Advertising Group Best Practices

Proven Advertising Group Leading Practices to Adopt

  • Best Practices (#418) / Advertising / Production & Design

    Best Practice (Good)
    Create a formal review process for new advertising content, and allow all team members to attend review sessions.
    Typical Practice (Bad)
    Review content only when requested by client; do not direct team members to review feedback directly from the client/customer.
    Benefits: Ensures that all team members are aware of exactly what the client wants, and reduces instances of ad hoc requests for review.
  • Best Practices (#419) / Advertising / Branding & Strategy

    Best Practice (Good)
    Seek out "brand evangelists" online and directly engage them in order to provide them with incentives to help in promoting the company's goods and services on social media platforms as well as online communities and recommendation services.
    Typical Practice (Bad)
    Use an internal social media (Facebook, Google+, Twitter, etc.) marketing team to communicate your brand's values and personality to potential customers.
    Benefits: Potential customers that are somewhat social media savvy will tune out self-promotion, but are more inclined to listen to other users (i.e., "evangelists") when it comes to brand recommendations and suggestions.
  • Best Practices (#420) / Advertising / Audience Research

    Best Practice (Good)
    Create a standardized questionnaire for all user/consumer test subjects efforts and distribute it both online and in person.
    Typical Practice (Bad)
    Pool together unstandardized research employee notes and user feedback to develop a view of the advertisement’s target audience.
    Benefits: Creates comparable, aggregable customer feedback and testing data that will lead to a more accurate picture of the audience and their needs, habits, etc.
  • Best Practices (#421) / Advertising / Digital Advertising

    Best Practice (Good)
    Set accessible success goals before the campaign launches, and generate standardized weekly reports using a set of pre-defined metrics (KPIs) to measure success.
    Typical Practice (Bad)
    Allow clients to decide what represents a success/failure as the results of the campaign are reported, and adjust metrics as the campaign progresses.
    Benefits: Creates tangible success goals, and standardizes judgement of campaign success by using the same metrics for all analyses.
  • Best Practices (#422) / Advertising / Digital Advertising

    Best Practice (Good)
    For online advertising, use a website heat map (example of a website heat map) to see where users are clicking to optimize the placement of advertisements.
    Typical Practice (Bad)
    Place advertisements on the website in locations pre-defined by the design team and that are reserved for advertising.
    Benefits: Increases the likelihood that an online advertisement will be seen or clicked, which increases conversion and click-through rates.
  • Best Practices (#423) / Advertising / Digital Advertising

    Best Practice (Good)
    Rather than focusing on keyword density, spend time creating quality content that will satisfy user search queries. Insert keywords only in high value locations, such as H1 tags and page title tags.
    Typical Practice (Bad)
    Focus on highly detailed keyword analysis and insert high-value keywords into page content, monitoring keyword density, in order to produce higher search engine result page (SERP) rankings.
    Benefits: Modern page ranking algorithms rank pages on a variety of factors and place less focus on keyword density and more weight on quality content, page authority (quality links to your page on external sites) and semantic markup. Pages can actually be penalized for absurdly high keyword density and other "black hat" techniques that were once the norm.
  • Best Practices (#424) / Advertising / Agency Business Development

    Best Practice (Good)
    Stay in regular contact with your clients throughout their ad campaigns, and report performance results on a weekly basis.
    Typical Practice (Bad)
    Contact your clients only when their ad campaigns are up for renewal or on an ad hoc basis.
    Benefits: Creates a relationship between the customer and the seller that improves customer retention, lifetime value and the likelihood that they will refer and friend/colleague.
  • Best Practices (#425) / Advertising / Agency Business Development

    Best Practice (Good)
    All proposed marketing initiatives should include revenue improvement projections, anticipated intangible benefits and proposed workload requirements.
    Typical Practice (Bad)
    Assess proposed marketing initiatives based on expertise of product management and marketing staff.
    Benefits: Ties hard data into proposed marketing initiatives and allows stakeholders to make smarter, more informed decisions.
  • Best Practices (#426) / Advertising / Agency Business Development

    Best Practice (Good)
    Rather than providing a free product or service after a certain number purchases are made, offer the free purchase on the front-end (i.e., when a customer signs up for a loyalty card they get 1-2 free items immediately).
    Typical Practice (Bad)
    Create customer loyalty programs that offer a free product or service after a certain number of purchases have been made (i.e., buy eight, get one free).
    Benefits: Giving a customer a free item without forcing them to buy a certain number of items beforehand elicits an emotional response from consumers and is proven to produce higher brand loyalty and repeat business.

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