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How does brand advertising improve listening?

Effective advertising is the lifeblood of any successful business. Making your brand stand out from the crowd requires more than superficial creativity; it requires a deep understanding of the market and what is being said about your company and its competitors. This is where listening comes in, a strategy that allows you to optimize your ads based on careful analysis of both public and paid data from your own platforms and competitors. Read on to explore how you can use listening to improve your advertising efforts.

What do you need to get started?

Before you get your advertising up and running, it's crucial to conduct thorough research on social media and other digital platforms. This research focuses not only on what's being said about your brand, but also on context and competition. Here are some steps to follow:

• Research on social networks and digital platforms to learn what is being said about your brand and its competitors.
• Detect valuable content: what works well and what doesn't, so you can improve or replicate it.
• Identify criticisms or complaints to adjust your advertising approach.

How to apply listening in an advertising campaign?

Let's apply what we have learned in a practical way, using a specific exercise as an example: imagine you are a flower shop looking to launch a Valentine's Day campaign. Use search and social media tools to gain insights.

1. Google search analysis:

   • Use relevant keywords, such as "Valentine's Day flowers" or "flowers February 14."
   • Examine ads and organic results to identify effective keywords and compelling call to actions.

2. Instagram hashtags strategy:

   • Searching for hashtags related to "flowers" will help you find popular images and evaluate their performance.
   • Analyze comments and hashtags to determine which ones you could integrate into your campaign.

What are the steps to implement these insights?

Understanding the context of your brand and setting clear objectives is fundamental. In addition, planning the periodicity of this listening, either daily or weekly, will allow you to make informed decisions regarding:

• Choice of appropriate keywords.
• Selecting impactful images and compelling copy.
• Applying best practices to improve paid content.

Additional tools and resources

To deepen your knowledge and optimize your processes, consider exploring different courses and resources Platzi offers. For example:

• Digital Advertising and Ad Fundamentals Course: For a comprehensive introduction and practical tips about paid ad optimization.
• Google Ads Course: To learn more about ad extensions and how to use them to your advantage.

By implementing these listening strategies, you not only improve the effectiveness of your ad campaigns, but also develop valuable skills that can transform the way you connect with your audience. Carry out this exercise, evaluate the results and adjust your strategies accordingly - continue learning and perfecting your techniques to stand out in the competitive world of digital marketing!