Awareness ads are designed to make people more aware of a certain product or service, usually something new. In order to create an effective awareness ad, the marketer must understand how to use different marketing channels to reach potential customers. Additionally, the marketer must be able to create a compelling message that will grab the attention of the target audience.
One of the most common brand awareness ad strategies is to link a company’s name to a keyword. When people search for that keyword, your ad appears next to the search results. For example, if you sell hiking gear, you could bid on the keyword “hiking boots.” Ideally, you want your ad to appear any time someone searches for that term.
A lot of modern marketing has to do with driving web traffic to a site and then converting that traffic into paying customers. Many times, this is done through ads that are placed on other websites. These conversion ads are designed to get the user to click on them so they will be taken to the site that is being advertised. The goal is to get the user to take some kind of action, such as making a purchase, signing up for a newsletter, or filling out a form.