Relevant Ads Matter

Today’s Brand Loyalty

As we discussed in our previous blog, COVID-19 has had a huge impact on brand loyalty. Consumers in previous years were far more inclined to buy from brands they had an existing relationship or connection with. This is no longer the case, nor is prior familiarity with a brand the end-all-be-all to the customer journey.

New Opportunities

People are spending over six hours a day engaging with content on average, contrasting starkly with the 3 hours and 17 minutes spent prior to the pandemic. There’s no time like the present to get in front of a new audience.

Context is Everything

The placement of your ads is just as important as your targeting efforts. 69% of consumers are more likely to view an ad if it’s relevant to the content they’re already viewing. Simply placing your ads everywhere you possibly can — even if you have the budget to do so — will never be in your best interest.

Building Reputable Relationships

Your content is as trusted as the content surrounding it. 55% of consumers are less likely to purchase from a brand that was advertised alongside false information, and 67% are more likely to look at an ad if it appears on a trusted news site.

If you’re running campaigns through Google Ads, take a look at where your display ads are being placed. With fake news being a hot topic, it’s crucial that your ads don’t get mixed with non-reputable sources.

Have a Plan of Action

We can’t stress this enough — you have to be strategic in your advertising efforts. In-depth research is at the core of every successful campaign. Knowing who your audience is and where to find them is crucial information, especially when brand loyalty is rapidly evolving.

Not sure how to get your ads in front of the right audience? We can help! Schedule time to chat with a Smirk team member.