Customizing Your Ads to Specific Business Goals with Three Practical Examples

Businesses that are new to advertising can sometimes find it daunting. There are several factors to consider, from target audience to customer needs and interests. Effective advertising goes beyond creating an ad and showing it to the world. It requires strategy and research because ads are not one size fits all. Adverts often need to be customized to specific business needs and customer categories. 

Customization in advertising means modifying ads to suit a particular audience or business goal. For example, if your primary business goal is to raise brand awareness, you could create ads that introduce your brand to an audience but may not specifically be for customer retention. You could also customize ads to specific users based on demographics, the sites they’ve visited, or their stage in the sales pipeline.

An organization can have several business goals at any given time. They may have these goals simultaneously or at different stages of the business. Determining your audience for every stage and business goal is vital, particularly for creating adverts that suit and will communicate to them. For example, if customer retention is your business goal, your primary target will be customers who have patronized your business in the past; adverts that introduce your business may be ineffective for this category of people because they already know about your business. But this advert would be effective for potential customers who may be hearing about you for the first time. So, determine your business goals, establish your primary audience, and create ads for them.

While the idea of customization might be overwhelming, rest assured—we're here to guide you. This article is a resource that explains how to tailor your ads to specific business needs and provides practical examples that you can quickly implement in your own business.

Examples of Customizing Adverts for Business Needs

Here are three examples to inspire your next advertising campaigns according to specific business goals. 

Example 1—Brand Awareness

Brand awareness refers to how familiar your brand is to your audience. If you want to create brand awareness for your business, you primarily want your advert to remind your audience of the brand and draw in people who may not know about your brand and have yet to patronize you. The primary goal of the ad is brand visibility and recognition; hence, it must be a convincing introduction that lets them know you are trusted amongst your competitors. If your ad could speak, it should say, "Hey. This is who I am, what I do, and why you should buy me."

Let's consider some customization strategies for this goal.

 ·      Brand— A new sports shoe brand launching in the market.

·      Targeted demographics— Millennial and Gen Z women interested in sporting activities and exercise.

·      Region— Urban areas with large populations of young women and higher institutions.

Ad Example

Collaborate with female sport/fitness influencers to create image and video ads featuring the brand's shoes and athletes engaging in a sporting/exercise activity. Highlight the shoe's features, such as its style, grip, durability, etc.

Using an influencer popular among your target audience gives the impression that your brand and product can be trusted. The ad also highlights the product's key features, showing your audience why they should purchase it.

Example 2—Customer Retention

Customer retention refers to an organization’s propensity to turn first-time customers into loyal customers. Retaining customers is one of the most critical aspects of business growth; it shows the organization’s ability to satisfy its customers and build profitable relationships. It also indicates the quality of your product. When customers return to repurchase a product or try other products from your brand, they have tested and now trust your brand. The most essential part of customizing your ads for customer retention is creating adverts that let current customers know you care about their commitment to your brand.

Let's consider some customization strategies for this goal.

 ·      Brand— A fashion brand trying to build customer retention and loyalty.

·      Personalized recommendations— Create ads that offer personalized recommendations to customers based on data from previous purchases and browsing history. These ads will speak directly to individual customers, and they are more likely to have them return for another purchase.

·      Exclusive Offers— Create adverts for exclusive offers for existing customers. It could be a percentage off their second or third purchase on your website or at a physical store. This strategy will likely draw in both returning and new customers who may be geared to make multiple purchases to access your offer.

Ad Example

Email existing customers offering a discount on a new fashion collection. You can personalize the email with the customer's name and offer recommendations similar to their previous purchases on your site.

This ad will be effective because it makes customers feel seen. You have referred to them personally and made recommendations based on their preferences.

Example 3—Revenue Generation

Revenue generation refers to planning, marketing, and selling products to generate income and increase profitability. While revenue generation is often the end goal of every business strategy, it can be a standalone objective. For example, you can create ads primarily designed to draw in immediate sales and revenue for your business.

Let's consider some customization strategies for this goal.

Brand— A supermarket in an urban area trying to draw sales and increase revenue.

Ad Examples

Promotions and Sales—Create ads that publicize limited-price cuts on certain products, such as electronics, vegetables, beverages, etc. These promotions can be spontaneous or tied to a holiday or season, such as Christmas, Thanksgiving, or Summer or Fall.

Event Promotion— Adverts that promote an event hosted at the supermarket. It could be a collaboration with a brand or solely a supermarket event. This will draw in a crowd primed to patronize your business. 

These ads are sure to draw in a variety of customers— new and returning. Place your ads on social media platforms, billboards or, more strategically, use Haards for better reach.

Conclusion

Several other advertising strategies can be used to meet your business goals. Remember to distinguish what your ads have been created to do from what you expect them to do so you don't expect the wrong results. For instance, while ads geared towards other business goals like brand awareness will inevitably lead to revenue growth, ads primarily for revenue growth may only sometimes lead to brand awareness.

So, consider these examples and adapt them to your business. Let us know how it goes in the comments.