To Do This Week

1. Define your objective

Impact: Every ad needs a purpose. This will depend on what you want to achieve from the ad, for example; drive traffic to your website, generate leads or increase brand awareness. Defining your purpose at the start means you can monitor whether it was successful or not.

How: Start off by understanding what your business actually needs and make that crystal clear.

You then want to consider what is achievable for your goal. You might want to use the SMART system for this. The SMART system stands for:

Specific – Make the goal clear and not broad

Measurable – Make sure it has ways to monitor and measure it’s success

Attainable – Is it realistic? If your goal is impossible to achieve in realistic terms then address that to increase the likelihood of success

Relevant – Here’s the part to consider the big picture, why are you even trying to do this? Is the goal related to your industry or business?

Time-sensitive – Make sure you and your team know the time parameters for how long it will take to achieve the goal, this informs how long the campaign runs and makes sure everyone is on the same page for monitoring purposes.

2. Understanding who you’re targeting

Impact: Know your audience. If you don’t know who you’re trying to target, this exercise will be a waste of money. Understand your customers; demographic, interests, behaviour, and whether they spend more time on Instagram vs. Facebook vs. TikTok vs. Snapchat to name a few.

How: You can find out who your audience is by completing our buyer personas in your template section.

3. Refine your Ad copy

Impact: Take a close look at your ad copy and see if there are any changes you can make to improve its effectiveness.

How: This might include testing different headlines, calls-to-action, or value propositions to see which variations resonate best with your target audience. Additionally, consider incorporating ad extensions like site links, callouts, or structured snippets to provide more context and value to your ads.