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After working with many small and medium-sized businesses, I’ve observed considerable differences in their results. I wondered what makes online advertising work extremely well for some companies, while it works less well for others.


First of all, I realized that the companies with a very good product-market fit were the ones whose advertising worked the best. Your product must meet a real need and people must be willing to use their credit card to get it. Good market research can help you ensure that this criteria is met.


Next, one of the most important factors for your ads to work is a good website. It must be optimized in terms of speed, user experience (structure), information and more. It must allow your users to navigate easily, understand your offer and answer their questions. A good UX (user experience) study can have a big impact on your advertising results.


Brand awareness also plays an important role in your results. Your brand must be minimally known, appreciated and show consistency in order to give your users confidence.


Finally, a good digital strategy is what will allow you to reach the right people, at the right time and with the right message. This normally includes the elaboration of your objectives, the analysis of your competitors, the creation of personas and several decisions regarding your budget, your communication axes and your acquisition funnel.


I hope my article has helped you determine where to put your efforts in order to optimize your results in digital advertising. Don’t hesitate to write me if you need clarification on any points or if you want to know more about how I can personally guide you in the development of your strategy.