It’s no secret that 2020 has been a chaotic year. Many things went awry, and many of us are relieved it’s ending. A new year represents a fresh start and new possibilities, even if the impact of 2020 lingers. In the world of online advertising, a new year is like a reset button. You’ve likely been advertising through all the turmoil and an unusual holiday season. However, 2021 presents a chance to embrace a new approach, explore fresh strategies, or revisit those that have consistently delivered.

Therefore, I believe 2021 should be the year you prioritize simplifying and enhancing your customers’ experience. This post will delve into five ways to achieve this:

1. Tailor ads based on placement.
2. Cater to mobile users.
3. Utilize your audiences for personalized experiences.
4. Leverage multiple platforms.
5. Provide customers with the information they need. We’ve all endured a challenging year, so improving your online presence can make life easier for both you and your customers. They’ll be more inclined to make purchases, potentially boosting your profits. Let’s begin.

1. Tailor ads based on placement

Clicking on an unattractive or unreadable ad is undesirable. Most people are internet-savvy, and an unprofessional ad raises red flags. The issue is that platforms have simplified ad distribution across various placements using a single ad unit. While this simplifies ad creation, it can lead to undesirable outcomes. Consider devices: an image ad might appear too large or small depending on the device. This impacts image selection, but the ease of ad creation often leads to choosing an image based on campaign building, not post-preview appearance.

Furthermore, some placements allow for substantial text within images, while others don’t. Focal points also matter. Complex images might suit large ads, but smaller ones require a single focal point. I’ve previously discussed customizing Facebook ads by placement and optimizing images for Google’s Responsive Display Ads on this site. These posts offer specific guidance on maximizing your ad creative’s impact, regardless of where it appears.

2. Cater to mobile users

Marketers spend significant time on laptops/desktops, unlike many users. For some, mobile devices are their sole gateway to the web. Consider these statistics:

• 79.9% of Facebook users access the platform only from mobile devices.
• 61% of organic searches on Google are from mobile devices.
• Overall, 50.8% of website traffic comes from mobile devices.

These figures underscore mobile’s significance, rivaling or even surpassing desktops. Platforms like Snapchat and Instagram rely solely on mobile user experience, with minimal desktop engagement. Since we’ve established the importance of customizing ads for placements/devices, let’s focus on two crucial areas for mobile optimization in 2021: website experience and speed. Website experience We often prioritize desktop user experience over mobile optimization. Whether your website is responsive or has a dedicated mobile version, review it (or better yet, have a trusted friend do so and provide honest feedback) and answer these questions:

• Is it easy to navigate?
• Can you easily click on desired elements?
• Is everything legible and well-spaced?
• Is all necessary information readily available?
• Do all interactive elements function correctly?
• Are pop-ups or ads disruptive? Address any shortcomings promptly. Page speed: Mobile users access websites via Wi-Fi or cellular networks, with varying speeds. Typically, one connection will be slower, and mobile users are often in a hurry compared to desktop users. This leads to page bounces before loading, wasting ad spend for PPC campaigns. Remember that Google’s page experience update is approaching, and page speed is a fundamental aspect of its Core Web Vitals.

Analyze your page speed using Google’s Page Speed Insights tool and implement recommended changes to optimize your mobile page’s performance.

3. Utilize your audiences to customize experiences

Have you ever encountered irrelevant ads because you already made a purchase or don’t fit the target demographic? It’s a common occurrence, and you might be doing the same to your audience. Numerous methods exist for audience segmentation to enhance remarketing, including creating lists of previous buyers, excluding users who spend minimal time on your page, and customizing ad copy for those who abandoned their carts. The level of control over audience creation is remarkable, yet underutilized. Here are some videos showcasing targeting options on popular PPC platforms, potentially inspiring your audience creation strategies:

• Facebook and Instagram Retargeting
• Snapchat Ads Targeting Options
• LinkedIn Retargeting Options

4. Leverage multiple platforms

People don’t confine their online activity to a single platform. (Perhaps older generations favor Facebook, but they represent a smaller segment.) Reaching your target audience is most effective when they encounter your brand across various platforms. Firstly, using multiple platforms increases your chances of reaching your entire customer base. For instance, one account I manage targets high school and college students for a public service announcement campaign. We utilize Snapchat, Facebook, Instagram, and YouTube, with each platform engaging a distinct segment:

• YouTube targets older users (18-24), predominantly male (60%).
• Facebook and Instagram attract a primarily female audience (60%), evenly split between 13-17 and 18-24 year-olds.
• Snapchat reaches predominantly 13-17 year-olds with an equal gender distribution. Each channel plays a vital role in disseminating our message, but none reach 100% of our target audience. A multi-channel approach ensures broader reach, providing more opportunities for testing, optimization, and maximization.

5. Educate your customers

My final point for 2021 is straightforward yet often overlooked by marketers: Provide customers with the information they seek. Avoid ambiguity and jargon. Phrases like “Synergizing solutions for 10x unicorns” are meaningless buzzwords. Utilize your website to clearly communicate your offerings and expertise. You don’t need technical jargon; compelling marketing copy can establish you as an authority. >> Get a free website audit with the LocaliQ website grader. A common concern is, “I don’t want to reveal too much on the website; we want them to call us.” While I understand the sentiment, consider this statistic shared by a colleague:

Providing valuable information increases the likelihood of future purchases. It might not translate to immediate sales, but it fosters an informed customer base that will remember your helpfulness when ready to buy. Moreover, I’ve compiled a list of different calls to action for lead generation that goes beyond requesting a demo. These strategies can establish your expertise while delivering valuable information to your customers.

Embrace customer-centric marketing now

For too long, advertising has focused on promoting products/solutions to drive conversions. Let’s shift our attention to enhancing the customer experience by providing visually appealing ads, a seamless website experience across devices, and valuable information for informed decision-making.