Ad messages on businesses are enticing messages intended to convert the public into paying customers of the business. The messages are designed to appeal to the target audience and convince them to take the necessary action, which is advantageous to the business.
These Ad messages can be presented across traditional channels like Newspapers/Magazines, Radio, Television, and Billboards, as well as contemporary electronic channels like emails and several social media platforms.
When advertising channels roll out captivating ad campaigns and business solutions to members of the public, the plan is to convert the audience to buyers of the products/services the message is about. This, therefore, necessitates measuring how effective the Ad messages on businesses are.
When your ad campaigns are effective, they can attract new customers for your business, improve your brand perception and increase your sales. Measuring the effectiveness of your advert can be difficult if you don’t know how to, just as it can be easy with the right approach. It allows you to discover what is working and isn’t working about your Ad strategies.
According to a market research trends report by Statista, $5.1bn was spent on advertisements in Africa between 2019 and 2021. This bolsters that not a little resource is invested in ad campaigns. So how do you ensure that your media campaigns and business are synchs for the latter’s growth?
5 steps to effectively measure the impact of your ad messages on businesses
1. Set a goal for the ad campaign
Don’t put out an advert without a goal. What do you intend to gain? What action do you want your target audience to take? This is why most ad messages always end with a call to action (Buy, Subscribe, Register, Call, etc.)
The goal you set for the advert should also be specific. That way, you can effectively quantify the results. So instead of saying you want to grow sales from the advert, for example, you can target increasing your sales by 20% from the campaign. That way, your goal is definite and traceable.
You must also ensure that those goals are achievable. Don’t build castles in the air because you want to set goals.
2. Measure your site traffic
A successful ad campaign will increase the traffic to your site. The ability to trace this is a necessary market research solution skill. Customers who listen to your ad message and are captivated tend to search for your business online. This usually starts on your company website.
There are different analytic tools that you can use to compare your site traffic before and after the advert has been put on the air. This will tell you the impact of those messages on your audience. You can do this daily, weekly, or monthly.
3. Evaluate the lead quality of your website/landing page
It is great for your site traffic to receive a boost. But what are the chances of converting those site visitors to customers? From the market research trends, a high lead quality increases your chance of gaining a new customer while a low lead quality reduces the same.
Here are three quick steps in which you can evaluate your lead quality;
- Review the most visited pages on your website. If visitors visit your products page more than other pages on your site, it tells you they find something interesting about the products/services you offer. This may be a good indicator for your business.
- Pay attention to the time they spend on each page. Even if prospects visit your product page, the time they spend on it is equally as important as the page they often visit. If they spend more time on your blog page and not the products page, it may indicate that you need to do more to woo them with your products. After all, the idea behind it all is to grow sales for your business.
- Confirm how they found your site. This market research solution will help you identify the channel you need to focus on to continue driving traffic. With this, you’d know if they come from your social media page(s) or a search engine.
4. Compare critical metrics before and after the advert exercise
Another way to measure the effectiveness of ad messages on your business is to compare your figures post advert as against what was obtainable before the exercise. It gives you a context to determine how effective the advertisement is.
This is also why you should have a goal before the whole exercise. You ought to know what your figures looked like before; now, you can compare before concluding.
Your pre-campaign metrics will serve as a benchmark to measure your post-campaign performance and act accordingly.
5. Test with a survey
There is no better way to measure the relationships between media campaigns and business than to conduct a survey. It gives you crucial insights into the effectiveness of the advert from the audience’s angle.
From a survey, you can tell if your ad messages moved your target audience to take the necessary action that translates to growth for your business. For a better result, a survey should be anonymously carried out electronically.
When preparing your survey questions, ask questions that will tell you (i) how many people listened to your ad, (ii) what they think about the message therein, and (iii) determine the possibility of these potential leads remembering your brand.
Measure the effectiveness of ad messages on businesses with Survey54’s Audience Measurement
At Survey54, the Audience Measurement product was designed to make the above-listed steps a walk-in-the-park for your business. The product allows businesses targeting the African and other emerging markets to gain insights into their exact audience base, their attitude, preferences, and usage.
The product also helps radio and TV stations easily identify their listeners and viewers.
With our extensive audience network across different emerging markets, businesses can narrow down their search and test their:
- Consumer Profiling
- Audience sentiment
- Consumer Behaviour
- Consumer Preferences
The responses gathered can then be used to craft more effective Ad strategies and make informed business decisions.
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