Aperitif Agency Founder Joe Romeo sits down with DesignRush to discuss when brands should choose Google over social media ads and vice versa.
“It’s critical that you understand your customer’s pain points and can solve them in your messaging in an easily digestible way. You only have a few seconds to capture attention and solve this problem or highlight your value proposition.
So, to be sticky, the ad needs to be succinct, to the point, and memorable. You’re aiming for recall at the time of purchase from the category, not an immediate reaction,” Romeo said.
Romeo discusses how authenticity is a powerful force to build brand loyalty, leading to meaningful conversions. He reveals insights on optimising the most effective channels to nail your brand messaging, craft compelling ad copy and uncover unique customer pain points.
To strike the right balance with your marketing mix, you cannot be present on too many platforms without substantial impact. Instead, go deeper on channels that successfully resonate with your audience.
Selecting the right channels also means pinpointing the key conversion metrics of a business. Unfortunately, poor measurement and optimisation are some of the biggest mistakes that brands make when it comes to digital advertising.
“There’s not really such a thing as a bad digital platform, but there are bad fits between brands and platforms. Having the cleanest conversion tracking upfront is paramount, although with changes in tracking this is becoming more and more difficult.”
So, with Google and social media platforms being two of the most popular advertising avenues for brands, which one should brands prioritise?
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