The other day, our team went bowling. We left the office, hit the road, and got to the alley in about 15 minutes. In that short trip, we were bombarded by what felt like a hundred ads in every possible format: billboards, digital panels, small posters, you name it. We couldn’t hit a strike without an ad staring us down. (We couldn’t hit a strike anyway, but that’s a separate conversation.)
There’s no escaping ads. Leave the house, a billboard looms. Turn your phone on, an ad pops up. Let’s be honest: if you’re not investing in ad campaigns today, you’re missing out. There’s a reason we’re constantly flooded by commercial content. It’s because they work. Next time you’re doom-scrolling before bed (we all do it!), pay attention to the ads that pop up. Do they resonate with you? Are you tempted?
It might seem like a random coincidence, but it’s definitely not. You’re the bullseye of a strategically planned advertising campaign.
Let’s cut to the chase. How can YOU build that strategy for your business? That’s exactly what we teach you in this blog.
What Are Digital Ad Campaigns?
We just know you’re sick of hearing industry buzzwords, so we’ll start simple: What is a digital ad campaign?
Let’s play pretend for a minute. You’re a dog lover with an adorable pet (who you often refer to as your child). You spend your time scrolling through funny dog videos on Instagram. Suddenly, you’re swamped with ads for dog products and find yourself purchasing a new leash designed to stop your dog from pulling.
You can’t see it, but this is a digital ad campaign in the works. They’re the invisible cogs turning in the background, a constant marketing effort to promote a brand, product, or service. How do they reach you? It’s what we call target market segmentation, and it’s one of the biggest advantages of going digital. But that’s just the start. Here’s why modern campaigns leave old-school ads in the dust.
What’s the Advantage of Digital Campaigns over Offline Ads?
Advertising was a different world back then. Can you imagine launching a new product and having to rely on a TV commercial as your primary channel of advertising? Think of the HUGE costs. Shivers.
Thankfully, digital campaigns have completely changed the game for us. You don’t need a million-dollar budget to succeed; you just need to understand the basics.
Today, we can run advertising campaigns that target very specific audiences. The results are almost immediate, and there’s plenty of room for experimentation. You can run multiple ads to see what’s working and what isn’t. And if that’s not exciting enough, you can track performance with real-time data and analytics. It’s practically a dream for businesses.
But the advantages go beyond just numbers. We know that authentic connection is the key to marketing success. It’s been drilled into us since day one. Digital advertising campaigns allow us to have that two-way conversation with our target audience, building relationships in a way traditional advertising never could.
What Do You Need to Know Before
Running Ads?
Okay, we’ve done the heavy lifting. Ads are beneficial, even non-negotiable, for your business.
So, it’s time to jump right in, right? Not so fast. It’s tempting to put all your newfound knowledge to use from the get-go, but taking the time to answer a few fundamental questions will make all the difference.
The question is, where do you begin?
To get a clear answer, we asked our Senior Strategist, Jee, what clients should prioritise when running ads. Her take:
“The target audience is the foundation of everything in marketing. Knowing who they are helps us determine which platforms to use, who our competitors are, how to design the brand story, and which unique selling points to highlight.”
With that in mind, let’s break down the four pillars of a powerful advertising strategy:
- Who is Your Target Audience?
Have you ever had an ad pop up on your social media, and thought: Why on earth am I receiving this? Maybe you were the target of a brand new gym, but your idea of exercise is carrying all the grocery bags in one trip. From this, we can see that target market segmentation is imperative! - Who Are Your Competitors?
Make no mistake. This isn’t about copying what your competitors are doing – it’s about understanding what it takes to show up at the top, and then doing it better. Dig deeper. Sharpen the message. Add your own spin. Say something new. Use competitors for inspiration. Then bend the rules. - What is Your Brand’s USP and Story?
Let’s not sugarcoat it: there are probably a thousand other brands offering the exact same thing you are. The logic is simple. If you don’t stand out, you won’t get results. Your brand story and Unique Selling Point (USP) are what draw customers in. Spend time crafting it. - Which Platform is Right for Your Business?
Where does your audience actually hang out? (And no, we don’t mean literally!) Are they lingering on Instagram, debating on X, or learning the latest viral dance on TikTok late at night? Pinpointing their go-to platform is crucial for a successful campaign.
Phew. We’ve just revealed a whole bunch of questions for you to consider. It’s a lot. But trust us when we say that these questions are what take you from blindly following the trend to launching iconic advertising campaigns that deliver results.
How to Structure Your Campaign
Yeah, yeah, enough with the theory. We’ve considered the questions, now get to the point, right?
We hear you loud and clear. Now, it’s time to structure your campaign. This is where the magic happens. Many businesses dive headfirst into launching an advertising campaign, and it’s not surprising why – the social media landscape is urgent, with trends moving at lightning speed. We’ve all felt that fear of being left behind. But trust us, there’s nothing more disheartening than pouring your budget into a campaign with nothing to show for it.
