Getting the best out of digital advertising.

By Aditya Gupta, Bangalore Media Professionals

Getting the best out of digital advertising is going to get more difficult unless........

Ever since the pandemic last year, companies of all sizes have realised how important it is to be present on digital platforms & the value of digital advertising. Due to this, companies & brands of all sizes seem to have flocked to digital advertising in full speed. Normally this is good for the consumers as they 'll get everything in their fingertips & for big companies as it' s now a lot more cheaper & cost effective to reach the right target audience compared to traditional advertising.

While this is a good thing, this sudden rush of everyone getting into digital marketing & advertising has led to

Online advertising at its core relies on competitive bidding model. Based on various factors such as Engagement Rate, Click-Through-Rate, Ad Quality, Bidding, etc. the algorithms decide which ad to show to whom & when. What used to cost around ₹1 to ₹2 per click on social media platforms has now almost doubled in some cases mainly due to so many brands going online & advertising.

One of the best ways to reduce the costs is to create really good, engaging, informative, value adding content. Content & not advertising cost is what' s going to be the next digital advertising war that determines who gets to be in front of the people.

Believe it or not, it' s the quality of the content that decides how low your ad spend can be. If people are engaging, sharing, commenting, or even just watching your content more compared to other advertisers ' bidding for the same spot, then the algorithm will favour your ad.

Not only that, if your content is really that good, it increases the chances of people clicking on it, which decreases your cost per action. Think about it, when ' s the last time you were going through social media & clicked on an ad? What made you stop & see the ad in the first place? I bet it' s the content that caught your eye. It could be a catchy copy, a good video, a creative image, or even a joke for that matter. But it was the content that made you stop & view the ad & ultimately made you take an action.

Big companies & startups like Cred, Dunzo, Durex, Amul, etc. fully focus on coming up with really good content that gives them great results through organic channels & paid channels. But not all companies can afford to create such ads or hire such a team. But, 1 advantage of today ' s age is that there are so many easy-to-use tools that can help you create really great content - Canva, Lumen5, Biteable, etc.

An Instagram Post

By Dunzo

A Social Media Post

By Amul

Going forward, it's all about how creative you can be with your content that'll help you reduce your digital advertising costs.

When all big brands & companies are investing so much on coming up with good content, did you ever stop to think about why? Content holds the key to almost everything on digital channels these days. What will make people remember you? What will make people click on your ad? What will make people talk more about you? What will make people buy from you? What will make people support you? What will make people change their minds about you?

So if you ' ve been wondering how to get the best out of digital advertising, then the answer is GOOD CONTENT.