One reason digital advertising fails is that companies treat it as a shortcut to attention. You invest some money in digital advertising and expect to see the clicks and conversions start coming through. In reality, digital advertising succeeds when it is just one piece of a larger engagement strategy.

When your digital ads are focused entirely on your brand and your product, prospects are less likely to engage with the content. Being able to personalize the ads toward specific pain points can catch the attention of prospects more effectively. Create your ad campaigns with the customer in mind and you’ll come across as helpful rather than creepy.

One glaring mistake would be to set your campaign to place ads automatically. Managed placements give you control over display keywords, topics, demographics, and even devices. However, it’s not enough just to select managed placements over automatic ones. Having your digital ads noticed by ideal prospects requires even greater control.