As Australian SMEs navigate a competitive landscape, understanding what makes advertising ‘good’ is crucial. It’s not about flashy visuals or clever slogans alone. We’ve seen countless campaigns succeed and fail, and the difference consistently comes down to a few core principles. Good advertising isn’t simply about being noticed; it’s about driving profitable customer action.

Many businesses fall into the trap of ‘feature dumping’ – listing everything their product or service *does*. Effective advertising, however, focuses on the *benefit* to the customer. What problem does it solve? How does it improve their life? This shift in perspective is fundamental. We call this benefit-led messaging, and it’s far more persuasive than simply stating facts.

Here are a few key elements we consistently see in successful advertising:

• A Clear Value Proposition: What unique benefit do you offer that competitors don’t? This needs to be front and centre.
• Target Audience Focus: Who are you trying to reach? Advertising that tries to appeal to everyone appeals to no one. Detailed customer personas are essential.
• A Compelling Call to Action: What do you want people to *do* after seeing your ad? ‘Learn More’ is weak. ‘Get a Free Quote Today’ is strong.
• Consistent Brand Messaging: Your advertising should reinforce your overall brand identity. This builds trust and recognition over time.

Beyond these elements, remember the importance of testing and measurement. Don’t just launch a campaign and hope for the best. We advocate for A/B testing different ad copy, visuals, and targeting options to see what resonates most effectively with your audience. Platforms like Google Ads and Facebook Ads Manager provide robust analytics to track performance and optimise your spend.

Finally, consider the customer journey. Advertising isn’t a standalone activity. It’s part of a broader marketing ecosystem. Ensure your advertising directs people to a seamless and positive experience on your website or in your store. If you’re unsure where to start, a comprehensive marketing audit can identify opportunities to improve your advertising effectiveness and maximise your return on investment.