How To Create Meta-Messages For Digital Marketing Purposes

The format of a digital marketing advertisement and the ad creative can sometimes send a different message to a prospective customer, than what is literally conveyed in the text. Digital marketing advertisements are not created solely to convince a previously determined set of willing buyers, but also to engage those buyers who are scanning multiple listings on search engine pages in rapid succession.

If you create an ad in the right way, the process of sending cues to prospective targets can also help filter out non-buyers. It appears that for every user who displays high intent of making a purchase, there may be dozens of casual browsers who are just looking for interesting diversions.

Below are some things you can include in your ad, to create a meta-message that could improve your digital marketing strategy, immensely. As always, the goal of such ads is to get better customer responses, which would increase click-through-ratios, quality scores and revenues.

. Using your brand name in the display URL: This digital marketing strategy is suitable only if you own a very well-known brand. For smaller companies, you would have to focus on attracting customers though pricing, special offers, comparative advantages etc.

. Ads are a list of useful links: Google has made many changes to the way people view ads on its SERPs, making ads blend in with the user experience. Take for example, the yellow Sitelinks ad unit, which is displayed above generic search engine results.

. Strong calls to action: Do not be vague about "buy now". The 'Google Checkout' or 'PayPal' icons are great ways to tell your customers that you have a shopping cart, but strong calls to action like "buy now," "free shipping" and "purchase now" are also extremely important.

. How to buy: Give your customers precise information about how to make a purchase, or customise it. Such information can help ensure that even casual searchers understand that they would have to follow a certain process before making a purchase.

. Include geo-signals: If you have a local retail store or outlet, you should consider using digital marketing options such as Google Places to promote them. You could also include your city name or local extensions in an ad to give customers a clue about the 'home' of your business.

. One-stop shop: If you mention that you have a large selection of products, searchers feel assured that they can visit your website and browse around, making multiple purchases. The promise of unlimited inventory tells your customers that they won't require a visit to some other website, if they need a related product.

The best thing about such meta-messages is that they kill two birds with one stone. Hence, they usually have a better impact on digital marketing campaigns than simple digital marketing messages.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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