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Businesses spend a lot of time and money to perfect their digital advertising campaigns. Whether you’re using social media ad tools or launching a pay-per-click campaign, there is always room for improvement, especially with more companies using digital advertising. Though there is an increased focus on digital marketing for small businesses, many do not create successful campaigns.

Follow these four steps for a better digital advertising ROI:

Target your best customers.

Many digital marketers make the mistake of choosing a large target audience for their ads in hopes of increasing their site traffic. But, when you don’t research and restrict your audience to those more likely to buy, you’re not using your ad budget effectively. A smaller target audience will mean more conversions and less time to nurture poor leads. So, while you won’t get the same traffic volume, you’ll get better results.

Most digital ad platforms will let you target ads toward specific demographic types. They may also target consumers by their previous purchases, search histories, social media check-ins and interests, and other buying behaviors. These hyper-specific targeting tactics play a significant part in why digital marketing has become so popular.

Deploy keyword and site optimization tactics.

Your website’s performance directly influences your digital ad conversion rate. Once your ad has taken the consumer to your site, they will likely bounce from your site immediately if they do not have a positive first impression. Conversely, a high organic ranking will help your website attract consumers, so even if they don’t click on the ad, they will see your brand name twice on the top search results page.

To reduce your bounce rate and keep your site listed at the top of the search engine results pages, you need to optimize your site around usability and keyword targeting in your content. Your website should be easy to navigate, contain various types of content, and be updated frequently using keyword-targeted pages and blogs. To learn more about site optimization, read this article on How to Conduct Your Own SEO Audit.

Optimize Landing Page layout.

Your landing page is the page on your website where you send customers when they click on your ad. Many companies choose their homepage as their landing page, but this isn’t the best strategy. Instead, you should create a custom page on your website specifically for a landing page and conversion tool. Your landing page should give the user a “call to action” and be engaging enough that the visitor will either leave their contact information or continue to shop directly on the site. There are a variety of techniques for creating landing pages, all of which you can use if they work for your site layout.

Utilize user-generated content.

Ninety percent of consumers say they read reviews before purchasing online or in the store. Studies show that negative reviews can cost you 30 customers on average. Online reviews are crucial to your business reputation because they are easily accessible and shape a customer’s first impression of your brand. Positive reviews on your landing page and your product pages will significantly increase your conversion rate.