How Consumers Discover Your Brand if NOT Through Ads?

How Consumers Discover Your Brand if NOT Through Ads?

Let’s face it: not everyone likes seeing ads while surfing online. Owing to this reason, people use ad-blocker to get an ad-free browsing experience. When this increasingly becomes a trend, ad-blocking activity continues to become a key concern for business players. With consumers taking more control over their online experiences, marketers who rely heavily on ad-words or Google ads can have a hard time earning profits.

But, why do consumers block ads? 

GlobalWebIndex reported that nearly half of internet users globally use an ad blocker today. People in the APAC region narrowly leads in ad-blocking activity and has sustained its lead in the past two years. Here is the list of why consumers block your ads. 

  • Too many ads
  • Ads are annoying or irrelevant
  • Ads are too intrusive 
  • Ads contain viruses or bugs 
  • Ads take up too much screen space 
  • Speed up page loading times 
  • Avoid video ads on TV/online 
  • Avoid video ads before watching clips/shows
  • Ads might compromise the user’s online privacy 
  • To stop user’s data being used up 
  • Stop device’s battery being drained 
  • Stop ads from being personalised 

See also: Developing Marketing Strategy for a Startup? Try Out These Things!

How can consumers discover your brand, then? 

Thankfully, the index showed that ad-blocking does not cause major shifts in how people discover brands. According to the list, ad-blockers discover brands from the following methods. 

  • Search engines 
  • Ads on TV 
  • Word-of-mouth 
  • Ads seen online 
  • TV shows/films 
  • Brand sites 
  • Comments on social media 
  • Review sites
  • Ads on mobile/tablet apps 
  • In-store ads 

What should you do now? 

The public will never get to know your business unless you introduce it first. This indicates that brand discovery is vital. It helps consumers know you, your service or brand, as well as determines how consumers say who you are to the public market.  

As now you know where consumers see ads the most, you can maximise those platforms to boost click-through-rate (CTR) to your product or service. Boosting CTR does not come easy but there are always a few tricks you can implement, such as follows: 

Countdown timer 

Countdown timers are the best to target “fear-of-missing-out” people to click on your ads but it does also work for your other consumers who don’t want to miss the offer. Johnathan Dane said that adding a countdown timer is an amazing way to create urgency in ad copy without needing manual ad shifts for each day, hour, or minute until the offer expires. 

The countdown timer is best to use on a peak season like Black Friday or new year sales because during these occasions, people will buy goods en masse. For example, the Clarks America company’s conversion rate is seen higher by 32 percent when using countdown timers in their ads. 

All you need to do is open your Google ads account and add {=countdown()} > fill out the builder widget > then Google will do the rest. 

Use symbols 

When used correctly, symbols can really help an ad stand out when lined up against other similar ads. Jonathan Long explained that in a sea of text, symbols really make an ad pop and stand out more. So, if you are able to insert symbols in your ad copy, give them a shot and see whether it will increase your CTR. Afterall, you cannot get a click if you don’t get noticed. And even if you are at the bottom of ad placement, with a clever device like adding symbols, you can still be the ad that stands out the most. 

Don’t forget the button to call your audience to click the add 

Never get bored to hear the word call-to-action button because this is one of the biggest reasons consumers stay loyal to you. 

Let’s learn the psychology of CTA if you are still not convinced yet. One of the most underlying forces in curiosity is not satisfaction but arousal. The idea of curiosity arousal occurs when a person can almost but not quite see, hear, or interpret something. As an example, a child who wants to see over a fence. The child is not tall enough to see behind the fence so what do they do? They will make some attempts such as jump, climb, or take a chair to make them taller enough. Their mind’s curiosity demands that their body satisfy it. 

What does that mean in terms of marketing? It means you can capitalise your consumers’ curiosity by giving them a reason to click, telling them they should click with a well-placed CTA. You can use encouraging words such as find out more here, get yours today, don’t miss it, or download before it becomes unavailable kind of words. 

Read also: This Is How You Should Use Curiosity for Marketing Booster