Here’s a step-by-step guide on how you can structure your campaign:
- Define clear and measurable objectives
We can’t tell you how many times we’ve seen a business’s stated goal not align with their actual expectations. On the surface, it seems like a walk in the park, right? Select a goal, measure it, and optimise. Well, not quite. For example, a company might run a campaign to increase brand awareness and then feel disappointed when sales don’t immediately spike. That’s a classic disconnect. The lesson here? A clear and measurable objective is necessary for a successful advertising campaign. - Identify and segment your target audience
This is the KEY to your campaign, and you don’t have to take our word for it. Our Senior Strategist, Jee, puts it this way: “A campaign cannot succeed without knowing who you’re speaking to. Even if the goal is the same (e.g., sales), the creative direction and platform will vary by audience.” - Craft your core message and creative strategy
Of course, you can’t forget the actual content and creative assets. This is the heart of the campaign. The best creative doesn’t just ask for your attention; it earns it. It’s the kind of ad that makes you stop your scroll, forget you’re being sold to, and immediately want to click. At its core, your message should identify a problem, present your solution, and wrap it all in a compelling story. - Formulate a compelling call to action (CTA)
Have you ever felt excited to buy a product online, but aborted the mission altogether because the next steps were unclear? Yeah… the vibes just don’t feel right after that. Studies show that a specific, clear Call to Action (CTA) can increase conversion by as much as 161%. The lesson is simple: don’t be vague! Tell your customers exactly what you want them to do next. - Select your advertising channels
You know this by now, but it’s so crucial that we’ll happily repeat it. The ultimate goal is to reach your target audience. Knowing who they are helps you select the right channels for your business. - Allocate your budget and set a schedule
Time to talk numbers and dates – the part many businesses love to avoid. First up, your budget. While there’s no single magic number, that classic “7-12% of your total revenue” rule of thumb is a solid starting point. Every campaign needs a finish line, so you’ll need to set a clear schedule for measuring results.
Key Technical Requirements
What’s the point of running an online advertising campaign if you can’t measure its success?
Exactly. Don’t let the jargon fool you; this is the technical stuff you can’t afford to gloss over. Let’s quickly break down the technical toolkit without making your head spin.
UTM Trackers
Think of UTM Trackers as name tags for your links. They tell your analytics exactly which ad or social post brought someone to your site.
Pixel
Web pixels are a piece of code that allows you to measure and optimise your campaigns. Consider them spies for your website; they note down what your visitors are doing and report that information back to the ad platform.
Tags
Think of a system like Google Tag Manager as the toolbox that holds all these tools, letting you manage everything without having to bother a developer.
How Move Ahead Media Does It
Now that you have the theory, let’s see it in action. We’ll show you how it comes together in the real world by delving into one of our clients, who runs a plumbing business in Australia.
The Problem They Encountered
Our client was up against steep competition, and their ad campaigns were set up to drive general website traffic.
We asked our Senior PPC Campaign Manager, Mikey, what he saw as the core issue. Here’s what he said:
“The biggest blind spot was the disconnect between their ad spend and their business goals. They were set up to get website clicks, but there was no clear line from a ‘click’ to a paying customer. It was all tactical spending without a real strategy.”
How We Flipped the Script
Our team knew we had to change the game entirely. The goal wasn’t to get more clicks; it was to get more jobs.
So, what was our first move? Mikey breaks it down:
“Our first decision was to focus on profit. We identified the actions that actually led to revenue and rebuilt the campaigns around them. We shifted the entire mindset from just ‘spending a budget’ to generating a profitable return on investment.”
In simple terms, we stopped chasing any traffic and started targeting people who were actively looking for a plumber right now. We focused every dollar on actions that led directly to new business.
The Results
The question is, did the new strategy work? The results in just four months highlight a dramatic increase in marketing efficiency and profitability.
Instead of just chasing traffic, we delivered a 3,095% Return on Ad Spend (ROAS). Let’s put that figure in perspective: for every single dollar the client invested in their new ad campaigns, they generated nearly $31 in new, measurable business.
See the difference in a laser-focused strategy? That’s nearly a 10% conversion rate, proving that targeting only high-value customer actions was a massive success.
Ready to Run Your Own Campaigns?
So, you made it all the way here. You’re ready to start planning a successful social media advertising campaign. You’ve answered all the fundamental questions to build your strategy. You’ve taken the time to understand the rookie mistakes and know exactly what to avoid.
What are you waiting for? Digital marketing campaigns aren’t just for big players. Small businesses like yours can jump on board and see massive results too.
Looking for some expert marketing support?
Get in touch with the team at Move Ahead Media today for a free audit! Fill out the form below, and our team will be in touch soon.
FAQs
Should I look at my competitors' target audience?
Absolutely. Think of it as harmless investigating. You’re not looking to copy their every move, but to see who they’re talking to, how they’re doing it, and most importantly, find the gaps they’re missing. That’s your opening to do it better.
How often should I be monitoring and optimising my ad campaigns?
At the beginning of a new campaign? Obsessively. For the first week or two, you should be checking in daily to see what’s working and what isn’t. Stay observant, but don’t make too many changes just yet. The algorithm is silently working its magic in the background, learning how to spend your budget efficiently. Once your campaign is performing well, you can relax a little, but the golden rule is to never “set it and forget it.”
What is retargeting, and how does it work?
Retargeting happens when you look at a product online, and then ads for that exact product seem to follow you across the internet. It’s a pixel at work. That little bit of code on a website tags visitors who’ve shown interest, then nudges the ad platform to show them a friendly reminder to come back and close the deal.
