I recently read a research article from GlobalWebIndex titled “1 in 2 Blockers Say Ads are Annoying or Irrelevant” in which they asked 22,000+ ad-blocker users why they block ads. The answers were understandable and I agree with much of them, but does this mean your Indianapolis business should stop placing ads online?
Online Ads Are Annoying. The ROI Isn’t.
I’ve written about ad blockers before and stated that businesses and digital marketers shouldn’t fear ad blockers but learn from them. From the report, the biggest reasons for blocking ads was that most ads are annoying or irrelevant, ads take up valuable screen space, there are too many ads on the internet, and they are intrusive. While one could conclude that online advertising isn’t a good choice to grow your business, I would agree IF the ROI for online advertising was terrible. Luckily for businesses, it’s not. Online advertising through services like Google AdWords and Facebook Ads have a great ROI if you do it right.
Don’t Be Irrelevant. Hone in On Your Target Audience.
Don’t treat online advertising like traditional advertising where the “spray and pray” method is par for the course due to the difficulty in targeting your exact audience through outdoor, TV, radio, and direct mail advertising. With online advertising, you can precisely target and serve up your ads to only the people that want to buy your product or services. You can target moms in Noblesville or 20-somethings in Broad Ripple or Indianapolis business owners. And if you want to get even more targeted, like 25-year old males in Indianapolis who love to run, drink beer and cheer for a Premiere League team, then you can do that with many of the ad services. If you don’t spend the time upfront to set up your targeting then your ads will be one of those online ads that people complain about that are irrelevant. By monitoring the click-through rates, bounce rates and conversions on a daily basis; you will be able to adjust and improve the performance of your online ads.
Diversify Your Digital Marketing.
The proliferation of ad blockers may be disconcerting for the businesses selling the ads, it shouldn’t be for the businesses buying the ads. If your business only relies on online advertising to drive traffic and sales, then I would be worried. But you shouldn’t be just relying on online advertising to grow your business. Online advertising should be just a piece of your overall digital marketing efforts. Just like in investing, you need to diversify your marketing efforts. At Root Digital Marketing, we focus on four digital marketing areas for Indiana businesses to pursue. They are online advertising, content marketing, social media and email marketing. By not putting all your eggs in one basket, you’ll find changes, like ad blockers or Google removing right side ads, won’t be such a huge impact on your business’s bottom line.
Provide Value in Your Online Marketing.
Whether it’s a blog article, a Facebook post, a YouTube pre-roll, a Google AdWords ad, or a monthly email newsletter; always provide value to the end user. Don’t sell your product online, sell a solution to a problem the customer is facing. Entertain and educate your audience. Become their friends. Make your marketing and advertising relevant. Make it valuable. Make it welcoming. Make it the opposite of what the users in the GlobalWebIndex report stated for the reasons for using ad blockers.
Make it Happen.
Boost traffic and sales for your business online and offline through strategic digital marketing. Contact Root Digital Marketing today and start growing your business tomorrow. While most of our clients are from Indianapolis and surrounding areas, we are always happy and capable of providing top notch digital marketing services to businesses wherever they may be in the world.