better equipped to create relevant ads.
However, staying on top of this can be tough. We recommend making regular demographics check-ups a part of your routine. This will also provide data that can help you establish your audience’s buyer personas.
2. Make It Pop With Personality
Personality can make a huge difference in the success of an ad. Ads that display clear character also double as content in a way, creating a better site flow for visitors and encouraging engagement. They can also help your work stand out from your competition.
Take IKEA, for example. Its brand’s voice uses dry humor that focuses on the practical uses of its products. One of its online ads communicates this in a succinct way:
By applying a slightly comedic personality to a relatable concept, Ikea is clearly demonstrating what makes it unique from other furniture brands. It’s humanizing its brand. Running ads with a clear personality can make your audience feel like they know and can trust your products.
People want to buy from other people, not big companies. The impact of your ads will be stronger if you can make its personality consistently present across all of them. Try different formats or multiple variations of an ad to keep the campaign feeling fresh and organic.
3. Don’t Be Afraid to Invite User Feedback
When it comes to audience satisfaction, it’s hard to beat going straight to the source. Try reaching out to your users directly. It can be an effective way to see how they feel about your current ads and learn what they’d like to see promotions for.
You can ask for feedback with tools such as a social media account dedicated to customer care. You could also include a link to a survey in your newsletter. Inviting feedback like this initiates a conversation towards better ads that everyone’s happier with.
You could also scroll through social media for an indirect approach. While some users will tag your brand, you might be surprised about what fans are saying when they don’t think you’re listening. Here are just a few examples of the glowing reviews a recent Geico commercial elicited:
None of these tweets were directed at Geico, which only makes the warm reception more authentic. Consulting less direct methods can complement your other data for a well-rounded approach to your advertising strategy.
Ads are a mainstay of marketing with a bit of a bad reputation. Fortunately, there are ways to shed that perception. By implementing marketing strategies such as listening to your audience and committing to your brand’s personality, you can create engaging ads that will appeal to your users.
What’s your go-to strategy for making effective advertisements? Let us know in the comments section below!
Image credit: Pixabay