Three Essential Tips for Digital Advertising in 2024

As a local business owner in Lexington, you’re likely feeling the squeeze of the current economy. On one hand, you know that effective online advertising is crucial for reaching potential customers and driving sales. But on the other hand, with economic uncertainty and tightening budgets, you may be wondering how you can make the best use of your precious Google ad budget.

At Bourbon Trail Consulting, our digital marketing experts have their fingers on the pulse of the latest trends and best practices in online advertising. So to help you out we’ve put together three essential tips to help you maximize your digital ad budget in 2024:

1. Prioritize Audience Targeting

In the past you may have been trying to cast a wide net with your ads, hoping to catch a few interested prospects. Those days are gone. Today’s digital advertising platforms offer powerful targeting capabilities that allow you to laser-focus your ads on your ideal customer segments. By leveraging data-driven audience targeting, you can ensure that your ads are reaching the right people at the right time. This strategic approach, combined with the use of current tech, will allow you to minimize wasted impressions and improve your return on ad spend (ROAS).

TIP: You can review current information on how to add audience targeting to a Google ad group or campaign here.

2. Embrace Automation and AI

Oh boy here he goes again with artificial intelligence…

Look I know there’s a lot of confusion and speculation about AI and how it’s changing the world – especially the digital marketing world. But the truth is the world of digital advertising is becoming increasingly complex, with a dizzying array of platforms, ad formats, and optimization strategies to navigate. And, feel how you may about AI, advancements in automation and artificial intelligence really can make it easier to streamline and optimize your campaigns.

But how can AI help you?

According to Google Ads Help: AI-powered campaigns help you optimize performance in real time to get more conversions and value from your budget. Find untapped demand and drive incremental results from new search queries, channels, and audiences.

This really works! With a little bit of research (and maybe a little help from our experts) you can use AI to automate bidding strategies, build AI-powered creatives, or otherwise optimize your campaigns. Embracing these technologies can help you achieve better results while freeing up your team’s time and resources.

3. Prioritize Measurable Results

In a tough economic climate, it’s crucial to focus your ad spend on channels and strategies that deliver measurable, tangible results. While brand awareness is important, your primary goal should be driving conversions, whether that’s online sales, lead generation, or foot traffic to your physical location. By setting clear, measurable objectives and closely tracking your campaign performance, you can continually optimize and refine your strategies to maximize your return on investment.

Of course, this doesn’t mean that you should stop experimenting or trying new things. A reasonable portion of your budget should still be spent on discovery and new strategies. But make sure you are focusing most of your hard-earned money on ads that will actually getting you the results that matter!